scholarly journals Digital Marketing Tools in the Conditions of Transformation of Communications of the Modern Organization

2020 ◽  
Author(s):  
Viktoria Bilyk ◽  
Oleksandr Serhiienko ◽  
Inga Krupenna
Keyword(s):  
Internet Marketing ◽  
Digital Marketing ◽  
Digital Environment ◽  
Fashion Industry ◽  
Highly Qualified ◽  
Modern Enterprise ◽  
Qualified Personnel ◽  
Individual Knowledge ◽  
Online Format

The article is dedicated to ivestigation of peculiarities of use of digital marketing in modern enterprise activity. The author gives grounding of interrelation of notions of digital marketing and Internet marketing, specifies categorial apparatus of investigation. Main advantages of Internet marketing and its instruments appealing for marketing specialists are distinguished. The article accentuates that the prerequisite for effective enterprise promotion and its goods in digital environment is qualitative marketing investigation. It regards modern marketing instruments that an organization uses in digital environment. It draws the examples of using the instruments of digital marketing by leading stakeholders of fashion market which is now actively “migrating” to online format and invests significant funds to Internet marketing and digital marketing. It is pointed out that the important result of implementation of instruments and technologies of Internet marketing is raise of company’s marketing competency which is distinguished as a sum of competencies of all company’s workers in the sphere of marketing, individual knowledge and skills of marketing specialists that are revealed in the process of interaction with customers, partners, stakeholders, team, competitors. On the example of fashion industry it regards the tendencies of development of digital marketing technologies that should be taken into account by market stakeholders in the nearest perspective: good quality content; personalization for formation of unforgettable customer experience; video advertisement that takes into account various demands, various aims, various methods (duration, form, content) and professional approach; intellectualization of choosing the advertisement plots; active use of chat-bots, professional use of marketing technologies (mar-tech), among them – Internet of Things (IoT), virtual reality (VR), added reality (AR), personalization, visualization, face recognition etc. The conclusion is made that Internet marketing and digital marketing suggest technologies and instruments that need serious investment and highly qualified personnel; but at the same time they allow optimization of marketing and advertisement budgets, provide long-term partnership relations with available customers and quick win of new target audience.

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 Quantitative assessment of piloting technique by flight data recorder

2020 ◽  
Vol 32 ◽  
pp. 152-159
Author(s):  
Assen Marinov ◽  
Georgi Yordanov ◽  
Martin Kambushev ◽  
Stefan Biliderov ◽  
Kiril Kambushev
Keyword(s):  
Quantitative Assessment ◽  
Flight Training ◽  
Assessment Methodology ◽  
Highly Qualified ◽  
Training Process ◽  
Knowledge And Skills ◽  
Qualified Personnel ◽  
Good Organization

Flight training is a complex and responsible training process for pilot and requires experienced specialists, good organization and quality control of flight activity. Its main purpose is to create highly qualified personnel with long-term professional skills in the techniques of piloting, aircraft flying and the combat use of aircraft. Assessment is an important part of the training process for young cadets. It determines the extent to which trainees have been able to perceive, learn and comprehend their new flying activity and their ability to apply the acquired knowledge in tense conditions. Assessment is directly related to the quality of the flight training, and it should show the trainees the mistakes they have made and encourage them to upgrade their knowledge and skills. The trainees should be well versed in the assessment methodology and understand its purpose, otherwise the grades obtained will not be an indicator of their ability.

Methodology of Creativity as Applied to Higher Professional Education: Fashion Industry Personnel Training

10.12737/2673 ◽  
2014 ◽  
Vol 8 (1) ◽  
pp. 55-61 ◽  
Author(s):  
Александр Ермаков ◽  
Aleksandr Ermakov ◽  
Людмила Сильчева ◽  
Lyudmila Silcheva
Keyword(s):  
Professional Education ◽  
Professional Training ◽  
Fashion Industry ◽  
Highly Qualified ◽  
Personnel Training ◽  
Economic Problems ◽  
Qualified Personnel ◽  
Higher Professional Education ◽  
Comprehensive Study

The article suggests that professional training of highly qualified personnel for the fashion and beauty industry should take into account a comprehensive study of the methodology of creativity in a range of areas that would-be specialists can be engaged in. The methodology of creativity is also implemented in the creation of fashionable clothing designs and the processes of their establishment in the fashion industry. The authors consider it plausible to teach disciplines focusing on consumer modeling and finding entrepreneurial comprehensive solutions to organizational and economic problems typical of the fashion industry.

