UDC 004.738.5:334.7 BBK 73:65.9(2)29 K - 93

Kurochkina Svetlana Anatolyevna, senior lecturer of the Department of Marketing and Logistics, Faculty of Finance and Economics, Maikop State Technological University, e-mail: sveta [email protected]

THE ROLE OF INTERNET MARKETING AND E-COMMERCE IN MODERN

ENTERPRISE

(reviewed)

The article outlines methods of selling goods and services using Internet technologies, electronic payments, as well as other areas of using Internet marketing. In addition, attention is paid to the issues of implementation ecommerce at the enterprise.

Keywords: internet, online store, internet marketing, electronic

commerce, e-business, electronic payments.

Kurochkina Svetlana Anatolievna, a senior lecturer of the chair of marketing and logistics of financial and economic faculty, Maikop State Technological University, e-mail: [email protected]

THE ROLE OF INTERNET MARKETING AND E-COMMERCE IN THE MODERN

The article outlines ways of selling goods and services using Internet technologies, electronic payments, as well as other areas of internet marketing. In addition, it focuses on the introduction of e-commerce in enterprise.

Keywords: Internet, Internet shopping, Internet marketing, electronic commerce, electronic business, electronic payments.

E-commerce is commerce that is built solely on the basis of an Internet sales channel and has no other distribution channels. It can also be said that with e-commerce there is only a virtual point of sale. Unlike the concept of e-commerce, for e-business the Internet channel is not the only one, but another, additional distribution channel. These channels are intertwined with each other, forming a combined sales channel, and the subject of sales is any, including traditional goods and services. We can say that combined sales channels use e-commerce subsystems. For the industrial sector that supplies physical goods, this is the only possible form of working with the buyer via the Internet.

The difference between traditional business and electronic business is only in the method of doing business, which is described by the formula of the four “Ps” - Product, Price, Place, Promotion. Combined sales channel, which is inherent e-business, changes all 4 “Rs”, to one degree or another. But in order to change them correctly, you need to know well what they represent for your enterprise.

An online store is a way of selling goods using Internet technologies. The peculiarities of selling via the Internet are such that you can sell anything, to anyone. The main thing is that it is convenient for both sellers and buyers. Since according to digital channels It is not the product itself that is transmitted, but information about it. For the mass retail buyer, the number of goods that can be sold via the Internet is not very large - the private buyer wants to feel the product before paying money for it. For industrial products and corporate buyers, the opposite is true. Purchasing goods in absentia, by bank transfer, is more a practice for them than an exception. It is convenient for them to work via the Internet - clearly and quickly. This is just a new step in cashless distance trading, which has many advantages over others.

As for payments via the Internet, oddly enough, this is not a mandatory component of e-commerce. Payments are just a stage in the sales cycle. Just as the transfer of the product or service itself does not necessarily take place via Internet channels, payments may or may not be electronic. Indeed, making payments via the Internet in our conditions is the most problematic place, so the meaning of the term “electronic commerce” is undergoing some changes compared to the meaning that is given to it in the homeland of the term - in the USA. For electronic payments, a number of alternatives and options are offered that are relevant to our reality, while in the USA (and throughout the rest of the civilized world) a bank plastic (credit) card has migrated from traditional commerce to the Internet as the only acceptable electronic means of payment. And for both individuals and corporations. Since the use of plastic cards for payments for online purchases began quite a long time ago, all issues related to the security of transferring card data via Internet channels have been more or less successfully resolved. I repeat, in civilized countries, which we are certainly also moving towards. Our trouble is that we, in principle, did not have a developed credit system, and cards as a means of payment have little circulation in Russia.

In addition to the first two misconceptions, there is some concept that e-commerce is an independent, self-contained business. This also raises doubts - to what extent is the Internet sales channel, being the only channel in this business concept, capable of generating profit? It is necessary to divide e-commerce into subtypes: an independent business focusing on the Internet channel as the only sales channel, and auxiliary services for an existing, well-established business. In the second case, we are talking about e-commerce at the service of the enterprise, as well as the creation of combined channels for the sale of goods and services, with elements of e-commerce in the traditional sales cycle.

What benefits does the implementation of e-commerce systems give to an enterprise?

1. Information about goods and services circulates faster. In fact, you get an additional communication channel open 24/7 (turnover included in English language in connection with the development of e-commerce and denoting work 24 hours a day, 7 days a week). You are more accessible to the client geographically and in time, and they also get a new means of searching and working with information.

2. Internal information (documents, official correspondence, making and approving decisions, etc.) is processed faster. Expanded ability to control execution. In other words, all business processes are accelerated due to the availability and speed of information transfer.

3. The Internet offers new services for customers - for example, order tracking. The presence of additional services creates competitive advantage and brings you new visitors.

4. Since the Internet is a technological shell, it allows you to collect important information about your clients. In addition, it allows you to use marketing tools - surveys, mailings, etc. quickly and without additional costs.

5. With all this, e-commerce systems will help save on personnel.

6. Sometimes you can save on renting space for retail space.

The range of issues that arise when implementing e-commerce systems can be divided into three groups:

1. Ideological issues. First of all, you need to identify your need for e-commerce implementation. It depends on the type of business, the reach of potential consumers via the Internet, the market situation, etc. It may also turn out that some areas of your activity are more promising for selling via the Internet than others, i.e. After a positive answer to the question “Is it worth it?” you need to decide what and how exactly to do. And also in what order. In other words, you need to write a design task (system project) and an implementation plan (ideally, create working group from enterprise specialists and an external consultant and develop such a document jointly).

