ROLE AND MAIN DIRECTIONS OF INTERNET MARKETING DEVELOPMENT

2017 ◽  
Author(s):  
Liudmyla Kurylo ◽  
◽  
Yaroslav Kozchenko ◽  
Keyword(s):  
Social Media ◽  
Retention Rate ◽  
Internet Marketing ◽  
Social Media Marketing ◽  
The Internet ◽  
Online Environment ◽  
Building Relationships ◽  
Internet Users ◽  
The Usa ◽  
The Moment

The author conducted a study of the role and actual functions of Internet marketing nowadays, analyzed the latest publications and studies of domestic and foreign scientists relating to Internet marketing. The definitions of Internet marketing by various scientists were considered. It was determined by the problematic that exists in the field of internet marketing at the moment. A review of modern tools we identified the main tools of Internet marketing, by which the communication occurs on the Internet: SEO (Search Engine Optimisation), search (paid) advertising, Media advertising, SMM (Social Media Marketing) social media marketing, content marketing, E-mail marketing; Hootsuit's company research analysis determined the number of Internet users and purchasing power in the online environment, which averaged 500 USD per year. The number of Internet users in the online environment averaged 500 USD per year. And also to prioritise specific types of products. We have also identified that search engines are the main source of learning new information for consumers. Having analysed the dynamics of internet penetration in Ukraine, it appears that the number of internet users increased by 8% in 2019, with 22.96 million Ukrainians using the internet at the end of 2019. The article examines the possibilities of Internet marketing tools that become available when using such a tool as web analytics, including: personalised offers to customers, building relationships with customers, after a purchase is made and increasing their retention rate. A study of advertising costs on the social network Facebook, during the presidential elections in Ukraine in 2019 and during the presidential race in the USA in 2020 was conducted. And also defined the role played by social networks in building relationships with the target audience. During the research, recommendations for the use of the main tools of Internet marketing were made and it was determined which business areas are not suitable for each of the tools. Based on the research and statistical data was predicted directions of development of Internet marketing.

Web 2.0 as a Foundation for Social Media Marketing

2012 ◽  
pp. 342-379 ◽  
Author(s):  
Vedran Podobnik ◽  
Daniel Ackermann ◽  
Tomislav Grubisic ◽  
Ignac Lovrek
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Social Networking ◽  
Low Cost ◽  
Internet Marketing ◽  
Social Media Marketing ◽  
Marketing Campaign ◽  
Internet Users ◽  
The Web ◽  
The Way

In the Web 1.0 era, users were passive consumers of a read-only Web. However, the emergence of Web 2.0 redefined the way people use information and communication services—users evolved into prosumers that actively participate and collaborate in the ecosystem of a read-write Web. Consequently, marketing is one among many areas affected by the advent of the Web 2.0 paradigm. Web 2.0 enabled the global proliferation of social networking, which is the foundation for Social Media Marketing. Social Media Marketing represents a novel Internet marketing paradigm based on spreading brand-related messages directly from one user to another. This is also the reason why Social Media Marketing is often referred to as the viral marketing. This chapter will describe: (1) how social networking became the most popular Web 2.0 service, and (2) how social networking revolutionized Internet marketing. Both issues will be elaborated on two levels—the global and the Croatian level. The chapter will first present the evolution of social networking phenomenon which has fundamentally changed the way Internet users utilize Web services. During the first decade of 21st century, millions of people joined online communities and started using online social platforms, about 1.5 billion members of social networks globally in 2012. Furthermore, the chapter will describe how Internet marketing provided marketers with innovative marketing channels, which offer marketing campaign personalization, low-cost global access to consumers, and simple, cheap, and real-time marketing campaign tracking. Specifically, the chapter will focus on Social Media Marketing, the latest step in the Internet marketing evolution. The three most popular Social Media Marketing platforms (i.e., Facebook, Twitter, and Foursquare) will be described, and examples of successful marketing case studies in Croatia will be presented.

