INTERNET-MARKETING STRATEGIES

Abstract

The article substantiates the feasibility of using a strategic model of Internet marketing management, considers strategic approaches used in practice and worked out by scientists, separate strategies, and also defines the main range of strategic decisions that must be made in order to ensure the successful formation and strengthening of Internet marketing competitive advantages of the company in the market. The characteristics of two Internet marketing approaches are described. The first, narrow approach involves consideration of Internet marketing from the point of view of the Internet as one of the channels for spreading information about the company and its products along with channels of the traditional type. The second strategic approach claims that strategic Internet marketing for the company is a new stage of business development, it is the formation of a completely new paradigm, business model, not only the advertising representation of the company and its products on the Internet, but the formation of a complete marketing model starting from the search for customers and including with the establishment of long-term commercial and, to a large extent, social ties with them. Such Internet marketing strategies as information gathering strategy, cost minimization strategy, personal sales strategy, repeat sales strategy are considered. Features of integrated Internet marketing, Internet PR, and viral (guerrilla) marketing strategies are revealed. In the study, the strategies of cooperation (collaboration) as a way of coordinating the Internet marketing of several companies are also separately highlighted. It is emphasized the need to form strategic solutions in the Internet marketing management system that relate to the composition of the Internet marketing tools used, the nature of response to the actions of competitors, and the content with which Internet marketing channels are filled. Special attention is paid to strategic decisions regarding the definition of performers who will form and implement Internet marketing