Marketing relations in online advertising
Journal Title: Economic Consultant - Year 2021, Vol 36, Issue 4
Abstract
Introduction. The relevance of the research is due to the fact that the model of communication between customers and suppliers within the online space has long influenced all marketing stages in the introduction of goods and services, starting with customer awareness, attitudes towards customers, soliciting potential customers to testing new products, sales, and customer retention. The purpose of the research is to identify features of the Internet as a space of marketing relationships and formulate the principles of interaction with users. Materials and methods. The reviewed sources included contemporary periodicals: Journal of Targeting Measurement and Analysis for Marketing, Electronic Markets, Marketing, etc. The study of Internet resources was based on the authors’ own data received by analysing the portals WebCanape, WebsiteSetup, Statista, etc. Results. There are nearly half a billion new users on social media; trillions of dollars have been spent in online stores, according to the annual Global Digital 2021 report. As of October 2021, the most popular social networks in the world by the number of active users (in millions) are Facebook (2,894), YouTube (2,291), WhatsApp (2,000), Instagram (1,393), Facebook Messenger (1,300), Weixin/WeChat (1,251), TikTok (1,000), etc. The Internet as a new business environment differs from traditional economic sectors by a higher level of heterogeneity. From the standpoint of marketing, the Internet makes it possible to simultaneously bring a message to a large number of users (mass communication is ensured), on the other hand, to customise the offer for specific consumers according to their needs. Conclusion. Contemporary marketing follows the consumer, i.e. uses the online environment as a point of contact with the consumer to promote and distribute products. Relationship marketing theories are based on the need for companies to invest in relationships between themselves and consumers. Relationship marketing focuses on taking relationships between the company and the consumer from a state of engagement to that of loyalty. Each customer has a personality and his/her relationship with a particular brand becomes the dominant factor influencing his/her decision regarding purchase or service.
Authors and Affiliations
Radygina, E. G.
Keywords
Related Articles
- EP ID EP698190
- DOI 10.46224/ecoc.2021.4.4
- Views 109
- Downloads 0
State and directions of development of the industrial sector of the Sakhalin Region of the Russian Federation
Introduction. This study is relevant in connection with the search for new points of development of the Sakhalin Region in new sectors of the economy that are not related to the mineral wealth exports model of the econom...
Impact of Benazir Income Support Program (BISP) on consumption, health and education
Introduction. Benazir Income Support Program (BISP) is one of such efforts promulgated by the Government of Pakistan (GoP) in July 2008, as a premier national safety net initiative aimed at eradicating extreme and chroni...
Relationship between emotional intelligence and self-actualization in managers of a trading company
Introduction. The relevance of studying the emotions of employees in organizations is due to the economic and psychological crisis, as a result of which many managers are trying to cope with their stress at work and, in...
An economic study on maize production in some selected areas of Swat District
Introduction. Maize production in Pakistan is reduced over the last decades. Many problems are creating in Tehsil Matta in maize production. Which are technical, marketing, and social problems. The technical problem incl...
Marketing relations in online advertising
Introduction. The relevance of the research is due to the fact that the model of communication between customers and suppliers within the online space has long influenced all marketing stages in the introduction of goods...