DEVELOPMENT OF INTERNET MARKETING AND ITS ROLE IN PROMOTING REGIONAL TOURISM

2020 ◽  
Vol 0 (4) ◽  
pp. 112-117
Author(s):  
S.A. KIRILLOVA ◽  
Keyword(s):  
Internet Marketing ◽  
Digital Marketing ◽  
Global Trends ◽  
Russian Economy ◽  
Regional Tourism ◽  
Digital Development ◽  
Major Factors ◽  
Analogue To Digital ◽  
Further Development

Internal tourism has tremendous potential for becoming one of the leading non-resource sectors in the Russian economy enabling its further development. The implementation of this potential will be largely supported by its promotion using Internet marketing technologies, as this is one of the major factors to maintain the demand for internal tourism not only during the period of closed borders, but also over the long term. The paper substantiates objective feasibility for the transition from 'analogue' to digital marketing, as evidenced by global trends in the digital development pointing out to the fact that digital technologies, mobile devices and social networks have become an indispensable part of people’s everyday life throughout the entire world. The conclusion is made about the necessity of performing prompt recordings of the trends formed in the sphere of Internet marketing in order to provide effective promotion of regional tourism.

scholarly journals APPLICATION OF RESOURCE-SAVING CAPACITY OF LOGISTICS AT OIL AND GAS COMPANIES

2020 ◽  
pp. 30-34
Author(s):  
Т. С. Тасуева ◽  
П. Т. Элибаева
Keyword(s):  
Production Management ◽  
Oil And Gas ◽  
Negative Impact ◽  
Highly Qualified ◽  
Resource Saving ◽  
Production Logistics ◽  
Automated Production ◽  
Qualified Personnel ◽  
Oil And Gas Companies

Трансформационные процессы, происходящие в экономике, ужесточение конкуренции на рынках, усложнение рыночной конъюнктуры, нехватка всех видов ресурсов обусловливают необходимость стратегического планирования российскими компаниями своих ресурсов и управления ими. В этих сложных условиях хозяйствования проблема экономии ресурсов стала особенно актуальной. Возникла объективная необходимость формирования ресурсосберегающего потенциала логистики на промышленных предприятиях страны. Использование инноваций, цифровых технологий, автоматизированных производственных, логистических процессов, подготовка высококвалифицированного персонала, отвечающего современным требованиям нефтегазового образования, все это в целом будет способствовать решению проблем ресурсосбережения. Очень важно помнить, что необходимо изменить подходы к принципам и методам управления производством, что позволит провести преобразования в части техники, оборудования, технологий, системы контроля качества и в перспективе минимизировать отрицательное влияние на окружающую среду. Особенно необходимо внедрять ресурсосберегающие мероприятия на предприятиях нефтегазового комплекса (НГК), поскольку данная отрасль оказывает значительное влияние на экологию. Transformational processes taking place in the economy, toughening competition in the markets, complicating market conditions, and the shortage of all types of resources make it necessary for Russian companies to strategically plan and manage their resources. In these difficult economic conditions, the problem of saving resources has become especially urgent. The use of innovations, digital technologies, automated production, logistics processes, training highly qualified personnel that meets modern requirements of oil and gas education, all this will generally contribute to solving problems of resource conservation. It is very important to remember that it is necessary to change approaches to the principles and methods of production management, which will make it possible to carry out transformations in terms of equipment, equipment, technologies, a quality control system, and in the long term minimize negative impact on the environment. It is especially necessary to implement resource-saving measures at the enterprises of the oil and gas complex (OGC), since this industry has a significant impact on the environment.

scholarly journals The digital tools usage in the organization of resource support for small business activity

2021 ◽  
pp. 30-32
Author(s):  
Nataliia MASHOSHYNA ◽  
Viacheslav PURIKHOV ◽  
Oksana KOVALYK
Keyword(s):  
Small Business ◽  
Information And Communication Technologies ◽  
Small Businesses ◽  
Internet Marketing ◽  
Digital Marketing ◽  
Digital Information ◽  
Digital Environment ◽  
Product Positioning ◽  
Marketing Environment ◽  
Marketing Activities

The paper is devoted to the problems of using digital (digital) marketing tools by small businesses. The essence of digital marketing is clarified, its differences from Internet marketing are analyzed. The tasks of marketing activities of small enterprises in the digital environment are determined. The features of the use of individual digital marketing tools are considered: search engine optimization (SEO), contextual advertising, media context advertising, email marketing, social media marketing (SMM). In addition, the paper examines the main trends in the development of digital marketing in Ukraine and abroad, draws conclusions about the prospects for using various digital technologies in small businesses in the coming years. One of the main tasks of digital marketing is to connect offline audiences to the company's online channels. For example, advertising messages in an offline environment can lead potential customers to the company's website or its page on the social network. Each small business selects communication channels based on the specifics of their own business, available resources and the characteristics of the target audience. For some companies it will be acceptable to use only online tools, for others this direction will be ineffective or unprofitable. Therefore, an important component of the process of developing and implementing digital marketing policy is testing different channels of communication with the consumer. In today's rapidly transforming digital marketing environment, the regular introduction of new information and communication technologies and methods of working with mobile and Internet content to succeed in a highly competitive market, small businesses are no longer enough to use Internet marketing tools. These tools need to be integrated with offline promotion channels and develop comprehensive marketing solutions based on the characteristics and needs of a particular business. These decisions should cover all areas of marketing activities: from market research and product positioning to advertising. Entrepreneurs need to take into account changes in the psychology of consumers of digital information and adjust their marketing campaigns in accordance with the most current trends in the digital environment.

scholarly journals Developing the Concept of Forecasting the Economy Need in Qualified Personnel in the Time of Russia’s Passing over to the Digital Model of Development

