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 MODERN TRENDS OF INTERNET MARKETING

2019 ◽  
pp. 75-85
Author(s):  
Liuba Turchyn ◽  
Victor Ostroverhov
Keyword(s):  
Internet Marketing ◽  
Mobile Marketing ◽  
Catching Up ◽  
New Business ◽  
Marketing Activities ◽  
Business Conditions ◽  
Fierce Competition ◽  
Use Of Internet ◽  
E Mail ◽  
Theoretical Foundations

The article discusses the theoretical foundations of Internet marketing, analyzes the use of Internet marketing tools, investigates the introduction of innovative Internet marketing trends in the activities of modern enterprises. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, ie 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 is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, and Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to new business conditions are catching up with new trends, think of a quality marketing strategy. The authors find that with the development of society and the growth of progress in the whole business it is becoming increasingly difficult to promote their product or service, especially in the conditions of fierce competition. In fact, for a successful business, an entrepreneur must be an innovator, not afraid of changes in the organization of marketing activities. The business owner should monitor all the actions of his competitors, use all possible (legitimate) ways to achieve the goal, so the main goal is to increase the competitiveness of the company and increase its profits.

INTERNET MARKETING TOOLS

2017 ◽  
Author(s):  
Iryna Lorvi ◽  
◽  
Sergii Voitovych ◽  
Keyword(s):  
Information Technologies ◽  
Internet Marketing ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Distinctive Features ◽  
Marketing Social ◽  
Internet Information ◽  
Search Marketing ◽  
E Mail ◽  
Theoretical Foundations

The article examinesthe content and tools of Internet marketing. In studying the theoretical foundations of Internet marketing, the semantics of the concept of «Internet marketing» was considered, its purpose was determined, the main advantages of Internet marketing in comparison with the classical concept of marketing and described the tools of Internet marketing. Because of the study of the semantics of the concept of «Internet marketing», it is determined that many scientists who have both common and distinctive features study the content of Internet marketing. In view of this, it is proposed to consider the process of application of Internet information technologies during internet research, development of a marketing complex for maximum satisfaction of consumer needs under Internet marketing. It is established that the main purpose of Internet marketing is to convert visitors to the site or page of the company into buyers (customers) and increase the level of profitability. The main advantages of Internet marketing are substantiated, which significantly distinguish it from classical marketing: interactivity; targeting; web analytics. In accordance with the defined purpose and content of the studied concept, the main tools of Internet marketing were considered and characterized: search marketing, social media marketing, viral marketing, video marketing, analytical marketing, e-mail marketing and Internet advertising.

Online-Marketing Schritt für Schritt

2021 ◽  
Author(s):  
Gerald Pilz
Keyword(s):  
Social Media ◽  
Big Data ◽  
Marketing Mix ◽  
Online Marketing ◽  
Mobile Marketing ◽  
Social Media Marketing ◽  
Soziale Medien ◽  
Marketing Social ◽  
E Mail

Das Online-Marketing hat sich in den vergangenen Jahren in beschleunigender Weise professionalisiert und ausdifferenziert. Die Dynamik von Geschäftsmodellen und die stetige Erweiterung technischer Möglichkeiten lassen immer weitere Marketinginstrumente entstehen. Gleichzeitig wirken soziale Medien und Big Data auf dieses Fachgebiet ein, so dass durch passgenaue Bedarfsermittlungen das Internetmarketing inzwischen von vielen Profis als weitaus wirksamer angesehen wird als der herkömmliche Marketing-Mix. Das Buch behandelt die Themen Banner-Werbung, E-Mail- Werbung, Affiliate-Marketing, SEO bzw. Suchmaschinenoptimierung, SEA bzw. Suchmaschinenwerbung, Blog-Marketing, Influencer-Marketing, Social-Media-Marketing, Mobile Marketing sowie Online-Marktforschung. Zahlreiche Übersichten, Merksätze, Zusammenfassungen und vielfältige Aufgaben mit Lösungen erleichtern das Verständnis.

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.

scholarly journals Measurement of company effectiveness using analytic network process method

2017 ◽  
Vol 64 (2) ◽  
pp. 103-110
Author(s):  
Janjić Goran ◽  
Tanasić Zorana ◽  
Kosec Borut
Keyword(s):  
Multiple Criteria Decision Making ◽  
Analytic Network Process ◽  
The Sustainable Development ◽  
Material Resources ◽  
Weight Factors ◽  
New Business ◽  
Network Process ◽  
Management Concept ◽  
Strategic Goals ◽  
Business Conditions

AbstractThe sustainable development of an organisation is monitored through the organisation’s performance, which beforehand incorporates all stakeholders’ requirements in its strategy. The strategic management concept enables organisations to monitor and evaluate their effectiveness along with efficiency by monitoring of the implementation of set strategic goals. In the process of monitoring and measuring effectiveness, an organisation can use multiple-criteria decision-making methods as help. This study uses the method of analytic network process (ANP) to define the weight factors of the mutual influences of all the important elements of an organisation’s strategy. The calculation of an organisation’s effectiveness is based on the weight factors and the degree of fulfilment of the goal values of the strategic map measures. New business conditions influence the changes in the importance of certain elements of an organisation’s business in relation to competitive advantage on the market, and on the market, increasing emphasis is given to non-material resources in the process of selection of the organisation’s most important measures.

