scholarly journals Internet Marketing as a Modern Enterprise Communication Tool

2020 ◽  
pp. 97-102
Author(s):  
I. Fomichenko ◽  
◽  
S. Barkova ◽  
A. Dykan ◽  
K. Kosik ◽  
...  
Keyword(s):  
Marketing Research ◽  
Internet Marketing ◽  
Marketing Communications ◽  
The Internet ◽  
Communication Policy ◽  
Communication Tool ◽  
Goods And Services ◽  
Modern Enterprise ◽  
Marketing Activities ◽  
Use Of Internet

The article identifies the need for the use of Internet marketing technologies to promote goods and services in a modern domestic enterprise. Based on the analysis, the need to improve the marketing, sales and communication policy of domestic enterprises using the Internet is substantiated. The main marketing processes that are implemented using Internet marketing technologies, which include marketing research on the Internet, marketing communications on the Internet and promotion and marketing of products over the Internet. The main types of Internet marketing at a modern enterprise are studied. Current trends in Internet marketing communications are identified. The advantages of the use of Internet technologies in the marketing activities of enterprises are substantiated, which also affect the efficiency (or empowerment) not only in marketing activities, but also in other areas of the enterprise.

scholarly journals СТРАТЕГІЯ ІНТЕРНЕТ-МАРКЕТИНГУ ІТ-ПРОДУКТУ НА РИНКУ B2C

2021 ◽  
Vol 149 (4) ◽  
pp. 92-100
Author(s):  
Володимир І. Ординський
Keyword(s):  
Marketing Research ◽  
Effective Communication ◽  
Internet Marketing ◽  
The Internet ◽  
Brand Knowledge ◽  
Software Companies ◽  
Strategic Approach ◽  
Marketing Activities ◽  
High Degree ◽  
Use Of Internet

The article discusses the issues of developing an effective strategic approach to promoting IT products via the Internet on a B2C market to attain marketing goals. The study provides insights into the peculiarities and essential differences in marketing activities on a B2B and B2C markets along with revealing the specifics of using Internet marketing tools in a consumer market subject to specific features of an information technology product and a particular phase of a consumer’s purchase decision. The findings demonstrate that IT products are characterized by high degree of innovation and technological complexity which differentiates them from products in other areas of business. It is argued that the promotion of IT products on the Internet imposes a strategic approach to the selection of advertising channels and formats to ensure effective communication and achieving marketing goals. It is important that this process shall rely on the results of marketing research including the research on target audiences, competitors activities, and the effectiveness of particular tools for selecting advertising channels and formats that will ultimately contribute to reaching marketing goals. In this context, using Internet marketing tools for IT products is critical to build an effective communication system in the framework of a customer conversion funnel. It is noted that the use of Internet marketing instruments by software companies also has certain specifics driven by the conversion funnel and differentiation characteristics which make it differ from other areas of the IT market. The study findings highlight a significant role of a video format in building brand knowledge as well as in achieving conversion goals. The research results have important implications to IT companies, in particular to mobile applications developers, which can be utilized in designing product promotion strategies or while launching a new product into the market.

scholarly journals Stopień optymalizacji witryn internetowych obiektów turystyki wiejskiej dla wyszukiwarek internetowych

2018 ◽  
Vol 105 (2) ◽  
pp. 110-121 ◽  
Author(s):  
Karol Król
Keyword(s):  
Rural Areas ◽  
Search Engines ◽  
Internet Marketing ◽  
Rural Tourism ◽  
The Internet ◽  
Significant Relation ◽  
Basic Tool ◽  
Internet Applications ◽  
Marketing Activities ◽  
Overnight Stays

Profitability of touristic activity conducted at rural areas usually depends on the number of provided overnight stays. Constant inflow of customers is particularly significant for objects that conduct commercialised activity. It would not be possible without marketing activities in the Internet. A website is a basic tool in the internet marketing. The website prepared with a view to perform certain functions may be ineffective when it will not be visible in search results. This visibility can be increased by optimization activities. The aim of the research was to measure the level of optimization of websites of rural tourism objects for search engines. The surveys were performed in the set of 712 websites in the form of the SEO audit by means of the selected internet applications. Evaluation of the level of optimization of every website was obtained using the method of unitarization. It was proved by means of the Pearson linear correlation that significant relation between websites’ responsivity and the level of their optimization for search engines took place. There are two recommendations that result from the surveys: the owners of rural tourism objects should adapt their websites to mobile devices and concentrate their activities on gaining contents generated by users.

