The degree of trust in various types of advertising

According to research by PlanetFeedback, most users rely more on traditional means of advertising than on Web advertising (see Table 19.1).

Table 19.1. Attitude of users to traditional and Web-advertising
Type of advertisement	Percentage of respondents expressing confidence	Percentage of people annoyed by this type of advertising
Personalized verbal advertising	61	9
Printable advertisement	47	5
Tv	42	thirteen
E- mail -rassylka subscription	39	thirteen
Web banners	8	53
Spamming	3	77
Pop-up	2	83

The role of public opinion in the network community

Public opinion has a great influence on potential users, as shown in Fig. 19.2. Users who are satisfied with the service are a source of positive opinion, and those who are dissatisfied with the service are negative.

 

 

 

Fig. 19.2. Network Community Opinion Formation Scheme

 

The network provides feedback tools such as Web chats, Usenet groups, email distribution lists, etc. - they turn public opinion into a powerful and even dangerous weapon. A simple network conference to discuss the shortcomings of any service or product can result in a large anti-advertising campaign.  

A website can become a point of concentration of negative public opinion. A customer satisfaction rating of 99% with a total number of consumers of 1 million means that 10 thousand people disapprove of the company. Obviously, if you collect all these opinions on one site, then this site will be a powerful anti-advertising platform. The ability to manage the public opinion of the network community is another of the tasks of Internet marketing.   

 

 

 

 

Lecture 25: Internet Marketing and E-Commerce

 

Keywords: software, product, databases, operations, global network, Internet, convergence, software, advertising, access, location, mail, Web, interactivity, navigation, question, request, reaction, content, queue, departments, organization structure, computer, e-commerce, direct, information, search, analogy, website, CD-ROM, online, range, business processes, concept, html form, settlement account, deposit, IP phone, hosting, one-time password, associate, CPC, percentage, PER, payment, Click

 

What is Internet Marketing?

Internet marketing and personalization of business. Electronic distribution

Online store and its advantages

How the online store works. Types of payment and delivery in the online store

Commerce through mediation

 

What is Internet Marketing?

Marketing directly depends on the level of development of communications. With the development of new means of communication, business tools are changing, the field of activity of marketers and the profile of their work are changing.

In the 40s, television made it possible to show potential consumers " product ", which led to the development of a new marketing system and brand management concept.

Appearing in the 60s and rapidly developing computerized databases led to the emergence of another form of marketing - database marketing. The new form of information storage allowed us to compare a huge amount of data, track sales figures and operations to promote products. Databases began to be used to determine the places of residence of potential consumers, their demographic parameters, etc.

In the 80s, marketing became very popular, using the new publishing features of the computer and the capabilities of computer databases. New technologies have allowed working with specialized consumer groups. A marketers having computerized databases, began to realize how important it is to take into account the wishes of the individual consumer. But only personal marketing enabled Global network.

Less than ten years ago, the use of the Internet for commercial purposes was considered unreasonable. Until the end of the 80s, the scope of the Internet was limited to military and research tasks. However, when in the early 90s the number of Web users exceeded 100 million, commercial companies realized that The Internet is not only a unique communication technology, but also a platform for interacting with a huge audience.

Communication technologies have always been a key factor for marketing activities, but never before have companies had the opportunity to inform potential consumers about their products so quickly and deliver information to such a wide audience so quickly.

Commercialization of the Network took place amid the digital process convergence - the merger of three industries: information technology (hardware and software and computer services), communication technologies (telephone, cable, satellite and wireless communications) and content (entertainment, publishing and information services). Digital process The convergence of technology has led to the unification of the respective markets and the merger of a number of companies (Fig. 20.1).

 

 

Fig. 20.1. Digital industry convergence

 

As a result of these processes, a unique environment has arisen that allows companies to use the digital capabilities of the Network to communicate with consumers. Advertising on the internet has pressed many traditional forms of advertising. For example, offline exhibitions became less relevant when virtual exhibitions appeared, in which access to the latest advertising information was provided around the clock, year-round, and most importantly - for free. In terms of business The Internet has come to be seen as a technology that allows individual users to receive digital access through the Web access to necessary goods and services. A new term has appeared - Internet marketing. In fact, this is the same database marketing, only A huge audience of consumers gets access to these databases and they are updated in real time.

In other words, Internet marketing made it possible to track individual offers, the reaction of buyers to them and purchases made, i.e. made it possible to observe how an individual consumer responds to each marketing action. For example, it allows you to quickly find out how price changes in The online store affects the decisions made by a potential buyer regarding the products offered. Thus, Internet marketing is marketing with powerful feedback. Moreover, Internet marketing, based on the technologies of the Global Network, provides new opportunities for creating brands, market research, developing pricing and sales strategies.

Special place in the system Internet marketing takes electronic mail is old but by -prezhnemu popular way Internet communications.

Let's consider use in more detail Web technologies in Internet marketing.

Main tool to communicate with Internet audience has become Web sites. In their development, they went through three stages:

• information sites, or sites of brochure type (first level);

• database-based sites (second level);

• sites of personalized services or interactive communication (third level).

This is not to say that first-level sites are now a thing of the past. For a number of applications, their service is enough. Information sites can host text, pictures, sounds and videos. However the interactivity of such sites is minimal. The only feedback is navigation on the site. Today, even home users have learned to create such resources - any document can be converted into HTML-format and placed on the Web.

Despite its simplicity, Level 1 Web sites have proven to be a very effective tool for providing product information. The fact is that most potential customers have approximately the same questions, and even without resorting to an interactive dialogue, but simply using the standard FAQ ¹ , you can answer most of them, which will reduce the number of phone calls in Customer Support.

The second level sites have the opportunity to receive information on request, which is issued in the form of dynamically formed Web pages. For example, when a search engine arrives request, it forms a page that did not exist before. At this stage interactivity consists of a series of interactions of the type "question - reaction. "

Third-level sites are sites that adapt to a specific user. Such sites can take into account customer information and generate content, necessary to him.

Personalized sites organize their user profiles in such a way that the most popular materials are presented in the most convenient way. For example, registered users of the support site can receive answers to their requests faster, since the registration system knows about the computer equipment that each of them uses, and can give a more accurate answer. Moreover, the registration system can be self-learning and analyze all the requests of a particular user. Different consumer groups can receive data with a different set of properties. Companies have always collected information about potential consumers and their preferences. However only The Internet allowed users to transmit information about their preferences to producers of goods and services themselves.

Web -sites of the third level will use the information obtained from the client, to improve the service of the customer. Interactive dialogue allowed companies to provide each consumer with exactly those products and services that he needs.

Thus, Internet marketing has identified a trend toward a shift from brand management to consumer management.

Online marketing is focused on the study of changes in consumer behavior when working in interactive mode and the optimal organization of the mode in which it would be easy for the consumer to find the necessary material.