UPDATING THE APPLICATION OF CREATIVE TECHNOLOGIES IN MARKETING

The article highlights the need for using the creative technologies as a marketing tool in the field of business. The virtualization of market processes and communication integration are forcing marketing to change, distancing from the classic concept. Creative marketing is an innovative approach to management and involves a creative search of effective solutions to marketing problems. This study is based on the existing trend to creativization of public consciousness and thinking, which makes necessary the use of a comprehensive consideration for creativity problems relating to business sphere. The main motive for creativity is the human need for personal potential realization, while creativity isn’t a goal in itself in the creative marketing. The purpose of this study is to deepen the theoretical and practical study of creative marketing technologies. The objectives are to determine the understanding of creative technologies in marketing; to identify the most relevant technologies and support them with examples. The base of creative marketing isn’t any type of creative activity, but only the one that helps to solve business problems of the organization. The article proposes to consider creative marketing technologies as an independent object of study, and not as a part of a larger object, namely, creative marketing. Main creative marketing technologies, according to the authors, are the following: gamification, reference marketing, storytelling, infographics, video scribing, and chat bots. Creative marketing technologies, with proper and targeted use, can improve the products positioning of a particular organization in contrast to the competitors’ that leads to sales increase, growth of consumers’ loyalty to products and brands. The study has shown the universality of the use of creative marketing technologies in business without restrictions on areas of activity and their effectiveness in organizing communicative interaction with consumers.

marketing, management, game-based technologies, creative technologies, gamification, referent marketing, storytelling, infographics, video scribing, chat bots.

Ruvenny I. Ya., Kasimova E. R., Kuznetsova E. V. Updating the application of creative technologies in marketing. Business. Education. Law, 2021, no. 2, pp. 79—83. DOI: 10.25683/VOLBI.2021.55.210.