СOMMUNICATION STRATEGY DEVELOPMENT ALGORITHM FOR B2C STARTUPS

This article proposes an author's algorithm for developing a communication strategy for B2C startups, including: communication audit of B2C startup, setting goals and objectives of the communication strategy (business goals, marketing goals, communication goals); analysis of the business model...

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Published in:Pryazovskyi Economic Herald no. 5(28)
Main Authors: Verbytska, Anna, Babachenko, Larysa
Format: Journal Article
Language:English
Published: 2021
ISSN:2522-4263, 2522-4263
Online Access:Get full text
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Abstract This article proposes an author's algorithm for developing a communication strategy for B2C startups, including: communication audit of B2C startup, setting goals and objectives of the communication strategy (business goals, marketing goals, communication goals); analysis of the business model of the startup (defining of the life cycle of the startup); defining of the target audience; development of communication messages for each segment in accordance with the profile; definition of startup communication tools; definition of communication channels of the startup; development of a communication plan; media plan development; evaluation of the effectiveness of the communication strategy. The proposed algorithm focuses on the in-depth analysis of the profile of the consumer's personality, which allows to predict behavioural responses in conditions of uncertainty and create an effective communication strategy B2C startup.
AbstractList This article proposes an author's algorithm for developing a communication strategy for B2C startups, including: communication audit of B2C startup, setting goals and objectives of the communication strategy (business goals, marketing goals, communication goals); analysis of the business model of the startup (defining of the life cycle of the startup); defining of the target audience; development of communication messages for each segment in accordance with the profile; definition of startup communication tools; definition of communication channels of the startup; development of a communication plan; media plan development; evaluation of the effectiveness of the communication strategy. The proposed algorithm focuses on the in-depth analysis of the profile of the consumer's personality, which allows to predict behavioural responses in conditions of uncertainty and create an effective communication strategy B2C startup.
Author Verbytska, Anna
Babachenko, Larysa
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