Methodological problems and possibilities of Internet marketing development
Journal Title: Маркетинг і цифрові технології - Year 2017, Vol 1, Issue 1
Abstract
The aim of the article is to identify and constructively solve methodological problems that impede the development of Internet marketing in Ukraine and reduce the efficiency of domestic enterprises. The results of the analysis. The article deals with actual theoretical, methodological and practical problems of Internet marketing development. The role of system methodology in the organization of interdisciplinary research in marketing is substantiated. The sales funnel which lost most of its methodological value at the end of the twentieth century gained its` popularity again with the development of Internet marketing, technology and processing resources of large data sets. It is determined that the volume and level of information accessibility, which corresponds to the actual requests of Internet users, both by sources of income and by the data formats, creates the preconditions for rapid transformation of options and a fundamental review of the choice elements by potential consumers of brand proposals, as well as changes in behavioral models, organization of interaction of market participants. It is impractical to narrow the entire variety of options for the deployment of cognitive, emotional and behavioral reactions of consumers to purely rational chains with the domination of cognitive processes. The Internet opens wide opportunities for quick access and assignment of someone else's experience, which only amplifies the distribution of algorithms of the predominantly emotional perception of the world, the adoption of decisions by a person when they "meet by clothes, see off by mind " The inadmissibility of surface theorizing, the concentration on the statements and the accumulation of descriptions of multidimensionality and multiple causality of the phenomena of the modern world, the search for regular productive hypotheses is indicated instead of a properly organized verification of the truth of the latter and with a clear reference to solving socially significant problems, ensuring efficiency and progress.The attention is focused on the increase of various models of funnels and observation within the boundaries of one model, the intersection of several different objects and entities, nature of processes and measurements of their characteristics of subsystems. Methodologically obvious errors of conceptual models-metaphors in understanding the causal relationships remain unnoticed and duplicated for scientists. The models of market interaction reflect two aspects of potential business efficiency. Firstly, it is the characteristics and results of consumer behavior, and secondly, the peculiarities and level of organization of key processes in the enterprise. The proper use of the system approach, which requires the corresponding position of the researcher concerning interdisciplinarity, "substantive purity" of achievements, should become a fundamental principle for marketing science in all its substantive spheres in the process of modeling and forecasting of the parameters of the real economy. At the same time, the methodological principles of scientific knowledge, the corresponding philosophical type of thinking, will ensure the interrelation of all its directions, the integral logic of common progress in finding the truth, ways of solving the actual problems of development of society, its separate subsystems. Conclusions and direction for further research. The results of the study testify to the presence of all necessary prerequisites for the transition in methodical marketing complexes to the use of modern models based on a systematic approach. The development of new approaches, structures and business models in the economy exacerbates the problems of marketing effectiveness, methodologically and strategically significant contradictions, in particular, in the deployment of productive activities on the Internet. The modern methodology of science creates all the necessary prerequisites for the full integration of existing and new knowledge in marketing, the effective implementation of interdisciplinary projects. In further research it is necessary to study the scientific principles of the formation and promotion of a holistic understanding of the realities and prospects of Internet marketing.
Authors and Affiliations
Olexander Shafalyuk
Keywords
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- EP ID EP246655
- DOI 10.15276/mdt.1.1.2017.7
- Views 174
- Downloads 0
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