DOI: https://doi.org/10.15587/2312-8372.2018.148567

Development of information and analytical model of the stimulating internet marketing

Tetiana Tykha

Abstract


The object of research is Internet marketing in the modern information network space. Against the background of the rapid development of information technology, the Internet network increasingly occupies a leading position in the areas of promotion and sale of various goods. At the same time, with this classic methods and approaches of marketing are experiencing obvious loss of dominant positions. One of the most problematic places is the effective application of modern methods and approaches for the development of Internet marketing and, in particular, stimulating Internet marketing, which contributes to the promotion of products in accordance with the preferences of potential consumers. There is also a need to balance the resources involved in the implementation of Internet marketing in accordance with the possible volume of the result.

The classic methods of marketing and the latest information technology are used to distribute and process information in network systems. In order to eliminate the shortcomings, a combination of classic and new approaches is put together, in order to provide stimulating Internet marketing in an easier way to manage.

Information model of stimulating online marketing is summarized. This model will consist of separate, interconnected blocks, aimed at meeting the needs of potential customers, as well as meeting the requirements of those who provide relevant Internet services. It is the consideration of the needs and requirements of all parties involved in stimulating Internet marketing in the form of separate interrelated blocks of the model, which makes it possible to reveal the peculiarities of such a process.

Therefore, it is possible to determine the analytical description of the information model of the stimulating Internet marketing. This allows to determine the development of incentive Internet marketing, the direction of optimizing its conduct. This provides such advantages as the flexibility of the process of conducting the stimulating Internet marketing and targeted delivery of information to the chosen target audience.

Keywords


information model; stimulating Internet marketing; number of referrals (site visits); target audience; search engine optimization

References


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Limba, T., Kiskis, M., Guleviciute, G., Stasiukynas, A., Pleta, T., Juozapaviciute, I. (2018). Model based on qualitative criteria for internet marketing development. Entrepreneurship and Sustainability Issues, 5 (3), 618–633. doi: http://doi.org/10.9770/jesi.2018.5.3(15)

Prasad, P., Pooja, S. (2018). Social Media Marketing: Tools and Techniques. Application of Gaming in New Media Marketing. IGI Global, 202–214. doi: http://doi.org/10.4018/978-1-5225-6064-7.ch012

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Trusov, M., Bucklin, R. E., Pauwels, K. (2009). Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site. Journal of Marketing, 73 (5), 90–102. doi: http://doi.org/10.1509/jmkg.73.5.90

Rust, R. T., Verhoef, P. C. (2005). Optimizing the Marketing Interventions Mix in Intermediate-Term CRM. Marketing Science, 24 (3), 477–489. doi: http://doi.org/10.1287/mksc.1040.0107


GOST Style Citations


An Empirical Study of Factors Affecting e-Commerce Adoption among Small- and Medium-Sized Enterprises in a Developing Country: Evidence from Malaysia / Ahmad S. Z. et. al. // Information Technology for Development. 2014. Vol. 21, Issue 4. P. 555–572. doi: http://doi.org/10.1080/02681102.2014.899961 

Sliunina T. L., Berezhnyi Ye. B., Liashenko V. V. Rozvytok vitchyznianoi merezhi bankivskykh ustanov: osoblyvosti ta rehionalni aspekty // Visnyk KhNU im. V. N. Karazina. Ekonomichna seriia. 2007. Issue 755. P. 84–88.

Azarenkova H., Liashenko V. Vidnoshennia perevah u porivnialnii otsintsi diialnosti bankiv // Bankivska sprava. Issue 5. 2009. P. 65–72.

Hossain M. S., Rahman M. F. Tools of online marketing // International Journal of Science and Business. 2017. Vol. 1, Issue 1. P. 1–7.

Omarov М., Tikhaya T., Lyashenko V. Internet Marketing Technologies In Civil Engineering // International Journal of Civil Engineering and Technology. 2018. Vol. 9, Issue 7. P. 1233–1240.

Kaplinski O., Koseleva N., Ropaite G. Big data in civil engineering: a state-of-the-art survey // Engineering Structures and Technologies. 2016. Vol. 8, Issue 4. P. 165–175. doi: http://doi.org/10.3846/2029882x.2016.1257373 

Negi D., Jain M. P. E-Commerce and Insurance Internet Marketing: A Business Review from Indian Context // International Journal of Scientific Research and Management. 2017. Vol. 5, Issue 9. P. 7124–7128.

Shaltoni A. M. From websites to social media: exploring the adoption of internet marketing in emerging industrial markets // Journal of Business & Industrial Marketing. 2017. Vol. 32, Issue 7. P. 1009–1019. doi: http://doi.org/10.1108/jbim-06-2016-0122 

Thanasrivanitchai J., Moschis G. P., Shannon R. Explaining older consumers' low use of the internet // International Journal of Internet Marketing and Advertising. 2017. Vol. 11, Issue 4. P. 355–375. doi: http://doi.org/10.1504/ijima.2017.10007889 

Key T. M., Czaplewski A. J. Upstream social marketing strategy: An integrated marketing communications approach // Business Horizons. 2017. Vol. 60, Issue 3. P. 325–333. doi: http://doi.org/10.1016/j.bushor.2017.01.006 

Bloom P. N., Pattie Y. H., Lisa R. S. The benefits of corporate social marketing initiatives // Social Marketing. Psychology Press, 2018. P. 313–331.

Stead M., Gerard H. Advertising in the social marketing mix: getting the balance right // Social Marketing. Psychology Press, 2018. P. 29–43.

Gray C. Stage models of ICT adoption in small firms // Impact of E-Commerce on Consumers and Small Firms. Routledge, 2017. P. 19–36.

Model based on qualitative criteria for internet marketing development / Limba T. et. al. // Entrepreneurship and Sustainability Issues. 2018. Vol. 5, Issue 3. P. 618–633. doi: http://doi.org/10.9770/jesi.2018.5.3(15) 

Prasad P., Pooja S. Social Media Marketing: Tools and Techniques // Application of Gaming in New Media Marketing. IGI Global, 2018. P. 202–214. doi: http://doi.org/10.4018/978-1-5225-6064-7.ch012 

Khasawneh R. T. Social Media as a New Emerging Tool of Marketing // Strategic Uses of Social Media for Improved Customer Retention. IGI Global, 2017. P. 1–10. doi: http://doi.org/10.4018/978-1-5225-1686-6.ch001 

Trusov M., Bucklin R. E., Pauwels K. Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site // Journal of Marketing. 2009. Vol. 73, Issue 5. P. 90–102. doi: http://doi.org/10.1509/jmkg.73.5.90 

Rust R. T., Verhoef P. C. Optimizing the Marketing Interventions Mix in Intermediate-Term CRM // Marketing Science. 2005. Vol. 24, Issue 3. P. 477–489. doi: http://doi.org/10.1287/mksc.1040.0107 







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ISSN (print) 2664-9969, ISSN (on-line) 2706-5448