Online marketing and e-commerce. MBA "E-Commerce and Internet Marketing"

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Who is this program for

Heads of various management levels, whose area of responsibility includes the implementation of projects in the field of e-commerce and Internet marketing
Business development directors / managers or strategic management/ marketing
Consulting project managers

Issued documents

Diploma certifying the assignment of additional qualification "Master of Business Administration - Master of Business Administration (MBA)".
A diploma of conferring the degree of Master of Business Administration in English, approved by UNESCO, as well as a pan-European supplement to the diploma (Diploma Supplement), which do not require additional translation or certification for presentation in foreign organizations.

Program description

Back in the 80s of the last century, no one suspected that completely the new kind business - enterprises that sell their own or someone else's goods and services via the Internet. New professions have also appeared - promotion manager in social networks, internet marketer and a number of others, primarily related to the specifics of online business interactions. On the other hand, the era of knowledge and universal informatization has led to changes in purchasing behavior.

Moscow Business School, not without reason, believes that the success of our school is also associated with the competent use of Internet marketing opportunities, which is why we bring to your attention MBA program with a specialization in E-Commerce and Internet Marketing, the purpose of which is to develop the managerial competencies of managers of various levels, implementing projects in the field of e-commerce and Internet marketing.

Academic plan:

1. Economics and Law

International economic relations... Interaction tools. Course element " international Business»
Microeconomics and Macroeconomics
International business environment. Element of the course "International Business"
Legal foundations of entrepreneurial activity
Business Security Fundamentals *

2. Skills of the manager's personal effectiveness

Understanding the activities of the manager
Time management
Effective communication skills
Public speaking skills
Psychology business relationship
Image business person
Leadership and charisma
Stress-free control

3. General management

The main categories of management. A situational approach to management. Element of the course “Evolution of management thought. Systems approach to management "
The person in the organization. Motivation function
Communication in organizations
Conflicts and stresses
Work design
Building organizational structures
Development and adoption of management decisions

4. Organizational behavior

An introduction to organizational behavior. Element of the course “Evolution of management thought. Systematic approach to management "
Organizational Behavior Analysis Methodology
Perceptual processes and impression management
Personality and psychological attitudes
Labor motivation: models, techniques and problems
Individual and organizational learning
Group dynamics
Power, influence and leadership in the organization

5. Finances in the organization

Sources of finance. The price of financial resources. Money market
Financial statements of an enterprise
Margin profit. Break even. Operating lever
Assessment of investment decisions. Discounting
Capital structure. Capital price. Financial leverage
Own working capital. Working capital management
Financial planning and forecasting

6. Research methods in business

Research types in management. Qualitative research
Quantitative research. Using statistics and forecasting tools when making decisions
Making rational and creative decisions *
Innovative thinking and creativity in business (master class)

7. General marketing

Marketing fundamentals and modern marketing concept
Search for "your" client. Customer relationship management
Life cycle and product positioning. Product portfolio
Pricing
Place of distribution (Place)
Promotion
Marketing monitoring and forecasting (master class)
Service Marketing *

8. Human resource management

Introduction to Human Resource Management
Staff recruitment
Personnel adaptation
Assessment and certification of personnel. Personnel performance management
Human development and staff training
Reward system: building a compensation system in a modern company
Competence Management (master class)
Training center as a career development tool (master class)
Selection of Applicants: Line Manager Tools (Master Class)
HR strategy. Corporate culture management (master class)

9. Accounting and reporting

Types of accounting in the organization. Introduction to IFRS
Reflection of the facts of economic activity in the accounts of accounting according to Russian standards
Financial statements... Primary documents and contractual activities in accounting
Taxation for the manager
Building a management accounting system
Management accounting and decision making
Budgeting and cost control

10. Strategic management

Introduction to strategic management
Strategic analysis of external and internal environment organization
Strategy creation and formalization
Basic types of strategies
Management of strategy implementation and assessment of its effectiveness
From competition to blue ocean strategy *
Business planning*

11. Strategic Marketing

Introduction to Strategic Marketing
Functional marketing strategies
Variety of approaches to segmentation (master class)
Positioning. To be better means to be different! (Master Class)
Industrial marketing (master class)
Marketing research*
Marketing plan*
Monitoring and evaluating the effectiveness of marketing activities
International Marketing Concept
The brand and its role in increasing the competitiveness of the company (master class)
Event Marketing *

12. Operations management

Introduction to Operations Management
Design of goods and services *
Quality control
Supply chain management
Placement and loading of production and service facilities. Chain control
Operational consulting. Description and reengineering of business processes *
Warehouse logistics (master class)

13. Change management

A variety of approaches to the problem of organizational change
Analyzing an organization's readiness to implement a change
Process approach to change management (by J. Cotter and D. Cohen)
Resistance to change management
Change management and corporate culture... Politics and ideology of change
Coaching as a change management tool (master class)
Interaction with external consultants (master class)

14. Information technology for the manager

Information technology in management: an introduction
Classification information systems
Information systems management

15. Special courses

Internet Marketing and E-Commerce
Customer loyalty management
Virtual team management
Social media promotion
Transport logistics
Procurement management. Optimization of the supply chain.
IT solution assessment tools
Inventory Management
Innovation management
Management of risks
Technologies for selling services via the Internet
Business English language
Project management

Learning Outcome:

You will be able to take a more systematic approach to making management decisions for the development of e-business or traditional business with elements of e-commerce, based on the best management practices
Get acquainted with the current trends in the development of Internet marketing and the dynamics of changing the preferences of Internet consumers
You will be able to optimize the logistics system and key business processes
Master the design and process approaches to management
Learn the specifics of managing virtual and traditional teams
You will be able to adapt the best practices in the field of traditional and international marketing, operational management, etc. for application in your organizations.
You can familiarize yourself with the experience of your fellow students and practitioners in building and managing companies implementing projects in the field of e-commerce and Internet marketing

Introduction

For quite a long time, advertising budgets have been flowing into the online sphere, where it is much easier to track the response and reaction of a potential client than with traditional promotion methods. And if earlier the increase in Internet advertising costs was proportional to the overall increase in the company's marketing costs, then in times of crisis one can observe a redistribution of shares in favor of the most effective ones. This is due to the fact that Internet tools can offer deeper analytical functionality, more fine tuning for a potential client, taking into account his behavioral characteristics.

Highlighting the object in this work, it was decided to focus on marketing activities to promote goods and services on the Internet. It should be noted that the e-commerce segment that defines the scope of the study was not chosen by chance. In terms of reaching user audiences, the dynamism of the sector and the innovations emerging in it, e-commerce is well suited for conducting research. The presence of understandable, measurable indicators of business activity and a well-defined final goal for most players in the market - maximizing profits, allows you to fully reveal the essence of advertising technologies for business. Choosing in favor of e-commerce will allow narrowing the research methodology, but at the same time covering enough information, since the segment implies a wide variety of business models.

The subject of the research is the use of Internet marketing tools when promoting a company on the e-commerce market.

The relevance of the topic is dictated by the steadily growing trend of the transition of more and more business processes to the online sphere, the ubiquitous spread of information technology and the developing culture of Internet consumption in society. This is also facilitated by the manifold increase in the alternatives of using various software developments in order to develop the business and increase the company's sales.

At the same time, the theoretical understanding, systematization and methodology of working with online promotion tools in most publications are insufficiently presented, which complicates their effective practical application. Formation and clarification of the specifics, techniques for implementing and evaluating the effectiveness of tools remain poorly studied.

The scientific novelty and significance of this work is due to the original approach to the systematization of knowledge regarding Internet marketing tools, along with a universal presentation of promotion channels and expert experience in the implementation and effective use of advertising tools.

