Keywords:
digital marketing
clustering
CRM systems
social networks
content marketing
game development

  • Abstract

    The relevance of the research topic is due to the rapid development of digital technologies and the increasing importance of interactive marketing communications in the context of globalisation. Creative industries play a crucial role in economic growth, and effective marketing strategies are a prerequisite for their competitiveness and sustainable development. The study aims to analyse interactive marketing communications of international clusters of creative industries and identify effective strategies and tools that contribute to their development. The types of research used are analysis of literature sources, comparative analysis. Most of the surveys conducted in this research revealed that the incorporation of digital technology and CRM systems enhances the quality of interaction with customers, enhances customer loyalty, and dissects the proportionate increase for conversion and investment return. Clusterim allows to focus resources and to promote members’ cooperation that is vitally important in the context of global competition. By using artificial intelligence and virtual reality for example customers can be reached in a way and a new experience created that was not possible before. In the study made to compare different types of marketing techniques the results point towards social media and content marketing as the most effective means of both audience acquisition and retention. SEO and email marketing on the other hand are great business tools that come with high conversion rates and ROI. The practical application of the study is to offer solutions on enhancing the thé marketing initiatives, investing in personnel and infrastructure, enhancing the inter-cluster communication, and the active implementation of new technology, which will help the creative industries to meet the new global market conditions for their steady advancement.

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How to cite

Tereshchenko, I., Melnykovych, O., Boiko, O., Zabaldina, Y., Mosiiuk, S., & Mieshkov, S. (2024). Interactive marketing communications of international creative industry clusters. Multidisciplinary Reviews, 8, 2024spe059. https://doi.org/10.31893/multirev.2024spe059
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