PLANNING STAGES OF INTERNET MARKETING ORGANIZATION

УДК 339.138

Бобрусь Д.Д., студентка 3 курсу
ХНЕУ ім. С. Кузнеця

Анотація: проаналізовано Інтернет маркетинг, основні поняття, його особливості та цілі, визначений менеджмент онлайн маркетингу, методи його підготування, стадії планування, особливості стратегічного планування Інтернет маркетингу, виявлено шляхи організації процесів.

Ключові слова: Інтернет маркетинг, менеджмент, планування, стратегія.

Abstract: analyzed Internet marketing, basic terms, its peculiarities and goals, the management of digital marketing is defined, its methods of its preparing, stages of planning, peculiarities of strategic planning of Internet marketing, the ways of process organization is identified.

Keywords: Internet marketing, management, planning, strategy.

The modern world is rapidly developing every day. The growth of technology using, trading alternatives and market supply had pushed the businesses to modifications. They started move to the Internet sphere of influence in order to keep up with trends and gain more potential customers.

Internet marketing is determined by process of promoting goods or services of a company via Internet and its sources – any possible platforms online. Businesses create the pages in social media and try to attract people, which have changed their attention to media advertisements. Internet marketing helps in gaining attention and awareness of the products and engage clients in the campaigns. The main element of internet marketing is a website, that is made for company’s to present their goods or services, make them look better for the eyes of buyers. In such way, businesses are adjusting to the needs of consumers of 21 century and communicate with them more closely form any place of the world.

The management of Internet marketing deals with every possible digital technique. It should be considered that online marketing includes not only social media promotions, but also Emails, Search Engine Optimization (SEO), website design, influencers and much more. As in any other enterprise, management of Internet marketing consists of the same basic functions: planning, organizing, leading, controlling, motivating. The thing about digital marketing is that, it stays as a new and mostly unsearched question, for which the right answer was not yet received [1].

The organizational structure of Internet marketing in modern practices is defined as the system of interconnected elements that are working together for the goals of company and its mission. Therefore, when creating a system of management of digital marketing it is necessary to make sure the right conditions are created. The effective result will depend on the level of consistency of structural elements. Management department must correctly form the objectives, aims, strategy and planning scheme of enterprise for marketing, basic and digital, to work in proper way.

Internet is widespread and unexplored by the specialists. It has tons of information for sellers for presenting the products and for customers who want to purchase the good or service and satisfy their needs. Internet has grown to cover almost all aspects of society, expanding or completely replacing the old methods of communication. This means that any organization, from the smallest non-profit to the largest corporation and even individual, has the incentive to create a strong presence on the Internet [2].

The basic thing for management department to start of is strategic planning. The main aspect of it should be aimed at strengthen the good features of a company and improving bad ones with a maximum usage of available resources. The effectiveness of any strategy may be determined only in practice, which is why manager’s duty is to monitor the work, guide and change the strategy if it does not fit the circumstances or gives an undesirable result. All of processes on enterprise start with planning and evaluating the importance and weighting the major outcomes and results. The basic, small planning starts from bottom management and finds its way to top departments who correct and deal with strategic planning.

The emergence of organization’s involvement in digital marketing should start from decisions. The management of the enterprise or company should firstly evaluate the risks and specific details. Such conditions are presented [2] (fig. 1).

Fig. 1. Evaluating company’s conditions

Fig. 1. Evaluating company’s conditions

After thinking and analyzing the following aspects of a company, based on the internal data and previous experiences, the first real steps into online marketing management can be taken. The main and function of management is planning, which plays a vital role before everything starts to work. Before launching any complain managers of an organization take into account planning process, strategies in particular. Strategic planning is a long-term perspective for a business, including all the opportunities and goals needed. Strategic plan includes and analyzes customer portrait, assets clear targets, recognizes customer’s behavior and wants in order to conduct efficient direction of development [3].

The strategy of Internet marketing management must begin with environmental analysis. It makes emphasis on getting to know the competitors and their directions of online marketing, tactics of using this, behavior etc. It also includes defying the place of your company on the market and making plan considering it: whether it is planned to take an advantage of your niche or trying to grow for another. The statistical information is gathered on this step, adding it to the big analysis. The main questions to be answered are described [4] (fig. 2).

Fig. 2. Questions of environmental research

Fig. 2. Questions of environmental research

The second stage of strategic planning is to make the target audience analysis. Marketing on the Internet can pursue many different goals depending on which particular company and under what conditions it is applied. Different segments of the target audience can be described using geographic, demographic, or psychographic factors. Geographical factors are used to narrow the audience of consumers living in one locality, demographic factors are used to describe such characteristics of a customer as gender, age or occupation. Lifestyles and personality traits refer to psychographic factors that are used to segment various potential groups of customers. A unique factor in the segmentation of the audience in Internet marketing is the search behavior - the use of certain keywords by users that indicate their intentions and interests.

The next step is to take the resources in order to create an ideal marketing plan. The key channels for online marketing are [5]:

  1. Web;
  2. E-mails;
  3. Social media;
  4. Search.

On this stage the tactical planning is also performed. Tactical planning of an organization’s promotion on the Internet assumes a detailed strategy and includes the selection of specific advertising sites, the development of advertising campaigns based on an understanding of the target audience, seasonality and an available budget. In practice, advertising agencies and marketing departments of companies often make up media plans in which they systematize information on the tools used, advertising sites, individual settings, advertising campaign targeting, as well as financial information about the cost of placement, customer and agency discounts [3].

The last two steps are realization of strategy and control over it. The management involves monitoring the outcome of the previously made decisions. If the errors or mistakes are emerged, it is manager’s task to eliminate them and make sure the system works perfectly after that.

In conclusion, it is needed to say, that digital marketing is a relatively new and not much explored branch that has no right or wrong solution. Most of the times management of Internet marketing departments create the individual plans, based on a company’s request and conditions to make it fit the most. Modern literature has examples of successfully implemented digital marketing strategies, but they are all presented from separate company’s point of view. The need for complexed decisions are not meeting the amount of resources available in Internet today and the only thing a manager can do is to be flexible and try to match the opportunities and company’s plans in one planning process.