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).

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 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.

Internet marketing tool – SEO-optimization of the enterprise site

2021 ◽  
pp. 84-89
Author(s):  
Ihor Ponomarenko ◽  
Alina Sapian
Keyword(s):  
Search Engine ◽  
Research Methodology ◽  
Internet Marketing ◽  
Target Audience ◽  
Digital Marketing ◽  
The Internet ◽  
Digital Environment ◽  
Important Place ◽  
Search Engine Optimization ◽  
Web Resource

The purpose of this article is to consider issues related to the peculiarities of the use of search engine optimization in the implementation of a comprehensive marketing strategy in the digital environment. Research methodology. The research methodology is system-structural and comparative analyzes (to study the application of search engine optimization in the process of improving the efficiency of the company on the Internet); monograph (the study of various software solutions in the field of digital marketing); eco- nomic analysis (when assessing the effectiveness of the use of SEO in the process of attracting the target audience and its impact on the growth of conversions). The scientific novelty – features of using search engine optimization as an effective tool of digital marketing in modern conditions are revealed. The expediency of using SEO to increase the level of competitiveness of the company on the Internet is proved. A set of Internet marketing measures to strengthen the company’s communications with the target audience in the digital environment is revealed, as well as the role in this structure of search engine optimization is outlined. The expediency of building a semantic core as a basic element of search engine optimization of a company’s web resource and creating preconditions for long-term provision of high positions of the site in search services is proved. The subject of the research is the approach to the possibility of using search engine optimization methods in modern conditions to ensure a highly competitive position of the company and its web resources in the digital space in the long period. Conclusions. The digitalization of business leads to the intensification of the use of various digital marketing tools, among which search engine optimization occupies an important place. SEO-optimization of the company’s website involves the implementation of a set of measures aimed at increasing the place of the re- source in search results. Innovative approaches make it possible to integrate an up-to-date keyword list into important elements of a company’s web resource and to constantly update libraries in order to ensure high search engine rankings. Keywords: audience, Internet marketing, search engine optimization, site, targeted traffic.

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.

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 Yandex Users’ Needs in Knowledge on Psychology

2019 ◽  
Vol 16 (4) ◽  
pp. 618-633
Author(s):  
Juliet A. Kitova ◽  
Natalia R. Aprelikova
Keyword(s):  
Personal Development ◽  
Well Being ◽  
Theory And Practice ◽  
The Internet ◽  
Professional Activities ◽  
Modern Information Technology ◽  
Internet Users ◽  
Opportunities For Learning ◽  
Characteristic Features ◽  
High Level

Modern information technology space provides people with new opportunities for learning about the world, acquiring additional knowledge and satisfying cognitive needs. The paper analyzes the requests and characteristic features of the needs for knowledge on psychology of the Internet users in the Russian Federation. The study was conducted on the basis of the search queries in Yandex. The specific user requests demonstrate a heterogeneous level of interest in various branches of psychology, which allows highlighting the structural and substantial features of the respondents’ needs in psychology knowledge and the forms of obtaining the kind of knowledge they prefer. In general, the research results showed a high level of interest of the Internet users in knowledge on psychology, demonstrated their high orientation towards the search for useful information on personal development, professional activities and the development of favorable relationships with others. The data obtained indicate the most important areas of knowledge on psychology for a modern person and will be useful in the framework of psychological and educational theory and practice. The article points out that the study of the needs of the population in knowledge on psychology should be an integral part of the psychological community, which is responsible for the psychological well-being of people and the development of the psychological culture of society as a whole.

scholarly journals The efficiency of communication strategies of politically oriented communities on the Internet

2021 ◽  
Vol 14 (2) ◽  
pp. 155-170
Author(s):  
Darya I. Judina ◽  
◽  
Sergei A. Ivanov ◽  
Keyword(s):  
Political Communication ◽  
Communication Strategies ◽  
Political Activity ◽  
The Political ◽  
The Internet ◽  
Political Actors ◽  
Political Processes ◽  
Political Identification ◽  
Internet Users ◽  
High Level

The Internet as a special space for political activity and political communication is becoming more and more attractive to political actors. The intensification of political activity on the Internet leads to the increase of researchers’ interest. One of the prominent areas of this research is the analysis of the efficiency of communication strategies used by politically oriented communities on the Internet. The results of such assessment contribute to, in particular, characterizing the level and features of the political engagement of Internet users into political processes. To study these processes, a telephone survey of residents of St. Petersburg was conducted. St. Petersburg was chosen because it is one of the largest cities in Russia with high Internet coverage and a high level of political activity compared to other regions. The results showed that politically oriented communities effectively implement primary communication strategies — information and presentation. More than two-thirds of politically active Internet users in St. Petersburg noted that visiting the relevant resources helped them to understand the political situation, to define their attitude toward parties, politicians, social movements and organizations. At the same time, the strategy of supporting political identification has not yet worked for the majority of users. Perhaps this is a consequence of the fact that the majority of St. Petersburg citizens have not yet found appropriate political leaders and organizations. The authors found that the majority of Internet users display an interest in politics permanently, and not only during the pre-election period. The hypothesis that one of the factors of an efficient strategy of politically oriented communities is emphasizing anti-power positions was confirmed. The survey results also confirmed the high level of opposition views among Internet users.

