Modelling of digital communication surfaces for products and services promotion

[摘要] Development of information technologies at the present stage allows switching over to a higher level of interaction between business and clients. Worldwide trend in attempts to find a potential consumer is customization of marketing impact. This paper is dedicated to interactive communication modeling through evaluation of feedback to commercial brands promotion via all possible consumer preference influencing channels. The paper establishes formalisms, plots mathematical model of products promotion by means of digital platforms and gives calculation of optimized regimes. The paper shows results of investigations performed by means of elaborated mathematical model on a particular example. The paper substantiates efficiency of elaborated mathematical model employment (under the conditions of market uncertainty) for making managerial decisions in various products and services promotion areas and also for the purpose of short-term and long-term business planning.

[发布机构] Peter the Great St.Petersburg Polytechnic University, Politechnicheskaya Str., 29, St. Petersburg; 195251, Russia^1

[关键词] Business planning;Consumer preferences;Digital communications;Digital platforms;Interactive communications;Managerial decision;Market uncertainty;Products and services