Strengthening relationships with residents via internet and mobile communication in territorial marketing on the example of the city of Częstochowa
Strengthening relationships with residents via internet and mobile communication in territorial marketing on the example of the city of Częstochowa

Summary/Abstract: In the partnership approach, majority of territorial marketing activities are addressed to key clients, mainly residents, to intensify their sense of brand identification and connect them with a given territorial unit both on the functional and emotional levels. The paper assumes that in territorial relationship marketing, more and more often, internet and mobile forms of communication with residents are used, which is supported by the example of marketing activities used by the City of Częstochowa. At the same time, by the use of own research, an attempt to evaluate these activities from the residents’ perspective was made. Results indicate that although many forms of contact with residents via the internet and mobile applications are used in Częstochowa, including those with a more direct and personalized character, interested parties themselves are not fully aware of their existence and use them to a very limited extent.

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