2. Technological issues. These include the question of choosing a developer and related questions about choosing a web development technology and hosting provider.

3. Organizational issues. Who will manage the site, support it, post information on it, be responsible for its operation, functionality, performance? Who will promote your business online? It is necessary to develop regulations for the site support group, think about implementing staffing table new specialists, as well as whether there is a contradiction between the already established style of work and new trends. And also think about how to organize a system for delivering information to the site. The most painless way is to supplement job responsibilities specialists from all departments working with the website.

Organizational issues are the most difficult. Where it is not possible to solve them effectively, all costs for the first two points go downhill. Often the issue comes down to the fact that the system has not been built, there is no understanding of the essence of the processes and their importance for the common cause - the company's business. Sometimes there is understanding, but there are no specialists. Or there is one specialist who is responsible for everything related to the Internet - and this is a huge range of issues that one person simply cannot solve. Created bottleneck, limiting the capacity of the new sales channel.

The most difficult thing is that for organizational issues there is no standard solution. That’s probably why there is a biased attitude towards e-commerce in Russia: we don’t have our own experience, we can’t copy someone else’s (a vain search for a standard solution!), it takes years in vain to create our own ACS department, and it’s a pity to spend money - it’s not clear what will happen . And competitors are not asleep. There is a way out: take the issue of e-commerce as seriously as other areas of the enterprise. With all the ensuing consequences.

And e-commerce has a right to life in Russia. The question is how we exercise this right.

Literature:

1. Ladonina L. Book of the Internet project manager. Ready-made marketing solutions / L. Ladonina. - St. Petersburg: Peter, 2008. - 256 p.

2. Ladonina L. E-commerce - the right to life in Russia / L. Ladonina. - Access mode: http: // www.expertum.ru.

the main task program - to prepare a new generation of highly professional managers with competencies in managing business processes and commercial projects of the company using all opportunities electronic environment, as well as e-business management.​

Get only the most useful, relevant, practical information in the field of Internet marketing and e-commerce;

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Kaluzhsky M.L. Magazine "Practical Marketing". – 2013. – No. 1. – P. 4-16. – ISSN 2071-3762

The second most important thing in Internet marketing is pricing policy. On the one hand, this is due to an objective reduction in transaction costs for sellers, due to which small virtual entities can compete with large traditional market participants. On the other hand, the main motive for making an online purchase if the product is available is its comparatively lower price. Transaction costs in e-commerce are much lower than in conventional trading. Therefore, the price opportunities for attracting buyers from virtual companies are much greater than in traditional businesses.

Only third place in importance in Internet marketing is occupied by product policy. This circumstance is due to the fact that virtual companies are not engaged in production and do not promote goods, but information about goods. E-commerce provides significantly greater mobility in choosing goods and suppliers than conventional trade. In the network economy, competitive advantage in the market is created not by products, but by methods of their promotion. The strategic winner is not the one who has the goods, but the one who has the ability to promote them. Best example– Internet auction “eBay” with revenue in 2011 of $11.65 billion (an increase of 27%) and net profit of $3.23 billion (an increase of 79%).

Last in importance in Internet marketing is communication policy - just like in the traditional marketing mix. It is very simple to prove this thesis, since communications are unable to promote a product if the product: a) is not available, b) is more expensive than analogues, d) does not meet consumer expectations. This tool only works when there are no problems with the previous three internet marketing tools.

The tools of Internet marketing, like the tools of the traditional marketing mix, fit into the framework of the well-known “4P” concept. Four elements are quite enough to reveal the main directions, tools and methods of Internet marketing in the network economy. The difference lies only in changing the order of the elements of the marketing mix.

Element I. Sales policy in Internet marketing.

Sales policy in Internet marketing includes three main components of traditional marketing: exchange and transactions, relationships between partners and interaction with customers. However, the specifics of virtual space fill them with new, different content:

1. Exchange and transactions. According to classical theory marketing exchange is at the core of any commercial activities. “Marketing appears at that moment,” writes F. Kotler, “when people decide to satisfy needs and wants through exchange.” Whereas transactions in marketing theory are understood as “the exchange of values ​​between two or more parties.”

A transaction becomes possible when the values, needs and interests of the parties involved in the transaction coincide. In Internet marketing, the basic value is not the product, but electronic sales channels. They ensure profit and are the main factor of competitiveness by reducing transaction costs.

It is the low transaction costs on the Internet that make it possible to create and use an unlimited number of cheap-to-operate, 24-hour operating automatic mode(24–7–365), specialized sales channels.

And as long as there is an imbalance in transaction costs between traditional trade and e-commerce, the guaranteed profits from using electronic distribution channels will be more important than the inconsistent profits from traditional forms of marketing.

A consequence of the development of e-commerce has been a reduction in the role of traditional trading infrastructure in transactions. If the importance of warehouse and transport infrastructure remains virtually unchanged, then the trade infrastructure (counters, showrooms, sellers, etc.) is successfully replaced electronic catalogs and price lists. Therefore, the main function of sales policy in Internet marketing does not imply the creation of sales channels, but the use of opportunities available on the network in order to ensure the presence of goods in various segments of the virtual market.

The trading infrastructure in traditional marketing was a large number of intermediaries with backlogs of supplies, inventory, specifics of sales markets and related supplier problems. If the goods were supplied on an advance payment basis, then the intermediaries ordered a limited quantity of goods, demanded increased discounts and easily made contact with competitors. If the goods were sold on consignment, then the intermediaries became overstocked, turnover slowed down and problems began with payment for supplies. Moreover, each level of the distribution channel provided a trade premium in the amount from the minimum profitability to infinity, depending on the distance of the supplier and the degree of monopolization of the geographic market.

