scholarly journals Modern marketing methods for promoting products of domestic manufacturing enterprises

2020 ◽  
Vol 59 ◽  
Keyword(s):  
Information Search ◽  
Marketing Research ◽  
Target Audience ◽  
The Internet ◽  
Manufacturing Enterprises ◽  
Internet Users ◽  
Use Of The Internet ◽  
High Level ◽  
The Cost ◽  
Marketing Methods

The article determines modern marketing methods for promoting the products of domestic manufacturing enterprises. Marketing opportunities on the Internet are significantly higher than in other communication tools. Internet advertising enables domestic manufacturers to expand both the domestic sales market and provides access to foreign markets. An important advantage of the Internet for product promotion is the constant development of Internet technologies and the emergence of modern methods of promotion. Internet marketing has great potential in such parameters as reaching the target audience; questionnaires and surveys of the target audience; efficiency in obtaining results; high level of reliable results. The use of the Internet can significantly reduce the cost of promoting products on the market for domestic feed-producing enterprises, as the cost of advertising on the Internet is lower than in print media. The Internet allows the marketer to determine the profile of the target audience: gender, age, income, education and demands. The analysis of the main methods of promoting feed products on the Internet has been carried out, they are information search using search engines, search using thematic web servers, the practice of exchanging links between servers, marketing research of Internet users and others. A strategy has been developed to promote feed production of KKZ LLC on the Internet through the use of cookie files. Domestic manufacturers can use cookie files in order to avoid imposing the same advertisement on the user, and also allow to track the number of one type advertisements shown to the user. Promotion of feed products of KKZ LLC on the Internet is advisable to carry out using its own website; its optimization will increase the number of visitors from both highly specialized and general thematic social networks.

The Internet Behavior of Older Adults

2019 ◽  
pp. 405-416 ◽  
Author(s):  
Elizabeth Mazur ◽  
Margaret L. Signorella ◽  
Michelle Hough
Keyword(s):  
Older Adults ◽  
Marketing Research ◽  
The Internet ◽  
Attitudinal Barriers ◽  
Cognitive Limitations ◽  
Internet Users ◽  
Positive Attitudes ◽  
Frequent Use ◽  
Senior Population ◽  
Use Of The Internet

Older adults are increasingly joining younger ones in using the internet, including social media, although use decreases with age, especially after age 74. Most older adults who become first-time internet users are enthusiastic users, frequently going online. Barriers to their use of the internet remain, such as physical and cognitive limitations. Attitudinal barriers may exist, but it is unclear whether this result from lack of experience or aging. Marketing research has found that older persons are less likely to engage in online purchasing. Research still has not clarified whether the ongoing pace of change in technology, along with changes associated with aging, may mean that there will always be fewer older than younger adults using the newest technologies. However, as current internet users age into the senior population, they are likely to maintain positive attitudes towards technology and continue frequent use, which the research suggests may benefit mental health and social relationships.

scholarly journals METHODS OF ASSESSING THE EFFICIENCY OF INTERNET MARKETING COMMUNICATIONS

2018 ◽  
Vol 4 (4) ◽  
pp. 76-86
Author(s):  
Valentyn Halunko ◽  
Kseniia Kurkova ◽  
Vitalii Oksin
Keyword(s):  
Interactive Video ◽  
Time Budget ◽  
Geographic Location ◽  
Internet Marketing ◽  
Target Audience ◽  
Marketing Communications ◽  
Video Gaming ◽  
The Internet ◽  
Internet Users ◽  
High Level

