Main Tendencies of Innovative Advertizing Technologies Development in Real Estate Sphere

Vladimir Ponomarev

doi:doi:10.12737/10329

Main Tendencies of Innovative Advertizing Technologies Development in Real Estate Sphere

Published в Scientific Research and Development. Socio-Humanitarian Research and Technology · Volume 4, Issue 1, 2015 · Pages 61–66 · Rubrics: Innovative aspects of the training and practice of human

DOI 10.12737/10329

Received: 17.03.2015 Accepted: 17.03.2015 Published: 17.03.2015 Language of publication: RUS

Authors

Vladimir Ponomarev ¹ iD

1 Moscow State University of Technologies and Management named after K.G. Razumovskiy (Department “Public processes, Media and Advertising Technologies”, Senior Lecturer)
Moskva, Moscow, Russian Federation

ABSTRACT

In this paper are considered such innovative methods for real estate advertizing as non-conventional types of outdoor advertizing ("ambient media") and advertizing on devoted to real estate special Internet portals. Two categories of real estate market’s participating organizations forming the offer are considered – construction and investment companies, and real estate agencies. Distinctions between them in advertizing budget volume and, therefore, in a choice of concrete forms of advertizing when planning the advertizing campaigns are specified. A conclusion about the increasing role of innovative methods for advertizing as less expensive in comparison with the main traditional methods is drawn. A review of largest Internet portals related to real estate, with indication of main features for each of them is provided. Examples of non-conventional forms for outdoor advertizing in the domestic real estate market are pointed out. The main tendencies related to the attitude of real estate market participants to innovative methods of advertizing are revealed and these tendencies’ possible reasons are specified.

KEYWORDS

real estate market innovative methods for advertizing construction and investment companies real estate agencies outdoor advertizing ambient media internet marketing real estate portals.

Information Text References

Authors:

1. Moscow State University of Technologies and Management named after K.G. Razumovskiy (Department “Public processes, Media and Advertising Technologies”, Senior Lecturer)

Moskva, Moscow, Russian Federation

Type:

Article

Pages:

from 61 to 66

Status:

Published

Language:

Russian

Keywords:

real estate market, innovative methods for advertizing, construction and investment companies, real estate agencies, outdoor advertizing, ambient media, internet marketing, real estate portals.

Text

Высокий уровень доходности компаний, осуществляющих свою деятельность на рынке недвижимости, приводит к быстрому росту конкуренции в данной сфере. Не имея широких возможностей снижения себестоимости предлагаемых товаров и услуг, компании делают ставку в конкурентной борьбе на повышение эффективности маркетинговой деятельности и, в первую очередь, на использование рекламных инноваций. В рамках развития инновационных рекламных технологий в сфере недвижимости могут быть выделены две основные тенденции: рост вложений в нетрадиционные виды наружной рекламы (называемые в западной литературе «эмбиент медиа» [15]), а также повышение роли открытых электронных баз данных объектов недвижимости и специализированных веб-ресурсов, посвященных отдельным предложениям компании.

Рассмотрим структуру рынка недвижимости с точки зрения применения рекламных инноваций. В рамках структуры рынка могут быть выделены две основные группы организаций: инвестиционно-строительные и риэлторские компании (агентства недвижимости).

Продуктом, предлагаемым на рынке инвестиционно-строительными компаниями, являются непосредственно объекты недвижимости: городские и загородные, жилые и нежилые объекты, недвижимость эконом- и премиум-класса. Большой объем маркетингового бюджета позволяет инвестиционно-строительным компаниям использовать в своей деятельности даже самые дорогостоящие рекламные решения.

References

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