现代网络营销工具的特点

O. Vikarchuk, O. Yushkevych
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引用次数: 0

摘要

本文认为现代网络营销工具是一套旨在吸引人们对公司销售的产品或服务的关注,并促进网站以成功销售产品的行动。对网络营销的理论基础和网络营销工具的应用进行了界定和分析。提出了在现代企业运营中引入网络营销创新趋势的建议。对网络营销工具进行了回顾和描述,如:seo优化,即搜索引擎推广;电子邮件;社交网络广告(SMM);上下文广告是互联网上最流行的广告方式之一;横幅广告、图文图像位于网站页面发布者;流量套利,由网站管理员以一定的价格购买流量,以更好的条件转售。本文确定并分析了主导网络营销领域的主要趋势,即:移动营销的动态激活、网络分析的积极使用、视频广告、影响者营销(一种需要特殊人员达到预期受众的策略)、电子邮件营销、内容营销、Instagram推广、聊天机器人和信使、从个人主义到协作创意的转变。人们已经确定,使用网络营销工具有助于推广品牌,吸引顾客,进行市场研究和执行许多其他过程。相反,在离线环境中需要更多的资源。结论是,互联网技术正在改变公司与员工,合作伙伴,竞争对手和供应商的互动方式,同时互联网营销正以令人难以置信的速度发展,只有那些能够改变和适应新的商业条件的人才能赶上新的趋势,并想出一个高质量的营销策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
FEATURES OF MODERN TOOLS OF INTERNET MARKETING
The article considers modern tools of Internet marketing as a set of actions aimed at attracting attention to the product or service sold by the company, and promoting the site in order to successfully sell the product. Theoretical foundations of Internet marketing and application of Internet marketing tools are defined and analyzed. Recommendations on introduction of innovative trends of Internet marketing in the operation of modern enterprises are developed. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, i.e. search engine promotion; E-mail; advertising on social networks (SMM); contextual advertising, one of the most popular advertising methods on the Internet; banner advertising, graphic image is located on the website page Publisher; traffic arbitrage, purchase by a webmaster of traffic at a certain price for resale on better terms. The main trends that dominate the field of Internet marketing are identified and analyzed, namely: dynamic activation of mobile marketing, active use of web analytics, advertising in video format, influencer marketing (a strategy that requires special people to reach the desired audience), Email marketing, content marketing, Instagram promotion, chatbots and messengers, the transition from individualism to collaborative creativity. It has been determined that the use of Internet marketing tools helps to promote the brand, attract customers, conduct market research and perform many other processes. Conversely,  significantly more resources would be necessary in an offline environment. It is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, at the same time Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to the new business conditions are catching up with new trends and think of a quality marketing strategy.
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