Internet marketing as an important factor in business development. Types of Internet Marketing: Help in Business Promotion

Hello dear readers. Each of you has met the concept of marketing in your life. It is understandable, because this phenomenon concerns not only businessmen, but also those who consume the final products or services of enterprises. Today, the World Wide Web has become one of the most popular platforms for promoting manufactured goods, therefore, marketing efforts have moved to a virtual environment, acquiring a separate name: Internet marketing. Gradually, various types of Internet marketing were formed, which every successful businessman, novice or old-timer of the entrepreneurial sphere needs to have an idea about.

The article below will help you to correctly introduce Internet marketing into your business, describing its main types and their application. We advise you to start reading carefully and take out the maximum amount of information useful for the development of the enterprise.

Modern business organizations today, almost all have acquired electronic resources on the web. They contain product catalogs, information summaries about the company, sections for the press and consumers, and the like. The creation of such a resource is carried out with the following goals:

• sales promotion;
• image development.

If the development of the image is most often really activated by adding information of various kinds to the site in a specialized section, then there are no guarantees that the creation of a network platform will stimulate sales. To increase them, you need to promote it with the help of Internet marketing tools, which are skillfully used by specialists in the field.

So, let's define the very concept of Internet marketing. This is a set of methods for accumulating consumer attention around the products or services of a company in the vastness of the network. Simply put, the same promotion as in life, carried out by methods different from the standard marketing process due to a change in the platform of actions, that is, the transition from reality to a virtual environment.

The phenomenon complex consists of four elements. In English, their name sounds like “the rule of four P (English)”, since the four elements are indicated by four words starting with the English letter R. Let's look at them in order and translate into Russian.

Product- a product produced by the company and promoted in the open spaces of the network. Its peculiarity is an increased level of competition, since the “enemies” in the market are similar goods sold:

• online;
• offline.

Price- it is believed that the cost of goods sold via the Internet is much lower than those that are laid out on the shelves, since specialized sales premises are not rented for the former. In addition, some modern trading technologies also imply the absence of costs for the transportation and storage of goods. One of these technologies is dropshipping, which involves the delivery of goods to the buyer directly from the hands of the manufacturer, bypassing the seller.

Point of sale (Place)- the actual place where goods and consumers will interact. In Internet marketing, this is not a real, but a virtual place:

• landing;
• public in a social network;
• Web site;
• announcement, etc.

The more carefully the place of interaction is selected, the more willing consumers are to buy the product. Yes, a lot depends not on the interestingness of the product, but on the convenience of acquiring it and communicating with the seller in the process.

This point often becomes a stumbling block for many campaigns that do a great job with the rest of the elements. Either they cannot make the usability of the site digestible, or they can set up sales consultants in the right professional way. In this case, relying on the competitiveness of the proposed product makes no sense, it will not give anything.

Promotion- another translation option sounds like "promotion". Today, the word promotion in its original form is often used by marketers, as it most fully describes the meaning of the element, which is sales promotion through the development of a product image.

The task of Internet marketing is to maximize sales of products

The main task of Internet marketing is traditional, the same as for classical marketing - to maximize sales, increase the effect of customer visits to points of sale, only in this case, points of sale are not ground points. This goal is realized through various types of Internet marketing tools. In the next paragraph, we consider them in more detail.

Video - Introduction to Internet Marketing

Types of promotion on the Internet

Let's start with the consideration of promotion tools based on the Internet.

SEO promotion

Search engine promotion of web pages is one of the types of Internet marketing. All modern network specialists know how this technology works. There are search engines, the most popular of which are:

• Internet giant Google;
• Runet leader "Yandex".

They provide users with search results for their queries. For example, “buy wooden furniture Moscow” is one of the most typical questions. The results that appear on the search results page will be links to online stores in Moscow that sell furniture made of different types of wood. Think about it, but some of them got to the top places for a reason, because others remain behind everyone, on page 4, 5 and beyond. When searching, users are unlikely to ever reach these figures, which means a complete financial collapse of the business.

If until recently the World Wide Web simply brought people the necessary information, today it has turned into a convenient marketplace. The number of Internet users is growing every day, it became possible to pay online without leaving your computer, communication technologies also do not stand still. In general, only the lazy will not take advantage of the favorable conditions of the network to set up their own business. Fortunately, internet marketing works equally well for all market niches. Your site needs to appear in the top places of search engines, for several reasons.

1. The first links are perceived by buyers as the most prestigious, therefore, their credibility is at the highest level, in comparison with the links that have taken positions on the fifth or sixth page of the search.
2. The location of links to sites in the forefront affects users in an unconscious way. They are noticed first, therefore, according to statistics, they attract more than 95% of attention.

These two reasons are weighty enough to start choosing the right queries and inserting them into the text content of the resource. Remember, specialists in the field should work with SEO optimization, thus, it will be possible to maximize the result in the shortest possible time. They will immediately make a list of requests and develop a strategy for further promotion.

Another reason that encourages you to start your resource and optimize it with SEO technologies is to maintain the company's image. Imagine you are selling a product that is in demand and loved by consumers. One of them wants to make a call to the company and get advice on some of the properties of the product, makes a request to a search engine and .. does not find the company's website. Believe me, a poor resource is better than none, because the reaction to its absence will be as follows: a person will refuse to buy a product and go to competitors, whose site, by the way, he will find by entering a search query. This type of Internet marketing is in demand more than ever. Don't underestimate its importance.