The purpose of the study is to systematize the methodological foundations for evaluating the effectiveness of marketing communications on the Internet. In the literature, there are often limited definitions of interactivity, which do not reveal the essence and do not allow fully realizing the marketing opportunities associated with its phenomena. Today, interactive video, gaming technologies, which are increasingly used in the creation of advertising and communication materials, provide unprecedented opportunities for users to create and flexibly change their own scenarios for the development of events, to guide the history of the video and its heroes, which, among other things, makes it possible to make the presentation object not only goods or services but also the practice of behaviour in different situations of their purchase and consumption. In Internet marketing communications, preconditions for estimating the time budget, general stay in the network, implementation of specific behavioural scenarios of the full-fledged functioning of the user as a representative of the target audience, including through various devices and due to multimedia character, are formed. Optimization of Internet communications of enterprises is carried out on the basis of cyclic interactive communication and timely adjustments of parameters of the received traffic from automated services such as Google analytics, Yandex Metrica, CoMagic, and others. An audience behaviour analysis becomes possible by the use of cookie data. This fragment of data stored on Internet users’ computers reveals the broad opportunities for enterprises to target their advertising, identifying the target audience, for example, by geographic location of users, tracking their interests, counting impressions and passing through banners. Due to the high level of inherent interactivity, simplification of activity realization, and its coordination in a virtual environment, with real results, the development of marketing communications on the Internet contributes to the transition from the integrated application of specialized tools and technologies to their genuine integration. These new opportunities, subject to their implementation, will update one more aspect – the achievement of the effectiveness of Internet communications in marketing. Attempts and methodical options for the formation of a holistic set of marketing communications, with their declared effectiveness, have become widespread. The author proposes a more adaptive system for evaluating the effectiveness of marketing communications, where a balanced system of indicators and stages of work are complemented by the classical algorithms that create the necessary preconditions for preventing or neutralizing the identified problems in the organization of Internet marketing communications. The effectiveness of the CPM model depends entirely on the derivative results of user behaviour (review of site materials, ordering and purchasing goods). Therefore, depending on the goals of the campaign, that is, expanding the target audience or promoting sales, the result may be more predictable. The success of online platforms is based on the consistent development of activities, which is harmonized by three benchmarks: differentiation, effectiveness, efficiency. If earlier, marketing monitoring of the audience and behaviour of Internet users was mainly based on the features of its persons or contingents, and the information context, today it needs to be integrated (contextual targeting, retargeting, and other tools).

The Internet Behavior of Older Adults

2018 ◽  
pp. 7026-7035
Author(s):  
Elizabeth Mazur ◽  
Margaret L. Signorella ◽  
Michelle Hough
Keyword(s):  
Older Adults ◽  
Marketing Research ◽  
The Internet ◽  
Cognitive Limitations ◽  
Internet Users ◽  
Positive Attitudes ◽  
Frequent Use ◽  
Senior Population ◽  
On Line ◽  
Use Of The Internet

Older adults are increasingly joining younger ones in using the Internet, including social media, although use decreases with age, especially after age 74. Most older adults who become first-time Internet users are enthusiastic users, frequently going online. Barriers to their use of the Internet remain, such as physical and cognitive limitations. Attitudinal barriers may exist, but it is unclear whether these result from lack of experience or aging. Marketing research has found that older persons are less likely to engage in on-line purchasing. Research still has not clarified whether the ongoing pace of change in technology, along with changes associated with aging, may mean that there will always be fewer older than younger adults using the newest technologies. However, as current Internet users age into the senior population, they are likely to maintain positive attitudes towards technology and continue frequent use, which the research suggests may benefit mental health and social relationships.

Digital practices across the UK population: The influence of socio-economic and techno-social variables in the use of the Internet

2021 ◽  
pp. 026732312110467
Author(s):  
Daniel Calderón Gómez ◽  
Massimo Ragnedda ◽  
Maria Laura Ruiu
Keyword(s):  
Cluster Analysis ◽  
Social Aspects ◽  
The Internet ◽  
Logit Analysis ◽  
Social Variables ◽  
Technological Factors ◽  
Internet Users ◽  
Socio Economic Variables ◽  
Use Of The Internet ◽  
The Uk

This article investigates the entanglement between socio-economic and technological factors in conditioning people's patterns of Internet use. We analysed the influence of sociodemographic and techno-social aspects in conditioning the distinctive digital practices developed by Internet users. By using a representative sample of UK users and different methods of analysis, such as factor analysis, K-means cluster analysis and logit analysis, this study shows how techno-social variables have a stronger effect than socio-economic variables in explaining the advanced use of the Internet.

