The current state of interactive information provision of cross-border cooperation in the Carpathian Euroregion
Journal Title: Маркетинг і цифрові технології - Year 2018, Vol 2, Issue 4
Abstract
The aim of the article. In the scientific works of Ukrainian and foreign scientists on the development of cross-border cooperation, international and regional marketing, there are no empirical studies on the status of information provision of foreign economic activities of the regional border areas in the context of the parameters of interactive marketing. Therefore, in this research, available digital databases of the Carpathian Euroregion (as an example of international regional cooperation – Ukraine-EU) will be diagnosed in order to study the use of their interactive marketing parameters. The results of the analyses. Based on the author's methodological approach to assessing interactive marketing tools in the context of analyzing on-line platforms, a practical study was carried out on information content on the basis of the Carpathian Euroregion. Methodology consists of the following evaluation parameters: the content platform – Internet or interactive; available language component of the site; saturation of the filling; subject and audience of the site; content of the background and target information; availability of information base in social networks; frequency of information update. On the basis of this analysis it was determined that not all portals of cross-border cooperation on the investigated territory contain the necessary data set. But there are those whose information support is considered relative to their other partners at a high level of development. This applies primarily to the Polish side of the Carpathian Euroregion. There is also a wide range of interactive, informational content and is designed for many of its participants. The Slovak and Hungarian sides are outsiders of this process – the frequency of updates is not available from 2015, there is no fullness of the multilateral base, which in turn is intended for a narrow circle of participants in cross-border cooperation. The Romanian and Ukrainian sides are improving their results only because their frequency of updates has not stopped, but continues. However, the breadth of the filling is also too low. At the same time, information provision between border regions and in the classical style continues: press conferences and briefings; scientific and scientific-practical conferences; seminars on musical, artistic, ecological, linguistic directions; practices of secondary school students in neighboring countries and study tours; opening of joint exhibition centers; promotion of art in transboundary regions through exhibitions and concerts; organization of competitions for implementation of projects under the program of cooperation within the euro regions, etc. Conclusions and perspectives for further research. The Carpathian Euroregion in the context of its information system, as a result of the study, showed a diversified direction of development. In particular, because there is no single database for five countries. This is considered a disadvantage, just as a cross-border site should be aware of all the border regions of this association. Today's web pages are mainly focused on domestic national participants in cross-border cooperation. Therefore, studying the European experience of formation of information relations in the Internet on transborder Euroregional cooperation becomes very relevant. Having identified the problems mentioned in the article for each national side of the interregional association, provides the basis for further scientific developments with the construction of an effective system of cross-border information relations using advanced elements of digital development and interactive marketing.
Authors and Affiliations
Kristian Нehedosh
Keywords
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- EP ID EP530710
- DOI 10.15276/mdt.2.4.2018.4
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