Distribution by e-mail

The stereotypical thinking of today's entrepreneurs makes them associate e-mail with unpleasant spam, annoyingly attracting the attention of consumers. This view is fundamentally wrong. Yes, many companies that have hired non-professional workers are sending out spam: they offer to buy a product, aggressively promoting it, and only pushing them away.

This method differs from email marketing in its obtrusiveness and assertiveness.

Table 1. Comparison of email marketing and spam

As you can see, spam is like a kind of virtual shelling that does not give the user any peace. It is especially annoying when letters of incomprehensible content arrive at work mail, distracting attention and causing anger and rejection. You can deal with spam by enabling special settings in the mail. With their help, all incoming spam will go to the recycling folder of the same name, where it will remain without catching the user's eyes. It turns out that not only consumers lose from the presence of spam, but also companies that paid some money for the mail database, which ended up being wasted.

Email newsletters work great as a lead generator – potential buyers. The fact is that it does not contain a call to purchase, on the contrary, it is about getting acquainted with the goods, due to which negative reactions are rarely caused.

Mailing by e-mail is the most effective channel for attracting consumers. In addition, it requires a modest budget, since mailing services charge a relatively small fee for their work. The process takes place in three stages.

1. Developing a mailing strategy. It involves the development of an already existing mailing list by determining the correct target audience, its characteristics, competitive strategies, compiling a list of goals and objectives, as well as setting a deadline, mailing output frequency and selecting a service.
2. Prescribing a content placement plan. This stage is carried out by determining the company's communication style, developing a monthly topic plan, scenario, etc.
3. Installing an interactive form to fill out on a site that receives data about consumers.

SMM

This acronym stands for Social Media Marketing. With the help of this type of Internet marketing, traffic is actively accumulated and consumers' attention is drawn to a brand or a particular product.

SMM is not a specific action, but their complex, working to solve entrepreneurial problems and achieve business goals

The main work is being done on the creation of selected content, which will be so interesting that it will be distributed over the network by the hands of registered users. A feature of consumer psychology is that advertising messages distributed on social networks are perceived with a greater degree of trust, as they actually turn into recommendations and are not subject to doubt, because the organizer obviously does not participate in the distribution. Working with the space of social networks makes it possible to reproduce the impact on consumers of a point nature, by choosing sites with a specific theme, where this audience is concentrated. In addition, the social network allows you to interact with it in a suitable way.

It must be said that it is possible to promote using social networks not only products or services, but also information content. This explains the obligatory presence of publics from news portals in all major social networks. This is done to generate traffic.

Strategically, SMM is divided into two groups:

• open;
• hidden.

Of course, SMM alone as an Internet marketing tool will not be enough to successfully promote a company on the Internet, but not using it means missing out on a significant part of the progress movement.

A good SMM should have the following set of skills:

• knowledge of social media targeting;
• understanding of advertising mechanisms;
• budget forecasting for contextual advertising;
• holding various events such as competitions;
• interaction with geoservices;
• viral marketing management;
• designing special projects, etc.

Contextual advertising

This type of Internet marketing is one of the leading tools and main components of online promotion. It represents ads that are displayed to the user based on the requests made by him in the search engine. Advertising contextual messages look like links on top of the main list of resources in the issue, posters on the right side of the search page and posters on the right side at the bottom of the screen.

• flash movies;
• gif images;
• Pictures;
• links, etc.

This type of advertising has a high degree of effectiveness, lasting a short time period. With its help, you can quickly attract the attention of a significant segment of the target audience, however, it works well only on products known to the market. It is unlikely that it will be possible to bring a new product to a serious market with its help due to the short duration of the resulting effect.

The following features made this type of Internet marketing a popular tool.

1. The ability to screen out inappropriate demonstrations by adjusting the time and geography of the display. For example, you open a sports equipment store for residents of the snowy Siberian regions. Therefore, it makes no sense to demonstrate goods to Muscovites, and even in the morning hours. Luckily, search engine advertising systems allow for specific customization of the above parameters, thereby maximizing the positive effect.
2. Short time to get first response. The fact is that as soon as you pay for the work of contextual advertising, it begins to be shown to network users who drive in thematic queries related to the advertisement. The influx of visitors starts almost immediately, which is a very pleasant feature of contextual advertising.
3. Parameter adjustment. While running a campaign, you may feel like you need to change a few things to make it work more effectively. Do not worry, at any time you can adjust the parameters of the demonstration for free, continuing to pay for clicks, not clicks on the characteristics.
4. No need for a solid budget. Since the advertiser pays for the system in one click, you can limit the budget yourself. CPC is set initially. Even a small number of clicks brings solid money, so contextual advertising most often justifies the cost. Choose the appropriate amount and deposit it into your account. As soon as the funds run out, the work will stop and you can bring in the next batch of money to resume the process.

Display advertising

In another way, media advertising is called banner advertising, as it is represented by dynamic or statistical images that advertise goods in a capacious and attractive way, briefly talking about the essence of the promoted product and causing particular interest in it.

The advantages of this type of Internet marketing include the following points.

1. The search results are solid text, while the banner is a media unit that attracts attention. This increases the chance of attracting the attention of a network user to it. This function of placing banners is used mainly by the popular search engine in Russia - Yandex.
2. One of the most used platforms for placing banners is thematic sites, due to which the target audience is effectively “lassoed”. For example, a recipe site is more attractive to women who are hospitable housewives, therefore, advertising a multicooker using a banner on this resource is a great idea.
3. Graphic elements bring tangible benefits to the process of developing a brand image. Simply put, it increases the memorability of the logo, company name, and the like.