Towards Privacy Awareness in Future Internet Technologies

2019 ◽  
pp. 1818-1839
Author(s):  
Hosnieh Rafiee ◽  
Christoph Meinel
Keyword(s):  
Future Internet ◽  
The Internet ◽  
User Privacy ◽  
Current Standard ◽  
Important Place ◽  
Privacy Issue ◽  
Internet Users ◽  
The World ◽  
Use Of The Internet ◽  
Practical Level

With the increased use of the Internet to share confidential information with other users around the world, the demands to protect this information are also increasing. This is why, today, privacy has found its important place in users' lives. However, Internet users have different interpretations of the meaning of privacy. This fact makes it difficult to find the best way to address the privacy issue. In addition, most of the current standard protocols in use over the Internet do not support the level of privacy that most users expect. The purpose of this chapter is to discuss the best balance between users' expectation and the practical level of privacy to address user privacy needs and evaluate the most important protocols from privacy aspects.

Internet Crime

Cyber Crime ◽  
2013 ◽  
pp. 1-13
Author(s):  
Tejaswini Herath ◽  
H. Raghav Rao ◽  
Shambhu Upadhyaya
Keyword(s):  
Information Security ◽  
Denial Of Service ◽  
Computer Training ◽  
The Internet ◽  
Internet Crime ◽  
Security Issues ◽  
Internet Users ◽  
Computing Skills ◽  
Use Of The Internet ◽  
And Gender

It is estimated that over 1 billion people now have access to the Internet. This unprecedented access and use of Internet by individuals around the world, however, is accompanied by malicious and mischievous activities online. With the traditional crimes such as fraud, identity theft, and harassment now being committed with the use of the Internet, and networked home computers being exploited to carry out attacks such as denial of service, spamming, phishing and virus/worm propagation, it has become important to investigate security and privacy issues as they pertain to individual Internet users. To date very little is known about what characteristics of internet users affect their computing and on-line behaviors as they relate to security online. While some attention has been paid to understand the security issues affecting corporations, research investigating security issues as they relate to home users is still in infancy. Drawing from disciplines such as criminology, sociology, consumer fraud, and information security, this study seeks to find the role of computing skills and computer training, social influence, and gender on person’s vulnerability to Internet crimes. Our findings are significant and shed light in this important area of Internet crime contributing to the information security literature.

The Impact of the Internet on Political Activism

2011 ◽  
pp. 3371-3388
Author(s):  
Pippa Norris
Keyword(s):  
Civic Engagement ◽  
Political Activism ◽  
Social Characteristics ◽  
The Internet ◽  
Political Consequences ◽  
Internet Users ◽  
The Social ◽  
Use Of The Internet ◽  
The Public Sphere ◽  
The Impact

The core issue for this study concerns less the social than the political consequences of the rise of knowledge societies; in particular, the capacity of the Internet for strengthening democratic participation and civic engagement linking citizens and government. To consider these issues, Part I summarizes debates about the impact of the Internet on the public sphere. The main influence of this development, as it is theorized in a market model, will be determined by the “supply” and “demand” for electronic information and communications about government and politics. Demand, in turn, is assumed to be heavily dependent upon the social characteristics of Internet users and their prior political orientations. Given this understanding, the study predicts that the primary impact of knowledge societies in democratic societies will be upon facilitating cause-oriented and civic forms of political activism, thereby strengthening social movements and interest groups, more than upon conventional channels of political participation exemplified by voting, parties, and election campaigning. Part II summarizes the sources of survey data and the key measures of political activism used in this study, drawing upon the 19-nation European Social Survey, 2002. Part III examines the evidence for the relationship between use of the Internet and indicators of civic engagement. The conclusion in Part IV summarizes the results and considers the broader implications for governance and democracy.

