THE DEVELOPMENT OF THE MODERN CONCEPT OF MARKETING ON THE INTERNET

Abstract

Abstract. Modern society is inherent in the broad implementation of information technologies
and computer communications in all areas of human activity. Given these conditions, the
role of Internet technologies, whose implementation in the marketing activities of enterprises al-
lows the latter to adapt to current market conditions and increase company’s competitiveness and
efficiency of operation, significantly escalates. The Internet today helps to conduct business,
meeting information needs and creating effective system of business relationship with customers,
as well as with all elements of the business environment.
The aforementioned statement actualizes the comprehensive study of the conceptual foundations
of Internet marketing and its tools, the role of the Internet in globalization of business, scientific
and practical importance.
Development of information technologies, emergence and rapid growth of e-commerce have
become the basis for the rise of a new trend in modern marketing concept of interaction that is
Internet marketing. As a business, Internet marketing includes a set of interconnected methods
and tools, including a media (banner) advertising, contextual (search) advertising and public relations,
search engine marketing (optimization of websites for search engines or SEO, and search
engines marketing or SEM), promotion in social networks (SMM), website optimization to social
media (SMO), BBS, e-mail advertising, e-CRM-systems, viral marketing, guerilla marketing,
direct marketing, online branding, blog marketing, widget marketing, marketing research
on the Internet (including demand analysis and consumer audience studies, development of algorithms
for the formation and maintenance of high effectiveness of advertising campaigns,
ways of correct positioning of the brand in the market, etc.), product marketing via Internet (online
shopping, shopping Internet systems) etc.
Based on the modern concept of marketing interaction that involves building long term relationships
with clients, resting on an effective system of interaction, in particular by means of
modern communications, Internet marketing can be seen as a new trend of the aforementioned
concept. Seeing this, author defines Internet marketing as the theory and methodology of marketing
organization in a global network, using modern innovative ICT to achieve the objectives
of market activity by the maximum satisfaction of consumers.
As a methodology and practical tool for conducting business, Internet marketing implements
its activities through carrying out specific functions: analytical, managerial, sales organization,
production and communication. Of course, the use of the Internet brings new features and advantages
comparing to marketing based on traditional techniques and classic marketing mix.
First of all, there are new tools for conducting marketing campaigns. There is a combination of
traditional methods of marketing and new information technologies. Typically three main areas
of online marketing are emphasized in the literature. In particular, promotion campaigns, producer’s
market research, organization of trade over the Internet. The advent of Internet marketing
is а key point in the evolution of product promotion.
As a special type of mass communication, the Internet forms an information space as an interactive
environment with a powerful two-way communication. The unique feature of Internet
marketing communication is a feedback between manufacturing companies and customers; it
greatly reduces the financial costs for communication. Internet provides marketer with a unique
means of targeting.
Internet combines interactive communications, hypermedia nature and the possibility of setting
individual interaction. Global network is both a new medium of communication, and the
market with tens of millions of potential customers who have pretty high income.
Emergence and development of the Internet, improvement of information technologies, systems,
and standards of interaction led to the creation of a new trend in modern business, that is
e-business, being the most important component of e-commerce. It allows companies to interact
with vendors in greater depth and respond more quickly to customers’ requests and expectations.
The rapid spread of the Internet as a transmission medium in the economy has become a natural
extension of the new economic realities, where speed, accuracy and ease of information
sharing have become an imperative for the survival of the company. It is an effective tool of research,
trade and business development, and impact on the audience.
Key words: Internet (online) marketing, Internet technology, information and communication
technologies, online marketing tools, e-commerce, promoting the product on the Internet,
hypermedial environment, marketing research on the internet.