scholarly journals USE OF INTERNET MARKETING TO OBTAIN COMMUNICATIONS WITH THE TARGET AUDIENCE

2019 ◽  
Author(s):  
Ihor Ponomarenko ◽  
Inna Vinnikova
Keyword(s):  
Internet Marketing ◽  
Target Audience ◽  
Use Of Internet

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.

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.

Internet marketing as a tool for promoting market services in the hospitality and hotel industry

2021 ◽  
pp. 4-11
Author(s):  
L.E. Glagoleva ◽  
N.P. Zatsepilina ◽  
E.N. Kovaleva ◽  
L.S. Zatsepilina ◽  
A.B. Sandberg ◽  
...  
Keyword(s):  
Conversion Rate ◽  
Hospitality Industry ◽  
Hotel Industry ◽  
Internet Marketing ◽  
User Interest ◽  
Contextual Advertising ◽  
Effective Use ◽  
Use Of Internet

The article reveals the possibilities of effective use of Internet marketing as a tool to improve the efficiency of market services in the field of hospitality and hotel business. The ways of increasing user interest in Internet projects of enterprises in the hospitality industry and raising the conversion rate of an Internet project through contextual advertising and other ways to boost traffic are considered.

scholarly journals Internet Marketing in the Brand Technologies of the Tourism Industry

2019 ◽  
Vol 8 (11) ◽  
pp. 2858-2861
Keyword(s):  
Big Data ◽  
Online Advertising ◽  
Internet Marketing ◽  
Tourism Industry ◽  
The Internet ◽  
Online Behavior ◽  
Media Study ◽  
Use Of Internet ◽  
Modern Technologies ◽  
Future Plans

Due to global digitalisation, Internet marketing has long become an integral part of any effective marketing campaign. According to a Zenith Media study, the growth of the global online advertising market in 2019 is only 10%, which is the lowest increase since 2001. Rest and travel is one of the most popular and discussed topics on social networks. We share new impressions, vivid photos, videos, stories, and 90% of them somehow affect the tourism industry. The global digitalization and widespread use of mobile gadgets has changed the very essence of online behavior. We spend most of our free time on the Internet, we are happy to talk about future plans and remember them after their implementation. Thanks to modern technologies and specialized platforms, advertising campaigns on the Internet are launched in a matter of minutes, receiving instant feedback in the form of comments, applications and even sales. Internet marketing has tremendous mechanisms for targeting, analyzing and processing big data. Therefore, the future of the brand, especially in the field of tourism, depends on the use of Internet marketing by enterprises.

scholarly journals Growth of Internet Marketing: The Indian Scenerio

2016 ◽  
Vol 3 (2) ◽  
Author(s):  
Anurag Mittal ◽  
Divya Mohan
Keyword(s):  
Customer Relationship Management ◽  
Internet Marketing ◽  
Online Marketing ◽  
Customer Relationship ◽  
Customer Engagement ◽  
The World ◽  
Marketing Spending ◽  
Use Of Internet ◽  
The Impact ◽  
Indian Scenario

Internet marketing is the process of promoting a brand, products or services over the internet. Its broad scope includes email marketing, electronic customer relationship management and any promotional activities that are done via wireless media. It also combines the technical and creative aspects of the World Wide Web such as advertising, designing, development and sales. Moreover, internet marketing also deals with creating and placing ads throughout the various stages of customer engagement cycle. The aim of the study is to investigate the growth of internet marketing in Indian scenario. To study the influence of the use of internet and thereby the impact of internet marketing in overall market scenario it was decided to record opinions on various aspects related to the growth of internet marketing. Hence the important entities of market, i.e. consumer were considered as the respondents. It is observed that online marketing is becoming a significant part of marketing for a large number of companies. It is also found that companies have inclination for increasing their online marketing spending.

scholarly journals FEATURES OF MODERN TOOLS OF INTERNET MARKETING

2021 ◽  
Author(s):  
Olga Vikarchuk ◽  
Olena Yushkevych
Keyword(s):  
Internet Marketing ◽  
Mobile Marketing ◽  
Catching Up ◽  
New Business ◽  
Business Conditions ◽  
Graphic Image ◽  
Use Of Internet ◽  
E Mail ◽  
Theoretical Foundations ◽  
Special People

The article considers modern tools of Internet marketing as a set of actions aimed at attracting attention to the product or service sold by the company, and promoting the site in order to successfully sell the product. Theoretical foundations of Internet marketing and application of Internet marketing tools are defined and analyzed. Recommendations on introduction of innovative trends of Internet marketing in the operation of modern enterprises are developed. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, i.e. search engine promotion; E-mail; advertising on social networks (SMM); contextual advertising, one of the most popular advertising methods on the Internet; banner advertising, graphic image is located on the website page Publisher; traffic arbitrage, purchase by a webmaster of traffic at a certain price for resale on better terms. The main trends that dominate the field of Internet marketing are identified and analyzed, namely: dynamic activation of mobile marketing, active use of web analytics, advertising in video format, influencer marketing (a strategy that requires special people to reach the desired audience), Email marketing, content marketing, Instagram promotion, chatbots and messengers, the transition from individualism to collaborative creativity. It has been determined that the use of Internet marketing tools helps to promote the brand, attract customers, conduct market research and perform many other processes. Conversely,  significantly more resources would be necessary in an offline environment. It is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, at the same time Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to the new business conditions are catching up with new trends and think of a quality marketing strategy.

scholarly journals СТРАТЕГІЯ ІНТЕРНЕТ-МАРКЕТИНГУ ІТ-ПРОДУКТУ НА РИНКУ B2C

2021 ◽  
Vol 149 (4) ◽  
pp. 92-100
Author(s):  
Володимир І. Ординський
Keyword(s):  
Marketing Research ◽  
Effective Communication ◽  
Internet Marketing ◽  
The Internet ◽  
Brand Knowledge ◽  
Software Companies ◽  
Strategic Approach ◽  
Marketing Activities ◽  
High Degree ◽  
Use Of Internet

The article discusses the issues of developing an effective strategic approach to promoting IT products via the Internet on a B2C market to attain marketing goals. The study provides insights into the peculiarities and essential differences in marketing activities on a B2B and B2C markets along with revealing the specifics of using Internet marketing tools in a consumer market subject to specific features of an information technology product and a particular phase of a consumer’s purchase decision. The findings demonstrate that IT products are characterized by high degree of innovation and technological complexity which differentiates them from products in other areas of business. It is argued that the promotion of IT products on the Internet imposes a strategic approach to the selection of advertising channels and formats to ensure effective communication and achieving marketing goals. It is important that this process shall rely on the results of marketing research including the research on target audiences, competitors activities, and the effectiveness of particular tools for selecting advertising channels and formats that will ultimately contribute to reaching marketing goals. In this context, using Internet marketing tools for IT products is critical to build an effective communication system in the framework of a customer conversion funnel. It is noted that the use of Internet marketing instruments by software companies also has certain specifics driven by the conversion funnel and differentiation characteristics which make it differ from other areas of the IT market. The study findings highlight a significant role of a video format in building brand knowledge as well as in achieving conversion goals. The research results have important implications to IT companies, in particular to mobile applications developers, which can be utilized in designing product promotion strategies or while launching a new product into the market.

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