Abstract

The aim of the article. The aim of this study is to analyze the use of modern Internet technologies as the tool of marketing communication on the example of B2B and B2C areas of companies. The main objectives are: to explore modern tools and technology of Internet communications; to identify their kinds; to analyze the main features of the Internet communications complex (tools and technologies), using selected companies; to conduct a performance evaluation of the use of Internet communications. The results of the analysis. The Internet marketing communications complex is a specific action plan aimed at achieving the goals of the company through its implementation on the Internet. Internet marketing complex includes traditional communication tools: advertising, sales promotion, public relations, direct marketing, personal selling, sponsorship and modern facilities due to the specifics of the Internet resource (own corporate site, content sites, portals, banners, virtual communities, social networks, forums, message boards, search engines, etc.) that are implemented using Internet technology (social media marketing, viral marketing, product placement, lead generation, search engine optimization, targeting, etc.). EFSOL Company’s Internet communications complex has a branded SEO-optimized website, base of dedicated analytical materials, contextual advertising, banner advertising, base of thematic Internet resources (portals, forums, electronic bulletin boards, etc.) that helps to accommodate analytical and advertising subject content and personal communication. BASK Company uses the following Internet technologies: functional SEO-optimized site, contextual advertising and sponsorship, social work in social media marketing and personal communication. Conversion was calculated as the ratio of sales to the number of orders as a percentage. The average conversion was 26%. It means that the advertising company targeted on the wrong audience or has not attractive enough material on the site. Net income for the month of EFSOL Company is 2 040 000 monetary units. Total revenue for the month of BASK Company is 3 404 935 monetary units. As a result of evaluating the effectiveness of the advertising budget use it can be concluded that in the field of B2C acquisition cost per customer is much smaller than in B2B. Thus, the rational use of Internet communication marketing complex enables companies to operate successfully and to occupy leading positions in various fields. Conclusions and directions of the future reseaches. Analysis of the efficiency of Internet communications tools usage was conducted by using the Yandex Metrika, Google Analytics and internal social networking services that are used for network and pages analysis. According to the results of the analysis the BASK Company has more income than EFSOL Company. It is because of the acquisition cost per customer in the EFSOL Company more than 10 times larger. Results of research can be the basis of the formation of an expanded classification of tools, forms, appliances and technologies of marketing Internet communications, the method of their selection and evaluation of efficiency as traditional scientific and methodological approaches do not take into account the characteristics of the Internet as a media resource.

Keywords: internet technologies, marketing internet communications, marketing communications, internet advertising, contextual advertising, website, media advertising, social media marketing, B2B, B2C

JEL Classification: M30, M31, M37, M39.

Cite as: Melnyk Yu. & Korinсhenko, D. (2015). Analysis of practical use of modern internet technology as a mean of marketing communications in the field of B2B and B2C. Marketing and Management of Innovations, 4, 76-86. https://doi.org/10.21272/mmi.2015.4-08

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

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