Kompetentnost' 1/122/2015

ISSN 1993-8780

Complex Approach to Marketing Communications in the Internet

Dr. M.V. Danilina, Associate Professor, Risk Analysis and Economic Security Department, Federal State Budgetary Institution on Higher Professional Education, Financial University under the Government of the Russian Federation (FSBI HPE ‘Finuniversitet’), Moscow, Russia, marinadanilina2014@yandex.ru

T.V. Deynekin, Associate Professor, Marketing and Commerce Department, Moscow State University of Economics, Statistics and Informatics (MESI) Moscow, Russia

key words

internet, internet marketing, internet user, advertising, online activity, an integrated approach

Referenсes

Today, the Internet has become one of the main channels of interaction between buyers and sellers of goods and services. We believe that the most effective approach to this interaction is the integrated use of internet marketing tools. As a rule, the forms of our online activities are focused on three main components of efficiency: the creation of awareness, customer acquisition and retention. In our study, we present a model of the complex of marketing communications in the internet, consider the basic tools that are part of an integrated Internet marketing. We have consistently described the important communication components: website, online advertising, online-PR, marketing in social media, search engine optimization, viral and affiliate marketing, sales promotion, customer relationship management marketing.

Having considered all aspects of the problem, we came to the conclusion that the success of e-commerce activity depends on an intelligent combination of internet marketing tools and their conformity with the purposes and objectives of the company.

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