To solve the tasks of promotion with the help of banner advertising, you need to take care of the following points:

• develop an idea;
• write a script
• implement ideas in a non-trivial way;
• develop a landing page () to which the link will lead after clicking the banner;
• organize the placement of a banner on thematic sites.

The budget for the company is not limited, it is formed based on the capabilities of the advertiser and the characteristics of his request. Of course, in order to achieve a high level of efficiency, it is desirable not to be stingy.

Traffic arbitration

This term refers to the process of redirecting a network user from one electronic resource to another. Actually, these users are traffic. It is measured in people who visited the resource during the reporting time period, usually a day. It is produced by services at the request of the advertiser for a fee. In fact, one resource resells its user flow to another. This is beneficial when the seller has an abundance of visitors, and the buyer has the opposite.

Traffic is resold by buying it from search engine advertising systems. The most famous among them are Google and Yandex, which have stable functioning advertising services. Very well, with the help of traffic arbitration, information is disseminated and sales of products from the sphere are stimulated:

• credit banking;
• educational activities.

There are also entire traffic exchanges where you can sell visitors or buy them, but you won’t be able to earn a lot of money on them, the prices are wrong.

As you already understood, traffic is eventually converted into sales and will bring the entrepreneur the achievement of the desired goal. Any link leading to the customer's site can become its source.

Affiliates

Placing affiliate links or affiliate marketing is another considered tool for promoting a resource on the network. This technology involves payment to network partners who place recommendation links on the Internet leading to a customer's page demonstrating the product being promoted. Payment for the work of partners is made for the commission of a targeted action by the consumer. It could be:

• click (go to the page);
• subscribing;
• purchase, etc.

With or without the profit received, the customer is forced to pay the partner, since the target action does not always, but potentially brings him a sum of money that exceeds the cost of the webmaster's work by several times.

• on the pages of personal social network accounts;
• in groups of social networks;
• thematic forums;
• own websites;
• blogs, etc.

Benefits of affiliate programs

1. Rapid increase in the effectiveness of marketing companies.
2. The budget goes to pay for targeted actions.
3. The growth of the audience is solid due to the clear coverage of the potential audience.

Videos

Work with videos is carried out through channels hosted on the popular hosting of the Internet giant of the Google network - YouTube. The number of views of some of the works exhibited on it rolls over several million. Since video focuses a lot of attention on itself, it is a cost-effective source of generating potential buyers.

Videos are an effective means of attracting the attention of Runet users

Thanks to the development of technology, today it is possible to make a suitable video for a small cost. Taking into account the fact that the requirements for online advertising are less than those for television, you will not have to spend fabulous sums.

The placement of a video containing an advertising message is made immediately before or during the display of the main video on the channel of a partner of the Google advertising network. Each partner and their channel has special requirements, so you can be sure that you will get the appropriate quality for the money invested.

Internet-Based Marketing Processes: Advantages

Internet marketing has a number of undeniable advantages that make any practical entrepreneur say yes to online promotion. Let's consider them.

1. Completeness of information received by consumers. A big plus, since in fact the consumer immediately inquires about all the properties of the product or service, receiving comprehensive information.
2. Traditional advertising has a significantly lower success rate than online advertising. Its value for money simply cannot be compared with the same criteria for online promotion. The fact is that television, radio, the press, billboards are expensive for advertisers, the costs are rarely paid off. Yes, the audience is wide, but what percentage of it is the target? Extremely small. Today, expensive advertising plays the role of an image tool that builds up the reputation of the brand. Internet advertising, on the other hand, accompanies the visitor's search queries, almost always corresponds to the context of the messages given by him. In addition, there is a certain involvement of a potential client in the process of interaction with the company, which further leads to the conclusion of many profitable deals. The Internet involves displaying advertising messages pointwise to representatives of the target audience. Money no longer goes to waste, but works for you.
3. Availability of studying information from anywhere in the world. While on vacation, you can receive information about the work of any domestic cosmetic company that produces products with a 100% natural composition. And it is absolutely not necessary to rest in their native land.
4. Ease of use. Internet marketing tools are available for use by any entrepreneur. Of course, it is best to turn to specialists in the field, fortunately, today each of the areas has been widely developed and there are more than enough professionals in the labor market. By the way, many of them earn extra money in addition to official work and will be happy to take on an order to promote a small enterprise. You can find the right person on, for example:
   1. fl.ru;
   2. Etxt.ru;
   3. freelance.ru;
   4. Freelansim.ru, etc.

If the owner of the company has an idea about the work of search engines and the preparation of competent advertising texts, then in general he can try his luck on his own and delete this column from the budget expenses.

Summing up

In the age of the maximum development of innovative technologies, people began to move from standard ways of obtaining information and entertainment to interacting with the World Wide Web. Refusing to watch television programs and read newspapers is not new. And why waste time on the listed media when the Internet offers a high degree of efficiency, truthfulness and efficiency.

Online shopping is common today.

Soon the market and promotion will increasingly move to the network. Already now you can not find a company that does not have at least a simple electronic resource with information about itself and a product catalog. The absence of this is considered bad manners and makes the company uncompetitive. The monthly increase in the number of sales made on the Internet beats known previous indicators.

Communication on the Internet takes a minimum amount of time, is fast and efficient. In a few seconds, you can become the owner of both an e-book and a very real sofa. Let's hope that after reading the article, you will understand the true essence and importance of the work of promoting the company's products on the Internet and take this opportunity to achieve incredible success.

