Abstract:

The paper describes the processes of marketing communications development in the context of consumer demand individualization. The authors have identified a new class of multilateral models of symmetrical marketing communications, which allow to take into account the involvement of consumers in interaction, substantiate the personalized marketing principles and prove the necessity of its use in the marketing communications process. The “engagement hierarchy” model is presented, it includes the stages that a consumer undergoes under the marketing communications influence and the tools of personalized marketing are analyzed. The model of personalized interactive subject-subject marketing communications has been synthesized and the principles of their regulation are stated. Based on the study, a methodology for evaluating the effectiveness of personalized marketing communications was proposed. A system of indicators describing the efficiency of consumer engagement stages, indicators for evaluating the effectiveness of communicative environment, as well as methods for evaluating the consumer’s life circle value and company's client capital.