scholarly journals Online Marketing Impact on Micro-Enterprises: An Insight through Visibility in Search Engines

2020 ◽  
Vol 15 (1) ◽  
pp. 38-58
Author(s):  
Artoym Kovalenko ◽  
Yuliya Kuzmenko
Keyword(s):  
Small Businesses ◽  
Internet Marketing ◽  
Online Marketing ◽  
Theory And Practice ◽  
Small Enterprises ◽  
Information Flows ◽  
Small Organizations ◽  
Marketing Activities ◽  
Marketing Information ◽  
Micro Enterprises

AbstractTransforming marketing into an online format is an inevitable process of developing an information economy. The study of information flows allows using a comprehensive approach to the problems of online marketing. The activities of small businesses are characterized by various limitations, but it is an important factor in increasing the flexibility of the economy and the ability to adapt to changes. The gap in the theory and practice of conducting Internet marketing activity in micro enterprises has helped to shape the relevance of this work. The aim of the study is to research the phenomenon of visibility of Internet websites from the perspective of marketing information flows in the activities of small businesses. The article discusses the theoretical foundations of marketing information flows, Internet marketing, inbound marketing and visibility of Internet websites. The research methodology is based on the methods of marketing analysis and sociological surveys. The study was conducted on the basis of the sampling of 306 websites of small enterprises. The study examined the characteristics of the websites of small enterprises, reflecting the effectiveness of Internet marketing activities. The results show that there is a correlation between the number of applied methods of Internet marketing and the visibility of the websites of small organizations in the search engine. The existence of particular cases of the use of single methods of Internet marketing has been revealed, providing high visibility and effectiveness of Internet marketing activities of small organizations.

scholarly journals MARKETING INTERNET TECHNOLOGIES IN SMALL BUSINESS: MODERN REALITIES AND APPROACHES TO RESEARCH

2020 ◽  
Vol 30 (4) ◽  
pp. 512-519
Author(s):  
V.S. Starostin ◽  
I.Yu. Okolnishnikova
Keyword(s):  
Machine Learning ◽  
Small Business ◽  
Small Businesses ◽  
Internet Marketing ◽  
Big Data Analysis ◽  
Small Enterprises ◽  
Internet Technologies ◽  
Online Trading ◽  
Marketing Activities ◽  
Marketing Methods

The article is devoted to identifying promising areas of research in marketing Internet technologies in the field of small business. The digital component is increasingly being integrated into classic marketing processes and practices; the modern consumer is constantly “online’. Along with large and medium-sized enterprises, small enterprises apply and adapt Internet marketing approaches for successful activities in the selected market. The article considers approaches to adapting the marketing processes of small enterprises to activities in the digital economy based on Internet marketing technologies. The article pays attention to such areas as restrictions on the activities of small businesses, the integration of Internet marketing methods, and touches on the development of aggregator websites and online trading sites based on machine learning and big data analysis. The article analyzes static research on the specifics of the formation and cost recovery of Internet marketing activities of small businesses. It is concluded that the aggregate issuance of online trading platforms provides small businesses with an alternative to the complete adoption of marketing risks in the form of gaining access to the target audience upon the completion of the required target actions (claims, sales et al.). A visual table of promising areas of marketing Internet technologies research in the small business has been compiled.

scholarly journals The Role of Social Commerce in the Development of Small Business in Russia

2021 ◽  
Vol 7 (1) ◽  
pp. 350-356
Author(s):  
M. Simakina
Keyword(s):  
Small Business ◽  
Small Businesses ◽  
Internet Marketing ◽  
Small Enterprises ◽  
Social Commerce ◽  
Factors Influencing ◽  
Marketing Activities ◽  
The Many ◽  
Definition Of

The article examines the features of marketing activities of Russian small enterprises. Special attention is paid to the use of low-budget and Internet marketing tools by small businesses, as well as the role of small businesses in the development of the e-economy. Among the many e-commerce tools, a tool called “social commerce” stands out. The definition of this phenomenon is given, the conditions and principles of its implementation, the factors influencing its development are described. On the example of Russian small enterprises, the features of the use of social commerce in modern conditions are determined.