scholarly journals Estratégias de marketing digital em empresa do segmento gamer brasileiro: o caso Hoplon

2018 ◽  
Vol 1 (41) ◽  
pp. 52
Author(s):  
Alef Muller Silva de Souza ◽  
Lúcia De Fátima Lúcio Gomes da Costa
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Mobile Marketing ◽  
Social Media Marketing ◽  
Media Optimization ◽  
Search Engine Marketing ◽  
Search Engine Optimization ◽  
Marketing Social ◽  
Optimization Search ◽  
E Mail

A finalidade do presente estudo foi analisar as estratégias de marketing digital utilizadas pela empresa desenvolvedora de jogos Hoplon Infortaiment, atuante no segmento gamer brasileiro e no mercado global. Para isso, foi necessário verificar as estratégias de marketing digital da empresa decorrentes de páginas digitais, tecnologias mobile, redes sociais, plataformas de busca, presença digital, e-mail marketing, mobile marketing, social media marketing e social media optimization, search engine marketing e search engine optimization, além do benchmarking como ferramenta de gestão para melhoria de estratégias de marketing digital. Realizou-se um estudo de caso, de base qualitativa exploratória, visando esclarecer o processo de estratégias de marketing digital que ocorrem na empresa. Com base nos dados levantados através de entrevista semiestruturada, verificou-se a importância do marketing digital para as ações da empresa, como forma de entregar valor agregado aos seus usuários. Como resultado, ao utilizar-se da internet como ferramenta de marketing para atingir o público alvo, a empresa mostrou-se eficaz ao adaptar seus conteúdos às características específicas do segmento, firmando o enfoque no uso de plataformas online, páginas digitais e mídias sociais, para aumentar o alcance de publicidade a nível global e atingir a satisfação e manutenção de seus clientes.

scholarly journals STARTUP AS A NEW CONTENT IN ENTREPRENEURSHIP

2020 ◽  
pp. 26-32
Author(s):  
I. Mazur
Keyword(s):  
Global Economy ◽  
New Product ◽  
Entrepreneurial Activity ◽  
Short Term ◽  
New Business ◽  
History Of ◽  
Characteristic Features ◽  
Business Entities ◽  
Theoretical Foundations ◽  
Modern Technologies

The article studies theoretical foundations for the essence of entrepreneurship and entrepreneur; specifics in defining the concept of “entrepreneur” by representatives of economic schools; four stages of formation of the theories of entrepreneurship, where the characteristic features of the entrepreneur that changed under the influence of socio-economic development (external environment) are analyzed. Based on the economic characteristics of changes in the development of macro and micro levels, the emergence of new types of entrepreneurial activity – startups – is justified; a startup is defined as a fast-growing entity of small innovative entrepreneurship with a short-term history of operations, which operates in conditions of uncertainty and aims to create a fundamentally new product to meet the specific needs of consumers. The logic of forming of the concept of entrepreneur-startupper in the structural scheme is substantiated; the characteristic of a startuper as a peculiar combination of transformed traits of an entrepreneur in accordance to the stages of development of the theory of entrepreneurship is given; the characteristic features of the startupper are revealed; the peculiarities of the functioning of startups in Ukraine are analyzed. The characteristic of the special features of the startup entrepreneur is offered; further study of theories of entrepreneurship in accordance to the trends of the global economy under uncertainty, as well as the study of the features of development and functioning of new business entities – startups as a solution for unmet consumer needs and how to use modern technologies to create a new product, are justified.

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.

Analysis of the Variables which Determine a Good E-Marketing Strategy

2011 ◽  
pp. 152-168
Author(s):  
Beatriz Sainz de Abajo ◽  
Isabel de la Torre Díez ◽  
Miguel López Coronado
Keyword(s):  
Marketing Strategy ◽  
Customer Relationship Management ◽  
Search Engines ◽  
Relationship Management ◽  
Strategic Plan ◽  
Internet Marketing ◽  
Global Market ◽  
Customer Relationship ◽  
The Internet ◽  
E Mail

Internet marketing covers all aspects related to the promotion and sale of a product or service through the Internet. This chapter demonstrates how adequate planning is fundamental in a Small and Medium-sized Enterprise (SME) to increase sales. The objective is to analyze the aspects which must be taken into consideration when developing a good e-marketing strategy and to study some of the different alternatives that the Internet and e-marketing make available to us: e-mail marketing, viral e-marketing, geomarketing, and positioning within search engines. Also the concept of Customer Relationship Management (CRM) will be analyzed. The leap into the global market is not easy and the reduction in budgets has inspired marketing professionals to adopt strategies which can be measured and the results controlled, pointing out that the online tactics and tools used by the vast majority of marketing professionals in their strategic plan are banners, search engines, and e-mail.

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