Проведено дослідження щодо застосування маркетингового інструментарію в політичній сфері. Доведена його ефективність в електоральному процесі на місцевому рівні. Обґрунтовано принципи формування комунікаційної політики та критерії вибору маркетингових інструментів. Пропонується необхідність ширшого використання соціальних мереж та таргетування. Показана універсальність маркетингового інструментарію з врахуванням специфіки його застосування в різних сферах соціального життя.
Ключові слова: маркетинг, омніканальний маркетинг, цифровий маркетинг, таргетинг, маркетингові дослідження, місцеві вибори, рекламна кампанія.
The purpose of the article is to substantiate the scientific, methodological and practical provisions for the use of omnichannel marketing tools in the political sphere. Achieving the goal of the work necessitated the solution of the following tasks: to analyze the evolution of marketing tools in modern market conditions; determine the content of the marketing complex in the political sphere; to investigate the effectiveness of the use of marketing research to study the political sphere; determine the feasibility of applying the tools of marketing communication policy in the electoral process; substantiate the criteria for selecting priority marketing tools in the political sphere. Modern world trends in the development of society and market relations update digital marketing and its main tools, including targeting technology, which are used to link the success of marketing communication policy in any business project. Political advertising today is a prerequisite for a successful campaign and victory, so politicians are actively using the services of marketers. Election campaigns do not last long, but their success depends on the quality of previous work of the politician in the district, which should be based on marketing research of the main factors, study of possible competitors and requests from voters for goods (deputy). Only marketing research can answer all these questions. Advancing a candidate to win an election requires a well-structured communication policy, where marketing tools are most effective. Politicians actively use the services of PR-managers, but the greatest demand is for quality advertising. Emphasis is transferred to social networks, and the effectiveness of their application directly depends on quality targeting. The study of the experience of marketing tools in the political sphere suggests its universal nature, which, despite all the specifics of the policy and the high level of legal restrictions on its use, proves its effectiveness and is the key to the success of election campaigns. Proven effectiveness of the use of marketing tools in the electoral process at the local level can be fully applied to national elections. Each of these areas, of course, contributes its own features and specifics to its application, but it only enriches the theory and practice of modern marketing.
Keywords: marketing, omnichannel marketing, digital marketing, targeting, marketing research, local elections, advertising campaign