The emergence of Internet marketing can be traced back to the early 1990s. It was then that more and more information about the services and products of various companies began to be posted on corporate web pages. As early as 1990, Internet marketing was being used to promote products. It should be noted that in the early 1990s along with the active commercialization of the Internet, new terms have appeared: e-business(e-business) and electronic I commerce(e-commerce), as well as email marketing(e-marketing) .

A few years later, such issues as the sale and purchase of programs, business models, and the information space have become very relevant on the Internet. As a result, Internet marketing has changed and become something more than a tool for promoting goods and services. And thanks to the activities of Yahoo, Google, Microsoft, Internet marketing has managed to gain segmentation and reach a new level of development.

The year 1996 was marked by the appearance of offers for paid placement in search engines. At the same time, payment was charged for clicks and transitions. This helped the ratings of companies go up. Such services were first offered by Google, Overture, Yahoo.

The next significant stage in the development of Internet marketing can be considered the year 2001. It was then that the concept of "search marketing" appeared. The author of this term was D. Sullivan.

Since the advent of "search marketing" its popularity has rapidly increased among those involved in Internet promotion. If we compare the budget funds allocated by companies for this type of activity in 2002 and allocated today, then the current figure exceeds the figure for 2002 by 750%.

Many experts believe that Internet marketing is advertising and promotion of goods and services on the Internet.

According to M. Zuev, Internet marketing is the process of building and developing your company's position in the Internet environment. This includes building the subjective perception of your business users as well as the objective and purely technical development of your site. In addition, to which you should add a certain positioning in search engines, to develop its links and improve usability.

Internet marketing is a set of activities to promote goods, services and ideas using the Internet. The goals of Internet marketing are practically no different from the goals of traditional marketing: its goal is to know and understand the client so well that the product or service will fit the latter exactly and sell itself. Often this ideal state is unattainable. And the goals of Internet marketing in the most general form are:

increase in sales;

increase in site traffic.

These goals can be divided into specific tasks, but in general, all marketing activities on the Internet come down to this.

The main elements of Internet marketing are:

Goods (Product) - what is sold via the Internet must be of decent quality. The goods on the Internet compete not only with the goods of other sites, but also with traditional stores.

Promotion (Promotion) - a set of measures to promote both the site and the product as a whole in the network. Includes a huge arsenal of tools (search engine promotion, contextual advertising, banner advertising, e-mail marketing, affiliate marketing, viral marketing, hidden marketing, interactive advertising, blogging, etc.

Place of sale (Place) - point of sale, that is, the site. A huge role is played by both graphic design and the usability of the site, and the quality of processing applications from the site. It is also worth paying attention to download speed, work with payment systems, delivery terms, work with clients before, during and after the sale.

The main advantages of Internet marketing are interactivity, the possibility of the most accurate targeting, the possibility of post-click analysis, which leads to the maximum increase in indicators such as site conversion and ROI of online advertising.

Internet marketing includes such elements of the system as:

search engine marketing in general and SEO in particular;

direct marketing using email, RSS, etc.;

viral marketing;

guerrilla marketing;

internet branding.

Display advertising- media advertising on the Internet is presented in the form of banners, the size of which may vary. Quite often, media advertising is placed in various thematic areas, on news sites, in the results of search engines.

Display advertising on the Web is not much different from the more familiar advertising that can be found in various media sources. The main impact of media advertising falls on the visual perception of information by a person. These can be ordinary banners, short video clips, the use of Internet radio, etc. You can talk about the effectiveness of Internet media advertising if we are talking about the promotion of a brand or trademark on the Web, the need to provide the audience with information about the promotions or release of new products of the company. Often media advertising on the Web is a continuation of commercials on TV, which enhances the effect of popularization. The main features of display advertising is the fact that its cost in comparison with other means of advertising is quite high - for this reason, its use is effective only when sufficient budget funds are allocated for an advertising campaign.

Contextual advertising (PRcomm provides services for free setup and maintenance in Yandex. Direct and Google AdWords). Contextual advertising is one of the ways to place advertising information according to the type of context matching on a particular Internet resource or its individual pages. Basically, information is provided in the form of text or graphics, but can also be presented as an ad or banner ad.

Search marketing is a whole range of activities that allows you to increase the attendance of an Internet resource by its target audience, through the use of search engine schemes. There are a lot of search marketing methods: this is a direct attraction of a target visitor to the site, and an increase in the relevance of the site itself in search engines and, accordingly, an increase in its traffic.

Seo-technologies - a set of works aimed at promoting the site, increasing its rating for certain key queries in the software, working with the site's usability. Search marketing in itself is not advertising, but it is it that allows you to increase its effectiveness many times over. The main job of search marketing is to attract customers interested in the products of a particular business.

SMM - social media marketing - is also a tool to attract visitors, which is carried out in social networks, various Internet communities, forums, the blogosphere, etc. SMM is considered to be one of the not quite standard methods of promotion, which, nevertheless, due to the high popularity of communities and social networks. networks is certainly one of the most promising. It is on SMM that companies that trade world brands pay attention, since this type of marketing allows you to directly interact with the consumer audience.

SMO - social site optimization - optimization of all site components for working with social networks, blogs and communities. SMO is a way of working with the content that fills the site, aimed at its maximum adaptation to the target audience.

