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Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Irina Borovleva
Role of Consumer Trends in the Brand Digital Strategy Development
Advertising and Public Relations
(Bachelor’s programme)
8
2016
This paper is intended to cover some major issues referred to the sphere of consumer trend significance. Predicting consumer behavior and consumer trends are the common instruments of strategic communication planning. Nevertheless, most companies are engaged in tactical marketing, while trendwatching is a tool of strategic marketing. This way, the problem of rational use of consumer trends in the development of brand digital-strategy has been addressed.

Due to the advances in technology digital marketing can provide a wide range of communication tools that have the immense effect in the case of consumer satisfaction.

The findings of this study are purely based on the information provided by qualified respondents and Trend Framework analysis. The variety of interesting behavioral dynamics in the framework of consumer trends was observed through case study research. The results suggest that the integration of consumer trends into digital strategy can be implemented by the parameter of satisfaction of social needs. Eventually, applying consumer trends to digital strategy can help influence greater the potential of online communication. By taking into consideration the social preferences of consumers, the effectiveness of online communication aimed at particular market segment can be increased.

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