scholarly journals MONETIZATION PROCESSES IN THE STRUCTURE OF INTERNET MARKETING ACTIVITIES OF SMALL BUSINESS COMPANIES

2018 ◽  
pp. 44-48
Author(s):  
A. E. Kovalenko ◽  
I. Yu. Okolnishnikova ◽  
J. G. Kuzmenko
Keyword(s):  
Small Business ◽  
Small Businesses ◽  
Internet Marketing ◽  
The Internet ◽  
Additional Element ◽  
Small Organizations ◽  
Marketing Activities ◽  
Hierarchical Interaction

The article explores the essence of monetization processes in the structure of internet marketing activities of small business companies. The authors have reviewed the approaches to the characterization of the main processes of Internet marketing. Highlighted communication, conversion processes and their limitations, which determine the need to consider monetization processes as an additional element in the hierarchical interaction of Internet marketing processes in small organizations. The specificity of the monetization processes of Internet marketing was determined, consisting in the economic synthesis of communication and conversion processes, which allows to consider the transformation of behavioral characteristics of target audience units on the websites of small organizations into cash flow from the Internet marketing activities of small organizations. The specifics of Internet marketing monetization process allowed us to present the characteristics and to determine the monetization models used by small organizations. And present the provisions characterizing the role of monetization processes in the Internet marketing activities of small businesses.

Assessment of small businesses activities in Ukraine

2019 ◽  
pp. 40-47
Author(s):  
Igor Ponomarenko ◽  
Kateryna Volovnenko
Keyword(s):  
Comparative Analysis ◽  
Statistical Analysis ◽  
Small Business ◽  
Small Businesses ◽  
Government Agencies ◽  
Small Enterprises ◽  
The Subject ◽  
Business Entities ◽  
The Impact ◽  
Micro Enterprises

The subject of the research is a set of approaches to the statistical analysis ofthe activities of small business entities in Ukraine, including micro-enterprises. The purpose of writing this article is to study of the features of functioningof small business entities in Ukraine. Methodology. The research methodology isto use a system-structural and comparative analysis (to study the change in thenumber of small enterprises by major components); monographic (when studyingmethods of statistical analysis of small businesses); economic analysis (when assessing the impact of small business entities on socio-economic phenomena andprocesses in Ukraine). The scientific novelty consists to determine the features ofthe functioning of small businesses in Ukraine in modern conditions. The influenceof the activities of the main socio-economic and political indicators on the activities of small enterprises in recent periods of time has been identified. It has beenestablished that there is flexibility in the development of strategies by small businesses in conditions of significant competition, which makes it possible to quicklyrespond to changing situations in specific markets. Conclusions. The use of acomprehensive statistical analysis of small businesses functioning in Ukraine willallow government agencies to develop a set of measures to optimize the activitiesof these enterprises, which ultimately will positively affect the strengthening oftheir competitiveness and will contribute to the growth of the national economicsystem.

scholarly journals OPTIMALISASI PLATFORM ONLINE INTERNET MARKETING UNTUK SME LITTLE ROSE BANDUNG

2020 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Budi Harto ◽  
Rita Komalasari
Keyword(s):  
Social Media ◽  
Search Engines ◽  
Internet Marketing ◽  
Online Marketing ◽  
Internet Search ◽  
Further Training ◽  
Marketing Program ◽  
Keywords Internet ◽  
Marketing Activities ◽  
New Jobs

Almost everyone now has been searching for anything through internet search engines such as Google, e-commerce sites / buying and selling sites, and social media. This online internet marketing program can be started by SMEs easily, several ways that can be applied are by making Google My Business, Google Website, E-Commerce Shopee, and Social media such as Facebook and Instagram. Little Rose as an Indonesian SME that manufactures various kinds of fabric crafts made from fabric makes it has a lot of opportunities to become a marketable product, unfortunately the lack of marketing activities makes it still not widely known. Little Rose needs a new market in order to increase revenue, expand businesses, and create new jobs. After this training, the Little Rose team can still be given further training on the platforms that have been provided. In the future if there is already a budget for marketing, it would be better to create a website with a better appearance, e-commerce sites can be upgraded to become paid if there are already many products, and use social media ads to advertise Little Rose even further Keywords: Internet Marketing, Online Marketing, UMKM, SME