The purpose of this work is to show and systematize the most popular and popular Internet marketing tools, identify the specifics of each, evaluate their advantages and disadvantages, and identify in a practical way the best methods of working with them as part of strategies for promoting companies in the e-commerce industry.

In the course of work, the following tasks will be performed:

Analyze the phenomenon of Internet business, including its development trends and advantages over traditional forms of doing business

· Reveal the concept of e-commerce. The main business processes, the specifics of business models and functioning in the market to understand the main tasks and goals of promotion for companies

Develop an ideological and functional understanding of internet marketing activities

Show, analyze and classify the main set of online promotion tools, identify their purpose and individual methods of working with them

Study the practical approaches of experts on setting up and initial implementation of a promotion based on the presented tools

Based on the collected information, develop conclusions and recommendations that are effective for practical integration and application by companies from the field of e-commerce

Research methods: study and analysis of secondary information. Conducting surveys and interviews among industry professionals.

Sources of information: educational and methodological literature related to the development of resources on the Internet and building an effective strategy for companies, articles in economic journals, marketing research, articles on the Internet. Practical experience of specialists.

Chapter 1 Internet and E-Commerce

1.1 Development of the Internet

Information technology has had a very strong impact on the formation and development of modern society. The emergence of the Internet is one of the most significant social phenomena - the versatility and applicability of this tool is limited only by the rate of development and penetration of technologies into everyday life. Nevertheless, the very recent innovations brought by the Internet already seem to be commonplace - a tool that provides the ability to perform a wide variety of operations without territorial or time restrictions, a global means of communication, a source of information.

The Internet plays a major role in the ongoing transformations, which are of invaluable importance for the social and economic processes of modern human life. At the moment, quite definitely, we can talk about the Internet as a full-fledged environment with its own complex infrastructure and multiple service processes. This environment has a massive impact on global economic processes: trade, production, exchange and consumer services. In this regard, the approaches of enterprises to business management, the creation of additional value and the building of mechanisms of behavior in the markets are evolving and changing.

The speed and penetration of Internet technologies in recent years, as well as the significant potential opportunities associated with it, have greatly influenced the conduct of business. In turn, this led to the emergence of a phenomenon that is relevant at the moment - the Internet business. One can observe an ever-increasing growth of companies, not only transferring their representative offices and business processes to the Internet, but also projects adapted exclusively for the online space. The goals remained traditional, but the communication format, the channel for delivering trade offers and additional value to the client, avoiding unnecessary links in the chain, opens up very great opportunities and radically changes the already established processes in traditional industries.

Often competitive advantages based on the specifics of online activities influence the emergence of so many companies in this segment. Internet business involves a wide variety of innovative and effective models. Often, the success of certain services is associated with fundamental advantages that are closely associated with running an online business:

Globalization of activities

Massive audience coverage

Flexibility and mobility of structures

Automation and control of processes

Optimization of transactional and operational costs

· Ability to track and target the target audience

The ability to deeply analyze all ongoing operations and business processes

Usually it is companies from innovative industries that make a qualitative leap in service, regardless of the specifics of the activity, innovative models allow cutting off unnecessary links in the economic chain, optimizing activities, and making processes more transparent and predictable. At the same time, the very fact of improving the quality of service and, consequently, the success of the company can be associated with a wide variety of factors that are in demand by the client audience. The ideology behind the Internet business and the final approach to implementation allow these qualitative shifts to be embodied in a more efficient and convenient form for the end customer - more low price, high speed of order fulfillment, convenience and comfort, anonymity or, conversely, closer communication, a high degree of order personalization, the ability to select and compare offers and products in a very short time, and many other advantages.

2 E-commerce

Recently, there has been a significant increase in the role of e-commerce and internet marketing activities in the global economy. The volume of the global e-commerce market in B2C in 2014 was estimated at approximately 1.5 trillion. dollars, which is 20% more than in the previous year. The e-commerce market in Russia experienced significant growth rates of 42% on average per year - in 2014 overall assessment amounted to about 700 billion rubles. In this regard, one can observe high growth rates of Internet advertising, where the volume of the world market is estimated at $ 146 billion, and in Russia - 60 billion rubles. (an increase of 20% compared to 2013), ranking second after television advertising.

In order to form an understanding of the e-commerce phenomenon, it is worth revealing the basic concepts and terms.

There are different views regarding the term "e-commerce", historically this term (from the English electronic commerce, e-commerce) was widely used first in foreign and then in Russian media, but there is still no unambiguous elaborated interpretation of this concept ...

So, in the work of I. G. Golovtsova, the following definition of e-business and e-commerce is given: “ Electronic business- Any Internet-based business activity that transforms internal and external relationships to create new value and exploit market opportunities. E-commerce uses communication technologies to transfer business information and conduct business. " Such definitions do not give a clear idea of which of the concepts is more general.

Some authors, for example, V.S. Glotov in the work "Electronic Commerce", do not define these concepts at all. In D. Amor's work "Electronic business" there are no definitions, and e-commerce is understood in a very narrow sense - as a retail Internet trade.

Foreign and Russian researchers most often reveal the concept of e-commerce through the definitions of electronic data exchange, electronic transfer cash and e-commerce. For example, the authors of the draft Federal Law "On Electronic Commerce in Russian Federation"which was supposed to introduce a number of new concepts into legal circulation, is understood as electronic commerce" the conclusion, using electronic means (but not limited to them) of the following contracts stipulated by the Civil Code of the Russian Federation: purchase and sale, supply, paid services, transportation, loan and a loan, financing against the assignment of a monetary claim, a bank deposit, a bank account, settlements, storage, insurance, instructions, commissions, agency services, trust management of property, commercial concession, simple partnership, as well as the acquisition and implementation of other rights and obligations using electronic means in the field of entrepreneurial activity ".

However, it is worth noting that such a definition does not make a clear distinction between services that accompany the process of buying and selling goods, and all other services that can be distinguished into a separate area of activity.

Some authors use the terms "internet commerce" and "e-commerce" interchangeably. In particular, I. G. Balabanov and D. Kozier in their works do not distinguish between the concepts of "electronic commerce" and "electronic commerce".

In turn, the specialists of the Russian Association for Documentary Telecommunications offer the following definition of the concept of electronic commerce: electronic system payments and e-commerce ".

OA Kobelev in his work also singles out Internet commerce as a special case of e-commerce. In his opinion, e-commerce is a general concept that includes all forms of business transactions carried out by electronically, and using a variety of telecommunication technologies. Business transactions can take place directly between firms, firms and customers, as well as between firms and government agencies.

It is worth noting that most of the authors still consider online commerce as an integral part of e-commerce. Proceeding from the fact that the concept of "trade" is narrower than the concept of "commerce", it is necessary to distinguish between these terms and consider electronic commerce as a special case of electronic commerce.

That being said, it is important to note that e-commerce is not just about selling physical item through a specialized platform, it can also be purchases of other formats, not necessarily material things: information content, music, films. The concept of e-commerce also includes various services, services that involve placing an order via the Internet.

E-commerce is multifunctional and complex in nature, it allows entrepreneurs to conduct full-fledged cycles of business processes. It is obvious that e-commerce is inherent in the factors that lie in traditional forms of service: registration and processing of orders, pre- and after-sales service, customer consultation, demonstration and description of the characteristics of the sold object, logistics support and warranty service.

