Educational and Research
Institute of Economics and Management, NUFT
Ivanna Kulinich
Vira Mirochnyk
During last years the rapid development of information
technology has allowed creation of virtual environment with specific characteristics:
dynamic business opportunity, lack of territorial and political limits. These
properties are transforming the Internet environment and dynamically developing
modern business processes, provide additional opportunities for optimization
and increase efficiency, creating conditions for «spillover» of business, and
sometimes entirely in the virtual environment.
However, despite the rapid pace of global
popularization of the Internet, there is still no single tool business in
cyberspace. It should also be noted that the scorecard evaluating the
effectiveness of Internet-marketing activities also requires clarification.
Internet marketing combines the creative and technical
aspects of the World Wide Web, such as advertising, design, development and
sale. In addition, Internet marketing also involved in the creation and ad
implementation during different stages of interaction with customers cycle.
Internet marketing divided into different types:
1.
affiliate
marketing;
2.
display
Advertising;
3.
e-mail Marketing;
4.
inbound
Marketing;
5.
search
Engine Marketing;
6.
social
Media Marketing.
Affiliate marketing is one of the tools of Internet
marketing. It can be defined as a method of promoting a business in the network
(webmasters-partners), in which the partner receives a reward for each visitor,
subscriber, buyer and / or sale, made due to his efforts.
The term «partner marketing» also refers to an entire
industry in which there are a number of specialized companies and single
professionals who implement this form of Internet marketing in all its
diversity.
It can also include partner networks, affiliate
program managers and various types of single partners (freelancers) who have in
their arsenal a variety of methods for promoting the goods and services of
their advertisers.
Partner marketing to some extent intersects with other
methods of Internet marketing, because partners use the same methods as most
direct online sellers. These methods include search engine optimization, e-mail
marketing, contextual and banner advertising.
Display advertising on the Internet has many forms:
traditional banners, teasers, video, blocks in e-mail, even mobile banner
advertising, etc. In some sources, a parallel is made between display and
display advertising on the Internet, especially when it comes to the evolution
of visual (in contrast to contextual) advertising using interactive elements,
video and audio content, RTB technology.
Email marketing is one of the most effective Internet
marketing tools for business. It allows you to build direct communication
between the brand (or business, the company) and potential or existing
customers. The result of such communication can be expressed both in increasing
customer loyalty to the company, and in increasing new and repeat sales, that
is, in other words – withholding and returning customers.
Inbound marketing is advertising a company through
blogs, podcasts, videos, e-books, mailings, seo, social networks, and other
forms of content marketing.
Search engine marketing (SEM)) - a set of measures
aimed at increasing the attendance of the site by its target audience from
search engines. The methods of search marketing include all the methods that
solve this problem, from direct attraction of targeted traffic to links from
sites less relevant to the site, ending with work inside the site, increasing
the relevance of the site to its target audience.
Social Media Marketing (SMM) is the process of
attracting traffic or attention to a brand or product through social platforms.
This is a set of activities to use social media as channels for promoting
companies and solving other business problems.
The advantages of online marketing is not only because
there is a clear opportunity to reach the target audience. It offers flexible
control of advertising communication. However, even a modest advertising budget
guarantee maximum results.
No less important fact of Internet advertising is that
the large part Internet users is educated people with incomes above the average
level, which attracts the attention of potential advertisers various products
and services.
The impact of Internet technology on marketing
activities of the company increases. In today's global market and new
information technologies and the Internet to reduce the costs of carrying out
marketing functions of the company. Therefore, the prospect of future research
in this area should be a better understanding of the use of Internet
technologies in marketing communications.
Popularity of online marketing is growing not only
among business companies but also among ordinary network users, who want to
promote their websites, blogs.
Nowadays the development of Internet marketing is
closely linked to the situation and prospects of development of e-commerce. Due
to the rapid development of scientific and technological progress online
marketing becomes not only topicality but also gradually becoming the main form
of communication with consumers many business entities of different sectors of
the national economy.
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