In e-commerce, distances have lost importance, and the trade infrastructure (wholesale and retail links) has fallen out of trading network. What happened was what P. Doyle called the “separation of information from the product,” when the intermediary deals not with goods, but with information about these goods. As a result, commodity flows in distribution channels gave way to information flows, and trade in goods turned into information support direct supply of goods.

The result was the involvement of more participants in the process of selling goods while simultaneously blurring the boundaries between advertising activities, consumer behavior and retail trade. This allowed online intermediaries to provide an offer with the maximum range and minimum costs. Provided there is sufficient logistics support, members of distribution channels in Internet marketing do not require their own warehouses, retail space, or sales staff. The manufacturer himself or through logistics intermediaries ensures the possibility of offering goods (availability of goods, delivery conditions and payment acceptance).

The organization of sales is undertaken by the network community, which can consist of both specialized traders and united buyers. However, there is no formal institutional framework, and the transition from the role of buyer to the role of seller can occur almost instantly.

2. Relationships between partners. The development of e-commerce has led not only to a change in sales policy in Internet marketing, but also to a change in the nature of the relationships between participants in the sales system. This is due to the emergence of such a concept as “e-sourcing”, which is understood as “tools that allow you to identify potential suppliers and, during negotiations, negotiate with them the conditions leading to the lowest costs.”

Thanks to e-sourcing, the implementation of sales functions and the distribution of orders have finally moved from the sphere of management to the sphere of marketing. The transformation has become so profound that it has required a radical overhaul of the content and functionality of some of the foundational marketing tools. This primarily affected advertising. E-commerce has turned the very essence of online advertising inside out, turning it from a communication activity into a sales activity.

What is a typical advertising intermediary? This is a person who provides paid intermediary services in conveying information about a product to potential consumers. However, the advertising intermediary bears absolutely no responsibility to the customer for the effectiveness of advertising. It is no coincidence that the effectiveness of advertising is still assessed in the number of views, audience coverage, frequency of impressions, etc. - in anything, but not in indicators reflecting changes in the customer’s sales figures as a result of advertising events. Advertisers do not need such responsibility.

This was the case until the Internet transformed from a communication channel into a product sales channel. The main reason for the transformation is that suppliers do not need advertising and resellers. Suppliers need sales. E-commerce has led to the emergence of a new hybrid type of intermediaries that simultaneously perform advertising and trading functions. However, since Advertising activity is secondary in relation to sales, then it simply dissolved in it.

New intermediaries, in exchange for their services, along with a trade discount, receive the right to sell the supplier’s goods on the Internet without having them in stock.

They don't create inventory at home and do not create turnover costs for the supplier. They compete with each other by promoting (advertising) the supplier's products on the Internet. Their audience has no geographical restrictions, and their offers are concentrated on target audiences. It is these intermediaries that represent electronic distribution channels in Internet marketing today. Suppliers receive through Internet intermediaries not only a trading infrastructure, a tool for accelerating turnover and a source of information about market conditions, but also free promotion (advertising). They pay for this promotion with a trade discount. However, unlike traditional advertising, payment for intermediary services is strictly dependent on sales indicators, and sales indicators depend on the flexibility of intermediaries.

This is a fundamentally important trend in Internet marketing. E-commerce leads to increased integration between trading partners, which is expressed not only in the delegation of authority to sell goods to counterparties, but also in the delegation of responsibility for this sale. This was not possible in traditional marketing.

3.Interaction with customers. Changes in the relationship between sellers and buyers associated with Internet marketing are due to a fundamental change in the essence of the relationship between seller and buyer. Through the Internet, not only the retailer, but also the manufacturer is able to “reach” every customer. For example, through the provision of services after registering on the site and filling out a questionnaire.

Traditional marketing theory distinguishes two types of marketing, distinguished by diametrically opposed approaches to organization marketing activities. These approaches determine the principles and mechanisms of interaction with potential buyers.

The first type, consumer marketing, is characterized by the lack of proper information among buyers about the real quality of the product. Consumers are guided not by the product, but by the existing stereotype of perception of the product. This implies the primacy of methods and forms of promotion associated mainly with advertising and PR.

The second type, industrial marketing, is distinguished by the fact that buyers have thorough knowledge, if not about the product itself, then about the features of its use. Here, competitive advantage is determined by the level of technological excellence of the product, and the main method of promotion is direct sales.

In traditional marketing, in both cases it was primarily about marketing communications. However, in Internet marketing, communications have ceased to play a decisive role for the following reasons:

• for individual consumers, detailed information about the product and its use (including negative information) has become publicly available, and the advertising push for the product has lost its effectiveness;
• industrial consumers have the opportunity to quickly receive competitive offers and Additional information from all over the market, making visits from sales representatives unnecessary.

In the traditional trade chain, not only buyers, but also the manufacturer (supplier) had very limited opportunities to collect marketing information about the state of consumer demand. Retailers were not interested in collecting such information for the manufacturer of a particular product. They had thousands of products in their inventory, and they were physically unable to collect market and competitor marketing information for each supplier.

This problem could be partially solved through an authorized dealership system, exclusive discounts, etc.

In this case, the most typical traders, in exchange for special delivery conditions, provide the supplier with information about consumers and competitors. However, the adequacy and efficiency of market information received by the supplier from counterparties was still inversely related to the length of sales channels.