At the moment, the full-fledged and competitive functioning of an online store, as the main element in e-commerce, is impossible without the existence of a number of infrastructure tools that ensure the solution of important tasks, which include the following:

Payment infrastructure tools that enable online transactions, such as bank gateways, payment systems or electronic money;

· Logistics services that allow you to manage interaction with transport companies, in particular, track the delivery of orders;

Tools for studying consumer behavior, focused on the automated collection and analysis of information about site traffic and the reaction of visitors to various actions, improving the usability of sites, assessing the effectiveness of interaction with stakeholders, as well as organizing and conducting various online surveys, focus groups, panels and other types marketing research; technical infrastructure tools related to the registration of domain names, hosting of Internet resources, ensuring information security, etc.

Below are the advantages of e-commerce over standard business formats, organized in tables.

Table 1. Benefits of e-commerce

Business Benefits	Benefits for the client
Global access to clients without territorial boundaries	Large volume of supply
Possibility of round-the-clock order acceptance	Unlimited access to goods and services by geography and time frames
The ability to quickly scale your business	The ability to quickly compare and analyze goods and services
Lower operating costs compared to offline business	Delivery at a convenient place and time
Relatively low barriers to entry into business	Personalization based on user interests
High adaptability and flexibility of business models	Convenience of interaction with the platform interface
Ample opportunities for accounting, control, analysis of ongoing activities	High customer experience based on warranty and customer support for the purchase
Quick introduction of goods to the market	Lack of personal contact when making a deal
Optimizing the supply and sales chain	Involvement in the study of product information

To the listed advantages, it should be added that e-commerce is a business where there is no strong need to have a physical representation, office, pick-up points. The outsourcing market provides sufficient quality and acceptable cost for the implementation of tasks such as customer support, order processing and issuance, call center services. Thanks to this, a start-up online store avoids paying the priority and most tangible expense item like renting an office, hiring service personnel and other related costs.

It is also worth noting the potential downsides of e-commerce for both the company and the users.

Table 2. Disadvantages of e-commerce

Disadvantages for business	Disadvantages for the client
The complexity of filtering and attracting exclusively targeted traffic to the site - users who are unsure of their intention to buy something can drop to checkout at different stages of the sales funnel.	The client does not have the opportunity to physically inspect the purchased goods and / or personally verify the declared quality of the service provided. It follows from this that the paid product or service may not meet the original expectations.
Complexity of the organization logistics system several times exceeds the risks and costs in organizing outsourcing. At the same time, contractors often do not comply with terms of an agreement such as timely payments and delivery times.	The difficulty of predicting the timing of the receipt of a product or service. Temporary waiting for the receipt of the goods. Risk of mechanical damage to the goods upon delivery. Potential server problems while downloading electronic material.
The anonymity of the user leads to many resulting problems - from unconfirmed payment to a large percentage of non-redemption of already delivered goods to the pick-up point	The client runs the risk of falling into an unscrupulous organization that can take advantage of the lack of personal contact and excessive trust on the part of the user.

The e-commerce market in Russia has been experiencing dynamic growth in recent years. Despite the crisis, such a transaction processing channel has certain advantages for both parties. Over time, the possibility of such a method of ordering is strengthened in the minds of people, the markets become more civilized and standardized, and the processes underlying are transparent and understandable. The emergence and development of online commerce underlies a very interesting phenomenon - the growing desire of customers to self-service their needs. This is especially noticeable in industries where close communication was paramount and later faded into the background. The very specificity of the value delivery channel, which does not imply personal contact and close interaction between the buyer and the seller, influences this trend and the gradual transition to such a model. Organically, this is due to the increasing level of education and awareness of customers about the services provided and the service of specific players in the market.

It is worth noting that this fact is beneficial for the business as well, it allows companies to focus on the areas that determine success. By investing a significant resource in a user-friendly site structure, interface, service processes and other components of the customer experience, the company will subsequently save on customer service and support, which has always been one of the key costs. Automation of the cycle of a commercial transaction, and the flow of interaction with the attracted audience, has a beneficial effect on the general state of the business and cuts off the operational load, which does not allow concentrating on the strategic vision of the company's development.

Understanding the categorization of businesses in the e-commerce industry is essential to formulate promotion strategies using online marketing tools. Since interaction patterns can vary quite a bit, strategies that apply to one type of business may not work for others. This is why it is worth making a short analytical description of company typologies.

As in any other business, an e-commerce company in its positioning must decide on many factors: target audience, monetization model, format of contact with the user, subject of sale, key advantages and other important factors.

Currently, the classification of e-commerce business models is poorly developed. Most of the proposed solutions do not contain uniform, clearly defined classifications for electronic commerce. An analysis of the specifics of companies operating in this area allows us to propose a classification according to the following criteria: target audience, monetization model and service infrastructure.

First of all, let's consider the division by target audience. This factor largely determines the format of the business, service component and marketing. V. Kholmogorov in his work identifies 4 main areas of the company's activity in the Internet environment in relation to target customers:

B2C format (business to consumer).

The most widespread interaction format - in the ordinary sense, this is the most traditional online store. Business in this case has an economic relationship with an individual. Mostly this format implies retail trade or micro-supplies for end users. The e-commerce market in this segment is currently oversaturated, especially with supply abound in industries with massive demand such as household appliances, furniture, mobile phones and electronic goods, clothing, auto parts, cosmetics, accessories.

B2B format (business to business).

In this case, the interaction is dictated by fairly simple principles. The organization works with another organization. Current marketplaces and tendering platforms for contractors can significantly simplify the procurement process and conduct the necessary commercial transactions. This format of work allows us to make the processes more transparent and efficient. This category can include a wide variety of interactions - from placing an order for the supply of goods to performing the described service, outsourcing tasks.

C2C format (consumer - consumer).

This method describes a transaction between two persons who are not entrepreneurs in the actual and legal sense. In this scheme, platforms and marketplaces play the role of a regulator and guarantor of ensuring transparent and fair conditions for interaction, for which they take a commission or earn money by placing advertisements on the site. The advantage of such a system is that there is a massive supply and demand from different sides. This often means more low level prices, the potential availability of a unique product, the possibility of flexible pricing.

There is also a B2G and G2B format (interaction between business and government)

Although these models are not as common as the previous ones, they are useful in specific cases. By interacting with the state, business can more accurately track regulatory control operations, tax collection, timely submit the required documents and pay fines. This greatly facilitates the work, the state can place orders for the implementation of large-scale projects, play tenders, notify about upcoming inspections, etc.

With market saturation and more modest industry development, major players have begun to make strategic decisions in favor of asset consolidation to increase market share, economies of scale, reach audiences and improve customer service. It is becoming increasingly difficult for small players to compete with large companies. For the successful functioning of a small business, it remains either to concentrate on narrow niches, or to enter new unexplored markets and promote innovative services or products.

The second method for categorizing e-commerce companies is the monetization model. This factor mainly depends on the nature of the product, the developed infrastructure and business processes.

Usually the model is formed on the basis of the factors taken into account for the implementation of the strategy. The specifics of the product or service being sold strongly influences, for example, if the product and business processes are digital and the reordering cycle is short enough, then it would be reasonable to introduce payment by subscription, rather than forcing a person to pay with his own hands every time by updating the package.

There are 3 main types of e-commerce monetization:

One-time payment

Periodic payment

Brokerage fees

One-time payment is by far the most widespread and familiar format and is widely represented in all segments.

The concept of recurring payment includes a subscription, the right to use the service or ordering services that require regular payments, rental fees. The most prominent example is SAAS (Software-As-A-Service) services, the so-called leased software or subscription applications.

Brokerage fees are also a fairly popular category. Especially in the field of large marketplaces like Avito or Yandex. Market. They either take a percentage of the deal, or they sell placements from users.

The third important classification factor is the service infrastructure, which takes into account both the functional component and the degree of automation of trade and technological processes. Obviously, the more elaborate the website interface with intuitive navigation and convenient ordering scenarios, the higher the chance that the company will become successful with customers.

