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 MARKETING INTERNET TECHNOLOGIES IN SMALL BUSINESS: MODERN REALITIES AND APPROACHES TO RESEARCH

2020 ◽  
Vol 30 (4) ◽  
pp. 512-519
Author(s):  
V.S. Starostin ◽  
I.Yu. Okolnishnikova
Keyword(s):  
Machine Learning ◽  
Small Business ◽  
Small Businesses ◽  
Internet Marketing ◽  
Big Data Analysis ◽  
Small Enterprises ◽  
Internet Technologies ◽  
Online Trading ◽  
Marketing Activities ◽  
Marketing Methods

The article is devoted to identifying promising areas of research in marketing Internet technologies in the field of small business. The digital component is increasingly being integrated into classic marketing processes and practices; the modern consumer is constantly “online’. Along with large and medium-sized enterprises, small enterprises apply and adapt Internet marketing approaches for successful activities in the selected market. The article considers approaches to adapting the marketing processes of small enterprises to activities in the digital economy based on Internet marketing technologies. The article pays attention to such areas as restrictions on the activities of small businesses, the integration of Internet marketing methods, and touches on the development of aggregator websites and online trading sites based on machine learning and big data analysis. The article analyzes static research on the specifics of the formation and cost recovery of Internet marketing activities of small businesses. It is concluded that the aggregate issuance of online trading platforms provides small businesses with an alternative to the complete adoption of marketing risks in the form of gaining access to the target audience upon the completion of the required target actions (claims, sales et al.). A visual table of promising areas of marketing Internet technologies research in the small business has been compiled.

scholarly journals The Role of Social Commerce in the Development of Small Business in Russia

2021 ◽  
Vol 7 (1) ◽  
pp. 350-356
Author(s):  
M. Simakina
Keyword(s):  
Small Business ◽  
Small Businesses ◽  
Internet Marketing ◽  
Small Enterprises ◽  
Social Commerce ◽  
Factors Influencing ◽  
Marketing Activities ◽  
The Many ◽  
Definition Of

The article examines the features of marketing activities of Russian small enterprises. Special attention is paid to the use of low-budget and Internet marketing tools by small businesses, as well as the role of small businesses in the development of the e-economy. Among the many e-commerce tools, a tool called “social commerce” stands out. The definition of this phenomenon is given, the conditions and principles of its implementation, the factors influencing its development are described. On the example of Russian small enterprises, the features of the use of social commerce in modern conditions are determined.

scholarly journals MONETIZATION PROCESSES IN THE STRUCTURE OF INTERNET MARKETING ACTIVITIES OF SMALL BUSINESS COMPANIES

2018 ◽  
pp. 44-48
Author(s):  
A. E. Kovalenko ◽  
I. Yu. Okolnishnikova ◽  
J. G. Kuzmenko
Keyword(s):  
Small Business ◽  
Small Businesses ◽  
Internet Marketing ◽  
The Internet ◽  
Additional Element ◽  
Small Organizations ◽  
Marketing Activities ◽  
Hierarchical Interaction

The article explores the essence of monetization processes in the structure of internet marketing activities of small business companies. The authors have reviewed the approaches to the characterization of the main processes of Internet marketing. Highlighted communication, conversion processes and their limitations, which determine the need to consider monetization processes as an additional element in the hierarchical interaction of Internet marketing processes in small organizations. The specificity of the monetization processes of Internet marketing was determined, consisting in the economic synthesis of communication and conversion processes, which allows to consider the transformation of behavioral characteristics of target audience units on the websites of small organizations into cash flow from the Internet marketing activities of small organizations. The specifics of Internet marketing monetization process allowed us to present the characteristics and to determine the monetization models used by small organizations. And present the provisions characterizing the role of monetization processes in the Internet marketing activities of small businesses.

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.

Conceptual Aspects of Digital Marketing

2019 ◽  
Vol 6 (6) ◽  
pp. 12-19
Author(s):  
В. Поляков ◽  
V. Polyakov ◽  
Ирина Фомичева ◽  
Irina Fomicheva
Keyword(s):  
Industry 4.0 ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Digital Environment ◽  
Integrated Marketing ◽  
Digital Revolution ◽  
Marketing Environment ◽  
Service Oriented

The stages of evolutionary formation of digital marketing depending on the concept of the industry, stages of development of marketing and marketing environment are considered. The features of marketing tools (4p) in digital marketing are revealed. New markets of the digital revolution are presented. Digital marketing strategies in industry 4.0 are proposed in accordance with the concept of customized marketing. The features of the development of integrated marketing communications in the digital environment are highlighted. The approach of “service-oriented design” in consumer activity in digital marketing is considered.

scholarly journals New Trends in Tourism Destination Branding by Means of Digital Marketing

2016 ◽  
Vol 2 (2) ◽  
pp. 139-146
Author(s):  
Natalija Parlov ◽  
Davor Perkov ◽  
Željko Sičaja
Keyword(s):  
Mental Image ◽  
Developed Countries ◽  
Digital Marketing ◽  
Digital Information ◽  
Tourism Destination ◽  
Economic Activities ◽  
Destination Branding ◽  
Tourism Sector ◽  
Market Communication ◽  
Marketing Activities

AbstractContemporary business is largely based on digital information. Traditional media forms lose battle in a new global surrounding. Therefore, knowing specific terminology and postulates of new conditions in the digital information market is essential. Globalization is an inevitable process overtaking all economic activities, including tourism sector intertwined with various advertising activities in order to place and sell its products and services. Digital marketing is thus more and more used. In that context, world tourism organizations and national tourist agencies play a role of communicator, trying to create desired mental image of a specific country as a tourism destination in the minds of final consumers. They use branding to make one country uniquely recognizable in the market. The aim of this paper is to present new trends in tourism destination branding process by using the means of digital marketing. The main purpose of this research was to analyse marketing activities and communication strategies of European countries, perceived as the largest tourism market, and compare them with the tourism promotion of Croatia in various markets. The results of the analysis of Croatian activities in promoting its tourism destinations imply there is still a large potential to improve implementation of digital marketing means by preparing the strategy of integrated market communication. The analysis of marketing activities of tourism developed countries shows trends in digital marketing that can serve as a model for development of Croatian tourism brand in global digital surrounding.

