SEMANTIC NETWORK FOR FORMING THE CONTENT OF TEXT MESSAGES FOR THE PROMOTION OF MOBILE APPLICATIONS TO THE CONSUMER MARKET

Objectives. The greatest potential for development of the mobile communications market is located in the mass segment. The aim of this work is to describe an approach allowing specialists who may not be competent in marketing and advertising to generate effective communication messages for promoting mobile applications to the consumer market.

Methods. The approach is based on a combination of the following methods: the ideas of semiotics as one of the key elements of communication theory, artificial intelligence methods and patterns involved in the design of content of communication messages in the context of accumulated experience. In the study, provisions of classical and digital marketing, copywriting, semiotics, psycholinguistics as well as Customer Development methodology are analysed. The induction method made it possible to describe some regularities in the compilation of effective communication messages, which was reflected in the subject area model.

Results. The conceptual model of the subject area in the form of a semantic network is presented, in which the basic concepts and relationships of marketing elements necessary for the formation of communication message content are described. The key concepts in the semantic network are the “mobile application” and the “consumer”. Advertising texts are to be generated according to the marketing characteristics of these concepts (especially in terms of the perception of information, properties of the mobile application and others). The semantic network is the basis for the design of communication message templates. The task of the templates, on the one hand, is the formation of the "frame" of the message, suitable for some typically emerging context seen as the set of characteristics of the target group of consumers, mobile applications and the tools for its distribution. On the other hand, the template consists of a sequence of lexical units matched to the marketing characteristics of the conceptual objects described by the semantic network, which are most likely to induce potential consumers to commit the actions desired by the seller. The results of approbation are presented by the example of the activity of the group of enthusiastic developers.

Conclusion. The proposed approach can help small IT companies (including start-ups) to independently develop effective communication messages.

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