Internet marketing complex to promote tourism business

2016 ◽  
Vol 4 (5) ◽  
pp. 63-68
Author(s):  
Остапчук ◽  
Aleksey Ostapchuk
Keyword(s):  
Internet Marketing ◽  
European Countries ◽  
Personal Computers ◽  
Marketing Communications ◽  
The Internet ◽  
Marketing Communication ◽  
Search System ◽  
Search Advertising ◽  
Search Optimization ◽  
Travel Industry

The article considers Internet marketing complex for promotion of travel business. The article gives a review of instruments of marketing communication in Internet network for touristic enterprises. The author describes the most common ways for users to interact with the network. The main devices through which users log on to the Internet are considered. The data on the percentage of use mobile devices and personal computers in Russia and European countries are given. The article summarizes the complex of instruments marketing communication on the Internet for tourist enterprises. The author considers types websites to promote businesses in travel industry, describes the structure of communication between organization and customer through various types of websites. The article presents a complex marketing communications through search engines, briefly describes search advertising and search optimization, presents the most popular search system of the Russian Internet segment.

scholarly journals Internet Marketing in the Brand Technologies of the Tourism Industry

2019 ◽  
Vol 8 (11) ◽  
pp. 2858-2861
Keyword(s):  
Big Data ◽  
Online Advertising ◽  
Internet Marketing ◽  
Tourism Industry ◽  
The Internet ◽  
Online Behavior ◽  
Media Study ◽  
Use Of Internet ◽  
Modern Technologies ◽  
Future Plans

Due to global digitalisation, Internet marketing has long become an integral part of any effective marketing campaign. According to a Zenith Media study, the growth of the global online advertising market in 2019 is only 10%, which is the lowest increase since 2001. Rest and travel is one of the most popular and discussed topics on social networks. We share new impressions, vivid photos, videos, stories, and 90% of them somehow affect the tourism industry. The global digitalization and widespread use of mobile gadgets has changed the very essence of online behavior. We spend most of our free time on the Internet, we are happy to talk about future plans and remember them after their implementation. Thanks to modern technologies and specialized platforms, advertising campaigns on the Internet are launched in a matter of minutes, receiving instant feedback in the form of comments, applications and even sales. Internet marketing has tremendous mechanisms for targeting, analyzing and processing big data. Therefore, the future of the brand, especially in the field of tourism, depends on the use of Internet marketing by enterprises.

scholarly journals Emerging Trends in E-Marketing In India

2021 ◽  
pp. 255-263
Keyword(s):  
Digital Media ◽  
High Speed ◽  
Digital Marketing ◽  
Goods And Services ◽  
Emerging Trends ◽  
Marketing Activities ◽  
Valuable Complement ◽  
Marketing Methods ◽  
Use Of Internet ◽  
Digital Channels

E- Marketing is the avenue of electronic communication which is used by the marketers to endorse the goods and the services towards marketplace.E-marketingmeans using digital technologies to help sell your goods or services. These technologies are a valuable complement to traditional marketing methods whatever the size of your company or your business model. The supreme purpose of the digital marketing is concerned with consumers and allows the consumers to intermingle with the product by virtue of digital media. Indian market is significantly changing with the massive use of Internet and information technology.E- Marketing is being used in different ways for marketing activities. The pace of change continues to be rapid with digital channels constantly growing in volume and strength. Day by day growing Digital Market in India is an evident that theDigitization is taking place with a high speed. E-commerce website are providing all the goods and services through online portals online today. Therefore, this paper has focused on understanding the growth of digital marketing in India and what are the current and future trends in digital marketing.

scholarly journals Development of integrated marketing Internet communications in the activity of Ukrainian banks

2021 ◽  
Vol 5 (1) ◽  
pp. 101-112
Author(s):  
Mariana Demko ◽  
Keyword(s):  
Information Dissemination ◽  
Internet Marketing ◽  
Marketing Communications ◽  
The Internet ◽  
Integrated Marketing ◽  
Stage Of Development ◽  
Internet Users ◽  
Banking Institutions ◽  
Marketing Information ◽  
Foreign Banking