Under direct marketing it is customary to call one of the types of marketing communication aimed at personal communication with customers and potential audience. It will hardly turn out to be a secret for anyone that it is precisely the correct building of relationships with customers that allows them to retain them, encourages them to remain committed to a particular product, to use the services of a particular company. Direct marketing does not involve the presence of intermediaries in communication with users. Quite often, direct marketing includes all BTL-type events. Direct marketing on the Internet can be carried out by sending messages to users of a specific target audience via email, etc. The main difference between direct marketing lies in the individuality of work with each client, and not the focus on a group.

Naturally, direct marketing involves building a customer database that is up-to-date, up-to-date, and as accurate as possible. Consolidation of information about each client allows you to more clearly identify his requests and needs, and, therefore, makes it possible to satisfy them.

The peculiarity of viral marketing is that the distributors of your information are those to whom you send it. Naturally, the task of viral marketing will be to create such advertising that would encourage it to pass. It can be a certain brightness or creative advertising, its unusualness, memorability. It was the high speed of distribution, the "spreading" of advertising information among the masses, that brought such an unusual name to the marketing method itself. Viral content can be radically different: an exciting video clip, stunning photos, toys, or the text itself.

The benefits of viral marketing and its effectiveness are obvious: with a high level of consumer distrust in various kinds of advertising, it is sufficiently thought out if the advertisement itself is “delivered” to a person not by an abstract company, but by a specific person, an acquaintance whose disinterest is largely obvious. The growth of trust in information inspires confidence in the product itself, which means that it increases the chances that a person will purchase this product.

Guerrilla Internet marketing is taken into account in the event that the budget of the advertising campaign does not allow turning to other methods of advertising. Guerrilla marketing may require no financial outlay at all, or it may involve a minimal amount of them. Guerrilla marketing involves the use of the cheapest advertising media. In reality, these can be business cards, booklet information, signs, postcards or leaflets. Actually, such methods of disseminating advertising information can be quite effective if used correctly. If we take into account Internet technologies, then guerrilla marketing is most often manifested in writing feature articles, communicating on forums and in chats where the intended target audience gathers, etc. Those. use those advertising methods that are most affordable with a small budget.

So, integrated Internet marketing is a real way to convey clearly to the consumer clear and concise information which needs to be expanded. The practice of modern Internet marketing and numerous studies indicate that the use of Internet marketing methods can significantly expand the activities of companies, take the business out of the local market to a wider area. The benefit of using online marketing tools lies in the fact that competition and competitiveness on the Internet are based on slightly different principles than the size of the company. Entering the market via the Internet itself is less expensive than promotion through traditional marketing methods, through the mass media, print, television or radio media. In addition, marketing on the Web is very easy to evaluate effectiveness, allows you to quickly respond to consumer requests, see statistics, etc.

internet marketing economic

The development of Internet marketing is closely related to the development of the Internet itself. This is due to the fact that the emergence of the Internet gave network users the opportunity to acquire, exchange and sell information, distribute advertising messages, etc. And soon Internet marketing began to be widely used to promote various Internet representations. The emergence of Internet marketing can be traced back to the early 1990s. It was then that more and more information about the services and products of various companies began to be placed on the web pages of these companies. And then Internet marketing was used to promote these products.

A few years later, such issues as the sale and purchase of programs, business models, and the information space became very relevant. As a result, Internet marketing has changed and become something more than a tool for promoting goods and services.

The year 1996 was marked by the appearance of offers for paid placement in search engines. At the same time, payment was charged for clicks. And this, in turn, helped the ratings go up.

Also in recent years, the sale of special software products, business models, as well as many other goods and services that are in great demand among our compatriots has become widespread. Internet marketing is associated with several business models. The main models are business-to-business (B2B) and business-to-consumer (B2C). B2B consists of companies that do business among themselves, while B2C implies direct sales to the end consumer. The B2C model came first. The B2B scheme turned out to be more complex and began to operate later. The third, rarer model is user-to-user (P2P), where ordinary Internet users trade among themselves and sell goods to each other. Examples include the eBay international auction or the Kazaa file sharing system. Also, we should not forget about the so-called local advertising, with the help of which all of the above products have become more popular and in demand.

The next significant stage in the development of Internet marketing can be considered the year 2001. It was then that the concept of "search marketing" appeared. The author of this term was D. Sullivan. Since the advent of "search marketing", its popularity has been growing rapidly among those who are engaged in promotion on the Internet. If we compare the budget funds allocated by companies for this type of activity in 2002 and allocated today, then the current figure exceeds the figure for 2002 by 750%.

It should be noted that some of the leading companies that offer their services in the field of local advertising today are MSN, Yahoo, and Google. For the first time, these companies managed not only to segment the Internet advertising market, but also to bring it to a new level. As a rule, these services are most in demand among owners of small and medium-sized businesses in our country.

Currently, Internet marketing has been able to turn all ideas about how to conduct a business. Internet marketing is an indispensable tool for those people who have something to offer the public, but they do not know how to do it with the least investment and expense. This type of marketing has become the basis of modern capitalism, which allows anyone with an idea, product or service to reach the widest possible audience.

Modern Internet marketing is characterized by lower costs and higher levels of return on investment. The evolution of the development of Internet marketing indicates that the latter is the application of direct response marketing strategies to the Internet. And it turned out that these methods are really effective on the Internet, because you can not only maintain constant contact with customers, but also quickly track statistical data. In addition, it is an opportunity to reach the maximum audience.

