Світова практика застосування інструментарію інтернет-маркетингу на ринках В2В

Abstract

У статті досліджено базові інструменти інтернет-маркетингу, які є найбільш ефективними під час просування продукції промисловими підприємствами. Проаналізовано важливість використання інструментарію інтернет-маркетингу в сучасних умовах розвитку економіки. Визначено основні переваги та недоліки використання інструментів інтернет-маркетингу. Проведено порівняння між американським та українським ринками В2В. Виявлено, що ринок В2В України має певні особливості, а для того, щоби безпосередньо контактувати з потенційними партнерами, потрібно використовувати рекламний сайт, який буде достатньо оптимізований та доступний у пошуку для більшості споживачів. Пояснені питання сучасних інноваційних можливостей застосування віртуальних комунікацій під час використання інструментарію інтернет-маркетингу.

The article discusses the main Internet marketing tools that are most effective in promoting the products of industrial enterprises. The importance of using Internet marketing tools in modern economic development has been studied. The main advantages and disadvantages of various Internet marketing tools are analyzed. The question of modern innovative possibilities of using communications in Internet marketing tools has been substantiated. The comparison of the American and Ukrainian B2B markets is carried out. It has been established that the Ukrainian B2B market has its own specifics, and for direct contact with potential partners, it is necessary to use a website that will be optimized and searchable for most consumers. A feature of internet business is that most companies come to this marketing order to meet the needs of each customer by providing customized services or products offered individually. That is, at this level of individual marketing spending. Modern marketing is far from the classical concepts formulated in the middle of the 20th century by the recognized authority in this field, F. Kotler, who continues to work effectively today and doubts that most of his previous recommendations do not work in the information economy. The advent of the Internet and its dynamic development led to constant changes in mass advertising and communication. Online marketing communications combine interaction and the ability to personalize a message. The article analyzes the possibilities of the concept of enterprise marketing management in the electronic environment. The author proposes to consider the features of doing e-business in a virtual economy. Management and marketing activities, actively uses the tools of the virtual environment to develop and implement marketing strategies in the corporate web development environment. This will shape their activities around customers, retain existing and new customers. The article also reveals the main issues of modern innovative possibilities of using virtual communications when using Internet marketing tools. It is analyzed that Internet marketing tools allow you to minimize sales costs, expand the sales market for goods by reaching a new audience, and apply modern advertising methods. With the help of Internet marketing, it is possible to analyze the demand for a product in order to be able to meet market requirements and the ability to quickly respond to market changes.