scholarly journals Use of internet marketing in communication activities of dairy enterprises

2020 ◽  
Vol 11 (4) ◽  
Author(s):  
O. M. Barylovych ◽  
Keyword(s):  
Social Networks ◽  
Mobile Devices ◽  
Consumer Preferences ◽  
New Products ◽  
Internet Marketing ◽  
Target Audience ◽  
Internet Technologies ◽  
Use Of Internet

The use of Internet markeƟng tools in the communicaƟon acƟviƟes of dairy enterprises in Ukraine is analyzed in the arƟcle. In parƟcular, the connecƟon between the intensity of the use of Internet technologies and consumer preferences for the products of the studied enterprises was traced. An analysis of their websites using the SimilarWeb service is done. It has been idenƟfied that four of the five leading companies in terms of consumer website popularity are also leaders in the ranking of consumer preferences for milk of various brands. The indicators of efficiency of the websites of the researched enterprises and socio-demographic characterisƟcs of the users are given. It is determined that, despite a significant increase in the number of users who use mobile devices to search for the necessary informaƟon, the share of users who visit sites from desktop devices, ie PCs, laptops and netbooks, is higher. The channels of aƩracƟng traffic to the sites of enterprises and data on the distribuƟon of traffic from various social networks are given. It is determined that the main channels of aƩracƟng traffic for the surveyed companies are organic traffic and direct acƟons in the browser at the site address. Indicators of acƟvity in social networks of dairy enterprises are given. It is established that the effecƟveness of aƩracƟng traffic through social networks depends on the goals of the enterprise, the content offered to the consumer, and the specifics of the targeted acƟon required to make the transiƟon to the site. The adverƟsing campaigns conducted by enterprises in social networks are analyzed. Most of them are aimed at acquainƟng the target audience with new products and promoƟng the company’s products. Another goal is to increase the subscriber base on YouTube and Instagram and promote sites.

scholarly journals SMM AS A TOOL OF COMPETITIVENESS OF THE ENTERPRISE IN THE CONDITIONS OF MODERN CHALLENGES

2021 ◽  
pp. 157-167
Author(s):  
T. Lytvynenko ◽  
◽  
S. Yevchenko ◽  
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Technological Progress ◽  
Global Business ◽  
Traditional Media ◽  
Internet Technologies ◽  
Global Brands ◽  
Internet Resources ◽  
Marketing Costs ◽  
Use Of Internet

The activities of modern enterprises are affected by both new opportunities and challenges. An example of the challenges for global business was the spread of the COVID-19 pandemic and related quarantine restrictions. The negative macroeconomic and microeconomic consequences of the pandemic significantly worsened the financial and economic situation of enterprises, led to changes in consumer behavior. Businesses are forced to look for tools to stimulate economic development and increase competitiveness. The development of scientific and technological progress, digitalization make available the use of Internet technologies, in particular in the field of marketing. In Ukraine, as well as around the world, Internet marketing is becoming widespread. At the same time, the possibilities of such an innovation as social media marketing have not yet been properly implemented. Social networks have been created as a tool of entertainment; have become a powerful tool for marketing. They play an important role in establishing business relationships with customers. Social media in today's environment is more popular than traditional media. The use of SMM accelerates the sale of products and services, reduces marketing costs and better implementation of all marketing processes. Social networks allow you to quickly find people depending on interests, age and other parameters, create groups and inform potential consumers about various new products. Advertising on social networks is usually not as intrusive as on other resources and is targeted to a target audience, which is selected by a large number of parameters. To confirm the thesis that SMM is an important tool for the competitiveness of the enterprise in today's challenges, a study was conducted on the basis of the cheese brand - TM "Laguna" of the company "Food Production Ukraine". Analysis of the results of the study showed that "Laguna" in the eyes of consumers is associated with an inexpensive product of relatively low quality, with a "copy" of well-known global brands and loses to them in sophistication. . Given the limited use of offline marketing in quarantine, it was decided to develop a set of actions to influence the consumer through Internet resources. Improvements in SMM have ensured that people are sympathetic to the manufacturer and the product itself.