In modern conditions the Internet is developing rapidly. Marketing communications on the Internet is one of the main elements of Internet marketing of banking institutions and an important element in establishing relationships with target audiences and managing them, informing customers, improving the image of the bank. It is determined that the Internet today covers the information, communication and logistics areas of marketing communications of banks. The paper identifies the areas of integrated marketing Internet-communications in the activities of banks and their main elements to present their characteristic. At the present stage of development of Internet-communications in activities banking, it is advisable for banking institutions to use advertising, digital and creative strategies. It was found that the current trends in the development of marketing communications on the Internet also indicate the growth of Internet-communications in social networks as an important mechanism for interesting the bank customers and forming interaction with them and the development by the bank of its website, its attractive design, updating information on it. The results of the study showed that the largest share of Internet users in Ukraine uses mobile phones or smartphones, the number of which is growing, which expands the capabilities of banks in the field of Internet-communications. It was established that the most active banks in the media space are banks with state share: JSC CB «PrivatBank», JSC «Oschadbank», JSC «Ukreximbank» and banks of foreign banking groups such as JSC «Raiffeisen Bank Aval», JSC «OTP BANK», JSC «ALFA-BANK». JSC «FUIB» is among the banks with private capital. At the same time, the largest media activity of banks in 2019 was observed in banks of foreign banking groups, and in 2019, 2021 by the number of messages in state-owned banks. The analysis of the collected marketing information showed that the largest number of messages from the leading banks of Ukraine by categories of media was observed in the Internet media, as the Internet is a convenient, cheap and effective communication channel in all areas activities. The expediency of using the Internet to promote banking products is also due to the fact that recently the effectiveness of traditional channels for disseminating information about banks and their products has decreased. Key words: integrated Internet-marketing communications, banks, Internet marketing, mediaactivity of banks, means of information dissemination

scholarly journals Conducting marketing research of new products of the company

2020 ◽  
Vol 159 ◽  
pp. 03001
Author(s):  
Aigul Baimbetova ◽  
Madina Duisemaliyeva ◽  
Ainash Kurbanbayeva ◽  
Raigyl Esenzhigitova
Keyword(s):  
Information Needs ◽  
Marketing Research ◽  
Competitive Advantages ◽  
Product Price ◽  
Marketing Environment ◽  
Goods And Services ◽  
Economic Entity ◽  
Marketing Activities ◽  
Real State

The main principle of marketing is the slogan “production of the product being sold, not sale of the product being produced”. Therefore, planning and evaluating the effectiveness of marketing activities should be carried out as a result of marketing research in order to determine the degree of customer satisfaction with the quality of goods and services. .Marketing research is a systematic and objective process of identification, collection, analysis and dissemination of information aimed at increasing efficiency in identifying and solving a marketing problem. The main goal is to create an information and analytical base for reducing the level of uncertainty and making marketing decisions [1]. The task of marketing research is to provide objective, reliable, justified, timely information and assessment of the information needs of the business entity, reflecting the real state of the business entity [5]. Such research includes marketing activities in the market, as well as market processes that have any links to it. The object of the study is the economic entity itself, the marketing environment of its sphere of activity, the market that represents competitive advantages, as well as marketing advantages in the areas of product, price, communication and sales activities [2].

scholarly journals THE FORMATION OF A POSITIVE IMAGE OF THE ORGANIZATION THROUGH MARKETING COMMUNICATIONS

2018 ◽  
pp. 30-34
Author(s):  
A.V. Buga ◽  
V.S. Kudryashov
Keyword(s):  
Public Opinion ◽  
Information Access ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Goods And Services ◽  
Positive Image ◽  
Marketing Activities ◽  
The Subject ◽  
Commercial Organization ◽  
Personal Sale

Promotion of goods, including advertising, sales promotion, personal sale and the formation of public opinion, including a positive image – is an important part of the complex of marketing activities, information access to the consumer. The object of the article is the image of a commercial organization, its reputation in the market of goods and services. The subject of the research is the process of forming a positive image.

scholarly journals Internet marketing and e-commerce – interaction

2021 ◽  
Vol 120 ◽  
pp. 02024
Author(s):  
Zvezdelina Bilnikova
Keyword(s):  
Present Report ◽  
Internet Marketing ◽  
Online Marketing ◽  
Internet Advertising ◽  
Communication Policy ◽  
Goods And Services ◽  
Use Of Social Media ◽  
Internet Shop ◽  
The Right ◽  
Market Relations

E-commerce has taken up an increasing share of market relations in recent years. The use of online marketing tools allows us to reach the right end consumer. In the present report we shall study part of them and more specifically those used in communication policy. The main aim of this work is to analyze the interaction between internet marketing and e-commerce on the end consumer of goods and services. The research methods used are: theoretical and empirical methods, such as analysis, synthesis, comparison, etc. The results achieved are related to the analysis of establishing an internet shop or a website where the producer and the consumer of the good or the service meet. The conclusion generalizes on the use of social media, e-mail marketing, VibeMarket, online display ads as the main channels for internet advertising - a means through which the consumer may widen their selection options and receive detailed information about the saught product or service. Internet advertising brings benefits for advertisers because it needs a lower budget and is flexible when directed to a specific target group.

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