Internet marketing
Internet marketing is an organization of marketing in the Internet environment. Internet marketing methods include:
design and development of Internet sites,
contextual advertising
banner advertising
search engine marketing
e-mail marketing,
Web 2.0 strategies.
Internet marketing provides unique opportunities by providing communication with target audiences, as well as the ability to communicate with an international audience.
Let’s turn to the history. So until 1990, the use of the Internet for business was prohibited by the rules of the National Science Foundation of the United States, but later large companies acquired access to it.
After the transfer of Internet control to private hands in 1992, the circle of customers and Internet service providers expanded significantly, and the network connected a huge number of people and computers around the world. In the same year, the first online store of Charles Stack, which sold books [O. A. Kozhushko, I. Churkin, A. Ageev and others. Internet marketing and digital strategies. Principles of effective use. – Novosibirsk: RIC NSU, 2015. – S. 44].
In 1994, Amazon was opened, which in July 1995 launched its own online store. In October 1994, First Virtual began to offer its own services for paying for goods on the Internet and became the main electronic payment system.
After a couple of years in 1996, MasterCard and Visa announced the formation of an open single standard for protecting payments on the Internet using plastic cards, which was referred to as SET. A little later, the first search engines [Sevostyanov Ivan Olegovich. Search engine optimization. A practical guide to website promotion on the Internet. – St. Petersburg: “Peter”, 2010. – 240 p.].
Currently, Internet marketing is something more than the sale of information products, now there is a trade in informative space.
Firms like Google, Yahoo, and MSN have taken the internet advertising market to a new level and segmented by offering local advertising services to small and medium businesses.
In 2012, according to the results of the RAEC study, the advertising market gave the following characteristics:
contextual advertising – 37.55 billion rubles.,
display advertising – 19.2 billion rubles,
video advertising – 1.74 billion rubles.
[ABOUT. A. Kozhushko, I. Churkin, A. Ageev and others. Internet marketing and digital strategies. Principles of effective use. – Novosibirsk: RIC NSU, 2015. – S. 44].
In this case, the search marketing market occupied 10.24 billion rubles, and the social marketing market SMM – 4.67 billion dollars.
According to information for 2017, the size of the contextual advertising market should increase by 28%, media by 16%, video ads by 72%. Search engine marketing is 19% and public marketing is 32%.
In the Russian Federation, the number of Internet users is more than 40 million people, 36% of the population of the state.
According to the spread of the network, the Internet of the Russian Federation lags behind civilized states (in Australia, 77% of the population use the Internet, in England – 71%, in Germany – 70%). In the Stavropol Territory, the degree of penetration of the Internet is slightly lower than in other regions of the country [Sevostyanov Ivan Olegovich. Search engine optimization. A practical guide to website promotion on the Internet. – St. Petersburg: “Peter”, 2010. – 240 p.].
Internet marketing is designed to solve the following fundamental tasks:
to develop a local entrepreneurial culture, to form a local identity,
to create an innovative and creative environment attractive to the local youth audience,
attract investors and business to the district,
attract new workers
create a favorable impression of the products manufactured in the district, as well as promote the marketing of products.
The main elements of the Internet marketing complex include:
A product – what you sell using the Internet network should contain decent quality. It competes not only with other websites, but also with classic shopping centers.
Price – it is generally accepted that the cost in the Internet is lower than in a regular shopping center due to cost savings. Monitor prices and compare them with competitors regularly.
Promotion – a set of measures according to the promotion of both the website and the product as a whole on the network. It contains a large supply of tools [O. A. Kozhushko, I. Churkin, A. Ageev and others. Internet marketing and digital strategies. Principles of effective use. – Novosibirsk: RIC NSU, 2015. – S. 44].
Point of sale is a point of sale, i.e. a website. A large role is played by both graphic design and the usability of the website, and the quality of processing applications from the website [Sevostyanov Ivan Olegovich. Search engine optimization. A practical guide to website promotion on the Internet. – St. Petersburg: “Peter”, 2010. – 240 p.].
In addition, you need to pay attention to download speed, work with payment systems, delivery conditions, work with customers before, during and after the sale.