USE OF INTERNET TECHNOLOGIES IN MARKETING STATISTICS

2018 ◽  
Author(s):  
Dmytro Mishchenko ◽  
◽  
Tetiana Dronova ◽  
Ludmila Semenova ◽  
◽  
...  
Keyword(s):  
Social Networks ◽  
Statistical Analysis ◽  
Internet Technologies ◽  
Analysis Process ◽  
Key Phrases ◽  
High Level ◽  
Marketing Methods ◽  
Use Of Internet ◽  
E Mail ◽  
Marketing Agency

The article actualizes the use of modern Internet technologies in marketing statistics in the research of methods of promoting enterprise services. The statistical analysis of modern marketing methods of promotion of services of the enterprise which conducts the active activity both in B2B, and in B2C markets (on an example of JSC CB "PrivatBank") is carried out. Internet technologies were used in the analysis process. In particular, services for researching traffic, time spent on the site, geography and number of views, download speed, key phrases, activity in social networks, e-mail, buzz form for interviewing respondents. As a result of statistical analysis, an increase in the number of visits to the PrivatBank website was revealed. Users go to the site through a direct link to the site, through search engines, through links on other sites, through social networks and through mailings. The visitor's time on the web page is approximately the same. Most of the target audience is in Ukraine. The page load speed is within the norm, which satisfies users. PrivatBank is active in social networks, OschadBank competes in terms of activity. The greatest activity of users is observed on working days and hours. Email distribution is used to inform customers about important events. A questionnaire survey of PrivatBank customers on the most convenient way to obtain information showed that almost 82% of users are comfortable receiving messages in the Privat24 application. In addition, respondents noted the high level of service quality in PrivatBank. As part of the survey, users were asked to make suggestions to improve the bank's performance. Marketing agency All Motion Group provides SMM-support to PrivatBank in social networks.

СОЦИАЛЬНЫЕ СЕТИ НА УРОКАХ РКИ КАК СРЕДСТВО ФОРМИРОВАНИЯ МЕЖКУЛЬТУРНОЙ КОМПЕТЕНЦИИ

2020 ◽  
Vol 1 (11(80)) ◽  
pp. 28-31
Author(s):  
A. Sehpeyan
Keyword(s):  
Social Networks ◽  
Cultural Competence ◽  
Foreign Language ◽  
Cross Cultural ◽  
Educational Process ◽  
Cultural Environment ◽  
Internet Technologies ◽  
Modern Technologies ◽  
Creative Tasks

With the advent of modern Internet technologies, the ways of teaching Russian as a foreign language are changing rapidly. Social networks become part of the educational process and serve as a tool for creating new creative tasks aimed at developing cross-cultural competence. Modern technologies help to prepare students to communicate with representatives of other cultures, create situations that are close to those that exist in the natural cultural environment. This article discusses ways to use social networks to develop cross-cultural competence.

The features of transnational corporations’ advertisement in social networks

2019 ◽  
pp. 89-92
Author(s):  
Daniella Mushka ◽  
Yeva Erfan
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Wide Spectrum ◽  
Subsequent Development ◽  
Transnational Corporations ◽  
Target Audience ◽  
Social Media Marketing ◽  
Scientific Article ◽  
The Social ◽  
The Given

This scientific article considers all aspects, modern importance and growing role of the social media marketing and advertisement in the general spectrum of marketing activity for developed and developing brands. Investigational actuality and basic directions of application of all spectrum of instruments of social networks for the sake of advancement of product and the processes of forming perception of trade mark and forming the image of brand are analyzed by the authors of the article. The given scientific article highlights the most popular trends and patterns of goods and trademarks’ promotion in the world in the context of updating the concept of advertising on social networks. The bigger and more engaged your target audience is on social media networks (Instagram, Facebook, Twitter, YouTube etc), the easier it will be for you to achieve every other marketing or business goal. The importance of social media marketing’s assistance in attracting new potential clients and customers to the company is also considered in the given article. Besides that, the authors of the article list and analyse wide spectrum of basic trends considering promotion and advertising in 2019 among the well-known brands. In addition to this all, the list of the most successful publicity advertisement campaigns of this year and brands which were promoted with their assistance are listed and analysed. In the context of the study, it shows up that advertising campaigns play a significant role not only in reaching sales but also in generating overall customer loyalty to the brand. This makes it possible to argue that the most reputable brands should have an important social goal that will be positively accepted by society and target audience in addition to the high quality and usability of the products or services. Social networking is the easiest way to see the social response to your promotion and lead to an instant purchase. Therefore, relying on the experience of the already well-known multinational and transnational corporations, social media marketing should take a significant share of the overall promotion of the company. The connection between the brand and potential customer should be built on the emotions that accompany consumers when viewing ads and using products. This scientific article eventually declares conclusions and prognoses in relation to subsequent development of these instruments and platforms for advancement and branding of small and large enterprises in future. It states that emotional connection between person and brand is much more effective for the company than an expensive ad.