Internet marketing has radically changed the situation in favor of manufacturers and suppliers. Despite the fact that goods are sold to end consumers through intermediaries, the length of distribution channels has been significantly reduced, and manufacturers have gained complete control over them. Even if the product is sold by a reseller and shipped by a logistics intermediary, the sales process is organized and received by the supplier.

Element II. Price policy in Internet marketing. Pricing and pricing policy in e-commerce develop under conditions close to those of ideal competition. No supplier can restrict buyers' access to pricing information and competitive offers. No intermediary is capable of monopolizing the market and dictating terms to the supplier. Moreover, buyers freely exchange information about products among themselves on specialized forums and on social networks.

At the same time, natural savings on transaction costs give online sellers significant price advantages compared to traditional trade. It is this advantage that is the main incentive for buyers to make online purchases. Moreover, the involvement of manufacturers in e-commerce radically changes not only pricing policy, but the approach to pricing itself. The vector of efforts of virtualizing companies is directed from the area of ​​sales (which is difficult to influence) to the area of ​​further reducing costs and thereby obtaining new price advantages (which is easy and simple to influence).

As a result, competition moves from the sphere of struggle for the market to the sphere of adaptation to market needs. The paradox of the situation is that the fight against competitors gives way to their cooperation in reducing not only transaction costs, but also any other costs. If there are ten competitors on the market, but only three of them cooperate, uniting to reduce costs and solve joint problems, then they will objectively be more competitive. An example is the IT company Covisint, created in 2004 by the automobile concerns Ford, General Motors, DaimlerChrysler, Nissan and Renault. The main goal of the project was to reduce the cost of producing one car "by $1,000 by consolidating suppliers, accelerating the design and development of new models, optimizing models and reducing inventory."

Today, only large retailers that are successfully developing this market today can resist the expansion of e-commerce. However, their Internet marketing capabilities are limited by their own specifics. Retailers sell products they have in stock. Despite supplier benefits and huge volumes, there are large inventories and significant transaction costs.

Typically, suppliers ship goods to the retailer on credit. They are not interested in new deliveries to fully pay for previous shipments, even if the product is outdated or not in demand. Therefore, retail retains the greatest competitiveness in the goods market everyday needs with long life cycle.

Virtual companies, on the contrary, trade in someone else’s goods, shipped from the seller’s warehouse or from the warehouse of a logistics intermediary. They always have the latest models and modifications of goods and never have unsold balances. The supplier ships the goods directly to customers and receives full payment in advance. Therefore, in the field of high-tech consumer goods with a short life cycle, virtual companies always find themselves out of competition. At the same time, traditional pricing policy tools (discounts, bonuses, credits for purchases, price discrimination, etc.) are also present in modern Internet marketing.

However, the main trump card of Internet marketing for virtual companies is the ability to competitively reduce prices by reducing transaction costs. With the transition of marketing to the Internet, price competition of goods and brands has turned into competition of transaction costs. Bye traditional companies set the upper limit of the price of goods with their costs, virtual companies will enjoy the benefits of more low prices due to lower transaction costs.

This strategy radically changes the pricing process in marketing. Previously transactional and production costs determined the seller’s base price in the “other things being equal” category. They were approximately equal and equally accessible to all market participants. The marketing policy consisted of positioning new (or seemingly new) products on the market at inflated prices and then making a profit from the difference between the base price and the selling price.

Internet marketing, on the contrary, uses the prices of traditional manufacturers as its base price. At the same time, sellers are based not on the price perceptions of buyers, but on the prevailing prices in traditional trade (Table 2). It is no coincidence that the overwhelming number of advertising campaigns in Internet marketing are based on price comparisons with traditional trade.

Table 2. Features of pricing in internet marketing

Some foreign authors point to another important aspect of the use of pricing in Internet marketing, considering pricing policy as “a lever that helps manage demand.” This idea is not new. In traditional marketing theory, it is implemented through the use of demarketing and remarketing. The simplest example: inflating prices in order to reduce demand due to the inability to satisfy it or, conversely, understating prices in order to stimulate sales. In electronic commerce, this approach has also been filled with new content. Price here, as in traditional marketing, is a tool for ensuring a balance between supply and demand.

However, customers cannot be manipulated with the same ease online. It's not like the only store in a village, where the only option is to pay more or go to another village with unpredictable results. Here prices are near the minimum profitability, profit is achieved through increased sales volumes, and competitive offers are visible to every buyer. The “price fork” for manipulating prices here is small. It is limited from below by the supplier's selling prices, and from above by a high level of competition.

Therefore, in Internet marketing, pricing strategies do not play as important a role as in traditional marketing. Rather, there is a general economic pattern at work here, according to which only monopolists (for example, logistics intermediaries) are able to inflate prices. Ordinary market participants are able to compete either by deepening cooperation or by increasing market coverage and sales volume.

Something else is much more important. Pricing policy in Internet marketing allows you to solve logistics problems that arise in the process of organizing product distribution (for example, delays in deliveries and consumer complaints). Problems are resolved through the division of responsibilities, while the buyer is given the right to choose the terms of delivery and the associated price.

If traditional marketing is dominated by the establishment of the final price by the seller, then in Internet marketing the seller sets only the selling price, and the buyer himself chooses the logistics intermediary and the risks associated with it. Thus, the seller is only responsible for delivering the goods to the logistics intermediary, who independently enters into legal relations with the buyer. For example, when buying a product on the Internet, the buyer chooses a delivery method: regular mail, EMS or transport company. The easiest way is regular mail, but it is slow and there is a high risk of damage (theft) of the goods. High-speed mail EMS or DHL delivers quickly, but is expensive. By refusing part of the profit in favor of logistics intermediaries, online sellers simultaneously transfer to them the burden of responsibility to customers. This leads to an even greater reduction in transaction costs and allows you to focus only on organizing online sales.

