A/B-testing as an efficient tools for digital marketing

2019 ◽  
pp. 36-42
Author(s):  
Andrii Fedorchenko ◽  
Igor Ponomarenko
Keyword(s):  
Comparative Analysis ◽  
Marketing Strategy ◽  
Strategy Implementation ◽  
Target Audience ◽  
Digital Marketing ◽  
The Internet ◽  
Positive Perception ◽  
The Subject ◽  
A Company ◽  
Functioning Mechanism

The subject of the research is a set of approaches to A/B split testing of thesite in the framework of the company’s digital marketing strategy implementationin the Internet. The purpose of writing this article is to study the main approaches to implementing A/B split testing as an effective tool for improving the conversion of a company website. Methodology. The research methodology is to use asystem-structural and comparative analysis (for the formation of the company’sweb resource effective functioning mechanism); monographic (when studying themethods of A/B split testing of the of the company site main elements); economicanalysis (when implementing a conversion estimate as a result of using a varietyof site elements). The scientific novelty consists the features of A/B split testingin modern conditions as an important digital marketing component in the processof constructing effective communication between the company and its target audience. The main elements of a web site tested to determine the optimal option fora positive perception of the target audience are considered. The main services andprogramming languages used for conducting split-testing of sites are investigated.Conclusions. The use of A/B split testing as part of the digital marketing strategy implementation will allow the company to enhance communication with thetarget audience through site optimization, which ultimately has a positive effecton conversion growth.

The main ways to collect clients email-addresses in the implementation of email-marketing

2019 ◽  
pp. 31-39
Author(s):  
Andrii Fedorchenko ◽  
Igor Ponomarenko
Keyword(s):  
Marketing Strategy ◽  
Target Audience ◽  
Digital Marketing ◽  
Email Marketing ◽  
Contact Information ◽  
The Subject ◽  
Combination Of Methods ◽  
A Company ◽  
Potential Customers ◽  
Positive Effect

The subject of the research is a set of methods for collecting emailaddresses of users as part of the implementation of the company’s email marketing strategy.The purpose of writing this article is to study the main approaches to the formation of the company’s base of potential customers emailaddresses to increase conversion as a result of using a comprehensive email-marketing strategy. Methodology. The research methodology is to use a combination of methods: system-structural and comparative analyzes (to form a mechanism for the effective functioning of the company’s email-marketing); monographic (when studying the basic methods of collecting email-addresses of the company potential customers); economic analysis (in assessing the conversion as a result of using various approaches of email-marketing). The scientific novelty consist features of email-marketing functioning in modern conditions are identified as an important tool of digital marketing in the process of building effective communication between a company and its target audience. The main offline ways of collecting postal addresses of potential customers in the framework of the email databases formation are considered, and the specifics of influencing the target audience with the aim of providing voluntary contact information are disclosed. The main online ways of potential clients collecting email are investigated and their characteristics are given. Conclusions. The use of various methods of collecting electronic postal addresses of users as part of the implementation of the email-marketing strategy will allow the company to enhance communication with the target audience, which ultimately will have a positive effect on conversion growth.

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.

The Influence of Swiss Private International Law on the Italian Codification

2002 ◽  
Vol 30 (2) ◽  
pp. 244-255
Author(s):  
Andrea Bonomi
Keyword(s):  
Comparative Analysis ◽  
International Law ◽  
Information Society ◽  
Comparative Law ◽  
The Other ◽  
The Internet ◽  
Private International Law ◽  
The Subject ◽  
The University

The subject of this contribution is the influence of Swiss Private International Law (PIL) on the Italian codification. This topic could be regarded as rather old-fashioned. One of the terms of the comparison, the Italian statute of private international law, goes back to May 1995 and the other, the Swiss PIL Act, is even older, almost “prehistoric” since it was adopted in 1987 and entered into force on the 1st January 1989, that means in an era which preceded the advent of the Internet and the “Information Society.” Not even the idea of comparing these two pieces of legislation is an entirely new one, since a very accurate comparative analysis of the two codifications has already been done by Mr. Dutoit, professor of PIL and comparative law at the University of Lausanne, in an article of 1997.

scholarly journals Marketing strategy applied in the environment of an international company

