Abstract

The aim of the article. The aim of the article is an analysis and systematization of modern communication Internet marketing tools, development of recommendations for their management to promote products in a virtual environment and maintaining the highest level of communication with their economic partners and contact groups. The results of the analysis. The systematic analysis and systematization of the known Internet marketing tools were made. Authors divide them into 8 categories of the use functionality: Search Engine Marketing, Internet advertising, Social Relationship Marketing, Viral Marketing, Video Marketing, E-mail Marketing, Innovative Marketing and Analytical Marketing. The recommendations for this tools use by various size companies were proposed and the most popular Internet-instruments for products promotion were noted. By the results of analysis, the communication instruments of Internet-marketing are divided into 4 groups, which are closely interrelated. Their complex use leads to synergistic effect that appears at profit growth, consumer interest and creating of company’s positive image. Today the forgotten method of communication – E-mail Marketing, interactive infographics, communications in the form of stories, Marketing in social networks and Analytical Marketing have acquired unexpected development. These instruments satisfy needs of companies (the possibility of solid presentation, active communication link and its precise measurements) and consumers (interesting content, supported by visual image and information on request). Conclusions and directions for future research. The results can be used as methodological assistance in choosing rational sets of Internet marketing instruments that would take into account the specificity of a production company (seller) and its products, market, target audience. The future research must be directed to detection of inexpensive but effective Internet-communication tools, detection of essence of the innovative technologies use and their advantages for companies-producers (sellers), and active outsight for companies-leaders for the purpose of adapti successful experience.  

Keywords: Internet-marketing, social connections, promotion of production, Internet technologies, advertisement

JEL Classification: F19, F29, L86, M31, M39.

Cite as: Illiashenko S. & Ivanova, T. (2015). Internet promotion tools and techniques: analytical review. Marketing and Management of Innovations, 3, 20-32. https://doi.org/10.21272/mmi.2015.3-02

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Baikov, V.D. (2000). Internet – poshuk informatsii ta prosuvannia [Information search and sites promotion in Internet]. SPb: BVKh- Sankt-Peterburh [in Russian].
2. Vertaim, K. (2010). Tsyfrovyi marketynh. Yak zbilshyty prodazhi za dopomohoiu sotsialnykh merezh, blohiv, viki-resursiv, mobilnykh telefoniv ta inshykh suchasnykh tekhnolohii (Digi Marketing) [Digital marketing. How to increase sales through social networks, blogs, wikis, resources, mobile phones and other modern technologies]. Alpina Pablisher, Yurait [in Russian].
3. Lytovchenko, I.L., & Pylypchuk, V.P. (2008). Internet-marketynh [Internet-marketing]. Tsentr uchbovoi literatury [in Ukrainian].
4. Illiashenko, S.M. (2011). Suchasni tendentsii zastosuvannia Internet-tekhnolohii u marketynhu [Modern trends in the use of marketing Internet technologies]. Marketynh i menedzhment innovatsii – Marketing and Management of Innovations, 4 (2), 64-74. Retrieved from http://nbuv.gov.ua/j-pdf/Mimi_2011_4(2) [in Ukrainian].
5. Illiashenko, N.S. (2012). SEO-optymizatsiia yak suchasnyi instrument internet-marketynhu [SEO-optimization as a modern tool of Internet Marketing]. Marketynh i menedzhment innovatsii – Marketing and Management of Innovations, 3, 63-74 [in Ukrainian].
6. Mozhova, V.H. (2013). Instrumenty Internet-marketynhu ta yikh perevahy dlia suchasnykh ukrainskykh pidpryiemstv [Internet marketing tools and their benefits for modern Ukrainian companies]. Efektyvna ekonomika – Effective economy, 10, 79-86 [in Ukrainian]
7. Shypulina, Yu.S. (2014). Zastosuvannia marketynhovykh Internet-tekhnolohii dlia formuvannia imidzhu orhanizatsii [The using of Internet marketing technology to create the image of the organization]. Lviv: Vydavnytstvo Lvivskoi politekhniky [in Ukrainian].
8. Bahiiev, H.L., & Tarasevych, V.M. (2010). Marketynh [Marketing]. SPb.: Piter [in Russian].
9. Internet-marketynh [Internet-marketing]. (n.d.). e-biblio.ru. Retrieved from http://e-biblio.ru/book/bib/07_marketing/Internet_marketing/up.html [in Russian].
10. How to Start Your Own Business on the Internet: 8 Steps [Own on-line business]. (n.d.). ru.wikihow.com. Retrieved from http://www.wikihow.com/Start-Your-Own-Business-on-the-Internet [in English].
11. Instrumenty Internet-marketynhu [Internet-marketing instruments]. (n.d.). constructorus.ru. Retrieved from http://constructorus.ru/uspex/strategiya-i-instrumenty-Internet-marketinga.html [in Russian].
12. Evolving The Social Media Marketing Ecosystem. (n.d.). davefleet.com. Retrieved from http://davefleet.com/2010/03/evolving-social-media-marketing-ecosystem/ [in English].
13. Linkbildinh ta yoho osoblyvosti [Linkbilding and its peculiarities]. (n.d.). www.seowizard.ru. Retrieved from http://www.seowizard.ru/faq/wiki/article/linkbilding-i-ego-osobennosti/ [in Russian].
14. Tyzerna reklama [Teaserads]. (n.d.). www.marketing.spb.ru. Retrieved from http://www.marketing.spb.ru/lib-comm/advert/teaser.htm [in Ukrainian].
15. SERM (n.d.). aweb.ua. Retrieved from https://aweb.ua/services/search-engine-reputation-management [in Russian].
16. Kulkhantynh [Coolhunting]. (n.d.). www.lillainternationalgroup.it. Retrieved from http://www.lillainternationalgroup.it/ru/проэкты/кулхатинг [in Russian].
17. Nestandartni rishennia [The nonstandard solutions]. (n.d.). www.smo-pro.ru. Retrieved from http://www.smo-pro.ru/solutions/ [in Russian].
18. Brendovani veb-serialy [The branded web series]. (n.d.). kestler-wolf.ru. Retrieved from http://kestler-wolf.ru/blog/brand-web-serials-2015/ [in Russian].
19. Khmarni tekhnolohii v Internet-marketynhu [Cloud technology in marketing]. (n.d.). topknowledge.ru. Retrieved from http://topknowledge.ru/market/4079-oblachnye-tekhnologii-v-internet-marketinge.html [in Russian].
20. Neirointerfeis Mind Wear Mobile [Neurointerface Mind  Wear Mobile]. (n.d.). n-future.org. Retrieved from http://n-future.org/neurotechnology/neurogadgets/item/88-нейроинтерфейс-mindwear-mibile.html [in Russian].