RELATIONSHIP MARKETING MODELS IN THE CONDITIONS OF DIGITAL ECONOMY DEVELOPMENT

Abstract

The purpose of the article is to substantiate the principles of transformation of relationship marketing models in the context of the development of the digital economy.

The article provides a justification for the principles of transforming relationship marketing models in the context of the development of the digital economy. It was considered the main approaches to defining relationship marketing. It was analysed relationship marketing models in the digital economy. An analysis of existing relationship marketing models has shown that classical approaches focused on linear and relatively stable relationships are gradually transforming into more complex, dynamic interaction systems that operate in a digital environment. It has been established that digitalization changes not only the tools of marketing activities, but also the very logic of building relationships with consumers.

The differences between classical relationship models and dynamic interaction systems are identified in the context of the transformation of the concept of relationship marketing in the digital economy. The latest models of relationship marketing are substantiated, which are implemented in the following areas: digital relationship marketing; social CRM; online customer engagement marketing; brands as part of digital ecosystems (platform ecosystems); consumers as value co-creators (Value co-creation).

Social CRM (Customer Relationship Management, CRM) is substantiated, which is actually a system for managing relationships with customers. Attention is focused on the formation of CRM systems in which information about existing, potential and former customers is accumulated, which is structured in a format convenient for use and further analysis. It was determined the structural elements and components of the Social CRM (Customer Relationship Management, CRM) concept.

The principles of engagement marketing have been identified, which include the following: personalized approach; emotional interaction and empathy; market micro-segmentation; building trust; customer-oriented culture; data collection and analytics (data-driven marketing); personalized push notifications; individual recommendations.

It has been proven that digital communication channels are changing not only the tools of interaction with consumers, but also the way trust, communication and communities are formed around the brand. In these conditions, the effectiveness of relationship marketing is determined by the ability of the enterprise to adapt to the changes in the digital environment, use data analytics and provide personalized interaction with consumers.