Financing needs of micro-enterprises along their evolution

2020 ◽  
Vol 36 (2) ◽  
pp. 263-284
Author(s):  
Ruslan Prijadi ◽  
Permata Wulandari ◽  
Putri Mega Desiana ◽  
Fajar Ayu Pinagara ◽  
Maya Novita
Keyword(s):  
Small Businesses ◽  
Development Stage ◽  
Business Owners ◽  
Capital City ◽  
Small Enterprises ◽  
Formal Institutions ◽  
Content Type ◽  
Structural Problems ◽  
Micro And Small Enterprises ◽  
Micro Enterprises

Purpose The purpose of this paper aims to investigate micro enterprises financing in Indonesia and examines how this financing differs, depending on the enterprise’s development stage. This research also identifies some structural problems related to micro-financing and provides workable solutions. Design/methodology/approach This research uses the entrepreneurial network model of Schutjens and Stam (2003) to examine how Indonesian micro and small enterprises (MSEs) evolve even before they become regular small businesses. Content analysis is used on 10 micro-enterprises from Jakarta, the capital city of Indonesia and its surroundings. Financing issues at each stage of enterprise development are identified and deeply examined. Findings This research not only confirms the significant financing problems micro-enterprises face but also clarifies that these problems are unique to each stage of the MSEs’ development. One insight is that most micro-enterprises do not use funding from formal institutions. That is, business owners rely more on funding from non-formal institutions. This is because these enterprises’ managers generally cannot prepare loans application and/or they are lack of knowledge/training on financing matters. They hesitate to borrow from formal financial institutions, as the rates are high but the processing time is longer than those of the loan sharks. Originality/value This research contributes to the field of entrepreneurial finance by identifying the structural problems inherent in micro-finance and providing workable solutions for overcoming these problems.

Development of products and services in small enterprises: proposition of an artifact to discuss creative logics

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
José Osvaldo De Sordi ◽  
Reed Elliot Nelson ◽  
Manuel Meireles ◽  
Marcos Hashimoto
Keyword(s):  
Small Businesses ◽  
Design Theory ◽  
Design Research ◽  
Service Innovation ◽  
Lessons Learned ◽  
Small Enterprises ◽  
Small Companies ◽  
Content Type ◽  
Small Organizations ◽  
Service Portfolio

PurposeThe purpose of this paper is to make available an artifact that helps entrepreneurs and managers to recognize the diversity of creative logics centered on resources that are already available to the organization, presenting it as a tool to support the expansion of the product and service portfolio and as an alternative to Research and Development strategies, which are difficult to implement in the context of small businesses.Design/methodology/approachFollowing the precepts of the Action Design Research (ADR) method, researchers and practitioners (teachers and consultants) collaborated in the development of the artifact. Successive versions of the artifact were tested in the field: in classrooms by the teachers and in small companies by the consultants.FindingsIn addition to the artifact itself, which is available on the Internet, the lessons learned from the design process of the artifact were formalized in meta-requirements and meta-designs, in accordance with the precepts of the design theory that served as the foundation of ADR. These meta-specifications facilitate the critical analysis and evolution of the proposed artifact, in addition to the conception and proposition of new artifacts for the same class of problem.Practical implicationsThe dialogical nature of the ADR approach, with the development of the artifact through interactive cycles between design and use, based on the practitioners' experience of using it with the final beneficiaries, resulted in a functional artifact that is simple to use by those interested in discussing product and service innovation with small organizations. The artifact in the form of software is available to all at https://tentypescreation.com.Originality/valueFrom business examples and comparisons with widespread creative tactics, such as copy and invention, eight other creative tactics centered on resources available in the organization are explored by the artifact, providing means for practitioners to discuss alternative ways for managers, entrepreneurs, and future entrepreneurs to face the challenge of product and service innovation in small businesses.