The Impact of the Internet on Political Activism

2008 ◽  
pp. 889-904
Author(s):  
Pippa Norris
Keyword(s):  
Civic Engagement ◽  
Political Activism ◽  
Social Characteristics ◽  
The Internet ◽  
Political Consequences ◽  
Internet Users ◽  
The Social ◽  
Use Of The Internet ◽  
The Public Sphere ◽  
The Impact

The core issue for this study concerns less the social than the political consequences of the rise of knowledge societies; in particular, the capacity of the Internet for strengthening democratic participation and civic engagement linking citizens and government. To consider these issues, Part I summarizes debates about the impact of the Internet on the public sphere. The main influence of this development, as it is theorized in a market model, will be determined by the “supply” and “demand” for electronic information and communications about government and politics. Demand, in turn, is assumed to be heavily dependent upon the social characteristics of Internet users and their prior political orientations. Given this understanding, the study predicts that the primary impact of knowledge societies in democratic societies will be upon facilitating cause-oriented and civic forms of political activism, thereby strengthening social movements and interest groups, more than upon conventional channels of political participation exemplified by voting, parties, and election campaigning. Part II summarizes the sources of survey data and the key measures of political activism used in this study, drawing upon the 19-nation European Social Survey, 2002. Part III examines the evidence for the relationship between use of the Internet and indicators of civic engagement. The conclusion in Part IV summarizes the results and considers the broader implications for governance and democracy.

Internet Crime

2009 ◽  
pp. 433-445
Author(s):  
Tejaswini Herath
Keyword(s):  
Information Security ◽  
Denial Of Service ◽  
Computer Training ◽  
The Internet ◽  
Internet Crime ◽  
Security Issues ◽  
Internet Users ◽  
Computing Skills ◽  
Use Of The Internet ◽  
And Gender

It is estimated that over 1 billion people now have access to the Internet. This unprecedented access and use of Internet by individuals around the world, however, is accompanied by malicious and mischievous activities online. With the traditional crimes such as fraud, identity theft, and harassment now being committed with the use of the Internet, and networked home computers being exploited to carry out attacks such as denial of service, spamming, phishing and virus/worm propagation, it has become important to investigate security and privacy issues as they pertain to individual Internet users. To date very little is known about what characteristics of internet users affect their computing and on-line behaviors as they relate to security online. While some attention has been paid to understand the security issues affecting corporations, research investigating security issues as they relate to home users is still in infancy. Drawing from disciplines such as criminology, sociology, consumer fraud, and information security, this study seeks to find the role of computing skills and computer training, social influence, and gender on person’s vulnerability to Internet crimes. Our findings are significant and shed light in this important area of Internet crime contributing to the information security literature.

Impact of Internet Use on Civic Engagement in Chinese Rural Areas

2012 ◽  
pp. 296-313
Author(s):  
Jian-Chuan Zhang ◽  
Ying Qin
Keyword(s):  
Civic Engagement ◽  
Rural Areas ◽  
Internet Use ◽  
Public Affairs ◽  
The Internet ◽  
Network Information ◽  
Internet Users ◽  
Political Impact ◽  
Preliminary Study ◽  
Use Of The Internet

Few prior studies have addressed the political impact of the Internet on civic engagement in rural areas. This preliminary study aims to explore the connection between Internet use and civic engagement of rural Internet users. Based on the surveys implemented by the China Internet Network Information Center (CNNIC), the authors find that using the Internet does enhance the level of civic engagement among rural Internet users in China. However, better use of the Internet faces some obstacles, too. They are the young age of rural users and the limited Net bandwidth. Implications of these obstacles are discussed. The chapter concludes that, under certain circumstances, there is great potential for Chinese rural Internet users to become more actively engaged in public affairs in the future.

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