Internet-marketing as a tool for product promotion

INTERNET-MARKETING AS A TOOL FOR PRODUCT PROMOTION

The usage of social networks by consumers is very diverse: platforms such as Facebook or Google+ focus firs of all aimed on exchanging between friends and family and they constantly stimulate to interact using different features such as sharing photos or statuses or social games. Other social networks, such as Tumblr or Twitter are related to rapid communication and are called microblogging. Some social networks focus on the community, others highlight and display custom content [2]. marketing internet network website

Analyzing the dynamics of the growth of the impact of social networks, we can conclude that over the next 10 years, the number of Internet users will reach 6 billion people, which will equal 90 %. Con- cequently, we can see the growth in the number of users, goods, and financial resources involved in the Internet, all of theses factors will increase the role of Internet marketing and will force its growing as one of the main tools for promoting products on the market. This aspect will take on more and more development and acquire new forms for increasing the utilization efficiency. Let's examine the current situation. For the moment, GAFA (four Internet giants: Google, Apple, Facebook and Amazon) are the Internet leaders and they are the Internet marketing companies that influence digital marketing development.

«Google» Ltd in 2016 grew the revenues by 61.3 % (to 1 billion 4.04 million UAH), and during 9 months of 2017 -- up to 1 billion 82.38 million UAH. The net loss of the company in 2016 grew by 2.7 times -- to UAH 87.12 million, but according to the results of January-September 2017, it worked with a net profit of UAH 16.31 million. [5].

The network market means of mass impact on consumers who have a permanent opportunity to communicate with the enterprise. The conducting strategic planning of Internet marketing resources in the world network provides the folloving opportunities:

— implementation and use of search engines and online directories;

— conducting questionnaires;

— performing surveys of visitors to the server;

— studying the results of teleconferences,

— the use of data from surveys conducted on different sites.

The study of the strategy and tactics of competitors' activities in the market is carried out using their websites, while receiving information about their partners and clients. When studying the consumer market it is important to use information about who visits the site of the company and how to get more information about visitors.

The main areas of effective use of e-marketing are:

— monitoring means collecting and analyzing information about brand requirements on the network;

— managing the reputation of the company means creating the just opinion about the brand, products, company;

— customer support it is an organization of constant interaction and advising clients in a convenient system for their exchange of information;

— promotion means gaining the attractiveness and respect of a wide audience for the brand or a product.

One of the promising areas of Internet marketing is the union of two or more enterprises over a long period of time in order to create a strategic alliance. As a result, enterprises that create a strategic alliance open new markets for their activities, gain access to new customers, strengthen business competitive position, and offer integrated solutions. There are several goals for enterprises that form strategic alliances. However, nowadays more and more enterprises form strategic alliances for the purpose of selling goods through the network.

Every day businesses are betting on online marketing, analyzing what is there in the on-line environment and what we can expect among the most effective implementation of the modern conceptual approaches and ideas. For many medium and small-sized businesses, Internet marketing will serve as the basis for the true commercial success, while creating conditions for the growth of online advertising agencies that posess the real practical means and ways. The progressing field of Internet marketing is based on the implementation of marketing activities and tasks of enterprises through the worldwide network. Internet marketing utilizes various communication tools to succed in strategy and achieve the goals of a particular project. For the right choice of tools or their combination, Internet marketing requires a marketing analysis of the project, a clear statement of purpose and a systematic approach to the implementation of the strategy [6].

The occurence of a global computer network was marked by the naissence of a new communicative environment and creating a market with a large number of potential consumers who have a fairly high income. To date, Internet marketing serves as a communication and represents the ability to conclude transactions, execute purchases and make payments. It gives him the features of the worldwide e-market. The emergence and rapid development of e-business served as the basis for the development of the latest direction of the modern concept of marketing interaction -- Internet marketing. Modern online marketing is an activity aimed to attract and retain customers, as well as meeting the needs of the consumer in order to reciprocate the maximum revenue through a network characterized by reduced costs and increased return on investment. The Internet is an indispensable tool for obtaining the necessary marketing information and also represents the best way to choose potential partners and investors, in particular -- abroad, which provides an opportunity to save on international telephone conversations and correspondence.

But there are a number of problems that may go along with the built-in system of Internet-marketing, they include:

— absence of goods in stock;

— the false price indicated on the package;

— incomplete supply of goods;

— difficulties with delivery, return or exchange of goods;

— low level of customer service;

— absence of two-way communication, etc.

In addition, there are a number of complexities caused by the technical support of the site, which directly affects the formation of the company's image among consumers and competitors. Such difficulties can be:

— the basket button does not work;

— error during registration or authorization;

— the order or part thereof is not displayed in the personal office;

— no e-mail is sent to confirm the order;

— error 404 and so on.

As a result, there is a need to formulate a number of recommendations for the technical design of the site:

— it is expedient to show on the main page the most traveling goods in order to stimulate a potential client's sense of herding;

— it is necessary to set up an internal search so that popular target requests to lead the customer to the product pages;

— we should test the directory structure, check navigation and page titles, and add a number of recommended (and related) products.

In addition, there is the fact that should be taken into account, it is easier for a person to asquire an information that is accompanied by the video materials or proposed in an interactive form. Under these circumstances, it is necessary to investigate and forecast the main trends of Internet marketing in 2018:

— increasing the capabilities and applications in mobile phones;

— using more advanced analytics techniques to effectively optimize costs;

— improvement of the content;

— phedging cost-per-click clicks;

— variety of marketing strategy;

— usage of new methods of influence on the consumer.

The objective of the enterprises is to choose the optimal and most efficient complex, which will not only meet the progressive requirements of consumers, but will also allow them to achieve their goals with minimum resources spent on them.

Conclusions from the conducted research. As a result it should be noted that Internet marketing is becoming an increasingly important tool for promoting virtually any kind of product over traditional marketing. It is also possible that during the next decade this kind of marketing will become dominant in relation with the progressive growth of its applications. The development and of Internet marketing tools usage is a necessary component of the virtually marketing activity of any enterprise. Internet marketing has become an integral tool that directly affects its competitiveness and performance.

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