Web 2.0 as a Foundation for Social Media Marketing

2014 ◽  
pp. 103-130
Author(s):  
Vedran Podobnik ◽  
Daniel Ackermann ◽  
Tomislav Grubisic ◽  
Ignac Lovrek
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Social Networking ◽  
Low Cost ◽  
Internet Marketing ◽  
Social Media Marketing ◽  
Marketing Campaign ◽  
Internet Users ◽  
The Web ◽  
The Way

In the Web 1.0 era, users were passive consumers of a read-only Web. However, the emergence of Web 2.0 redefined the way people use information and communication services—users evolved into prosumers that actively participate and collaborate in the ecosystem of a read-write Web. Consequently, marketing is one among many areas affected by the advent of the Web 2.0 paradigm. Web 2.0 enabled the global proliferation of social networking, which is the foundation for Social Media Marketing. Social Media Marketing represents a novel Internet marketing paradigm based on spreading brand-related messages directly from one user to another. This is also the reason why Social Media Marketing is often referred to as the viral marketing. This chapter will describe: (1) how social networking became the most popular Web 2.0 service, and (2) how social networking revolutionized Internet marketing. Both issues will be elaborated on two levels—the global and the Croatian level. The chapter will first present the evolution of social networking phenomenon which has fundamentally changed the way Internet users utilize Web services. During the first decade of 21st century, millions of people joined online communities and started using online social platforms, about 1.5 billion members of social networks globally in 2012. Furthermore, the chapter will describe how Internet marketing provided marketers with innovative marketing channels, which offer marketing campaign personalization, low-cost global access to consumers, and simple, cheap, and real-time marketing campaign tracking. Specifically, the chapter will focus on Social Media Marketing, the latest step in the Internet marketing evolution. The three most popular Social Media Marketing platforms (i.e., Facebook, Twitter, and Foursquare) will be described, and examples of successful marketing case studies in Croatia will be presented.

scholarly journals The semantic analysis of the hashtag #blacklivesmatter

2021 ◽  
Author(s):  
Veronica Katermina ◽  
Ekaterina Yachenko Yachenko
Keyword(s):  
Social Media ◽  
Social Movement ◽  
Data Analytics ◽  
Semantic Analysis ◽  
Digital Data ◽  
The Internet ◽  
Black Lives Matter ◽  
Internet Users ◽  
The Social ◽  
The Moment

The article analyzes the use of the hash tag #blacklivesmatter during its most active use on the social network Twitter - from May 25 to June 7, 2020. Using the OSoMe: the IUNI observatory on social media big digital data analytics service, the correlation of this hashtag with others was investigated, and then the results were interpreted and systematized, as well as semantic analysis of hashtags. Correlating hashtags were combined by us into more than 10 thematic groups. The data obtained allow us to see exactly how the Black lives matter social movement is represented in the Internet space, as well as to track the assessment of the movement by Internet users. The relevance of this work is due to the fact that the social movement Black lives matter, which developed from the hash tag of the same name, gained even more popularity and turnover in the summer of 2020. The movement and the problems it raises are in the center of world attention at the moment. Attempts to investigate the rhetoric of this movement in social networks have not been made before.

scholarly journals Online Marketing Communication of Polish National Art Museums in Comparison to Selected European Museums

2020 ◽  
Vol 37 (3) ◽  
pp. 33-50
Author(s):  
Katarzyna Śmiałowicz
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Internet Marketing ◽  
Art Museums ◽  
Online Marketing ◽  
Social Media Marketing ◽  
The Internet ◽  
Marketing Communication ◽  
Website Usability ◽  
National Museums

AbstractThe aim of the article is to present the results of the comparative analysis of online marketing communication in three national art museums in Poland and the comparable museums in European cities, that could serve as a model for the use of marketing communication on the Internet. Marketing communications on the Internet of selected museums have been compared in three categories: website usability and responsiveness — in this category the cognitive walkthrough method was used; online advertisements — in this category a survey, distributed by email had been used to collect information from people responsible for marketing communication in selected museums and the results of the survey were subject to comparative analysis; social media marketing — in order to determine how selected museums are using social media, a content analysis of museums’ profiles on Facebook, Twitter, Instagram, and YouTube was conducted. The number and type of posts that museums posted during the month (July 1–31, 2019) and the number and type of collected responses were compared using the questionnaire. Based on the conducted analyses, basic problems related to the communication of Polish national museums online have been identified and recommendations for museums have been formulated.