In addition, virtual companies use the most important factor Success in marketing is a factor of time. No one is able to make and implement pricing decisions as quickly as virtual companies.

Virtual companies have no problems either updating price tags or maintaining accounting. They deal with intangible (information) resources and can “offer faster payments and solutions throughout the supply chain.” This circumstance is due to the fact that although everything ultimately comes down to the sale of real goods, the area of ​​decision-making on prices is located in virtual space.

Element III. Product policy in Internet marketing. According to marketing theory, a product is “anything that can be offered to satisfy a human want or need. … The significance of material products lies not so much in their possession as in their ability to satisfy certain needs.”

An important advantage of Internet technologies is that they enable sellers to move from selectively collecting information about real demand for goods to receiving complete information about it automatically “24-7-365”. Based on this advantage, a new concept has even been formed in the theory of Internet marketing, called the “individual marketing concept.”

According to this concept, greatest efficiency Sales are achieved by providing consumers with personalized products and services of higher value through interactive communications. The point is that not only does the buyer have value to the company, but the company also has value to the buyer if it best satisfies his needs. Refusal of the services of such a company leads to unjustified losses of time and effort (transaction costs) for the buyer to establish relations with the new seller.

In traditional marketing, no one even thought about buyer transaction costs. The main parameters of the offer there are the properties of the product and its price - the first two elements of the marketing mix. This was due to the relative inaccessibility to buyers of information about the entire range of competitive offers. Buyers often did not have the time or opportunity to collect information about products and compare offers on the market.

In Internet marketing, information about almost all competitive offers on the market can be easily found within a few minutes. The individual characteristics of the product are gradually moving into the “all other things being equal” category, and the sales conditions are approaching the conditions perfect competition. A product is either on the market or it is not there. Therefore, goods in the traditional sense have largely lost their marketing appeal for sellers. As P. Doyle notes: “In the modern economy, the service sector is twice as large as the manufacturing sector, and is growing much faster.”

As a result, there was a transformation of the semantic content of the very concept of “product”. Goods began to be called logistics services for searching, purchasing, delivering and paying for what was previously called goods. Competition in Internet marketing has shifted from the sphere of commodity production to the sphere of logistics support for sales. Therefore, a kind of starting point in the formation of the foundations of product policy in Internet marketing was not general marketing, but marketing of services that has certain specifics. The concept of “internal marketing” has been around for quite some time. “The purpose of internal marketing,” writes F. Kotler, “is to help employees provide the client with goods or services with which he will be satisfied.”

In other words, internal marketing is directed inside the company in order to increase its adequacy to market requirements. This leads to the peculiarities of distribution of marketing powers. If in product marketing marketing department performs the lion's share marketing functions, then in the service sector, on the contrary, the marketing department accounts for their minimal part. The main marketing burden in the service sector falls on the shoulders of employees who directly interact with clients.

In Internet marketing, product policy in the service sector is filled with new, additional content. Instead of internal company personnel, internal marketing is reoriented to logistics intermediaries performing its functions.

What is happening is what P. Doyle called “the disintegration of value chains and the reform of industries.” Participants in the online commerce process have absolute independence in relation to each other. Each of them provides consumers with its own service in its field of activity.

Integration of the efforts of supply chain participants under a single leadership in Internet marketing is practically absent. This is the basis of their competitiveness, since each subject of marketing activity goes beyond industry affiliation, thus diversifying its market potential. For example, the same logistics intermediary, due to its narrow specialization, can equally successfully participate in the promotion medical services and improving automotive technology.

All marketing efforts in Internet marketing product policy are not aimed at ensuring uniqueness trade offer(USP), but to meet the individual needs of consumers. As P. Doyle notes: “Production [of services and goods] to order, not for orders.” Hence the main marketing task of virtual companies is to find a competitive niche in the market and hold it for as long as possible. Such a niche may be associated either with more or less exclusive supply conditions, or with a competitive presence in a narrow target market. In the general theory of marketing, this approach to organizing marketing is called the “network approach.”

The network approach implies that each participant in the distribution network has a certain status, understood as the role it plays in relation to its partners. The goal of marketing within the network approach is to acquire a winning status in the network, and then strengthen and protect its position. The basic idea is that each network participant depends on the resources controlled by its partners. Using their status in the network, the firm gains access to their resources. Therefore, the status of the company in the network itself becomes a market resource. The network approach has received the greatest development in retail networks and industrial marketing.

The fundamental difference between Internet marketing and traditional marketing is that here the network approach is used not in sales, but in product policy. If in traditional marketing the network position was acquired by the dominant participant in the distribution channel, then in Internet marketing the uniqueness of its position in the network is determined by the reaction of end consumers. That is why, in the Internet marketing complex, the components “product” and sales (place) have swapped places, but the network approach’s belonging to the third element of the marketing complex has remained unchanged.

From the perspective of the theory of consumer behavior, in e-commerce there has been a peculiar transfer of transaction costs from producers to buyers. They choose which logistics intermediaries they will use. “The challenge of marketing,” note M. Christopher and H. Pack, “is to find ways to increase customer value by improving the quality of perceived benefits and/or reducing total operating costs.”

