Innovative technologies impression management in digital marketing

Abstract

The development and implementation of marketing innovations in market conditions is the only way to increase competitiveness and support high rates of development of organizations and their brands. Marketing innovations are aimed at more fully meeting the needs of consumers, opening new sales markets in order to increase sales, which is the key to the successful development of the organization. The role of the sociopsychological component in the process of managing digital marketing in the impression economy is growing. Therefore, in order to ensure the integrity and adequacy of the user’s perception of a multimedia product, recommendations for digital marketing management should combine a description of both the production-technological and sociopsychological components.