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 and services, starting with customer awareness, attitudes towards customers, so...

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Autor principal:	Evgeniya G. Radygina
Formato:	article
Lenguaje:	EN
Publicado:	Limited liability company “Scientific and Educational Initiative” 2021
Materias:	customer communications internet marketing communication marketing relationships Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/259bd1981b3f4f25972e502b0b50e577
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spelling	oai:doaj.org-article:259bd1981b3f4f25972e502b0b50e5772021-12-01T06:50:42ZMarketing relations in online advertising10.46224/ecoc.2021.4.42686-9012https://doaj.org/article/259bd1981b3f4f25972e502b0b50e5772021-12-01T00:00:00Zhttps://statecounsellor.wordpress.com/2021/11/28/radygina-2/https://doaj.org/toc/2686-9012Introduction. 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.Evgeniya G. RadyginaLimited liability company “Scientific and Educational Initiative”articlecustomer communicationsinternetmarketing communicationmarketing relationshipsManagement. Industrial managementHD28-70ENEconomic Consultant, Vol 36, Iss 4, Pp 33-41 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	customer communications internet marketing communication marketing relationships Management. Industrial management HD28-70
spellingShingle	customer communications internet marketing communication marketing relationships Management. Industrial management HD28-70 Evgeniya G. Radygina Marketing relations in online advertising
description	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.
format	article
author	Evgeniya G. Radygina
author_facet	Evgeniya G. Radygina
author_sort	Evgeniya G. Radygina
title	Marketing relations in online advertising
title_short	Marketing relations in online advertising
title_full	Marketing relations in online advertising
title_fullStr	Marketing relations in online advertising
title_full_unstemmed	Marketing relations in online advertising
title_sort	marketing relations in online advertising
publisher	Limited liability company “Scientific and Educational Initiative”
publishDate	2021
url	https://doaj.org/article/259bd1981b3f4f25972e502b0b50e577
work_keys_str_mv	AT evgeniyagradygina marketingrelationsinonlineadvertising
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Marketing relations in online advertising

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