scholarly journals GOOD PRICE MANY GOLD DEMANDS

2020 ◽  
Vol 18 (3) ◽  
pp. 298
Author(s):  
Ari Susanto ◽  
Suwartono Suwartono ◽  
Sri Lestari
Keyword(s):  
Social Media ◽  
Global Economy ◽  
Quantitative Research ◽  
Internet Marketing ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
The Internet ◽  
Purchasing Decisions ◽  
Business World ◽  
The Face

The uncertainty of the global economy and the corona outbreak, gold is the most sought after investment alternative. Therefore, when compared to other types of investment the value of gold is relatively more stable. In fact, the price of gold tends to continue to rise. But now the physical sales of gold are threatened to fall because people avoid crowded places. As a result, no one came to the gold shop. Internet marketing is a new form of business in marketing products or services and building communication with consumers through the internet. The use of internet marketing as a marketing communication medium is influenced by the increasing development of communication technology, especially the internet. The internet has changed the face of the world today, especially in the business world, the internet is fast becoming the most important part of people's lives. This study aims to determine the effect of social media marketing and viral marketing on gold purchasing decisions at Macan Gold Sidoarjo. This type of research is quantitative research which is the process of determining knowledge using the form of numbers in data. This research produces SPSS output that social media marketing and viral marketing have a significant positive effect on purchasing decisions, the use of appropriate the core of forming viral marketing is social media marketing. Consumers who like and are satisfied with promotions in social media marketing and taking viral marketing moments have an impact on gold purchasing decisions at Macan Gold Sidoarjo.

Penerapan Strategi Social Media Marketing Untuk Meningkatkan Penjualan Pada Dealer Mobil Toyota, Daihatsu dan Honda Bandung

Infoman s ◽  
2018 ◽  
Vol 12 (2) ◽  
pp. 115-124
Author(s):  
Yopi Hidayatul Akbar ◽  
Muhammad Agreindra Helmiawan
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Social Media Marketing ◽  
Public Attention ◽  
Media Companies ◽  
Social Media Networks ◽  
Internet Users ◽  
Marketing Activities ◽  
The University ◽  
Website Content

Social media is one of the information media that is currently widely used by several companies and personally to convey information, with the presence of social media companies no longer need to spread offers through print media, they can use information technology tools in this case social media to submit offers the products they sell to users globally through social media. This social media marketing technique is the process of reaching visits by internet users to certain sites or public attention through social media sites. Marketing activities using social media are usually centered on the efforts of a company to create content that attracts attention, thus encouraging readers to share the content through their social media networks. The application of the QMS method is certainly not only submitted through search engine webmasters, but also on a website keywords must be applied that relate to the contents of the website content, because with the keyword it will automatically attract visitors to the university website based on keyword phrases that they type in the search engine. With Search Media Marketing Technique (SMM) is one of the techniques that must be applied in conducting sales promotions, especially in car dealers in Bandung, it is considered important because each product requires price, feature and convenience socialization through social media so that sales traffic can increase. Each dealer should be able to apply the techniques of Social Media Marketing (SMM) well so that car sales can reach the expected target and provide profits for sales as car sellers in the field.

MEDIA LITERASI BAGI DIGITAL NATIVES: PERSPEKTIF GENERASI Z DI JAKARTA

2018 ◽  
Vol 6 (1) ◽  
pp. 60
Author(s):  
Ranny Rastati
Keyword(s):  
Social Media ◽  
Media Literacy ◽  
Generation Y ◽  
Role Model ◽  
Digital Natives ◽  
The Internet ◽  
Positive Image ◽  
Generation Z ◽  
Internet Users ◽  
Depth Interview

