Strategic Management of Digital Marketing Using the Impression Classification
DOI:
https://doi.org/10.58423/2786-6742/2025-10-252-262Keywords:
digital marketing, strategic management, impression economy, digital content, impression classification, emotional engagement, cognitive processingAbstract
Strategic digital marketing management is a key tool for shaping competitive advantages of enterprises in the modern impression economy. The purpose of the article is to substantiate methodological recommendations for strategic digital marketing management. A classification of impressions is presented according to eleven criteria, which allows for a more comprehensive consideration of the audience's behavioral reactions in the process of digital interaction. The classification of impressions covers the key characteristics of impressions according to various criteria (topic, type of interaction, source, channel, emotional tone, etc.) and allows for a better understanding of how content affects the consumer. Based on the classification, methodological recommendations have been developed for using impressions as an analytical tool for strategic digital content management. A digital content management matrix is proposed, based on the correlation of levels of cognitive processing and emotional engagement. For each quadrant of the matrix, relevant content types are identified and a recommended alternation of impressions is recommended to maintain consumer attention and interest. The implementation of such a matrix allows you to systematically manage the dynamics of content in conditions of information overload. Within the framework of one strategy, you should diversify the types of impressions: alternate emotionally strong with analytical, entertaining with cognitive, interactive with reflective. This is especially important for brands that seek to form a stable emotional attachment of the consumer. The proposed approach allows you to combine analytical accuracy with creative solutions in marketing activities. The theoretical value of the article lies in the generalization of approaches to the classification of digital content, and the practical value lies in the development of a flexible model for adapting content to different types of consumer interaction. The proposed approach can be used to optimize marketing communications, increase the effectiveness of digital campaigns, and develop emotionally oriented strategies for interaction with target audiences.
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