The following design types can be distinguished:

Online store - an automated system based on the foundations of e-commerce and implementing service and commercial functions inherent in stores with traditional forms of service

Marketplace (b2c, b2b) an automated system that implements the principles of combining sellers and buyers, in some cases, commercial transactions can take the form of auction trading

Bulletin board (c2c, c2b) - the format of a regularly operating electronic market of goods sold according to standard samples

· Tender platform (g2b, c2b) - an electronic intermediary for concluding commercial transactions, or performing various kinds of work and conducting financial and trade transactions.

· Social commerce (c2c, b2c) - performs the role of an Internet directory with the display of goods or services through social networks, in addition to the direct functions of conducting financial and trade transactions. Usually, applications are processed in batch mode by managers.

· Freelance sites (c2b, c2g) - A platform that brings together customers and contractors to perform various kinds of work. The site contains information about orders, which is regularly updated. Here, two-way communication is possible, the platform acts as a regulator of relations and a guarantor of the reliability and quality of the work performed.

Chapter Conclusions

Internet sales infrastructure, variability of execution, various business models provide great opportunities for marketing. On the other hand, the developing Internet advertising technologies and the accumulating practical experience are taking marketing activity in the online sphere to a higher level. In an increasingly competitive environment, it is important for businesses to develop their own unique positioning and focus on their strengths. The emerging e-commerce markets have influenced the emergence of a trend called internet marketing: a unique range of activities adapted to market research, sales analytics and online business promotion. This phenomenon will be discussed in more detail in the next chapter.

Chapter 2. Internet Marketing and Tools

1 Internet Marketing

This section of the study describes what is known about Internet marketing and what tools translate this activity into practice. The presented analysis of the literature in the work considers a representative selection of articles and books on this topic and does not pretend to be a complete and comprehensive analysis of works devoted to this problem. Despite this, the vast amount of information available on internet marketing has provided a sufficient and stable foundation for further research. The general theoretical field of this work comes from a number of sources, including scientific journals, books, educational literature and electronic resources specializing in the field of Internet marketing.

In the information age, where markets are saturated and competition for consumers directly determines the viability of a company, success depends not only on the capabilities of a business in production and distribution. First of all, this is dictated by the timely implementation of innovations, the flexibility of the company, access to reliable and reliable information and the ability to analyze it, sort it, draw practical conclusions. Marketing activity has always determined the potential for increasing a company's competitive advantages. There is a wide variety of definitions of Internet marketing, this term in the works of researchers also takes the following forms: digital marketing, online marketing, email marketing.

Thus, Eley B., Tilley S. define Internet marketing as "advertising activities on the Internet, including by e-mail." Chaffey D and R. Mayer move away from the purely advertising functions of internet marketing in formulating the definition. In their opinion, online marketing is about achieving marketing goals using digital technologies. In the list of marketing goals of Internet marketing, the authors include: informing about a company, product or service, ensuring sales on online platforms, studying customers, and developing loyalty programs. Vella L., Kester J. believe that "online marketing is the use of the Internet and other forms of electronic communication to communicate with target markets in the most cost-effective ways." At the same time, online marketing allows you to contact both potential consumers and work with existing customers. One of the most capacious definitions of internet marketing was given by the British Direct and Digital Marketing Institute. According to the Internet Marketing Council convention, which he ratified, there is an integrated use of information channels in the virtual space to support a company's marketing activities aimed at generating profit and customer retention, by recognizing the strategic importance of digital technologies and developing an integrated approach to improve the provision of online services in order to achieve the best possible satisfaction. customer needs and raise their awareness of the company, brand, products and services.

The phenomenon of internet marketing has led to a number of major transformations in the marketing strategies of modern business. The rapid growth of the Internet audience all over the world, the intensive formation of new needs, the development of new communication models in social networks and other factors lead to the fact that an organization that does not use modern Internet marketing opportunities is missing out on significant strategic competitive advantages. The main features of Internet marketing include the personalization of relationships between organizations and consumers, targeting communications with target audiences, increasing the rationality of consumer behavior, reducing the length of distribution channels, as well as the globalization of business, blurring space-time boundaries, although it does not exclude the need for its cross-national and cross-cultural localization.

The variety and flexibility of Internet marketing tools provides an organization with ample opportunities for effective interaction with all stakeholder groups, that is, persons who can influence or who are influenced by the achievement of the organization's goals, which include consumers, suppliers, employees, professional associations, society, state, etc.

According to M. Zuev “Internet marketing is a process of building and developing a company's position in the online environment. This includes building a subjective perception of the company's business users, as well as objective and purely technical improvements to the site. "

V. Kholmogorov in his work on Internet marketing describes that the effective use of online promotion tools today can significantly increase the company's competitiveness, its share of influence on the target audience. The rate of development of advertising activity on the Internet indicates that Internet marketing has come to be regarded as an important tool that can significantly affect the state and efficiency of an enterprise.

Internet marketing carries practical tasks similar to traditional marketing: it is conducting product and market research, analyzing competitors' strategies, organizing various promotional events, developing sales mechanisms, brand management and PR, communicating with customers, developing a sales proposal for the target audience ...

The overall benefits of these practices are of paramount importance to the health and success of a business.

Development requires a flexible strategy and constant adaptation to external conditions - this is a sign of a strong organization. In order to effectively predict the level of sales, to plan for the future, the company must understand its target audience. Internet marketing allows you to solve a whole range of business goals:

Determination of the client's portrait

Analysis and forecasting of the level of demand

· Attraction of new clients

Retention of old customers

· sales promotion

Motivation to perform targeted actions

Development of partnerships and loyalty programs

Collecting feedback and communicating with the audience

Analysis of the effectiveness of the activities

For many years, the question of the relationship between the spheres of traditional marketing and Internet marketing has been one of the most discussed in the professional environment of Internet marketers. At the initial stages of the formation of the Internet, many enthusiasts believed that in the near future virtual space can almost completely replace the reality that work, shopping, entertainment and communication will occur exclusively via the Internet. A direct consequence of these judgments is the hypothesis that the Internet may become the only advertising channel, and Internet marketing is the inevitable future of general marketing. After the first 10 years of the development of the Internet, it became clear that this scenario is unlikely in the foreseeable future. The main task of the Internet is not to replace the real world, but only to supplement it, to simplify the communication process. Likewise, internet marketing does not replace, but only complements traditional marketing. Traditional marketing deals with demand analysis, competitor analysis, analysis of opportunities and the formation of a task for production, testing a product with potential consumers, promoting products, etc.

Internet marketing, in turn, largely helps to promote products on the Web, analyze the demand and supply of competitors, and in some cases test the product, but has little to do with production planning.

Figure 1. Challenges of Internet Marketing and Traditional Marketing

In this regard, it is possible to highlight the fundamental advantages of Internet marketing over traditional ones:

Greater audience coverage with wide targeting options

Flexible methods of creating and adjusting advertising campaigns

The presence of a large number of alternatives along the promotion channels

The ability to comprehensively track and analyze the results

The ability to evaluate and calculate the effectiveness of promotion in real time

Despite similar ideological factors, the key difference lies in the channel through which the marketing message is delivered, the technological elaboration of the Internet allows for a much deeper analysis of the ongoing processes, collect statistical data, and fine-tune and target advertising campaigns. Traditional marketing includes promotion channels that do not even remotely have such a developed technical potential. Statistics on television, radio, traditional media will be rather an average, predictable value, which does not allow making real conclusions about the effectiveness of a particular campaign. Here, a higher speed of communication is realized during promotion, and a more accurate targeting of the message to the target audience.

