Александра Егурнова - ТРЕНД. Научный альманах

Citizens do not feel the necessary protection from representative immigrants near military structures that previously held high positions. “The people against the nomenclature” – emphasizes the political expert of the portal “Word and deed” Valentin Gladkikh. In addition, Zelensky and his party are often accused of abusing populist slogans and promises in the spirit of “For all good, against all bad”.

Zelensky’s strategy is based on the principle of “centering on singularity”. This implies a focus on isolated from the context of the candidate’s personality. People are invited to pay attention to a person who obviously does not have the necessary competencies, but has an interesting biography, the right origin and a successful position.

Needless to say, in a situation of global digitalization, the future President also focused on social networks. In addition to constantly flashing on his native TV channel, he actively maintained his Instagram page, which is worth noting to this day. This allows them to instantly respond to any information occasion, talk to the people in the same language, and break down such an established and traditional barrier between the population and representatives of high ranks. In their posts and videos, Zelensky’s team constantly emphasizes the desire to be closer to ordinary citizens and the willingness to take actions to restore peace in the warring regions and stabilize the common Ukrainian agenda.

Zelensky’s team has official accounts on Facebook, Instagram (9.2 million subscribers), Telegram (a total of 69 thousand subscribers), Twitter and two YouTube channels (See! President with 725 thousand subscribers).

“In every country where there is active attention to the political situation in Ukraine, curators were found (in Israel, America, Australia, Japan, Canada, and so on). Each of them created their own community. For them, the headquarters has allocated lawyers who answer questions – how to vote, how to become an observer in this country, and so on”, – said Mikhail Fedorov, one of the leaders of the digital promotion of the candidate.In addition, in most social networks there are regional pages of the Zelensky team – in each area, and in some several.

The main legitimate claim to the comedian was just his professional failure as a politician. He was not involved in state structures, never worked in the specialty of “Lawyer”, received at the end of the last century. History has known cases when a person of a creative profession was elected to govern the country. However, most often they were people who had just started their life in the entertainment industry, but later changed their professional sphere to get the necessary experience. The most famous representative of this kind of professional transformation was the 40th President of the United States, Ronald Wilson Reagan. He began his political career as Governor of the state of California, and when he became President, he was remembered for economic reforms to reduce taxes and state intervention in business processes. In a recent poll, Reagan was chosen as the best President by an audience of self-identified baby boomers. Interestingly, he ran for the Republican party, as did Arnold Schwarzenegger, Donald trump, and Clint Eastwood later.

Also, the events of recent years demonstrate that the traditional elites of European States are in a systemic crisis. The broad masses of the people are losing confidence in politicians who communicate with the population by clerical means, and who have been in front of the eyes of voters for many years.

In the case of the Ukrainian situation, Vladimir Zelensky chose absolute transparency as the main weapon in the political struggle.

Kristina Pronyaeva

First-year student master’s degree

Faculty of Marketing

Plekhanov Russian University of Economics

Scientific Suprvisor

Fominykh Nataliia Iurievna

Professor

Foreign Languages Department #1

Plekhanov Russian University of Economics

Everyone knows the quote “The customer is always right,” but how does it refer to content marketing?

All Customers have their own opinions, desires and needs. A smart marketing specialist will devote some of his time and energy to listening to his customers. The reason is that content marketing is a user-centric platform. Companies that have nothing to offer will soon find themselves out of the market. That’s why in order to be competitive companies should search new “insider” information from their customers.

In the world of content marketing, there is nothing more important than client. The client determines website content, methods of distribution, an amount of posts in social media and of course the success of the company.

Companies that want to create a successful marketing strategy have to devote time to finding offers from customers. Today you can find a lot of useful information in the Internet. If users do not like the information you provide, they will simply leave your website and continue searching for a more suitable web resource. This is good for your competitors, but absolutely not profitable for you.

According to the Business Insider, companies have only seven seconds to make the first impression to the client. It is very important to make sure that the content of the page meets the needs and interests of visitors. If you have done all the necessary work, it is most likely that it will help you make a favorable impression on users.

Behavioral limits

Despite of the fact that some companies believe that it is enough to make a simple analysis of behavioral factors data, this is not true. Instruments, such as automatic web analyzer are useful, they provide information about the way of user, location, actions, where visitors came from, how long they stayed on the website, how many pages they viewed and whether they shared content.

However, such analyzers do not show the following data:

• demographic data, interests, goals, etc.;

• how many people liked or did not like the content you are offering;

• search interest;

• what decisions regarding purchases were made by people who viewed the information on the site;

• offline actions of people who visited website.

Without a complete picture obtained by combining behavioral factors and forms of customer information, such as surveys, a company will not be able to get the necessary information about the quality of its own activities.

Even if 10% of your blog posts drive 90% of the total traffic, it’s impossible to say exactly how this is happening and what actions the company should conduct to repeat similar results. Therefore, behavioral factors are limited in their and for full effectiveness should be compared with the data of customer’s surveys.

How to create an effective survey

Now that it’s reliably known that clients run a business – it’s time to listen them. How to do this? The answer is simple: you ask questions, and then acts according to the answers that were received. Asking website visitor, company should create relevant content on the website, change the marketing channels or find new ways to interact with visitors.

The best way to get user feedback is to conduct a survey. This allows you to get information about the preferences, behavior and needs of customers. It will also help you to understand the needs of your customers, which will help you to run more effective digital campaigns.

Surveys are conducted on the basis of certain data: characteristics, preferences and customers behavior.