In 2017 the majority of internet users are 19-34 years old or 49.52% (APJI, 2017). Almost half of the internet users in Indonesia are digital natives who were born after 1980: Generation Y (1980-1995) and Generation Z (1996-2009). This research will be focused on Generation Z as the true generation of the internet. Generation Z was born when the internet is available, a contrast to Generation Y who is still experiencing the transition of the internet. The purpose of this research is to find an effective way of providing information about media literacy to Generation Z. Through descriptive qualitative, the study was conducted with in-depth interview and observation toward 12 university students in Jakarta. The results showed that there are four effective ways of providing information about media literacy which is i) videos distributed to social media such as Youtube and Instagram, ii) interesting memes in communicative style, iii) through selebgram or micro-celebrity in Instagram who is consider as a role model and have a positive image, and iv) roadside billboards. Another interesting finding is that male informants tend to like media literacy information through videos and memes, while female informants prefer campaigns conducted by positive image selebgram and billboard. AbstrakPada tahun 2017 pengguna internet di Indonesia mayoritas berusia 19-34 tahun yaitu sebanyak 49,52% (APJI, 2017). Dari data tersebut terlihat bahwa hampir sebagian pengguna internet di Indonesia adalah digital natives atau penutur asli teknologi digital yaitu orang-orang yang lahir setelah tahun 1980: Generasi Y (1980-1995) dan Generasi Z (1996-2009). Penelitian ini akan difokuskan kepada Generasi Z karena mereka dianggap sebagai sebenar-benarnya generasi internet. Generasi Z lahir saat teknologi tersebut sudah tersedia, berbeda dengan Generasi Y yang masih mengalami transisi teknologi hingga menuju internet. Tujuan penelitian ini adalah mencari tahu cara yang efektif dalam memberikan informasi mengenai media literasi kepada generasi Z. Metode yang digunakan adalah deskriptif kualitatif dengan observasi dan wawancara mendalam. Informan berjumlah 12 orang mahasiswa di Jakarta. Hasil penelitian menunjukkan bahwa ada empat cara yang efektif dalam memberikan informasi mengenai media literasi yaitu i) video yang disebarkan ke media sosial seperti Youtube dan Instagram, ii) meme menarik dengan bahasa yang mudah dimengerti, iii) melalui selebgram yang menjadi panutan dan berimage positif, dan iv) papan iklan di pinggir jalan. Temuan menarik lainnya adalah informan laki-laki cenderung menyukai informasi media literasi melalui video dan meme yang disebarkan ke media sosial, sementara perempuan lebih menyukai kampanye yang dilakukan oleh selebgram berimage positif dan papan iklan.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

scholarly journals THE CONSUMER AS A SOURCE OF MARKETING INFORMATION IN THE INFORMATION SOCIETY

2015 ◽  
Vol 3 ◽  
pp. 361-367
Author(s):  
Kamila Peszko
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Information Society ◽  
Consumer Preferences ◽  
Internet User ◽  
The Internet ◽  
Free Access ◽  
Source Information ◽  
Internet Users ◽  
Marketing Information

The development of IT technology has provided people with free access to the Internet, which is now a place for consumers to look for opportunities to share their observations with others. The Internet user wants to be more aware, and willingly participates in the development of emerging brands. Companies have also found their place on the Internet, where they source information from Internet users. They realize the power of the consumer as a source of marketing information, and "take advantage" of consumer behavior to promote their brands. They analyze information about consumers, especially consumer preferences, and then publish this via social media in ways that might appeal to users and lead them to share it with others. This study describes this relationship between consumers and marketing via the Internet, and how the consumer is a source of marketing information, because of the possibilities created for entrepreneurs in the information society.

Digital Resources and Approaches Adopted by User-Centred Museums

2014 ◽  
pp. 181-199 ◽  
Author(s):  
Ludovico Solima
Keyword(s):  
Social Media ◽  
Social Relations ◽  
User Involvement ◽  
Communication Technologies ◽  
Social Dimension ◽  
The Internet ◽  
Digital Resources ◽  
Open Content ◽  
The Moment ◽  
The Individual

Society is experiencing unprecedented changes, largely attributable to the evolution of communication technologies, which are steadily reframing our way of life, and the methods we use to establish and maintain social relations. Museums are therefore facing numerous challenges, in general as a result of these developments: apps, open content, and the Internet-of-things. A complex relationship can be created between visitors and the museum, and this also opens new unexplored opportunities for user involvement in the museum's activities, even during the course of the visit itself. It is worth taking care to identify all the variables involved in the museum-visitor-relationship, which also encompasses the social dimension. Both the museum and the individual are active participants in a gradually expanding relationship, namely the growth of the so-called Web 2.0 and social media. Therefore, we can assume the need for museums to develop a conscious strategy for their social media presence, a real social media strategy, which forms part of the museum's wider digital strategy. The increasingly pervasive spread of e-mobile technology is a foretaste of the moment when museumgoers will radically change both the way of establishing relations with these organisations and the actual ways of using museum services. This chapter focuses on digital resources and approaches adopted by user-centred museums, where there is an increasing impact from the internet and social media.

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