scholarly journals DEVELOPMENT OF INTERNET ADVERTISING

2017 ◽  
Vol 1 (2) ◽  
Author(s):  
Branislav R. Tanasic
Keyword(s):  
Social Networking ◽  
Direct Marketing ◽  
Internet Marketing ◽  
The Internet ◽  
Target Groups ◽  
Comprehensive Strategy ◽  
Direct Sales ◽  
Integrated Strategy ◽  
Internet Users ◽  
On Line

Internet marketing or online marketing is a set of promotional and marketing techniques that use Web and Email Internet users, allowing direct sales. Integrated strategy for on-line performance is a combination of the use of social networking, Google services and tools Newsletter. Newsletter tools are used individually, so personalized, but to match the behavior of the target group to which they were sent. Do individuals leads previously conducted research, which should reveal the desires of consumers, their needs, interests, purchasing power ... etc.. It is very important to know the time that consumers spend on the Internet as well as the sites most frequently visited. Synergy campaign on the Internet is the integration of all forms of on-line advertising in a comprehensive strategy to reach target groups. Internet promotion is actually using the principles of traditional direct marketing, but is now used well-developedtelecommunications and information technology. echnology.

scholarly journals Contextual advertising is an effective tool of digital marketing

2020 ◽  
Vol 4 (2) ◽  
pp. 410-418
Author(s):  
Yu. М. Nosenko ◽  
L. V. Lukyanchuk ◽  
L. M. Sinelnik
Keyword(s):  
Internet Marketing ◽  
Target Audience ◽  
Digital Marketing ◽  
Exact Matching ◽  
Advertising Campaign ◽  
Internet Users ◽  
Contextual Advertising ◽  
The Subject ◽  
Marketing Tool ◽  
A Chain

The concept of contextual advertising, its strengths, main types are defined. Types of advertising campaigns are defined. Highlighted the basic settings in Google Ads, in particular the rules of keyword selection. The effectiveness of using contextual advertising as an Internet marketing tool has been established, given that it: acts selectively and is displayed to visitors of the website whose sphere of interests potentially coincides / intersects with the subject of the advertised product or service; meets the requirements of the target audience, which increases the likelihood of its response to advertising and makes it more attractive than other types of advertising; helps to improve the company's image, disseminate information about products and sell goods over the Internet; is an effective element of digital marketing, which with a high-quality setting can increase company revenues. Contextual advertising has prospects, given: - increasing the number of Internet users and the time of its use by each user; - its regional orientation, which allows you to weed out a lot of non-target customers; - focus on a specific target audience by interests; - ofline advertising is becoming more expensive; - contextual advertising tools are improving, more services are appearing for a deeper analysis of statistics. When setting up contextual advertising, the following are important: choosing the type of advertising campaign (image, product, trade), searching for keywords and choosing the type of correspondence (general matching, broad match modifier, phrase matching, exact matching). Effective contextual advertising is a chain of "request -> keyword -> advertisement -> landing page of the site-> purchase of goods". Keywords: digital marketing, search engine, contextual advertising, advertising campaign, demand, keywords.

The utilization of Internet marketing communication tools by higher education institutions (on the example of Poland and Ukraine)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Artur Kisiołek ◽  
Oleh Karyy ◽  
Liubov Нalkiv
Keyword(s):  
Higher Education ◽  
Literature Review ◽  
Higher Education Institutions ◽  
Internet Marketing ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Communication Tools ◽  
Content Type ◽  
Staff Members ◽  
Internet Users

PurposeThe purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine.Design/methodology/approachIn the article, the authors used the literature review method to justify the importance of implementing HEI marketing strategy based on marketing communications with Internet users, and thus to justify the relevance of the chosen research topic. Based on the literature review, the authors identified the goals of HEI advertising campaigns on the Internet (branding, recruitment of students, site traffic increase and subscription of Internet users to the university newsletter) and substantiated the analytical study of the two countries. The survey conducted by the authors allowed them to form their conclusions, the validity of which is based on the interpretation of the indicators calculated in the analytical section.FindingsThe hypothesis that the focus of HEI Internet marketing communications, recruitment of students, is universal regardless of the country of origin is proven. There is also no significant differences in Internet marketing communication tool use that is “simpler” and cheaper. University marketing managers widely use Internet advertising tools, but they have difficulty implementing public relations and sales promotion tools. Internet marketing communication is an important component of HEIs' marketing strategies, thus, comparing EU and non-EU HEIs informs future strategies.Practical implicationsThe results of this research are of interest to HEIs that seek to improve the adaptation of their marketing communication strategy to meet the conditions of digitalisation and to strengthen their competitive foothold within the market. Also, the findings can help HEI marketing staff members to improve marketing communication tools used to build and maintain relationships with their online customers.Originality/valueThis study highlights the similarities and differences in approach to Internet marketing communications among EU (Poland) and non-EU HEIs (Ukraine). In conducting a thorough review of research, as well as a survey of 185 HEI marketing staff members, the paper offers insight into the approach HEIs of varying cultural backgrounds take to Internet marketing communications and online recruitment.

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