Figure 2: Communication with a customer in internet marketing

Herbig and Hale (1997) at the dawn of the mass accessible Internet determined that it could play a somewhat passive marketing role where the company attracts customers by implementing interesting and modern design solutions in the layouts of its sites. Others have emphasized stronger online one-to-one interactions in marketing (Peppers and Rogers, 1993), where communication plays a more personalized role than one-to-many mass marketing as in work (Hoffman and Novak , 1997).

Figure 3. Communication with customers in Internet marketing

Many of the scientists in their works noted that Internet marketing is only a part of traditional marketing, a niche segment. Someone, on the contrary, expressed the idea that, due to the noticeable differences in the functional nature, Internet marketing is an absolutely autonomous direction, a business should develop separate strategies for online behavior. Some of the theorists took an intermediate position, arguing that the most effective strategies are based on complex activity and synchronized promotion activities.

For example, an article by Wymbs (2011) suggested the idea that a socially oriented world would be collected and systematized around the main points of consumer contact (social networks, search engines, mobile devices, e-commerce, applications and mail) and communication channels from companies implemented using various tools (online advertising, market research, mail, web design, channel integration, search engine optimization, content development and e-commerce development), where Internet marketing will act as a bridge connecting the two points.

You should also consider foreign studies that analyze the behavioral characteristics of the audience of potential customers, which are directly targeted by the Internet marketing activity of a business. For example, in the work of the scientist Kukar-Kinney (2009), it was found that the Internet is a very comfortable environment for the impulsive consumer, since such users can experience positive feelings from the shopping process without being constantly monitored by someone. In a voluminous study by Brashear (2009), studying consumers from 6 developing and developed countries, found a high degree of similarity in online shopping habits, including a predisposition to direct advertising impact, assessment of the convenience of shopping on the Internet by consumers, who, in their turn, are mostly active users of Internet services. In addition, studies have shown that the behavioral scenarios of Internet users, taking into account factors - age, gender, education, income - are no longer very different from offline consumption (Jayawardhena, 2007). At the same time, it is quite possible to single out the most interested and profitable users for the business, taking into account their perceptions, behavior and beliefs.

Considering these ideas, it is worth saying that Internet marketing, despite the fact that it has a similar axiomatics, due to the fact that the channel for delivering value and communication with the audience is different, will undoubtedly differ in the practical implementation of ideas. Internet promotion methods have unique characteristics, which are worth mentioning below:

· Tools and mechanisms for reading and tracking allow you to receive the most relevant and accurate information about the interests of a particular client and his preferences. This gives an impetus to a service based on personalization and maximum satisfaction of demand.

· The multimedia environment of the Internet and modern technologies, which underlie the advanced UX / UI (User Experience / User Interface) on the site, make it possible to most interactively and fully present information about the subject under study. Thus, it engages the user in the purchase process and increases the conversion.

· Modern promotion methods take into account not only statistical, but also behavioral factors, so the advertiser can clearly segment his target audience and choose the most suitable channels for delivering a marketing message.

· The current analytics platforms provide very deep and advanced analytics functionality. This helps to form a clear and effective positioning based on the received data.

Internet businesses bring new features to the marketing process. The key role in the relationship has shifted to consumers - modern technologies allow you to attract a client in a matter of seconds, but at the same time, users have the opportunity to quickly analyze offers and have a wide range of alternative options.

2 Development of a promotion strategy

Due to the fact that goals and resources for each company can be different, strategies in internet marketing will also differ. The variability of promotion channels and methods of using tools allows you to solve a variety of marketing tasks of a business on the Internet. Online business promotion strategies can imply a variety of goals, while it is important to say that this can be an improvement in measurable indicators: sales, an increase in product turnover, an increase in the number of site visits and the implementation of targeted actions (subscription, registration, revocation, confirmed order). And purely high-quality: the promotion of the company in the context of brand management and the formation of positive image and customer awareness of the company's activities. At the same time, the ROI on marketing for the campaigns must be respected and taken into account.

Noting an important feature of online promotion, it is worth saying that the Internet as a promotion tool differs from traditional advertising media its organization of the process of attracting customers. The main feature of the promotion is its two-level structure. The first level is associated with the choice of a promotion channel, its setting. The second - with the site where traffic is attracted, this can be the main site of the company, mobile app... Often, people, depending on the configured campaigns, attract users to landing pages with relevant content, the so-called landing pages(landing page). Of course, in order for the marketing activity to be productive, both stages require careful study.

The site is a very significant element in the sales funnel, its structure directly determines the user's ability to conveniently place an order. Therefore, there should be easy navigation, no visual congestion, minimal amount clicks before placing an order, a minimum of factors distracting attention from the main user scenario. By providing for these things, the conversion will be consistently high, and the load on the support service will be less. In addition, it is obvious that there is an order form, feedback and contacts, which should contain a minimum of fields to fill out. All information on the resource should be aimed at the consumer and meet his interests, there is no need to overload the visitor with unnecessary information.

When developing a strategy for promoting on the Internet, it is important to take into account 2 fundamental and interdependent factors:

Company resources. When developing a promotion strategy in a complex of Internet marketing activities, it is necessary to take into account the available resources and business opportunities in the field of investment and subsequent support for campaigns. The organization should use its financial, labor and time resources rationally and carry out promotional activities to the best of its ability.

The purpose of the company. The stage of goal-setting and all related indicators that would identify the achievement of the goal are also important. It is important to provide measurable metrics in order to most clearly develop further activities and calculate effectiveness.

Having decided on the goals and resources, the company can begin to develop a promotion strategy (marketing message - delivery channel - target audience). To begin with, you need to identify the target audience, which will mainly be covered by the range of marketing actions. Data on the quantitative, socio-demographic, gender composition, the level of ability to pay, the prevalence of certain needs allow us to proceed to the next stage - the choice of the promotion channel. Mass audience needs massive exposure through posting advertisements and articles on sites with high traffic, working with narrowly segmented audiences involves placing advertising and information materials on industry sites, delivering information through mailing, contextual advertising, SMM.

3 Promotion tools and channels

For consideration in the work, advertising tools and promotion channels were selected, which have evolved in connection with developing technical innovations and increasing business demands. The selection took place on the basis of mass character, prevalence, accessibility to the layman and deep functionality for practical application... Of course, the list is not exhaustive, but the main list of all the tools used at the moment is present in the work.

PPC (Pay-per-click).

One of the most popular and massive tools for online promotion is the PPC (pay per click) advertising model. The best examples of such an interaction scheme are contextual advertising (Yandex.Direct, Google Adwords, Mail Target), targeted advertising in social networks and banner advertising on content sites.

Initially, at the beginning of the development of the Internet, advertisers paid money in proportion to the number of impressions on the sites that posted their banners and flash messages. Gradually, marketers came to understand that this type of promotion is ineffective, since this method was subject to a large number of markups and falsifications, which greatly affected the allocated advertising budget. In addition, users developed "banner blindness" - they did not pay attention to the areas of the page reserved for advertising and immediately focused on the main content.

As a result, this approach evolved into a pay-per-click model, since the action itself (clicking on the ad) on the part of the user already shows some kind of interest in the advertised product or service. An additional advantage of this model was the fact that this action can be more accurately tracked, in contrast to the pay-per-view model.

