DIGITAL MARKETING AS AN EFFECTIVE TOOL OF ANTI-CRISIS DEVELOPMENT OF THE RESTAURANT BUSINESS ENTERPRISE DURING THE PANDEMIC AND ITS RECESSION
Abstract
The article justifies the importance and prospects of digital marketing as an effective tool for crisis development of the restaurant business, which has been one of the first to suffer from the COVID-19 pandemic and the introduction of restrictive measures by the Cabinet of Ministers to combat it. Due to the epidemic, all communication plans and strategies developed by the restaurant business for 2020 have lost their relevance. It is argued that in today's reality, digital and online marketing strategies are gaining relevance, and websites, social media pages, updated content and the flow of consumer feedback are the “virtual epicenter” of interaction between the restaurant business and the consumer. The necessity for the restaurant business enterprises to rethink the current business models in view of the possibilities of digital marketing as an effective tool of their anti-crisis development is justified. The advantages of online marketing, which is focused on increasing customer focus, strengthening the emotional connection with the customer of the restaurant business, is defined. In order to use the opportunities of digitalization in the restaurant business, key transformations of customer experience have been identified, which state the fact of changes in consumer perception of the basic facets of both the restaurant business and the restaurant product. The main methods of digital marketing that can be used in the implementation of anti-crisis management of the restaurant business enterprises in modern conditions are identified, such as contextual advertising Google Adwords, Yandex Direct; Big Data technology; retargeting; mobile marketing; email marketing; viral marketing; SMM (social media marketing); SMO (social media optimization); SEO (search engine optimization). The study focuses on the practical aspects of digital marketing, the implementation of which creates opportunities for effective promotion of the restaurant product online, growth of the target audience and image support. A set of advantages of digital transformation of models of the restaurant business enterprises in the conditions of the COVID-19 pandemic is built.
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