Promotion and sale of a product or service, as well as winning a free niche in the market in its category, includes:

traditional methods of struggle for the buyer;

internet marketing - a set of measures aimed at attracting customers using online technologies;

increasing the competitiveness of a given product or service;

other methods aimed at promoting products and attracting the attention of potential buyers.

Today, every self-respecting manufacturer, regardless of the scale and direction of activity, must create its own website, online store, blog or page on social networks that provide the visitor with complete information about the company and its products. Given the fact that a potential buyer spends a lot of time on the World Wide Web, such a strategy is quite justified, and practice shows that advertising on the Internet for some product groups is much more effective than in the media, transport or on billboards. Therefore, there is nothing surprising in the fact that recently the structure of expenses of large corporations for the promotion of their products has changed significantly in favor of financing projects related to the Internet.

First of all, we need to answer a frequently asked question: Internet marketing, what is it and why is it needed? Statistics say that a modern person spends on the World Wide Web from 8 to 14 hours a day, and many people have almost completely abandoned watching TV, they do not listen to the radio and do not read the press. The only way to transmit any information to them is the Internet. In this case, the effectiveness of traditional methods of conventional marketing is zero, and in order to understand and study the consumer sentiment of people who spend both work and free time online, online marketing comes to the rescue.

What elements does it consist of:

Product(product, service) to be sold.

Price. Formation and maintenance of the competitive cost of products sold.

Promotion. A complex of various methods and schemes aimed at promoting your product or service. The main goal is to form a positive attitude towards the product among the buyer, as well as to make it known and well recognizable against the background of analogues from competing companies.

Place. Point of sale of products. In Internet marketing, the company's website is most often used for these purposes.

The complex use of the above elements determines the effectiveness of your business. Marketing theorists also identify additional components that affect the efficiency of any business: people involved in the process of selling products, the environment in which the product is sold or a potential buyer gets to know it, and the mechanisms that set the sales flywheel in motion.

How it works

Using Internet marketing tools, we attract potential buyers to the site to advertise products or to sell goods and services directly on the web resource.

The main online marketing tool- a website of the company and its products / services, which, if properly compiled, guarantees the owner the opportunity to successfully compete with manufacturers of similar products, ensuring a high sales volume. All well-known trends necessarily have their own websites or at least pages on social networks, without which they will instantly lose their fame and popularity.

After creating the site, it is necessary to direct all efforts to ensure that it takes first place on the pages of search engines for relevant queries. For example, if a company sells inflatable boats, its resource pages should get to the first places of the main search engines for queries:

rubber boats;

sell inflatable boats;

we sell rubber boats, etc.

This tool is called promotion (search marketing), it is a very important link in the overall scheme of online marketing.

Some users sometimes confuse marketing methods (which will be discussed later) with its tools, especially when it comes to search advertising. This tool provides the launch of advertising in search engines and allows you to take high places in their issuance.

A feature of online advertising (the next online marketing tool) is the ability to control the company's budget, as well as quickly calculate its effectiveness. Allocate banner and contextual advertising. The first one is aimed at increasing the popularity of the advertised goods/services and speedy coverage of the target audience, and the second one is aimed at attracting the most interested potential buyers in this product.

The next tool - E-mail marketing allows you to individually send the necessary information of an advertising nature using e-mail. We can say that this direction is Internet marketing for beginners, since it does not require special knowledge, experience and large investments. On the other hand, using e-mail, you can accurately limit the circle of customers, as well as find out their reaction to the information received using feedback.

The basis of the next tool is the use of relationships between people to promote goods / services. It is known as social media marketing.

Large companies, posting useful information, news, etc. on their corporate blogs, also advertise their products.

Resources that publish ratings of various goods, services and firms, as well as reviews of experts in their field and the opinions of ordinary consumers, are becoming increasingly popular. These sites can make a good advertisement for your products or, conversely, blacklist them.

At online conferences and seminars that are held on the Internet, you can find out the opinion about the products you are interested in. Given the fact that more than one thousand people take part in such events, this information will correspond to reality as much as possible.

One of the tools of integrated online marketing is viral marketing on the Internet. It is based on the creation of a "virus" that has an attractive form for users of advertising information. Most often, it is distributed in the form of interesting videos, cartoons, scandalous stories, etc.

Recently, online games have become increasingly popular, in which advertising information, names of new brands, etc. are professionally placed. This trick allows you to attract new customers, while the users themselves, recommending the game to friends and acquaintances, simultaneously distribute advertising.

Considering the basics of Internet marketing, one cannot pass by such a tool as mobile marketing. It builds on the ever-evolving capabilities of mobile devices that have long served as a small computer. Website developers took this factor into account and used it to distribute advertising information.

Today, almost any user can create, albeit not a professional, but quite a decent video that advertises (directly or indirectly) some kind of product, product or service. Then, through e-mail, this information is sent to potential customers or is freely available on some service. This area is called video marketing, and judging by the ever-growing number of adherents, it can be called one of the most popular tools for promoting goods / services.

One of the most costly and time-consuming online marketing tools is public opinion building. This process includes the paid work of journalists of popular publications, the creation of news reports on the main television channels of the country, the dissemination of information on the World Wide Web on news sites, forums, social networks, etc. It can be concluded that such projects are only possible for large corporations that are able to allocate huge budgets for advertising campaigns. But, as practice shows, such investments fully justify themselves. Both business marketing (when advertising is directed at large enterprises and large wholesalers) and ordinary consumers are happy to buy products that everyone speaks only positively about.