It can even be argued that product policy in Internet marketing places the main emphasis not so much on reducing the costs of promotion participants, but on reducing the costs of buyers. Thanks to this, on the one hand, greater freedom of choice is provided for buyers, and on the other, the attractiveness of the product offering increases.

The essence of the new approach is the recognition that the buyer does not need a huge assortment of products, which is secondary in Internet marketing. The buyer needs a specific product with the required parameters that best satisfies his needs. The seller’s task is not just to offer the maximum assortment, but to take into account the individual needs of each specific buyer. Only then will buyers, having received the desired product with minimal costs effort and time, will enter into a long-term relationship with the seller, providing him with profit, network status and future sales volumes.

Therefore, it is quite difficult to sell an ordinary widely available product on the Internet. The product must be individualized for a specific buyer. In other words, according to some parameters, the offer of goods in traditional trade should not suit the buyer. Internet marketing promotes not those products that are in abundance, but those that are in demand. The buyer comes to the Internet to find quickly and with minimal transaction costs exactly “your” product. The one who can offer every potential buyer “his” product and will become a leader electronic sales.

The individualization of the product offering has led to a change in the general vector of marketing activities. Logistics intermediaries offering goods have become owners of information about the state of market demand, acting in relations with suppliers on behalf of buyers. In other words, instead of selling goods to customers on behalf of the supplier, they began to exchange benefits and discounts for suppliers for the opportunity to purchase goods in target markets they controlled.

Element IV. Communication policy in Internet marketing. The development of online commerce has significantly changed the nature of marketing communications. From a tool of informational influence on the audience, communications have turned into a tool for dialogue with customers and counterparties, as well as a tool for making collective decisions in Internet marketing. Thanks to the Internet, they have become interactive.

F. Kotler writes: “Today communications are viewed as an interactive dialogue between a company and its consumers. They are carried out at the stages before the purchase, its completion, consumption and after consumption." Sellers were able to operate with marketing information not only about each product, but also about each buyer, about each purchase of this buyer. This made it possible to combine two mutually exclusive approaches to building marketing communications: transaction marketing and relationship marketing.

Transaction marketing initially dominated the marketing practices of companies in the United States and Japan due to their export orientation and the long length of trade channels. It means a focus on selling standardized consumer goods to mass buyers. Relationship marketing dominated the practice of European companies due to their high costs and limited markets. It means establishing long-term relationships with customers and a personalized approach to serving them.

Internet marketing has made markets limitless and allowed for personalized service to a large number of customers. On the one hand, communications with target audiences and individual clients have become possible on the Internet. On the other hand, it became possible to automate the maintenance of marketing databases and individual contacts with partners and clients. As a result Marketing communications on the Internet were individualized, automated and depersonalized at the same time.

Communications became the first element of the marketing mix, actively used on the Internet even when e-commerce was in its infancy. This probably explains the fact that today communications have largely passed the path of evolutionary development from an information distribution tool to a set of unified and automated functions.

This circumstance has led to the formation of a special type of logistics intermediaries responsible for ensuring information interaction in the virtual environment. We are talking about the use of the so-called in communications. “CRM-systems” (Customer Relationship Management) – software tools for automating interaction with customers and contractors. CRM systems are used today to collect and process marketing information, as well as to speed up the exchange of commercial information both within the company and between partners.

A CRM system as a model of interaction with partners in online marketing makes the client the main object marketing analysis. This is fundamental difference CRM from logistics automated systems, where the object of analysis is the internal economic parameters of logistics flows. The main purpose of CRM systems is to provide automation processes for electronic sales and customer service on the Internet. CRM systems automate the collection, processing and analysis of information about contractors, suppliers and consumers, as well as information flows within companies of varying degrees of virtuality.

An example is the CRM system of the German company SAPAG. The core of this system is a client database, on the basis of which users analyze the effectiveness of their contacts with clients, client connections, the history of their purchases, contracts, etc. As stated in the company’s reference manual, the CRM system “allows you to analyze clients in various aspects and build models of their behavior, including based on the history of working with them.” Using the capabilities of CRM systems, the seller can determine in advance target audience for marketing communications, sales potential, offer parameters and other communication characteristics. All that remains is to bring commercial offers to those buyers in the target market who really need them. Fortunately, Internet technologies allow you to do both automatically, sometimes even without human intervention.

Technologization concerns all components of communications in Internet marketing, turning them into purely technical functions for product promotion. It is no coincidence that F. Kotler points out that e-commerce is changing the purpose of advertising, which in Internet marketing is “more informational than persuasive.”

In e-commerce, where all processes are automated and virtualized, communication solutions are gradually turning into a set of options on a virtual control panel for purchases and sales. At the same time, for users, the evolution of Internet applications goes in the opposite direction: from complex to simple. First, an ever-increasingly complex mechanism for virtual marketing solutions to the problem appears. Then the mechanism, inaccessible to non-professionals, is replaced by easy-to-manage and relatively cheap Internet services.

As an example, we can cite the once so popular SEO (Search Engine Optimization) - search engine optimization of websites, which is “the process of achieving first places in search results in search engines for queries targeted for a company.” Just a few years ago, e-commerce was associated with the creation of online stores, the traffic of which directly depended on the rating of information about the site in the search engines Yandex, Google, Rambler, etc. There are still a huge number of virtual companies offering to “raise” the rating for a reasonable fee site.

At the same time, technologies for calculating the ranking of Internet resources by search engines were being improved. The process has become so complicated that it is impossible for a person without deep knowledge on this subject to understand the intricacies and tricks of SEO optimization. However, today the consolidation of Internet business and the development of e-commerce technologies allows sellers to communicate with consumers without SEO tricks, creating websites or attracting programmers.