Potential Benefits of Analyzing Website Analytic Data

2010 ◽  
pp. 481-487
Author(s):  
Elizabeth Votta
Keyword(s):  
Small Business ◽  
Small Businesses ◽  
Internet Marketing ◽  
Business Owners ◽  
Small Business Owners ◽  
Marketing Managers ◽  
Local Chapter ◽  
Basic Understanding ◽  
Potential Benefits

This article presents an overview of the potential benefits of analyzing website analytic data. During the last several years I have gained first-hand knowledge of Internet marketing programs of a variety of companies ranging from national name brands to small businesses. In addition, I have been active in the local chapter of the American Marketing Association. During this time, it has become clear to me that many small business owners and marketing managers at various size companies lack a basic understanding of the potential benefits of analyzing website analytic data. This article introduces the basics of website analytics and the potential benefits derived from analyzing that data.

scholarly journals Digital Marketing in the System of Promotion of Organic Products

2021 ◽  
Vol 18 ◽  
pp. 524-530
Author(s):  
Iryna Novytska ◽  
Iryna Chychkalo-Kondratska ◽  
Maryna Chyzhevska ◽  
Hanna Sydorenko-Melnyk ◽  
Liubov Tуtarenko
Keyword(s):  
Information And Communication Technologies ◽  
Communication Technologies ◽  
Digital Marketing ◽  
Digital Information ◽  
Family Farms ◽  
Business Partners ◽  
Organic Products ◽  
Analysis And Synthesis ◽  
Information And Communication ◽  
Additional Costs

The availability of digital technologies for a wide variety of companies opens up fundamentally new opportunities for the collection and analysis of information about markets and consumers, the implementation of marketing communications with customers and the formation of brand awareness. Digital marketing provides interaction with customers and business partners using digital information and communication technologies and electronic means. The purpose of the research is to study the features of digital marketing in the sphere of promotion of organic products based on the investigation of the experience of European Union’s countries. Design/Methodology/Approach: economic and statistical analysis and comparison; economic and mathematical method; formalization; analysis and synthesis; historical and logical methods; generalization. As a result of the study, it has been established that the development of digital marketing in the sphere of promoting organic products is in its infancy. It depends on the structure of producers, which is formed according to the principle of family farms or small farm enterprises with no more than 15 employees without a special position of a marketer. It has been proved that social networks are the main channels of digital marketing of enterprises - producers of organic products, forasmuch as they do not require additional costs to attract a specialist on marketing.

scholarly journals The Factors that Influence Adoption of ICTs by Recent Refugee Immigrants to New Zealand

10.28945/2971 ◽  
2006 ◽  
Author(s):  
Eltahir Kabbar ◽  
Barbara Crump
Keyword(s):  
New Zealand ◽  
Information And Communication Technologies ◽  
Information Age ◽  
Communication Technologies ◽  
Capital City ◽  
Digital Information ◽  
Digital Environment ◽  
Information And Communication ◽  
Developed Nations ◽  
Inclusive Society

Research indicates that to effectively participate in today’s global digital information age, Information and Communication Technologies (ICTs) familiarity is essential for individuals and communities. There is concern, especially amongst developed nations that advances in, and the rapid growth of, ICTs has the possibility of creating a new form of inequality among individuals. The New Zealand government recognises the potential for some sections of society to be alienated from the new digital environment and has made a commitment to creating an inclusive society where all individuals have the opportunity to access and effectively use ICTs. This paper presents results from a qualitative study with the goal of identifying the factors that influence ICTs’ adoption by recently arrived immigrants from developing countries, the majority of whom are refugees, and who had settled in Wellington, New Zealand’s capital city.

scholarly journals Building the model of academic library an digital competences

2021 ◽  
pp. 129-149
Author(s):  
R. A. Baryshev
Keyword(s):  
Information And Communication Technologies ◽  
Academic Library ◽  
Communication Technologies ◽  
Competence Development ◽  
Digital Information ◽  
Digital Environment ◽  
Digital Competence ◽  
Digital Society ◽  
Information And Communication ◽  
Strategic Goals

Abstract: Librarian competences in the era of digital communication era are determined by the environment and the problems that the librarians have to solve in the nearest future. The librarians have to identify their role and to learn new competences for the digital society based upon digital information when traditional library competences have faded. The author examines various approaches to the concepts of competence, competency and competence approach. The author reviews various ideas of nature, structure and ways of librarian digital competence development; specifies the concept digital competence development and emphasizes its impact on academic libraries.The nature of librarian digital competence implies professionally relevel personal quality manifesting itself in the ability of solving social and professional problems with information and communication technologies, upgrade your skills in digital technologies, and adapting professional knowledge to changing digital society. The model of librarian competences for digital environment was developed by Siberian Federal University Scientific Library; the model is discussed. It comprises soft and flexible skills. The model would enable to solve various problems in staff management, to move the library forward toward strategic goals and to meet user needs and demands.

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