ORCID: 0000-0002-5213-1649 (Olena Kalinichenko)
ORCID: 0000-0003-2137-3706 (Iryna Poita)
In modern conditions with uncertainty, risks and limitations, optimization at functioning of companies and the possibility of their survival in the market environment, at maintaining the existing level of competitiveness and increasing it are the main tasks of modern business, the solution of which depends on the adaptation of enterprises to modern management, the level of their profitability, the quality of the produced product (goods or services) and, as a result, future economic growth.
Electronic marketing was formed on the basis of modern marketing. E-marketing involves actions aimed at the promotion of goods and services on the Internet, so that it leads to actions in another level of economic relations. Participants of the Internet network are in relatively equal starting conditions. The main goal of Internet marketing is to encourage website visitors to purchase a product or service, thereby increasing profits and bringing the company to a new level of competitiveness [4, с. 98].
Elements of e-marketing primarily include:
• Obtaining the contact data of the user and maintaining databases, as well as information about their behavior on the network;
• adaptation of the offer to the requirements of the user as much as possible;
• adaptation of methods and frequency of interactions with the consumer: when and at which amount of information and how to inform the client so that the information will have the maximum chance to be selected, remembered and used.
However, the specificity of electronic marketing is weakly related to marketing tasks such as: creation of new goods and services, distribution, logistics and pricing. E-marketing can suggest which problems are required to be solved, but is unable to specify how to solve those issues [1, с. 118].
The e-marketing strategy should be aimed at establishing personal contacts with consumers. It is known that there are the following main functions of the Internet:
1. Communications - with the help of IT and the Internet, you can connect consumers and suppliers (sellers), giving them the opportunity to negotiate and conclude agreements.
2. Spread of information. Opportunity to use the Internet as a carrier of information and search environment.
3. Ensuring the conclusion of agreements (sales) - signing the contract and payment. it can all be carried out in the Internet environment. However, not all available products are equally sold. But at least 10% of online user activity is shopping, so this function is important. Therefore, the growth potential of this particular use of the Internet in business is very high.
4. Assistance in daily routines - IT and Internet in particular, make it easier for a person to perform many routine functions, including processes related to purchases, search, comparison and selection of products or services [3].
Communicative possibilities of electronic marketing are broad and important for marketing policy. Internet provides easy access to relevant and updated information. In addition, there is effectiveness (there is feedback from the consumer). The interaction between the seller and the buyer (when the consumer asks a question and accordingly expects an answer) is quite relevant. If a lead is lost, finding a new buyer and encouraging communication will request more time and funds. Therefore, communication should be quick and targeted. Without the Internet and electronic marketing elements achieving this is almost impossible.
The Internet and the use of electronic marketing gives the opportunity to all interested parties to find and compare prices much easier than before. This leads to greater transparency of markets, and to increase the competitiveness of enterprises. However, it is thanks to transparency that suppliers have a better chance to know the needs of their consumers. Openness is a new opportunity, not a threat.
In electronic marketing , the power belongs to the consumer. It is the consumer who must express his desire to respond to the seller's offer.
The Internet is an opportunity to get any information in a matter of seconds. This fact is very important for competitiveness of products and services, it cannot be ignored when developing a business promotion strategy. Internet promotion is the most effective way to introduce yourself to thousands of interested network users [2, с. 34].
Electronic marketing makes it possible to monitor sales statistics and be in constant contact with customers, i.e. its advantages are as follows: interactivity (on the Internet you can directly interact with the audience, while maintain contact with clients and monitor the situation); targeting (this is a mechanism which allows you to select only the target audience and show advertising specifically for it); web analytics (it helps to understand which actions were most effective and attracted more visitors to the site, who will then become buyers).
References
1. Dzhedzhula, V.V. Yepifanova, I.Yu. and Humeniuk, V.S. (2018), "Competitiveness of the enterprise as an economic category", Ekonomichnyj visnyk Zaporiz'koi derzhavnoi inzhenernoi akademii, vol. 6, pp. 116–121.
2. Yermakov, O.Yu. (2001), "Economic fundamentals and peculiarities of market gardening products formation", Rynok fruktiv i iahid [Fruit and berry market], Kyiv, Ukraine, pp. 6 – 40.
3. Vojchak, A.V. (1998), Marketingovyj menedzhment [Marketing Management], Vyd-vo KNEU, Kyiv, Ukraine.
4. Oklander, T.O. (2011), "Innovative methods of influencing consumers: aromarketing", Marketynh i menedzhment innovatsij, vol. 3 (2), pp. 97–101.
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