id: 31771
Title: Marketing internet technologies promotion of goods and services
Authors: Нarbar Z., Bogatskaya N., Нarbar V.
Keywords: internet technologies, marketing tools, promotion of goods and services, Internet communications, marketing research.
Date of publication: 2022-10-27 12:51:23
Last changes: 2022-10-27 12:51:23
Year of publication: 2022
Summary: The sequence of using Internet technology tools in the promotion of goods and services is determined. The types of Internet technology tools for promoting goods and services are established: Paid Media – a list of paid tools and platforms for attracting traffic to the site, blog, applications and other resources of the enterprise; Owned Media – any communication channel or platform owned by the brand itself; Social Media – the process of attracting traffic and attention to a brand or product through social platforms; Earned Media – a set of user actions on the brand of the product: discussion of content and image on various sites on the Internet. The necessity of conducting marketing research on the Internet, carrying out marketing communications on the Internet and selling goods via the Internet to prevent the negative impact on the overall effectiveness of the promotion of goods on the market. The tasks of Internet marketing research are outlined: traditional surveys, research of Internet users` behavior, use of the Internet as a tool of marketing research, research of competitive environment and competitive positioning. The following current trends in Internet marketing communications are highlighted: relevance and optimization of information, maintaining customer loyalty, achieving a high level of product awareness, minimizing mistrust and doubt about the quality of goods, passive participation of respondents, design and visualization. New possibilities and advantages of using the Internet in the promotion of goods and services in comparison with marketing, which is based on traditional technologies: high speed data transfer; the transition of a key role from producer to consumer; globalization of activities; reduction of transaction and transformation costs; use a strategy that focuses on Internet marketing.
URI: http://socrates.vsau.edu.ua/repository/getfile.php/31771.pdf
Publication type: Статті у зарубіжних наукових фахових виданнях (Copernicus та інші)
Publication: Scientific Letters of Academic Society of Michal Baludansky. 2022. № 10 (1). P. 32-34.
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