Development of company Internet promotion strategy and tools for its implementation
https://doi.org/10.37493/2307-907X.2023.2.9
Abstract
At the present stage of the development of the global economy, companies compete in constantly changing conditions, which actualizes the problems of their development strategy both in the domestic and foreign markets. Internet promotion acts as an effective tool that allows companies to successfully achieve their goals in the face of global competition. Currently, information technologies are a factor of new methods of the company's development into the global market space via the Internet. Internet promotion allows reducing costs and accelerating the implementation of improvements. It also contributes to improving the quality of services while meeting customer needs to a greater extent. To develop an Internet promotion strategy for a company, it is necessary to analyze the current situation, determine the goals and tools necessary for the implementation of the promotion strategy. The article analyzes the dynamics of the number of Internet users in the world. A system of development of a company promotion strategy in the Internet is considered. The description of the most relevant tools for its implementation is presented: landing pages, SMM, contextual advertising, SEO, web analytics, targeting and retargeting.
About the Authors
A. E. Zhuravel
North-Caucasus Federal University
Russian Federation
Russian Federation
Alexander E. Zhuravel - student, Department of Design, School of Creative Industries, North-Caucasus Federal University.
V. F. Zhuravel
North-Caucasus Federal University
Russian Federation
Russian Federation
Vitaly F. Zhuravel - Doctor of Economics, Professor, Department of Management, Institute of Economics and Management, North-Caucasus Federal University.
V. Yu. Makarieva
North-Caucasus Federal University
Russian Federation
Russian Federation
Victoria Yu. Makarieva - Candidate of Economics, Associate Professor, Department of Economic Security and Audit, Institute of Economics and Management, North-Caucasus Federal University.
M. I. Bessolitsyna
North-Caucasus Federal University
Russian Federation
Russian Federation
Marina I. Bessolitsyna - Master of the NCFU Department of Management.
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Review
For citations:
Zhuravel A.E., Zhuravel V.F., Makarieva V.Yu., Bessolitsyna M.I. Development of company Internet promotion strategy and tools for its implementation. Newsletter of North-Caucasus Federal University. 2023;(2):79-84. (In Russ.) https://doi.org/10.37493/2307-907X.2023.2.9
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