2020 ◽  
Vol 74 ◽  
pp. 01037
Author(s):  
David Vrtana ◽  
Martina Gogolova
Keyword(s):  
Marketing Strategy ◽  
Multinational Corporations ◽  
Global Climate ◽  
Legal Environment ◽  
Global Trends ◽  
International Environment ◽  
The World ◽  
Global Action ◽  
The Subject ◽  
A Company

The escalating trend of globalization makes enterprises increasingly adapt to the international environment. This can be seen as very demanding and diverse. However, there are many multinational corporations currently being active worldwide. Multicultural differences, either the impacts of the economic, political or legal environment can significantly affect the business scope of enterprises in a global environment. For example, gaining and maintaining a competitive advantage worldwide can be an advantage of global action. The subject of the article is an analysis of a company BHP Biliton, which operations extend to twelve countries around the world spreading across all continents. The company also focuses on current global trends. The articles is focused mainly on the slowdown in economic development, where BHP Billiton has a corporate program in place. The company also tries to tackle the global climate change problems by cutting emissions. The subject of the analytical part of the article is to analyze the competitive position by means of the Porter model on the basis of available data about the BHP Billiton company. Furthermore, Ansoff’s matrix is elaborated in the analytical part, which identifies the specific strategy of targeting the company to products or markets. Based on the analyzed and compared data and outputs from BHP Billiton’s analysis, the article proposes a more effective way of using a marketing strategy and accepting global trends.

scholarly journals IMPLEMENTATION OF INNOVATIVE APPROACHES IN DIGITAL MARKETING

2021 ◽  
Author(s):  
Ihor Ponomarenko
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Data Science ◽  
Target Audience ◽  
Machine Learning Algorithms ◽  
Digital Marketing ◽  
Digital Environment ◽  
Innovative Products ◽  
Potential Customers ◽  
Innovative Approaches

The article focuses on the intense transformation of marketing in connection with the processes of digitalization and socio-economic transformations as a result of the COVID-19 pandemic. The features of using the main digital marketing tools as effective elements for establishing communications with the target audience are revealed. The expediency of introducing innovative approaches and technologies to increase the conversion rate has been proven. In the context of digital marketing, traffic generation involves the implementation of measures set that encourage potential customers to follow the company's links. The presence of an effective marketing strategy of the company in the digital environment involves the use of sales funnels, with the characteristics of the traffic involved at each stage. The focus of the company on generating organic and paid advertising traffic in accordance with the specifics of the company's functioning in the digital environment has been substantiated. The need for market research has been proven to create, on an ongoing basis, personalized content that will be in demand among the relevant groups of potential customers. It is not enough for modern subscribers to periodically provide access to thematic content, it is necessary to ensure the constant interest and desire of users to get acquainted with the materials, which is possible only with the implementation of flexible and original approaches. The necessity of using various digital marketing tools has been substantiated, since a large number of companies focus only on social media. The interest of large companies in creating specialized social media to promote specialized content increases competition and leads to the introduction of innovative products that can be used to increase the efficiency of formation and improvement of marketing strategies in the digital environment. The specificity of the machine learning algorithms application to improve the effectiveness of a company's marketing strategy in the digital environment is disclosed. Using a variety of data science approaches, it is possible to segment the target audience based on large amounts of data and increase the likelihood of increasing the level of potential customers loyalty.

scholarly journals Marketing Digital: O Poder Das Redes Sociais Na Venda De Produtos Educacionais / Digital Marketing: The Power of Social Media in Selling Educational Products

2021 ◽  
Vol 15 (57) ◽  
pp. 577-588
Author(s):  
Daniel Bezerra da Silva ◽  
Joana Dar’c Moreira Pimenta ◽  
Maria Zilvanir Pinheiro ◽  
Raimundo Edilberto Moreira Lopes
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Cell Phones ◽  
Digital Marketing ◽  
Quality Of Services ◽  
The Internet ◽  
Knowing That ◽  
Internet Users ◽  
The Subject