It should be noted that the above list of tools is constantly being added with new ideas, and Internet marketing is one of the most intensively developing economic disciplines. Also, it is necessary to take into account the fact that all the tips related to the promotion of the company and its products are of real benefit only if you know how to use them in practice.

Online Marketing Methods

Considering this issue, it is necessary to divide all the methods of Internet marketing used into:

those related to the study of the market for this product;

and those that are aimed at promoting goods / services and increasing their sales.

The implementation of the first part is carried out with the help of a detailed analysis of registered users on your site, research of their interests, conducting electronic surveys.

Product promotion and sales growth includes all types of Internet marketing that we considered, as well as indirect advertising techniques:

placing links to your resource on friendly sites, thematic servers, as well as their registration in all available directories;

placement of paid ads;

The main problems of Internet marketing are the inability to quickly collect and process information received individually from each user, as well as the need to constantly monitor the actions of competing companies. If it were possible to constantly receive the most “fresh” information about the consumer sentiment of potential customers, the costs of promoting and advertising products would be reduced several times, and knowing the methods of work of competing companies, you can not worry about the success of your own commercial projects.

The relevance of such a business as selling products through the World Wide Web (online stores) is growing exponentially.

This is facilitated by:

the absence in the item of fixed costs of such costs as payment for rent of premises, utilities and the salary of a large staff of salesmen;

possibility of individual communication with each client;

the assortment of goods is much larger than in a regular store, which has a positive effect on the company's sales and profits;

the ability to promptly inform customers about new product arrivals, promotions, discounts, etc.

Considering the advantages and disadvantages of online stores, it is necessary to pay attention to the fact that, despite the above positive aspects of this business, it also has negative points:

the risk that fraudsters hack into the company's accounts;

dependence on the work of electronic payment systems;

imperfect tax legislation in this industry;

some customers are afraid to make an advance payment, and sending goods by mail without payment, you can be left without money.

But practice shows that entrepreneurs who have been in this business for a long time have their own secrets of how to get around the negative nuances or reduce their harm to a minimum.

How can you do internet marketing without a budget? And in general, how realistic it is. There is a fairly wide range of books on this subject on the web. But, before spending money on their purchase, it is necessary to consider at least in general terms all aspects of this problem. Given the above tools and mechanisms of online marketing, we can say that having certain knowledge in this industry, you can start the process of studying consumer sentiment, and then start promoting your product on the market on your own. At the same time, it is quite possible to achieve your goals at the initial stage without investing a penny of money in it. But, as you know, for a business, regardless of its direction, scale and other factors, the most important thing is a good start, which is possible only with at least a minimum capital.

Representatives of specialized companies who know Internet marketing from a to z work in the following areas:

promotion of Internet resources (from $150/month);

conducting paid courses

What is marketing?

There are many different definitions of marketing. For example, Philip Kotler, the founder of the modern school of marketing, gives this: "Marketing is the art and science of choosing the right target market, attracting, retaining and increasing the number of customers by creating the confidence of the buyer that he represents the highest value for the company".

If you do not go into the intricacies of formulations, then we can say that in the broadest sense marketing is the introduction into the market. This introduction does not begin with the purchase of banners and not with the placement of videos, but with answers to questions: where to go, why to go and why.

Perhaps the most important thing is choosing the right direction. By analogy with the epic heroes, the chosen path determines the entire future fate of the company. About half of the success of the project is laid at this stage. It is equally important to realistically assess the volume of the market, its strengths and weaknesses.

Components of Internet Marketing

Internet marketing consists of various parts, each of which helps to solve, in fact, the same tasks (delivering information about a company or product to the consumer and stimulating him to make a purchase of goods and services), but from different angles. The combined use of various methods allows you to get a much larger audience coverage. Let's take a closer look at the main components of Internet marketing.

I.SMM. Social media

Promotion on social Internet sites is a particularly relevant trend in the field of Internet marketing.

Let's list main types of social media:

The use of social networks is most effective for obtaining feedback from product consumers and raising audience awareness about the product, managing the company's reputation and forming the desired image, and stimulating sales. Social networks also contribute to the cultivation of "brand ambassadors". "Brand ambassadors" are people who may not be direct customers, but who consider the company reliable and trustworthy, and inform their circle of contacts about it. These tasks are solved through personal communication with interested users: various consultations, contests, discounts, promotions are held, applications are developed, discussions are organized, etc.

Let's move on to the next component of Internet marketing - contextual advertising. Contextual advertising is shown to the user in the search results in response to his request, which is an absolute advantage of this type of advertising. Context is good because it allows you to quickly get a response from the audience and quickly make changes to the advertising campaign. Blocks with ads are placed both to the right of the search results and above them.

A study of search engines using eye-tracking technology, conducted in , showed that the maximum attention of users is concentrated in the area of ​​​​the first places of issue or the block of special placement of contextual advertising (above the issue in the central part of the screen). To place contextual ads, services offered by the search engines Yandex (Yandex.Direct), Google (Google AdWords), as well as the well-known Begun service are mainly used. You can master them yourself or use the services of specialists.

In addition to contextual advertising, one can distinguish another type of advertising, such as targeted advertising in social networks. Targeted advertising does not go in the context of the user's request, but is issued according to the specified settings of the target audience, for example, gender, age, marital status, region, up to the city, district or street - that is, in the context of individual "characteristics" of the individual.