For example, the Molotok trading platform offers free creation and maintaining an online store with a logo and a unique address for legal entities. The commission ranges from 2 to 5.5% from the sale of goods. Registered sellers receive free sales management tools and access to an audience of 500,000 potential buyers transacting over 10,000 transactions daily. Registered users of Molotok can use free options for organizing promotional sales of products with discounts or paid options for displaying products on the main page.

Registered sellers no longer have to cheat search engines by promoting your websites on the Internet. Any novice entrepreneur can open his own online store without special knowledge and effort. trading platform, taking advantage of all the benefits of e-commerce. This is the key trend in the development of marketing Internet communications and network trade generally. The increasing accessibility of e-commerce is simultaneously driven by the increasing complexity of Internet technologies for developers and the simplification of marketing solutions for end users. Communications develop on the Internet not vertically, but horizontally.

An important feature of marketing communications on the Internet is that the virtualization of electronic sales leads not only to “disintegration of value chains.” Buyers, thanks to the individualization of sales, become full participants in marketing relations. They themselves form virtual communities with resellers, interacting directly with suppliers of goods. For example, when young mothers join forces social network to order a batch of children's clothing. As a result, the line between external and internal marketing is blurred. Regular customers become part of the virtual sales infrastructure and the recipient of transforming intra-company (internal) communications. They themselves begin to actively engage in reverse marketing aimed at intermediaries and the seller, and influence the marketing decisions made.

As a result, the sphere of internal marketing is shifting to the sphere of marketing communications. The classic of American marketing theory F. Kotler identifies internal marketing There are four main areas in the service sector. In Internet marketing, these areas have changed and become institutionalized, but have not lost their relevance:

As a result, marketing communications lose their original role as a stimulator of consumer demand, turning into a technical tool for information interaction. The buyer only benefits from this, since he does not have to pay the costs of expensive advertising campaigns and the adequacy of the information provided to him increases significantly.

To summarize, it should be noted that, despite the restructuring of the marketing mix in the context of e-commerce, the essence, goals, objectives and functions of marketing have not undergone significant changes. Internet marketing has become an independent and self-sufficient form of marketing, with its unique features and implementation mechanisms.

On the agenda today is the further institutionalization of existing relationships within e-commerce and the formation special theory Internet marketing, reflecting its institutional features and priorities. This process is likely to be a key area of ​​marketing transformation as e-commerce booms in the coming years.

E-commerce is called the technology of the third millennium. This new direction is thriving thanks to the enormous popularity of the Internet, constant improvement information technologies and process automation. The concept of e-commerce is considered as one of modern instruments business, allowing to reduce the costs of manufacturing organizations, trading companies and buyers while simultaneously improving the quality of goods and services and increasing the speed of delivery. Global Internet network made e-commerce accessible to businesses of all sizes. An electronic storefront expands business development opportunities and gives any company the opportunity to attract customers from all over the world. Such an online business forms a new sales channel - “virtual”, which requires almost no material investments. In addition, the entire sales process can be done online.

Today, the dominant means of payment for online purchases are credit cards. However, there are electronic money, checks, smart cards, and micropayments. E-commerce covers such activities as:

Conducting marketing research;

Determining partner capabilities;

Supporting relationships with suppliers and consumers;

Organization of document flow, etc.

The Business-to-business (B2B) model is a sector-oriented organization practical work between companies in the process of producing goods and services. This e-commerce sector other than selling corporate clients each other raw materials, semi-finished products, components for the production of products or provision of services, is also engaged in the development and operation special systems electronic collection and transmission of information, ensuring the necessary integration of commercial partners.

Business-to-business models implement a scheme for fully automated interaction of business processes of two firms (companies) that use the Network to place orders with suppliers, receive invoices and pay. With the help of gateways, automatic communication of business processes with the Internet system (external environment) is ensured.

The distinctive features of business-to-business models are the following:

Availability of a gateway that provides automatic access to the Internet from the business system.

Direct integration of data input/output into the business process and from the business process of the company (company).

Using a single standard for transmitted messages - EDI (Electronic Data Exchange).

The equal nature of the firms participating in the e-commerce system (there is no hierarchy such as distributor - dealer, manufacturer - supplier).

Problems that arise in this model may be caused by a network failure, computer malfunction or other components of the information process. This entails the loss of clients, data, and funds.

Marketing research using the Internet in the field of services in this moment can be attributed to promising directions research. With regard to consumer services, the first thing to pay special attention to is that the average user is younger, wealthier and more educated than the average consumer, so when conducting research to collect primary data, it must be clearly understood that it is only relevant for certain target groups.

The Internet can be used for market research, firm market structure studies, or consumer research.

Research of corporate structure or market structure is based on the collection of information provided on company websites with its subsequent processing using methods used in traditional marketing research, as well as the collection and analysis of information published on the Internet.

In relation to the Internet, the main task is to search for company sites or information from areas of marketing interest to the company conducting market research.

It should be noted that any information, including the organization providing services, must use all the capabilities of the Network to collect secondary information necessary when conducting desk research.

As methods for finding necessary information The following can be highlighted:

Searching for information using search engines. Search engines are in a key way information search, since they contain indexes of most Internet sites. However, for any request, machines usually produce a large amount of information, of which only a small part is useful, and a significant amount of time is required to retrieve and process it.

