Marketing innovations are divided into three types:
- New ways of doing business;
- Creating innovative products or services;
- Finding a new target audience.
Innovative marketing comes in two types:
Strategic. Marketers in this case carry out analysis of conjuncture, organize demand, foresee customers’ behavior. In addition to analyzing the market and external influences, marketing creates an audience of potential customers. Creation of representative samples, telephone polls and questionnaires generalize respondents’ preferences, reveal their desires. The owner of business should follow the client’s behavior, change of his tastes, his social environment and identify little realized possible needs.
Operational. This type of marketing involves the development of certain forms of implementation of strategic marketing concepts of innovation. It is directly interconnected with the stages of the life cycle of innovation on the market. Of particular importance is the definition of its beginning.
Modern marketing can be differentiated based on the use of digital marketing techniques:
- Using BigData;
- Increasing conversions;
- Display advertising (social media retargeting);
- Contextual advertising;
- Internet PR;
- Crm-marketing; SEO.
Innovations in marketing face some problems: a lack of support for innovative marketing organizations. There are also a number of problems regarding human resources:
Lack of creatives focused on developing innovative ideas in the field;
Lack of specialists who know how to promote innovation in marketing;
Low awareness of technological businessmen in the development of creative projects;
Lack of a favorable innovative environment for the development of this kind of products.
According to experts, it is support from the state that will help businessmen to pay attention to the sphere of innovative marketing. As a consequence, there will be healthy competition, large enterprises will have to set up innovative communication channels for sales in order to take the leading position. However, at this point, many large companies already use BigData, retargeting in social networks, PR in the Internet, and other techniques to promote products and services.
