A SITE AS A MARKETING TOOL FOR PROMOTING PRODUCTS IN THE ONLINE STORES

                                                        O. Solyar      

                                                     National University of Food Technologies

       The actuality of the topic is explained by releasing the new products in the market, each company expects to receive recognition and customer loyalty and attract a lot of customers or clients. However, any product or service needs first of all advertising activities. Promoting a new product by the website – it’s the marketing technology of the XXI century.

        The effective promotion of a new product or service today is impossible excluding a lot of opportunities of the internet-marketing. A modern customer wishes to obtain as much information as possible about the proposed new product to him and he can get this information in the Internet.

       The creation and further promotion of a new product - it is one of the common ways to deliver the necessary information about a new product to a large audience of the Internet users. The websites created specifically for advertising and promotion of the new products or brands are called the advertising promo-sites.

        The promo-site gives users the detailed information about the product, its characteristics and advantages. It motivates them to buy this product. The peculiarity of its design and special possibilities of the promo-site help to find popularity among the potential buyers.

        So the flash animation, three-dimensional graphics and visualization, high-quality photo of the products are often used in these promo-sites. Various interactive gadgets additionally stimulate purchasing activity. For example the users can “rotate the product in their hands” controlling the angle of the three-dimensional image using the mouse, they can zoom and “try on” the goods and so on.

      The effective and rapid promotion of a new product with the help of the site is based on the whole range of methods and techniques. The site is advertised online and in “offline” media. The campaign of contextual advertising is conducted and the "viral" techniques are used for the promotion.

       For example, the rapid promotion of the site and the advertised product is possible through the development and further spread of “viral” videos, online games and images. The concept of such "viral" elements involves creating of interesting and exciting material that users themselves will pass "word of mouth". The good "virus" rapidly increase popularity and attract a huge number of users of the site with the description of a new product. Many of these users turn into actual buyers of the advertised product. 

        Another way of the fast and effective promotion is a site promotion in the social services such as social networks, blogs, communities and forums. Now the social resources are the leaders in popularity. The Internet users love reading interesting blogs, they share ideas and news on the forums and chat on the social networks. By creating their own groups and blogs on such resources we can attract maximum attention to a new product.

           So, the advertising promo-site is an effective tool for promoting of a new product among the Internet audience.

           Speaking about the content sites it is worth mentioning about the possibility of creating their own content project. The only thing to note is that not all subjects are presented in the web sufficiently and for some advertisers it is almost impossible to find the relevant content sites.

When selecting the sites we should consider the following factors:

Ø    popularity;

Ø    latitude of the audience;

Ø    authority;

Ø    subjects;

Ø    the presence of competing sites;

Ø    type of advertising;

Ø    text and banners;

Ø    locations;

Ø    value;

Ø    pricing model;

Ø    possibility of operational changes;

Ø    provided statistics.

        Thus, the most important and a distinct advantage of promoting goods through the Internet in my opinion is the fact that due to the search engines the client is looking for and finds a product that he is  interested in, if the seller of this product will make some effort to it.

       The World Wide Web users are more interested in some information because people are looking for exactly what they need at that time in the web. One of the substantial differences of the Internet audience is the higher income and activity, and the willingness to purchases and proposals, which makes Internet promotion more operationally effective than traditional methods of product promotion.

       The widespread use of the computer technologies in all areas and increasing the number of users in the Internet promotion of the goods in the World Wide Web will become more efficient.

 

List of references:

1. Rudnevskyy A.R. Forecast of the dynamics extent of the Internet advertising in Ukraine // Kommersant-Ukraine. -  ¹ 304, 2007. - S. 34 - 36.

2. Encyclopedia of the internet-advertising / Ed. Bokareva T. I. - M.: Promotional interactive, 2000. - 686 p.

3. O.I. Shaleva Textbook. - K.:  The center of educational literature, 2011. - 216 p. - ISBN 978-611-01-0152-3.

Scientific supervisor: L. Vlasenko