As a result, the volume of the contextual advertising market in Russia in 2014 amounted to about 64 billion rubles, according to the analysts of J "son & Partners Consulting. According to J" son & Partners Consulting, display advertising decreased its growth rates, and its individual segments, such as banner ads show negative dynamics. Overall market size display advertising in 2014 it was at the level of 17 billion rubles.

a model is an advertising message that is shown to the user and is relevant to the content on the website page (in the case of banner advertising) or to a search query entered by the user (in the case of contextual advertising). By clicking on an ad, the user is redirected to a specific page on the advertiser's website - this is a click. Money is automatically debited from the advertiser's account for each click on the ad. Cost per click varies depending on many factors: advertising strategies of competitors, the general level of competition within the industry, the frequency of the request from the user, the degree of audience coverage, display time, seasonality of demand, placement, placement area (in the case of banners).

For example, while reading a website dedicated to innovations and electronic novelties, a user may notice a banner ad advertising mobile phone or, by entering a query into the search bar, you can see advertising text messages corresponding to this query in the top and side blocks of the search results.

Thus, contextual advertising shows advertising messages to interested users or an audience that falls under certain characteristics of the company's potential customers. Ads are targeted for fairly clear user attributes, which in turn significantly increases ad click-through rates and overall campaign conversion rates.

Advantages and disadvantages

The PPC model has a number of distinct advantages:

· Relevance - modern display algorithms allow you to organically fit the meaning of the advertising message into the context of the page or information background, in response to a specific interest from the user.

· Unobtrusiveness - messages are adapted to the general style of the site or search results, user feeds in social media. networks.

· Convenient analytics and customization flexibility - due to the availability of control systems on the market, you can conveniently control and adjust advertising campaigns.

But there are also disadvantages:

· "Clicking" of the advertising budget - in fact, the same promotion, only now it occurs at the expense of unscrupulous competitors. Systems are trying to develop technical solutions that prevent this behavior, but progress has been mixed.

· Quite expensive attraction of traffic - high competition is clearly manifested in “pay-per-click” advertising, since ad placement mechanisms are often based on the principle of bids, the cost of a click in highly competitive industries can be unreasonably high. In most cases, high-frequency queries that are popular with users are no longer relevant for placement, since the cost of attracting a client is not paid off even by several purchases by this same client.

· Limited message capacity - ads are carefully moderated for compliance with the formats. For example, the number of possible characters in contextual advertising is strictly limited - only 140 characters. In the case of banner advertising, they look at the correspondence of the style to the design of the resource, etc.

Timofey Bokarev in his article notes similar points in services that provide services for placing ads. These include Yandex. Direct, Google Adwords and Begun:

The ability to compose and predict a potential estimate of the cost of ad impressions, based on the keywords used

A gradual decrease in the average cost of a click based on correct settings, good statistics and regular advertising budgets

Management of the place of rotation of ads, including blocks in search engines and ad networks

Convenient reporting and analytics systems promotional activities that allow you to get the latest data on the success of a particular campaign

Social targeting has absolutely identical mechanisms for creating advertising companies, except for the search results and advertising networks, ads are rotated directly on the platform in various public pages and groups that the user can see in his news feed if he subscribes to them or specially designated ad units ...

Regarding display banner advertising- the most popular advertising networks in Russia are Yandex Advertising and Portal Network, Google Display Network, Soloway, Kavanga and Tergetix. Each of the networks allows you to display ads on several thousand sites. Since 2012, it has been widely discussed new technology placement of display advertisements using the RTB protocol (Real Time Bidding), which involves holding auctions in real time for each individual impression to a specific user, that is, in display advertising, the focus is now shifting from the selection of advertising platforms to the selection of individual consumer segments, to which it is necessary to convey the advertising message. RTB advertising systems collect a large amount of data about each Internet user based on the individual digital trail left by him on the visited sites, in social networks and applications, payment systems and special data providers. However, at the moment, the development of RTB advertising is constrained by a relatively high threshold of entry (budgets from 100 thousand rubles) and the lack of data on Internet users in Russia, which is why ad networks have to limit themselves exclusively to their own information, which ultimately reduces accuracy of ad targeting.

Features and specifics.

PPC is a relevant and fairly convenient advertising format, therefore it is widely used by almost all subjects: from online stores, whose site is a sales tool to companies that use their site as a catalog of products sold or services provided. Accordingly, these two main groups have different goals, the first group is to increase sales together with the return on advertising investments, the second - to increase brand awareness. Contextual advertising is primarily designed to attract traffic of target buyers to the advertiser's website in the short term. The goals can be different: promoting goods and services, stimulating sales, bringing a new product to the market.

Despite the fact that some theorists considered contextual advertising as a way to partially increase company awareness, at the moment there are objectively much more effective tools for solving this problem, for example, SMM or content marketing.

The specificity of PPC is that it is an effective tool for quickly attracting potential customers to your site. The source of the relevant traffic. But due to recent trends, where the cost per click has become very high, it is worth considering the overall return on investment in this tool. The main task in planning effective advertising campaign is the miscalculation of near-conversion queries adjacent to the semantics of the site. Keywords in companies must not only match the most relevant search queries of users, but also have an end-to-end calculated conversion in order for the company to effectively manage bids.

Search Engine Optimization (SEO).

With the development of search engines like Yandex and Google, the search results also changed. Initially, traffic was distributed extremely unevenly, people first went to large portal sites that provided a wide variety of services and, due to a large number of visits, could place ads, but as a result, advertisers realized that they were interested in targeted traffic that would convert well into useful ones. for business action.

Mass audience made it impossible to effectively interact with advertising platforms. On the other hand, the search engines themselves were interested in creating the maximum convenience for users, so that the most relevant and useful information was found on their requests, so they constantly improved their search engines, changed the general ranking factors that the webmaster should observe in order to sites were at the very top of the search results.

This greatly influenced the further development of search algorithms and system delivery mechanisms. Gradually, companies realized that the better the site is adapted to the requirements of a particular search network, the higher it will be in the search - accordingly, people will find the site and make transitions. Thus, the term SEO came into being, which means search engine optimization.

Search engine optimization does not lose its relevance to this day, moreover, such activities are considered necessary if the company wants to function normally. The importance of optimization is due to the fact that the very mechanics of searching for information for Internet users have already become established and become familiar. People prefer to find alternatives themselves rather than react to advertising offers. To summarize, according to the statistics of traffic channels to the site, organic search traffic consistently ranks first. This situation is normal and should be considered positive, since this is an indicator that the site is in demand, it is well adapted to the requirements of search engines and is useful to users.

Along with this, competent search engine optimization is a relatively inexpensive channel for attracting customers, taking into account the calculation of conversion and spent resources compared to other acquisition channels. The resources expended in this case are primarily the time and labor of optimizers in the state. Some companies order such events from third-party contractors, but in most cases the costs are not justified and effective, since companies do not know the intricacies of business in the industry and other information that is very important when optimizing a website.

Table 3 Dependence of clicks on the site's position in the search results

The mechanism of work.

Search engine optimization of a site allows you to bring a resource to the top of the results for certain queries. At the same time, there is no universal strategy that would allow guaranteed to bring the site to the first positions, since there are too many variable factors in the algorithms of search engines. Despite this, following the general recommendations from search engines and taking into account the positive practical experience in the industry, you can draw conclusions about what actions need to be taken to make the site visible and accessible to a potential client.

Table 4. Algorithm for generating search results

Previously, to take into account the ranking of positions in the search results, the general citation index of the site was determined, the link mass of the resource, which took into account incoming and outgoing links to the site, but as the algorithms and search robots indexing the site developed, such methods were left behind, since many optimizers and webmasters abused this knowledge and took the site to the first positions at the expense of purchased gray links, artificially influencing the index. But after a while, the approaches to optimization changed and promotion by key queries, content promotion and pure behavioral characteristics of users on the site came to the fore. Search engines began to take into account and analyze very deeply the scenarios of user behavior on the sites.