Product Innovation in the Crafts Sector

2019 ◽  
Vol 5 (2) ◽  
pp. 100-109
Author(s):  
Maria Sarmento ◽  
Marlene Amorim ◽  
Marta Ferreira Dias ◽  
Mara Madaleno
Keyword(s):  
Product Innovation ◽  
Consumer Preferences ◽  
New Products ◽  
European Countries ◽  
Added Value ◽  
Timely Manner ◽  
European Context ◽  
Territorial Identity ◽  
Relevant Topic ◽  
The Creation

Background: Innovation can result from progressive or significant changes to existing products leading to improvements in performance and user value. This is the type of innovation that is more easily perceived by the consumer, as it results in the creation of new products or the improvement of existing ones. Innovation in the Crafts Sector is a relevant topic to address market changes, and meet evolving consumer preferences. In this vein, artisans need to meet the calls for regularly investing in the design of new products and processes, with the purpose of achieving the sustainability of their business. Methods: This article addresses the existing calls for contextualizing the crafts sector and for fostering product innovation in this area, by investigating the barriers and problems faced by artisans, as well as by exploring existing experiences in overcoming them. The article builds on data collected in five European countries, under the scope of the Erasmus+ Project Craftsmanship+ “Fostering a New and Competitive Approach to Crafts and Semi Industrial high added-value sectors”1. Results and Conclusion: The aim is to analyze the importance of the crafts sector in a European context. This article contributes in a timely manner to the understanding of the crafts sector by paying attention to the obstacles that artisans face in order to ensure the sustainability of their business by introducing product innovation into their organization and/or market. This study offers a collection of innovation experiences in realities that are very significant for territorial identity, and thus aims to provide an incentive for further research.

Family Traditions as a Condition for Socialization of Young Generation (Based on a Sample of Tuva Republic)

2021 ◽  
pp. 106648072110007
Author(s):  
Valentina Maryuhina
Keyword(s):  
Social Networks ◽  
Married Couples ◽  
Target Audience ◽  
Sociological Research ◽  
Young Generation ◽  
Practical Application ◽  
The Family ◽  
Social Entities ◽  
Regional Programs

The purpose of this study is to regard the family traditions of a present-day Tuvan family as a precondition for the successful socialization of younger generations. We conducted a sociological survey to identify the significance of family traditions in the process of upbringing children. For this, 148 married couples, who had children under 18 years old, participated in the survey. A sociological research questionnaire was compiled and presented on the platform www.survey.yandex.ru : The questions were created on the website and distributed among the target audience through social networks. The respondents were asked 15 questions of both open-ended and close-ended types. The results of the study can be used while developing regional programs to support young families as well as an aspect of the family’s ability to educate the young generation. Moreover, the practical application of the results is possible in enhancing the activities of existing social entities while organizing events to maintain a respectful attitude to family traditions.

Leveraging Social Networks to Develop Radically New Products

2015 ◽  
Vol 33 (2) ◽  
pp. 217-223 ◽  
Author(s):  
Dawn Iacobucci ◽  
Steve Hoeffler
Keyword(s):  
Social Networks ◽  
New Products

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.

scholarly journals Alternative financial models for attracting investments in municipal investment and construction projects

2018 ◽  
Vol 170 ◽  
pp. 01105 ◽  
Author(s):  
Oksana Kurakova
Keyword(s):  
Construction Projects ◽  
Financial Models ◽  
Internet Marketing ◽  
Advantages And Disadvantages ◽  
Innovative Model ◽  
Use Of Internet

Investment and construction projects, which require colossal costs, are especially affected in the conditions of scarcity of funds. City authorities also experience an acute shortage of finances for the implementation of municipal investment and construction projects. This article presents the mechanism of applying innovative tools for investments attraction in Russia to implement investment and construction projects. These tools include Internet marketing tools. The article presents an analysis of characteristics of each tool, their advantages and disadvantages in use. This article also includes practical examples of how these tools can work for the purposes of investment and construction projects implementation, including municipal or social ones. Examples of already implemented projects based on the use of Internet marketing tools are given. The author suggests an innovative model of municipal projects financing. The analysis showed that similar technologies for municipal investment and construction projects financing are quite viable and are currently underestimated in Russia.

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