数字营销
市场调研
营销投资回报率
Internet状态管理
市场营销管理
营销
业务
互联网
市场营销策略
市场营销学
商业营销
营销组合
病毒式营销
关系营销
广告
计算机科学
万维网
社会化媒体
作者
Iryna Lorvi,Serhii Voitovych
出处
期刊:Internauka
[Internauka]
日期:2017-01-01
卷期号: (8(52))
标识
DOI:10.25313/2520-2294-2021-8-7502
摘要
The article examinesthe content and tools of Internet marketing. In studying the theoretical foundations of Internet marketing, the semantics of the concept of «Internet marketing» was considered, its purpose was determined, the main advantages of Internet marketing in comparison with the classical concept of marketing and described the tools of Internet marketing. Because of the study of the semantics of the concept of «Internet marketing», it is determined that many scientists who have both common and distinctive features study the content of Internet marketing. In view of this, it is proposed to consider the process of application of Internet information technologies during internet research, development of a marketing complex for maximum satisfaction of consumer needs under Internet marketing. It is established that the main purpose of Internet marketing is to convert visitors to the site or page of the company into buyers (customers) and increase the level of profitability. The main advantages of Internet marketing are substantiated, which significantly distinguish it from classical marketing: interactivity; targeting; web analytics. In accordance with the defined purpose and content of the studied concept, the main tools of Internet marketing were considered and characterized: search marketing, social media marketing, viral marketing, video marketing, analytical marketing, e-mail marketing and Internet advertising.
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