Bakun, A.

Reshetilova, T.

English

Scientific hub Dnipro University of Technology

9markets, qualified workforce; for tourists - climate, sights; for investors - propertyprices, working procedures of sale of private property.To generate the necessary conditions for socio-economic development andcompetitiveness of the region using regional marketing as a tool for regulation, whichtakes into account the peculiarities of the external and internal environment of aparticular region and create conditions for maximum adaptation to market needs, it isnecessary not only to focus on the interests of all groups, entities and needs of targetmarkets. But just keep in mind that regional marketing is the most effectivemechanism for the development and implementation of regional social and economicprograms that ensure the harmonization of interests of many actors of marketrelations and performs system-role in the functioning of territorial socio-economicsystem.Terms of regionalization economy necessitate effective use of its own economicpotential of areas in the region that requires developing and implementing effectiveregional policy aimed at the reconstruction of the economy, attract investment,increase competitiveness, development and implementation of development strategiesthat are based primarily on the use of own capacity .Bakun A.Reshetilova T., research supervisorNational Mining UniversityIS THERE DIGITAL MARKETING IN A RESTAURANT?Key words: digital marketing, social media marketing (SMM), social mediaoptimization (SMO)Recently it seemed that SEO skills, understanding context ads and the ability ofanalyzing Google Analytics` metrics provided uncommon CV and a decent wage, butnow there are plenty of copies about the importance of digital marketing. So what isit, and is there difference between digital and internet marketing? Moreover, is itpossible for owners of cafes to reach excess profit by using this tool?In order to understand how digital marketing works, we should define thenotion. Thus, digital marketing is the marketing of products or services using digitalchannels to reach consumers. The key objective is to promote brands through variousforms of digital media. Digital marketing extends beyond internet marketing toinclude channels that do not require the use of the internet. It includes mobile phones(both SMS and MMS), social media marketing, display advertising, search enginemarketing, and any other form of digital media. First of all, digital marketing is acomplex approach to the promotion of the company and its products. The mostsuccessful digital strategy implemented in the online stores, online training, MLMand to promote the brand of large companies and start-ups. What is left for retails,restaurants, small and medium-sized enterprises? Digital marketing tools are so wide-ranging that you can choose whatever you like to promote a business or a product.Managers of cafes or restaurants should pay attention to SMM strategies. Firstly,10it is quite easy to understand, secondly, the ability of causing emotions is going tohelp you transfer all flavors from a restaurant directly to the customers` gadget. Thebook "Neuromarketing in action" by David Lewis provides an in-depth review ofhow the brain functions and the ways in which it unconsciously influences consumerbehaviour, we are going to review the basis of this concept. Scientifically speaking,our brain is divided into three parts: the reptilian brain, the limbic system and theneocortex, or the visual brain.The reptilian brain is the oldest one, it exists around 1 million years and itincludes our instincts, the protection of a territory, aggression and the desire tocontrol everything. The limbic system is considered to be the main, and therefore themost powerful generator of emotions, it connects the emotional and physicalactivities. Neocortex is the youngest one and it is about our mind (the ability toratiocinate, the ability to establish a cause-effect relationship and the ability toanalyze. Many advertising campaigns of large enterprises focused on the visual brainof the consumer, so it is a big mistake. In everyday life, consumers have to makeimportant decisions, memorize information, think about the future and worry aboutthe present so much that if we tried to write down the number of possible connectionsbetween neurons, then we would have to write the zeros for 75 years! Our neocortexis overloaded and trying to catch the potential customer with profit that is based on“ratio”, many companies risk to mis-spend the advertising budget and put out their“real good offer” to dustbin of “even better offers”.  Let us try to understand how weshould talk to our consumers. It is clear from these observations that we have to talkemotionally! Simply put, relax for a moment and imagine you are in your favoritecafé and you smell the flair of a warm cinnamon bun. Such an exposition doubtlesslybrings a range of emotions: somebody remembers its granny who used to bake buns,another one recollects its first date and there is a woman who turned nasty andannoyed- because of these buns she had to say goodbye to her favorite jeans. It is aninfluence on a limbic system. Marketing managers have to put away the standard,boring and no surprise models of communication. Catering is full of inventionsespecially when a restaurant has the concept. Make up a story, tell your customerabout dish preparation, and probably the most important is using epithets, they arepotential triggers for the limbic system.Bas N.Makukha Yu., research supervisorNational Mining UniversityINTERNET MARKETING TRENDS 2016Key words: internet marketing, social network, social media marketing (SMM),social media optimization (SMO)The main trend of Internet marketing is complexity and consistency. Combininga set of tools to attract and retain customers, such as: marketing, SEO, texts, visualcontents, email newsletter, SMM, analytics.

IS THERE DIGITAL MARKETING IN A RESTAURANT?

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IS THERE DIGITAL MARKETING IN A RESTAURANT?

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