In the conditions of informational society formation marketing as a marketing tool of the company turns into the shape of economic activities with sociohumanistic orientation.
This question of orientation changes activity is relevant to the modern telecommunications companies that seek to be competitive. The process of achieving this goal provides that marketing must be innovative.
The change in the orientation of marketing from a consumer for innovations does not mean reducing the role of consumers in shaping competitive advantages of the company. On the contrary, their value to the company becomes even greater, and in some cases they are equal partners, as all its members, who create a certain product. This tendency is enhanced during the formation of the information society. So, due to the development of its material basis, which is basically formed by new information and communication technologies, there are a lot of communication possibilities with customers in the company. Through dialogue with consumer, communities companies have the opportunity to learn what contemporary people need and consider their individual needs at any stage of product creation.
Marketing, which involves collaboration with customers, is innovative. First of all, a new space, where their relationships are developed, requires the ability to be flexible in decision-making and combine resources in accordance with objectives that can be changed during a dialogue with consumers. Thus, in the conditions of informational society, the traditional marketing goes beyond its borders and manifests itself in new concepts. Among them – development of divergence, this involves the creation of new categories of services. Basically, this process occurs through lateral thinking. Lateral thinking is a technique to generate creative ideas, which is actively used by the marketers of the leading companies in the world.
The essence of the technology of lateral marketing consists of finding the relationship between two different concepts, resulting to a new category. In cooperation traditional vertical marketing and lateral marketing create the necessary innovations that enable us to achieve greater success and continuously develop the competitive potential of the company. The application of lateral marketing, active cooperation between companies and the communities of consumers, access to innovative way of development as an insult to all vital functions in modern companies lead to a new era of marketing of sociohumanistic orientation.
Elements of this concept arise in the corporation as an association of employees that build the brand story along with customers that are loyal to it. This process is a creative collaborative production of the product not in the classic sense, but emotions and impressions which are necessary for the consumers that use it. In the world of the discussed modifications the active positions are also held by telecommunication companies. As direct participants in the process of formation of information society, they are among the first to absorb the novelty of global transformations. It definitely creates great opportunities for development, but on the other hand, requires a lot of effort to ensure competitiveness.
Marketing and innovation are the main functions in ensuring the competitiveness of telecommunications companies from the very beginning of their functioning in a competitive environment. However, even establishing of two-way communication between marketing and innovation do not provide the competitiveness of the company in modern conditions. To do this, the marketing needs to be innovative, it needs to create a competitive advantage, the company not only the market but also outside it. Leading telecommunications companies choose this path of development. The practice of telecommunication companies are increasingly focused on creating new space activities1. The examples of the application of lateral marketing by telecommunications companies in Ukraine: a combination of call centres with Internet cafes, the introduction of access points, Wi-Fi in libraries, universities etc. the opportunity to have one phone that is both mobile and stationary.
More and more telecom operators are developing cooperation with customers and focus on innovative approach in marketing.
In many leading companies this process is directly connected with the practice of corporate social responsibility. Thus, in the framework of the concept of social responsibility, telecom companies not only contribute to the development of society, but also receive the necessary information about potential and existing customers, their needs, thereby increasing their experience. The development of this activity contributes to increase the competitiveness of companies, ensures a positive reputation and high positions in business rankings.