III. SEO

We move on. Search engine promotion (SEO) is a set of activities aimed at increasing the visibility of a website in search engine results in order to attract more visitors. As a rule, TOP-3 has 100% visibility for the user, but the lower the position of the site, the lower this indicator falls. Obviously, very few users are interested in SERPs outside of the first page.

Of the advantages, the following can be noted: it inspires confidence among users, the relatively low cost of a visitor, SEO gives a long-term effect that applies to all search engines.

SEO also has disadvantages: a long time to reach the TOP, the difficulty of predicting changes in search engine algorithms, low stability of results.

Along with the classic internal and external optimization (bringing the site and its reference environment in line with search engine ranking criteria), more and more attention is paid to behavioral factors.

These factors take into account the entire "history of relationships" of users with the site:

• clickability of the link in the search results,
• returns to the issue after visiting the site,
• bounce rate,
• time on site/page,
• viewing depth,
• following a link from another site,
• transitions through bookmarks,
• transitions from social networks.

Consideration of the components of Internet marketing will continue with an acquaintance with media advertising. Media advertising formats are very diverse. These are banners, and reach media (pop-up, audio banners, pop-ups), and video, and many others. Using this type of online advertising allows you to accurately target a campaign to a specific audience using targeting settings by region, age, days of the week, and other parameters.

Often, the CTR value (the ratio of the number of clicks to the number of impressions) is used to evaluate the success of an advertising campaign, but for display advertising this is a relative concept. A CTR of 0.3-0.5% is an approximate norm for a good banner, although, of course, the indicators vary significantly depending on the specifics of the industry or the purpose of the advertising campaign. For example, banners can be placed to maintain a constant interest in the brand, that is, by and large, they may not be intended directly for a click, but be an image advertisement. The response from image advertising cannot be assessed immediately after the end of the campaign, since most often the effect is calculated on a long-term period. Of the performance indicators of this type of advertising, it is worth noting the following: coverage of the target audience, the cost of this coverage, audience loyalty. For a product advertising campaign, it makes sense to analyze and evaluate the cost of going to the site, the cost of a target visitor, the cost of a targeted action, the cost of a client (average profit per client, ROI).

• a clear appeal to the audience, a clear message,
• brevity, informative (5 - 6 words),
• the site should be a continuation of the banner in style,
• the rule of the last "frame" (frame) - a clear call to action,
• technical requirements: weight no more than 30 kb, the presence of a stub,
• the use of interactive, images of people, humor, intrigue work to attract the user; repel - flashy colors, aggressiveness.

V. PR on the Internet

We move on. PR on the Internet. The goals and objectives of this component of Internet marketing are in many ways similar to SMM: it is both increasing brand awareness and increasing audience loyalty, working to create a favorable company image, promoting a product to the market, and improving its consumer characteristics. That is, in both SMM and PR, work is carried out both on direct sales and on creating ideas about the project among potential customers. By and large, communication with the audience on social networks can be considered part of Internet PR. But apart from this communication, online PR tools also includes:

1) news, press releases (it should be borne in mind that the Internet public has an extremely negative attitude towards automatic mass mailings, so any appeal should be as targeted as possible),

2) articles for industry sites,

3) expert comments,

4) monitoring of mentions of the company, etc.

Collaborations with bloggers are relevant, but the latest trends are such that, most likely, information about the company on the blog will be posted with an explanation of the advertising nature of the message. Custom posts are surely becoming a thing of the past with the increasing education of the online audience.

Website is also a direct part of PR. In order for the company's website to work effectively as a PR tool, it is necessary to responsibly approach its content:

• post information about employees, reports, presentations, links to mention in the media,
• tell us about the history of the company, achievements, news,
• give detailed information about products, recommendations and instructions, post photos,
• integrate into social networks and blogs.

Here we have considered the main components of Internet marketing. In addition to these sources, the Internet marketing process includes audience analysis, and work on site usability (the level of site convenience for the user and potential client), visitor conversion, and, of course, analytics.

Analytics

Bringing visitors to your site using the methods listed above is only half the battle. Without analyzing their behavior on the site, any work to attract visitors turns into firing a cannon at sparrows. There are various web analytics systems. To collect data on the site, a special counter code is set. The most popular are LiveInternet, Google Analytics, "Yandex.Metrika". Key performance indicators of the site, such as: the number of visits, traffic sources, clicks from search phrases - are available in all systems. The differences are in the number of counter settings, the simplicity of the interface. And, of course, each system has its own "chip", like, for example, Yandex's Webvisor technology, which allows you to reproduce the actions of visitors in video format and find out what they are doing on each page.

In general, web analytics allows you to effectively monitor the traffic coming to the site online, evaluate user behavior from various sources, and compare visitors from various types of advertising. With the right settings of Internet statistics systems, you can get fairly accurate data about which sites are most effective for buying ads, which users are more likely to become target visitors, that is, who have completed a certain action on the site. Goals are also set in the analytics system interface.

The purpose of the work site can be:

- visiting a specific page,

– completed registration, purchase,

- subscription,

- adding a comment,

- download,

– filling out the form,

- time on site

- viewing depth.

If we are talking about a website as a component of Internet marketing, then an effective way of analytics in this case is a usability audit. The audit is carried out by a group of researchers who, in a practical way, identify the shortcomings of the site.

In this article, we tried to answer the question: "What is Internet marketing?", what it consists of and how it works. We considered some ways to promote a company on the Internet, outlined the main components of a selling site, and also found out what tools can be used to track both the effectiveness of the resource and the success of ongoing advertising campaigns.

The material was prepared based on the results.