Keyword: «beacon technology»

PERSONALIZATION USING IN MODERN MARKETING INSTRUMENTS

Authors:

Oksana Prohorova,

Lidiya Urchik

In this article the authors examined ten basic modern marketing tools and the possibilities of using them to personalize communication or a product. The contents and capabilities of these tools are disclosed, examples of their successful implementation are given. The authors concluded that it is necessary to use these tools to select a customer offer that meets the needs of the consumer.

Keywords: personalization, marketing tools, chat bots, subscriptions, beacon technology, mobile payments, voice search, tackle, cross-marketing, community management