Resumo – Este artigo tem como objetivo refletir sobre o poder das redes sociais na venda de produtos educacionais, sabendo que o universo tecnológico se faz a cada dia mais presente na sociedade. Assim, aumentando o vínculo de empresa e cliente. Inicialmente foram realizadas pesquisas e análises em diversas fontes de literatura sobre marketing digital e redes sociais. Tais ações foram necessárias para um aprofundamento teórico sobre a temática. Após as análises literárias, foram elaborados questionários e aplicados em forma de entrevista, coletando assim, informações através do público alvo. A entrevista foi aplicada através de links do Google formulários onde realizou-se uma análise da utilização do uso das tecnologias e quais suas estratégias utilizadas no marketing para vender de forma rápida e satisfatória para seus clientes. Foram entrevistadas quatro empresas bem conceituadas na área educacional, todas elas utilizam a internet como fonte de venda assim promovendo as mesmas e suas mercadorias. Ainda existem dificuldades no marketing digital, muitos ainda não o utilizam de forma correta e positiva pois é algo inovador que precisa sempre está de acordo com a necessidade do cliente, construindo uma relação fortalecida buscando o maior número de atrações fazendo com que as conheça e se relacione bem alavancando os negócios. Hoje o marketing digital é uma das maiores modalidades do comercio devido ao grande número de usuários da internet. Afinal, o mesmo é feito não só por computadores e celulares mais por um conjunto de pessoas e ações que buscam a melhoria e a qualidade de serviços para seus negócios. Palavras-Chave: Tecnologias. Vendas. Consumidores. Abstract:This article aims to reflect on the power of social networks in the sale of educational products, knowing that the technological universe is increasingly present in society. Thus, increasing the bond between company and customer. Initially, research and analysis were carried out in various sources of literature on digital marketing and social media. Such actions were necessary for a theoretical deepening on the subject. After the literary analyses, questionnaires were developed and applied in the form of an interview, thus collecting information from the target audience. The interview was applied through links from Google forms where an analysis of the use of the use of technologies was carried out and what are their strategies used in marketing to sell quickly and satisfactorily to their customers. Four reputable companies in the educational area were interviewed, all of which use the internet as a source of sales, thus promoting themselves and their goods. There are still difficulties in digital marketing, many still do not use it correctly and positively because it is something innovative that always needs to be in line with the customer's needs, building a strengthened relationship seeking the greatest number of attractions, making them know them and get to know them. relate well leveraging the business. Today, digital marketing is one of the biggest forms of commerce due to the large number of internet users. After all, the same is done not only for computers and cell phones, but also for a group of people and actions that seek to improve the quality of services for their businesses.Keywords: Technologies. Sales. Consumers.

scholarly journals An Overview of Digital Marketing Practices in India

2020 ◽  
Vol 3 (9) ◽  
pp. 66-70
Author(s):  
S. Mahalingam ◽  
B. Ashokkumar
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Mobile Devices ◽  
Digital Marketing ◽  
Business Success ◽  
The Internet ◽  
Web Based ◽  
Business World ◽  
Customer Expectations ◽  
Business Web

The most popular businesses adopt the Internet, not simply as another advertisement tool or marketing instrument. It is seen as a mechanism for transforming the companies and changing everything about the way computers and mobile devices function to serve their customer better and to connect with their suppliers. In short, digital marketing has sparked a business world revolution by pushing out some old established players and rising new leaders. The winners discover new market possibilities, enhanced ways to develop work and better ways to manage and run their companies. Despite this, the digital marketing entrepreneurs still have to take care of their clients and earn a profit to remain in the business. Web-based business success requires the entrepreneur to strike a balance between creating a digital marketing strategy that utilizes the strength of the Internet and meeting customer expectations of convenience and service. Consumer's present use of mobile devices, social media and search engines have led to developing integrated social –local-mobile strategies (SOLOMO). Entrepreneurs may use the SOLOMO strategy effectively as customers enhance their online activities by extensively using these three methods.

scholarly journals PENGARUH KEMAJUAN TEKNOLOGI TERHADAP VOLUME PEJUALAN RITEL DI KOTA MOJOKERTO

OPTIMA ◽  
2019 ◽  
Vol 3 (1) ◽  
Author(s):  
Rachmad Sholeh ◽  
Khasbulloh Huda
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Technological Progress ◽  
Digital Marketing ◽  
The Internet ◽  
Sales Volume ◽  
Business World ◽  
Technological Advances ◽  
The Right ◽  
A Company

The development of the business world today is increasingly diverse and competitive, the pace of development is very difficult to predict, so having the right strategy is the key for a company to continue to compete and survive. Along with technological advancements and the development of communication suggestions, the company is utilizing these technological advances as a marketing strategy tool to promote its products. Given the growth of buying and selling transactions in the network or online in Indonesia at this time is very rapid, with this being used by companies to market and promote via the internet. This study aims to determine the effect of the implementation of technological progress on retail sales volumes. The development of information technology that is growing very rapidly now influences the community in supporting various business activities both large and small so that it can be known globally. The most obvious impact is that besides being known, it can also increase sales volume. Digital Marketing is one of the very large marketing media that has an influence. Using digital marketing in this case is social media and E-commerce. The most widely used social media is Facebook, Twitter and Instagram. The subjects in this study were retail owners, managers, and employees who were selected by purpose sampling.

