Application of the concept of integrated marketing communications as the basis of a marketing strategy social institutional infrastructure
This paper shows that in modern companies, there are significant limitations when using various types of marketing communications. A number of studies show that the use of various types of advertising communications limits the effectiveness of the costs of forming marketing communications with consumers and does not allow for the predicted impact on target and peripheral consumer groups. No less significant is this problem for developing a marketing strategy for a social infrastructure object, when the goals of applying advertising communications are reflected not only in the operational, but also in the strategic perspective. It is shown that the modern model of the implementation of the IMC in the marketing strategy of the social infrastructure object should include the following stages: - determination of the key audience of the company; - definition of peripheral consumer groups; - the choice of distribution channels of marketing information and tools for their integration; - the formation of marketing messages for each of the marketing channels; - selection of tools for evaluating and monitoring the effectiveness of marketing communications. It is shown that the application of this approach in practice allows to increase the effectiveness of social marketing actions in a strategic perspective, and also helps to avoid the negative impact of negative messages that are insufficiently used in developing a strategy of marketing communication channels.