Creating Competitive Markets for Small Businesses with New Media and E-Business Strategy

2011 ◽  
Vol 7 (4) ◽  
pp. 31-49 ◽  
Author(s):  
Mabel T. Kung ◽  
Yi Zhang
Keyword(s):  
New Media ◽  
Multinational Corporations ◽  
Small Businesses ◽  
Business Strategy ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Small Enterprises ◽  
Small Companies ◽  
Business Approach

The innovative and dynamic nature of E-business enables small companies to compete with multinational corporations via online marketing. This paper serves as a guide from a practitioner’s perspective to embark in E-business while traditional marketing strategies are diminished. Three E-business adoption models for small enterprises are discussed. Planning involving new media, Internet technological capabilities and marketing strategies are examined. A literature review on new media gives a comprehensive study of online marketing. To evaluate the effectiveness of the E-business approach, a case study of a family chain of hotels is presented.

scholarly journals Internet marketing organization with the use of intellegent and block chain technologies

2020 ◽  
pp. 18-23
Author(s):  
U. A. Vishniakou
Keyword(s):  
Intelligent Agents ◽  
Internet Marketing ◽  
Development Trend ◽  
Blockchain Technology ◽  
Integrated Environment ◽  
Marketing Systems ◽  
Marketing Activities ◽  
Multi Agent ◽  
Marketing Information ◽  
Structural Solutions

The purpose of this work is to analyze methods, approaches, technologies, and means of Internet marketing (IM), using both known technologies and developing new ones: intellectual and blockchain. The objectives of the analysis are to identify trends in the development of Internet marketing in the digital economy with the use of intelligent and blockchain technologies, and to develop new structural solutions.The analysis of the use of intelligent technologies in marketing activities (MA) using cloud computing (CC) is carried out and its features are determined. Proposals have developed for improving Internet marketing in an integrated environment (traditional network and cloud one) using intelligent and blockchain technologies. It is proposed to develop IA on the basis of a family of intelligent agents for building intelligent marketing information systems (IMIS). The use of blockchain technology in IM for controlling resources and marketing operations is shown. A new concept for the development of IM and IIMS is presented, on the basis of which approaches to the organization of IMIS for communication between enterprises, research institutes and universities are developed. The structure of an intelligent portal based on multi-agent technology that unites developers and consumers of startups has been developed. Blockchain technology is used to control and guarantee the authorship of startups and signed contracts.As IM development trend, the development of models for joint activity of intelligent agents in the cloud environment to support decision-making using blockchain technology to legally secure the authorship of innovations is proposed. There are two areas of development of intelligent marketing systems: adaptation in digital markets and support for innovative activities with the consolidation of contracts based on blockchain technology.

scholarly journals The role of GAP-analysis in reducing the uncertainty of online marketing results for SBEs

2021 ◽  
Vol 258 ◽  
pp. 06053
Author(s):  
Artoym Kovalenko ◽  
Irina Okolnishnikova ◽  
Yulia Kuzmenko
Keyword(s):  
Small Business ◽  
Gap Analysis ◽  
Online Marketing ◽  
Marketing Activities ◽  
Business Enterprises ◽  
Marketing Information ◽  
Marketing Methods ◽  
Uncertainty Of Results

Modern online marketing consists of a variety of interacting methods and tools. The consumer exists in the flows of marketing information. The consumer’s value acquisition process is not linear. Financial constraints at the marketing budget level for small business enterprises require reducing the uncertainty of results from the applied online marketing methods. In this paper, we look into the properties of gap analysis to study the discrepancies between the current and planned results of online marketing activities of small business enterprises. The research methodology is based on the gap analysis method, which is complemented by the methods of content analysis, cvp analysis, graphical methods, and special methods of online marketing. The study examines the properties of gaps in the transformation of online marketing informational flows. A mathematical description and graphic interpretation of the gap in the transformation of the informational flow of online marketing is proposed. The results of the study show that the use of gap analysis methods makes it possible to detail the phenomenon of consumer proactivity, reduce the uncertainty from the use of online marketing methods and improve the quality of marketing information about the consumer for small business enterprises.

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