A Challenge for the Marketing Strategy

2012 ◽  
Vol 3 (3) ◽  
pp. 47-59
Author(s):  
Delia Sorana Varvara Mityko
Keyword(s):  
Electronic Commerce ◽  
Marketing Strategy ◽  
Classification Model ◽  
The Internet ◽  
Classification Models ◽  
Vast Number ◽  
Customer Perception ◽  
Literature Research ◽  
Product Classification ◽  
The Subject

The Internet has proved to be a life savior for many businesses in a time where consumers demand at least some sort of online presence from the companies. Both retailers and consumers use the electronic commerce platform as a way of conducting day to day business and completing transactions. Electronic commerce has been a major milestone in the ongoing process of expanding beyond the traditional physical store. Regardless of the time and space dimensions, consumers have been shopping online and their behavior has been the subject of analysis for researchers and marketers. Hence, it might come as a surprise that although the first product classification model has been developed in the 1920s, there is still little standardization among the classification models and the vast number of models the literature provided to the present day makes it challenging for firms to comply with a standard and to align it to their marketing strategy. Therefore this paper aims at showing just how important such a standardized model would be and how it can impact not only customer perception, but also a firm’s competitive advantage. A short overview of the literature research highlights how many models researchers have developed in the last eight decades.

scholarly journals ҚАЗАҚСТАНДАҒЫ DIGITAL-МАРКЕТИНГТІҢ ДАМУ ЕРЕКЕШЕЛІКТЕРІ

2021 ◽  
pp. 42-49
Author(s):  
Г. НАКИПОВА ◽  
Р. СЫЗДЫКОВ
Keyword(s):  
Social Networks ◽  
Comparative Analysis ◽  
Statistical Methods ◽  
Statistical Data ◽  
Communication Channels ◽  
Digital Marketing ◽  
The Internet ◽  
Goods And Services ◽  
Current State ◽  
Electronic Channels

В данной статье исследуется современное состояние Digital-маркетинга в Казахстане. Digital-маркетинг – это продвижение товаров и услуг через информационные и электронные каналы, такие как телевидение, интернет, социальные сети и т.д. Основная цель применения digital-маркетинга связана с расширением числа возможных каналов коммуникации с клиентами. Авторами проведен анализ методов и инструментов Digital-маркетинга, на основе которого были выявлены проблемы развития Digital-маркетинга в Казахстане. В процессе исследования использовались экономико-статистические методы, а также сравнительно-сопоставительный анализ статистических данных. Бұл мақалада Қазақстандағы digital-маркетингтің қазіргі жағдайының ерекшеліктері көрсетілген. Digital-маркетинг - бұл тауарлар мен қызметтерді ақпараттық және электронды каналдар, мысалы теледидар, интернет, әлеуметтік желілер және т.б. арқылы жылжыту. Digital маркетингтің басты мақсаты - тұтынушылармен байланыс арналарын кеңейту. Мақала авторлары digital-маркетингтің әдістері мен құралдарын талдады, сол анализ негізінде Қазақстанда digital-маркетингтің дамуының негізгі проблемалары анықталды. Зерттеу барысында экономикалық және статистикалық әдістер, сондай-ақ статистикалық мәліметтерді салыстырмалы талдау анализы қолданылды. This article highlights the features of the current state of Digital Marketing in Kazakhstan. Digital marketing is the promotion of goods and services through information and electronic channels such as television, the Internet, social networks, etc. The main purpose of digital marketing is to expand the number of possible communication channels with customers. The authors analyzed the methods and tools of Digital marketing, and the main problems of the development of Digital marketing in Kazakhstan were identified on its basis. In the course of the research, we used economic and statistical methods, as well as a comparative analysis of statistical data.

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