Major search engines like Yandex and Google take into account hundreds of different characteristics in their engines, many of which are unknown. Optimization is primarily associated with following the recommendations of search networks and generally accepted methods. It is known that the algorithms take into account the degree of convenience for the user, how useful the posted content is to him, whether the information on the site is original and well-developed. Metrics such as viewing depth (the number of pages visited by a user on one site during a session), time spent on the site, conversion rates, heatmap analysis, and others are also taken into account.

Advantages and disadvantages.

Search engine, organic traffic is quite effective in terms of conversion, since people are already showing interest in a product or service. At the same time, when counting on one attracted client, this promotion channel turns out to be inexpensive, due to the massiveness of incoming traffic from search engines. In this case, the costs for this method are not direct and are calculated based on the man-hours spent on optimizing the site structure, filling it with content and performing similar tasks to increase the site's ranking and get it into the top of the search results.

Like any method, SEO has its positive and negative factors.

Advantages:

There is no need to constantly monitor the progress of campaigns as in other tools and other routine operations

Shareware channel of attraction (own efforts)

Possibility of wide promotion and mass audience coverage

People who switch from search results for targeted queries already indirectly show interest in a product or service

Relatively high traffic conversion

Analytics of transitions using modern programs

Flaws:

Potential conversions of people who accidentally entered the site

Unpredictability of ranking algorithms

Labor-intensive activity

Lack of targeted message capability

Irrelevant pages may be included in the SERP

Lack of flexibility and speed of setup

Delayed long-term effect

Customization and implementation methods.

There are two main stages of search engine promotion: internal search engine optimization and external. Internal SEO activities include work on adaptation and improvement of the site. This includes its structure, linking, content, written meta tags and key queries that fit organically into the text on the site, which, in turn, must be unique. Search engines very carefully analyze the originality of the content, register the sites where it appeared and if the company stole well-written text, meta-tags, punishes it with exclusion from the search for a long time. At the same time, work to restore positions can take a very long time.

External optimization means the verification of unique content, registration of the site in various directories, the accumulation of link mass using links on third-party sites and forums, the exchange of traffic with partners. All this is done with the aim of increasing the authority and usefulness of the site "in the eyes" of search engines.

The effect of optimization does not appear immediately, the timing of the appearance of the first results can vary, but on average from 5 months. This happens after the search robots have fully indexed the site, and it gains a link mass and user confidence. It is important to understand that SEO is long term, but efficient investment... At the same time, search activity is not one-time work, but a constant activity to improve the site. After carrying out the main optimization measures, in the future, it will be necessary to support the online store, and only if the improvements are carried out regularly, you can find yourself and gain a foothold in the first positions in the search results on competitive topics.

Features and specifics.

SEO has always been seen as a long term investment in internet business success. Relatively recently, interest in methods of search engine promotion began to fade due to the emergence of new interesting tools, but at the time of market saturation and increased competition for customers, businesses began to pay more attention to search engine optimization, since despite the fact that this is a rather complex and multifaceted activity - it pays off if you do the right thing. At the same time, search engine optimization can be recommended for any type of business, regardless of the direction of activity and size - it is the most versatile and massive channel for getting leads to the site.

Social Media Marketing (SMM).

Marketing in social networks has recently been absent as a type of activity, but due to the rapid development of social networks, their massive coverage and the involvement of a diverse audience, business could not ignore such a powerful resource for promoting its services. Gradually, companies began to establish official representations in social networks and conduct a dialogue, inform customers, and unobtrusively advertise their services.

A notable segment of internet marketing scholars have devoted their attention to social networking and media work. This is quite obvious, since such revolutionary leaps are fundamentally changing the well-established processes of exchange of information and values within the framework of the “consumer-company” link. Not only are the tools constantly evolving and evolving, but the ideas around these tools are also. Online marketing is in a state of constant self-renewal, where social media is spawning radically new ways of interacting. (Elliott, 2013; Hansen, Shneiderman, & Smith, 2011).

In the works of some scientists, the idea is discussed that by 2017-18, social networks will, as expected, occupy the first priority position for conducting marketing activities for business. (Hood & Day, 2014).

Initially, since the mechanisms of advertising relations in social networks were not developed, the business perceived such platforms as tools with the ability to publish and deliver information of a non-commercial type to the target audience with certain characteristics in order to familiarize and raise awareness about the company. Later, all this gave impetus to the development of tools for organizing, managing and developing communities interested in specific products of companies.

Over time, social media has transformed and become much more complex. The developed infrastructure prepared by social networks for maintaining official representations of companies and information pages for acquainting people with its products has greatly influenced the emergence of close communication within such platforms between consumers and businesses. Consumers got a chance to learn more deeply information about the company, conduct a dialogue, give feedback, and the business received an excellent tool for disseminating information, forming a positive image, loyalty and trust among the target audience.

Based on these changes, there has been a fundamental marketing shift towards communication, where there is a need to regularly maintain relationships with each client and timely respond to news events regarding a company or business, collect feedback, develop methods for processing customer opinions, effectively solve emerging problems in the field of customer support and after-sales service.

The mechanism of work.

Consumers in commercial markets have traditionally remained on the sidelines, but the Internet has changed the situation, and this is most noticeable in the example of social networks, where a company promoting its services is obliged to maintain two-way constant contact with its audience. Accordingly, SMM should not be perceived as a side activity, since it is important to conduct a lively and creative policy in the social space for effective operation and obtaining results - this will certainly attract many people to a group or community. On the other hand, posting materials that have no feedback from the audience or rude communication, lack of response to complaints will contribute to the appearance of a negative background around the company and scare off potential customers.

Along with the already listed Internet marketing activities in connection with the specifics of the promotion channel, in social networks, you can focus on the following tasks:

Viral distribution of informational or purely marketing content

Increased customer retention

Improving relationships with consumers, increasing trust

Brand awareness

· Encouraging consumers to test products and provide feedback.

Social marketing fits perfectly into the concept of promotion through socially useful undertakings of the company, solutions to socially significant problems. This practice also helps to engage consumers in product testing or viral promotion through strong communication and commercial incentives.

It should be added that the goals and indicators should be organically integrated into the overall user experience in the community, take into account the interest of the participants and keep the quality bar so that the user mass increases.

Advantages and disadvantages.

Social platforms have a number of specific advantages and disadvantages.

Advantages:

Potentially viral content distribution

Massive audience coverage

Social approval and trusting relationship with the audience

Opportunity to know and understand your audience more precisely

The ability to collect feedback, adjust your strategy for the promotion or development of the company as a whole

Flaws:

Constant involvement in the process of control and monitoring of activities within the community

· The need for regular content generation and useful information

· High requirements for the quality of the provided content in long term

There should be a timely response to news feeds, participant comments and community discussions

· Hard to predict the effect of the activity.

Customization and implementation methods.

The very ideology of social communities implies the segmentation of the audience of participants according to certain criteria. This can be related to a product, general interest, gender, age, behavior, hobbies, ideas, and much more. The most important thing is that the community by involving participants brings users a certain value and benefit due to its original and high-quality content. The time has come for diversification, according to which information sources are forced to specialize in finding their target audience. Communication has become interactive, companies and their target audiences are in constant multi-way communication.

One of the main principles of social marketing is understanding under what pretext and unifying principle to gather an audience into your community. Taking into account the above-described levels of communities, it is necessary to develop the most justified and effective strategy for conducting SMM. It all depends on specific cases, but practice shows that people are more inclined to join groups that are not exclusively devoted to news about a company or business, since this is mostly uninteresting information for most people. For example, if a company sells farm products, a strategy for creating a public about healthy eating would probably be more effective than a page dedicated to the brand and the company itself.