Search in Web directories. Like search engines, directories are used by Internet visitors to find the information they need. The directory is a hierarchically organized structure into which information is entered on the initiative of

Personalized e-commerce- offer to do modern business with full (informational, educational, infrastructural, legal, etc.) support of the company. Using this model, each person can form his own market of goods and services, namely those in the promotion of which he feels most powerful (and he has access to a whole arsenal of “information-rich” products, exclusive and requiring an individual approach). Here you also have access to the many thousands of assortments of the electronic supermarket, and the company manager acts as an experienced navigator.

Possibilities:

the opportunity to have a ready-made personal office and your own electronic store;

obtaining an “asset” of a huge corporate client base, structured by target groups and orientation towards a particular product;

the right to ask any question about the product to the relevant expert through the corporate website;

access to information about the popularity of the company’s products and the most effective methods their promotion;

a mentor who has successful work experience, is ready to teach and is interested in the success of a new employee of the company

Marketing directly depends on the level of development of communications. As new means of communication develop, business tools change, the scope of activity of marketers and the profile of their work change.

In the 40s, television made it possible to show potential consumers a “face” of a product, which led to the development new system marketing and management concepts trademarks.

The rapidly developing computerized databases that appeared in the 60s led to the emergence of another form of marketing - database marketing. New form information storage made it possible to compare a huge amount of data, track sales figures and product promotion operations. Databases began to be used to determine the places of residence of potential consumers, their demographic parameters, etc.

In the 1980s, marketing using new computer publishing functions and computer database capabilities became very popular. New technologies have made it possible to work with specialized consumer groups. And marketers with computerized databases began to realize how important it was to take into account the wishes of the individual consumer. But only the Global Network allowed access to personal interactive marketing.

Less than a decade ago, using the Internet for commercial purposes was considered unjustified. Until the end of the 1980s, the scope of the Internet was limited to military and scientific research tasks. However, when the number of Internet users exceeded 100 million in the early 90s, commercial companies realized that the Internet is not only a unique communication technology, but also a platform for interacting with a huge audience.

Communication technology has always been a key factor in marketing activities, but never before have companies been able to inform potential consumers about their products so quickly and convey information to such a wide audience so quickly.

The commercialization of the Network took place against the background of the process of digital convergence - the merger of three industries: information technology (hardware and software and computer services), communications technologies (telephone, cable, satellite and wireless communications) and content (entertainment, publishing and information Services). The process of digital convergence of technology has led to the consolidation of relevant markets and the merger of a number of companies (Fig. 20.1).

Rice. 20.1.

As a result of these processes, a unique environment has emerged that allows companies to use the digital capabilities of the Web to communicate with consumers. Internet advertising has replaced many traditional forms of advertising. For example, offline exhibitions became less relevant when virtual exhibitions, where access to the latest advertising information was provided around the clock, year-round, and most importantly - free of charge. In business terms, the Internet has come to be perceived as a technology that allows individual users to gain digital access to necessary goods and services. A new term has appeared - Internet marketing. In essence, this is the same database marketing, only a huge audience of consumers gets access to these databases and they are updated in real time.

In other words, Internet marketing made it possible to track individual offers, customer reactions to them and purchases made, i.e. made it possible to observe how an individual consumer reacts to each marketing action. For example, it allows you to quickly find out how price changes in an online store affect the decisions made by a potential buyer regarding the products offered. Thus, Internet marketing is marketing with a powerful feedback. In addition, Internet marketing, based on Global Network technologies, provides new opportunities for creating brands, studying the market, developing pricing and sales strategies.

A special place in the Internet marketing system occupies Email- an old, but still popular method of Internet communication.

Let's take a closer look at the use of Web technologies in Internet marketing.

Web sites have become the main tool for communicating with the Internet audience. They went through three stages in their development:

• information sites, or brochure-type sites (first level);
• database based sites(second level);
• personalized service sites or interactive communication (third level).

This is not to say that first-level sites are a thing of the past today. For a number of applications their service is quite sufficient. Information sites can include text, pictures, sounds and videos. However interactivity such sites are minimal. The only feedback is the site navigation. Today, even home users have learned to create resources of this kind - any document can be converted into HTML format and posted on the Internet.

Despite their simplicity, first-level Web sites have proven to be a very effective tool for providing information about products. The fact is that most potential clients approximately the same questions arise, and, without even resorting to interactive dialogue, but simply using the standard FAQ 1 FAQ from Frequently Asked Questions - frequently asked questions., you can answer most of them, which will greatly reduce the number of phone calls to support.

Second-level sites now have the ability to receive information upon request, which is provided in the form of a dynamically generated Web page. For example, when a search engine receives a request, it generates a page that did not exist before. At this stage interactivity consists of a series of “question-reaction” interactions.

Third-level sites are sites that adapt to a specific user. Such sites can take into account information about the client and generate content that is necessary for him.

Personalized sites organize their user profile in such a way that the most popular materials are presented in the most convenient form. For example, registered users of a support site can get answers to their queries faster because the registration system knows about the computer hardware each of them uses and can provide a more accurate answer. Moreover, the registration system can be self-learning and analyze all requests of a particular user. Various groups consumers can receive data with a different set of properties. Companies have always collected information about potential consumers and their preferences. However, only the Internet allowed users to transmit information about their preferences to producers of goods and services.

Third-tier Web sites made it possible to use information obtained from a customer to improve service to that customer. Interactive dialogue has allowed companies to provide each consumer with exactly the products and services they need.

Thus, Internet marketing has determined the trend of transition from brand management to consumer management.

Online marketing focuses on studying changes in consumer behavior when working online and optimal organization a mode in which it would be easy for the consumer to find the necessary material.