Інтернет-маркетинг та його інструменти в сучасних умовах
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Файли
Дата
2020
Автори
Ковальчук, С.В.
Галюк, Я.Д.
Субачов, М.В.
Kovalchuk, S.
Galyuk, Y.
Sybachev, M.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
У статті розглянуто інтернет-маркетинг як комплекс заходів, які сприяють розвитку бізнесу в мережі Інтернет.
Визначено основні інструменти та переваги використання інтернет-маркетингу. Наголошено на відмінності інтернет-
маркетингу і цифрового маркетингу, яка полягає у різних каналах комунікації. Зазначено, що ефективність комплексу
маркетингу підприємства забезпечить поєднання можливостей офлайн і онлайн-маркетингу. Досліджено можливості
застосування штучного інтелекту в маркетингу.
Marketing is evolving every day and its modern form is a synthesis of classical marketing, programming, design, analytics, journalism, psychology, and other fields. The activity takes place in the VUCA world (abbreviation from volatility, uncertainty, complexity, and ambiguity) in the 21st century, which is characterized by the complex and dynamic rhythm of the modern world. That’s why the question of implementation of internet marketing remains relevant in modern conditions. It is determined that internet marketing is a variety of measures in the Internet environment to promote business development. There is an emphasis on the differences between internet marketing and digital marketing, which is the different channels of communication. Internet marketing uses the Internet as a communication channel, and digital media includes digital television, radio, monitors, displays, and other digital communications in addition to the Internet. The main tools and advantages of using Internet marketing are identified. Internet marketing tools include video marketing, website, search marketing, SEO, viral marketing, search, media, banner, contextual advertising, email marketing, and social media marketing. The following advantages of using Internet marketing are identified: efficiency; saving the advertising budget; ability to manage from anywhere in the world; saving time; opportunity to choose the target audience (targeting); the possibility of detailed statistics that determine the effectiveness of marketing communications. The possibilities of using artificial intelligence in marketing are researched. They can be analyzed and studied in further research.
Marketing is evolving every day and its modern form is a synthesis of classical marketing, programming, design, analytics, journalism, psychology, and other fields. The activity takes place in the VUCA world (abbreviation from volatility, uncertainty, complexity, and ambiguity) in the 21st century, which is characterized by the complex and dynamic rhythm of the modern world. That’s why the question of implementation of internet marketing remains relevant in modern conditions. It is determined that internet marketing is a variety of measures in the Internet environment to promote business development. There is an emphasis on the differences between internet marketing and digital marketing, which is the different channels of communication. Internet marketing uses the Internet as a communication channel, and digital media includes digital television, radio, monitors, displays, and other digital communications in addition to the Internet. The main tools and advantages of using Internet marketing are identified. Internet marketing tools include video marketing, website, search marketing, SEO, viral marketing, search, media, banner, contextual advertising, email marketing, and social media marketing. The following advantages of using Internet marketing are identified: efficiency; saving the advertising budget; ability to manage from anywhere in the world; saving time; opportunity to choose the target audience (targeting); the possibility of detailed statistics that determine the effectiveness of marketing communications. The possibilities of using artificial intelligence in marketing are researched. They can be analyzed and studied in further research.
Опис
Ключові слова
інтернет-маркетинг, веб-сайт, штучний інтелект в маркетингу, internet marketing, website, artificial intelligence in marketing
Бібліографічний опис
Ковальчук, С. В. Інтернет-маркетинг та його інструменти в сучасних умовах [Текст] / С. В. Ковальчук, Я. Д. Галюк, М. В. Субачов // Вісник Хмельницького національного університету. Економічні науки. – 2020. – №5. – С. 7-11.