Impact on the target audience:

Mood and tone of reviews and comments

The number of subscribers, participants in the group

Internal activity of subscribers

The frequency of likes and reposts of community posts

High-quality level of discussion and discussion

Involvement of the company in the communication process

Social media analysis tools allow you to reveal the overall level of engagement in content consumption by community subscribers, the number of shares and likes of a particular campaign.

Specificity and features.

Social networks and platforms that unite mass audiences of users involved in the constant process of communication, consumption and exchange of information, of course, provide very wide opportunities for promotion and contact with their target audience... The constantly developing technological functionality of social networks allows you to more and more deeply debug the process of attracting customers and conducting business processes within one platform. For example, Vkontakte recently introduced "product showcases" as a module for groups and made it possible to translate the processes of concluding a deal in the format of social commerce. The flexibility of customizing internal tools, the massiveness of the audience and the versatility of methods for conducting their public activities gives companies the potential not only for promotion, but for longer-term measures - for the formation of sustainable relationships with their customers.

Social marketing, in view of its affordability and relative ease of administration, can be useful for companies of all sizes in the field of e-commerce. If for large companies the audience will be drawn into the group organically due to the large-scale campaigns and the relative popularity of the company, then for start-up companies they will have to try to attract users through creative moves, events and the generation of unique content.

The American company Compete Inc conducted a study in which it found out four main motives for users to visit social networks:

· About 78% of users want to communicate and develop relationships with people around them.

· About 47% of visitors are looking for entertainment content - music, videos, photos.

· About 38% of users are looking for information on topics of interest to them.

· Approximately 23% of participants want to express their views or opinions and thus influence the opinions of other people.

Therefore, a successful company policy on social networks should be appropriately incorporated into the process of content consumption by users, meet modern trends and be predominantly entertaining in nature. In this regard, it is quite difficult to promote complex, niche services designed for the B2B format in the social space.

Affiliate Marketing.

One of the relatively new and gaining popularity tools is affiliate marketing or affiliate programs.

Online stores, wanting more predictable results in promoting their services, resorted to attracting partners in the face of webmasters. Since advertisers paid for impressions for a long time, they realized that this system is subject to many falsifications and it is quite difficult to track the real effect.

When the CPA (pay-per-action) model appeared, advertisers were finally confident in the reliability and effectiveness of such an advertising relationship system.

Now the payment was made only after the specific actions of the users that were beneficial for the advertiser. The action could include: registration, left feedback, application, call, order.

To expand their influence on the market, companies turn to the services of webmasters, people who specialize in attracting and working with traffic. Accordingly, if a webmaster brings target users to the advertiser's website, this is technically recorded, and the webmaster receives pre-agreed payments - a percentage of the order or a fixed amount.

The mechanism of work.

The advertiser creates an affiliate program that anyone can join. Most often, partners are webmasters who want to make money on their knowledge, and owners of web resources who want to increase income from their assets. Affiliates receive a special link that they can place in advertising channels approved by the advertiser. When someone clicks on this link, the system clearly links this visitor to the partner who brought him. If a visitor makes a targeted action on the site (most often it is purchases or sending contact information), the partner receives a pre-agreed reward.

This model implies a variety of actions. Companies can pay for sales, installations, bids - it all depends on the business model and the current stage of the company's development.

From the point of view of organizations, it seems logical to pay only for actions directly related to sales, but since webmasters are interested in a quick return on their work and turnover of funds, this is not the most effective strategy. Usually, the easier it is for the user to perform the agreed action, the greater the demand for such offers from advertisers from the webmasters.

Despite the fact that a percentage of the sale is the most reliable option for an advertiser, it is difficult to invite competent webmasters for such offers. At the same time, as it was already written above, the Internet marketing process is two-level, so the webmaster, bringing high-quality traffic, still takes on the conversion risks that rest on the quality of the online store's service.

On the other hand, there is a different interaction model in affiliate marketing - pay-per-application. The action is higher in the sales funnel, statistically this figure is more voluminous than the orders themselves, but in this case the publisher will have more room for falsification by creating fictitious orders using various scripts. At the moment, the best option that satisfies both parties is to pay for the order confirmed through the call center.

Advantages and disadvantages

Such a promotion channel as affiliate marketing, in turn, has some advantages and disadvantages.

Advantages:

Achieving a specific result when promoting

The ability to use a ready-made technical infrastructure for promotion from partners

Massive audience coverage with segmentation

Clearer and more understandable forecasting of costs and ROI

Analytics and tracking of partners' activities

Control of partner promotion channels, the possibility of selection and moderation

Flaws:

The economy of return on investment of affiliate programs usually implies the completion of a repeated deal by the attracted client or several, depending on the business

There must be a permanent resource for operational control and communication with webmasters

The risk of falling for unscrupulous partners who wind up indicators or, by deception, force customers to make deals, which subsequently negatively affects the reputation of the business

Potential negative customer reaction to promotion methods from partners, if there is no clear way to track traffic sources (for example, spam mailings)

Complex infrastructure for technical support affiliate programs, therefore, the business predominantly uses networks of affiliate programs, rather than its own developments - accordingly, an additional service commission is charged.

Customization and implementation methods.

One of the fairly common elements in the chain of advertising relations in the CPA market is network aggregators of offers, since, as expected, advertisers often cannot independently invite webmasters and develop technical support for affiliate programs, where all work with agents would take place and the actions performed were correctly tracked.

	Block name
1	Business planning and e-commerce business strategy development	Market analysis in Russia and abroad. Review of existing business models on the market in B2B, B2C, C2C segments. Organizational structure of e-commerce business, key functional areas and their features: Assortment, IT, Operations, Logistics, Marketing. Basics of business planning: components of a business plan, a system of basic KPIs in e-commerce, Unit Economics as the basis for performance management.
2	Commercial strategy	Development of a comprehensive product offer. Assortment matrix. Demand analysis. Competitive analysis. Pricing system. Balanced assortment theory, commercial diversification methods. Added value generation system.
3	E-commerce business technology infrastructure	The main and auxiliary IT systems of e-commerce business are front-end and back-end. Types, types, varieties of CMS, CRM, WMS, SAAS in e-commerce. Usability concept. Conversion funnel concept. Analytical tools: basic approaches to web analytics and methods of its construction.
4	Operations management: "production", warehouse logistics, delivery, payments, customer service	The concept of the operational-logistic process and its components. Production is the role of content and product description systems. Warehouse logistics - basic principles. Delivery organization methods. Online payment methods and their features. Principles of customer service organization and quality management. Analysis of operating costs.
5	E-Commerce Marketing Management: Front-End Block	Marketing Complex: The concept of an e-commerce marketing system - the main constituent elements and their features. General principles development of a marketing strategy for key blocks. Front-end: website, traffic management, management of customer acquisition channels. Front-end marketing communications system. Attraction budget and main KPIs.
6	E-Commerce Marketing Management: Back-End Block	RFM segmentation and management customer bases data in e-commerce. LTV concept. Profitability management through customer segment management. Loyalty management and customer retention methods. KPIs system. Back-end budget.
7	Emailing Marketing	Emailing as a key ecommerce marketing tool. Emailing planning. Basic rules for building an Emailing communications system. Types, types and features of different types of Emailing. Analysis of efficiency.
8	E-Commerce Financial Performance Management	Building a business model. The financial analysis. KPIs system and approaches to performance analysis. Analysis and management of financial risks. The concept of a break-even point. Conclusion of the project to self-sufficiency. Principles and approaches to budgeting. Assessment of the investment attractiveness of the project.

Online marketing and e-commerce. MBA "E-Commerce and Internet Marketing"

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