2019 ◽  
pp. 62-69 ◽  
Author(s):  
L. S. Marien ◽  
D. M. Melnikova
Keyword(s):  
Economic Activity ◽  
Regional Economy ◽  
Digital Model ◽  
Highly Qualified ◽  
Qualified Personnel ◽  
Different Types ◽  
Market Needs ◽  
Regional Economy Development ◽  
Strategic Goal

The article provides a brief review of causes and principles affecting formation of new approaches to forecasting the Russian economy’s need in qualified personnel in conditions of digitalization. The most important strategic goal of personnel supply to industries in the region is meeting the labour market needs in balanced in quality and quantity staff that would be able to foster the regional economy development and its transfer to the digital model. The authors put forward the enlarged scheme of passing-over to the digital model of development on the basis of the concept of forecasting economy’s need in highly-qualified personnel. Simultaneous use of several approaches and taking into account the system-forming principles could provide an opportunity to estimate the annual extra staff need mainly in the long-term perspective with regard to specification by different types of economic activity and specialization. The authors analyzed the normative-legal base to design the concept and took into account the overseas experience, which could form the foundation for steps aimed at educational sphere regulation and for developing the pool and list of educational programs.  

scholarly journals Approaches to the Modern Concept of Digital Marketing

2018 ◽  
Vol 24 (2) ◽  
pp. 63-69
Author(s):  
Gheorghe Minculete ◽  
Polixenia Olar
Keyword(s):  
Rapid Evolution ◽  
Internet Marketing ◽  
Digital Marketing ◽  
Modern Concept ◽  
Digital Environment ◽  
Electronic Marketing ◽  
Corporate Goals ◽  
The One ◽  
Definition Of ◽  
Digital Channels

Abstract In a complex, modern and flexible economy in a continuous and rapid evolution, individual consumers, on the one hand, and organizational buyers, on the other hand, have more and more financial resources that allow them to act in the conditions of using the methods , the modern means and systems applicable in the practice of acquisitions that have expanded considerably in the digital environment. Digital marketing, originally called "electronic marketing" or "internet marketing", first appeared in the form of various techniques implemented by pioneering companies that sold their products through the internet in the early 1990s. According to specialists, the definition of traditional marketing can easily be adapted to digital marketing, seen as a set of strategies and tactics that are executed through digital channels to achieve corporate goals (often to increase shareholder profits) in a time and budget defined period of time

Management And Effective Marketing Interaction: the Study of Problems

2018 ◽  
Vol 7 (5) ◽  
pp. 5-8 ◽  
Author(s):  
Е. Сергиенко ◽  
E. Sergienko ◽  
Н. Кетова ◽  
N. Ketova
Keyword(s):  
Customer Loyalty ◽  
Highly Qualified ◽  
Professional Activities ◽  
Successful Work ◽  
Qualified Personnel ◽  
Business Efficiency ◽  
Very High ◽  
Selection Of ◽  
Business Structure

The article discusses the current problems of personnel management and business efficiency. In modern conditions, a set of problems in this area is rightly considered from the perspective of marketing, which involves a focus on the consumer. So, for the successful work of the business structure is necessary to build long-term partnerships with consumers, and the process of verbal communication is provided directly by the staff of the company. The level of responsibility for the formation of customer loyalty in the process of such interaction is very high. Modern managers need to create effective internal programs that will be aimed at the selection of highly qualified personnel, quality training and involvement of employees in the workflow to achieve higher performance of their professional activities and, as a result — effective business development. The complex of problems in this area is studied in this work.

The interaction of higher education system with the labor market: A study of the labor market in the regions of the Volga Federal District

2020 ◽  
Vol 26 (2) ◽  
pp. 456-480
Author(s):  
R.B. Galeeva
Keyword(s):  
Higher Education ◽  
Labor Market ◽  
Education System ◽  
Federal District ◽  
Highly Qualified ◽  
Expert Survey ◽  
Higher Education System ◽  
Qualified Personnel ◽  
The Republic ◽  
The One

Subject .This article discusses the need to bring into line with the future activities of specialists the content of their preparation, the formation of a system model of higher education, which takes into account today's and prospective requirements of the labor market. Objectives. The article aims to research the labor market in four regions of the Volga Federal District of the Russian Federation: the Republic of Tatarstan, Mari El Republic, Chuvash Republic, and the Ulyanovsk oblast, as well as discuss problems and prospects of interaction of universities with enterprises and organizations of these regions. Methods. For the study, I used the methods of logical and statistical analyses, and in-depth expert survey. Results. The article analyzes the state of regional labor markets, presents the results of the expert survey of labor market representatives and heads of the regional education system, and it defines possible ways of harmonizing the interaction of universities with the labor market. Conclusions. The article notes that although the number of employed with higher education is growing, at the same time there is a shortage of highly qualified personnel in certain professions, on the one hand, and unskilled workers, on the other. Also, the article says that the universities do not prepare the necessary for the regions specialists in a number of professions or they provide a set of competencies different from the requirements of the labor market, so it is necessary to form and develop effective directions of cooperation between educational institutions and employers.

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