Creative Tools for Interaction of Brands with Consumers on the Digital Technologies Basis Alexandra Ponomareva 1(&) , Maxim Ponomarev 2 , and Alexandr Ponomarev 3 1 Department of Marketing and Advertising, Rostov State University of Economics and South Federal University, B. Sadovaya, 69, Rostov-on-Don 344002, Russia alexandra22003@rambler.ru 2 Department of Economic Theory and Entrepreneurship, Russian Academy of National Economy and Public Administration, Pushkinskaya Street, 70, Rostov-on-Don 344011, Russia kardiogramma@rambler.ru 3 Department of Taxation and Accounting, Russian Academy Om National Economy and Public Administration, Pushkinskaya Street, 70, Rostov-on-Don 344011, Russia ponomarev@uriu.ranepa.ru Abstract. Creative tools based on the use of digital technologies form a new type of “brand to consumer” communication, its special feature is the realization of the socio-psychological function of marketing. The brand’s solution of social and psychological problems of target audiences using digital technologies allows building meaningful, interactive, partner, personalized brand relation- ships with consumers. Keywords: Communication marketing Á Digital marketing Á Social marketing Art-marketing Á Partisan marketing Á Flashmob Á White paper Entertainment-marketing Á Provocative marketing Á Aggressive marketing Viral marketing Á Buzz-marketing 1 Introduction Nowadays, new creative and innovative tools and tools for communication marketing are being developed and developing along with traditional tools of marketing com- munications - advertising, Public Relations, Sales Promotion, Direct Marketing, Per- sonal Selling. Digital technologies usage obtain an institutional basis for new types of communication marketing for their implementation in practice, methods and receptions. Our hypothesis is that the new tools are completely different: the mechanism of their impact on consumers is not pressure, repetition, to attraction and manipulation techniques – but the brands attempt to be consumer-friendly, to give him new infor- mation, to solve socio-economic and/or psychological problems that are relevant to an © Springer Nature Switzerland AG 2019 T. Antipova and A. Rocha (Eds.): DSIC 2018, AISC 850, pp. 40–47, 2019. https://doi.org/10.1007/978-3-030-02351-5_6