Reengineering Brand Communication with the Consumer by Integrating Pop Cultural Influencer Marketing Tools Into Traditional Marketing Components

Аннотация

The article is devoted to the processes of marketing communications in the context of informatization and digitalization of society. The problem of oversaturation of information platforms with content is considered. As a solution, it was proposed to use influencer marketing tools with integrated manifestations of the pop culture. The informational prerequisites for the use of this approach are revealed. The transformation of the marketing-mix components is described, as well as examples and cases of using the proposed method for solving the existing problem for each of the components are presented. The principles of integrating pop-cultural influencer marketing tools for each of the marketing mix components are formulated. The relevance of the reengineering of brand communications with the consumer by integrating pop-cultural influencer marketing tools into the components of traditional marketing is determined.

Key words: marketing management, integrated marketing communication, brand building, reengineering, influencer marketing, 4P, 7P, informatization, digitalization, pop-culture

DOI: 10.15276/mdt.5.32.2021.6

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