Internet Marketing as a Tool for the Development of Industrial Enterprises in Modern Economic Conditions
The article highlights the values and the main role of Internet marketing in the activities of an industrial enterprise. The main advantages, composition and segments of Internet marketing are defined. It was determined how the features of the activity in the industrial consumer market influence the...
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Інститут економіки промисловості НАН України
2019
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irk-123456789-1690282020-06-02T01:26:23Z Internet Marketing as a Tool for the Development of Industrial Enterprises in Modern Economic Conditions Fomichenko, I. Barkova, S. Marketing The article highlights the values and the main role of Internet marketing in the activities of an industrial enterprise. The main advantages, composition and segments of Internet marketing are defined. It was determined how the features of the activity in the industrial consumer market influence the development of the Internet marketing strategy. Identified specific aspects of the strategy of Internet marketing, which should be taken into account by enterprises in its development. The key trends in the environment of industrial consumers, formed under the influence of the development and penetration of Internet technologies into the business environment, are investigated. It is proved that the introduction of individual activities of Internet marketing, there is a saving on the marketing costs of the enterprise. The composition and tools of Internet marketing of industrial enterprises of Ukraine are proposed, which should be involved in the Internet marketing strategy of industrial enterprises and ways to use them to improve the efficiency of enterprises: a marketing automation system, a CRM system, a website, search marketing, an online marketplace. content marketing. У статті висвітлено значення та основна роль Інтернет-маркетингу у діяльності промислового підприємства. Визначено основні переваги, складові та сегменти Інтернет-маркетингу. Визначено, яким чином особливості діяльності на ринку промислових споживачів впливають на розробку стратегії Інтернет-маркетингу. Виявлено особливі аспекти стратегії Інтернет-маркетингу, які мають бути враховані підприємствами при її розробці. Досліджено ключові тенденції у середовищі промислових споживачів, сформовані під впливом розвитку та проникнення Інтернет-технологій у бізнес-середовище. Доведено, що при впровадженні індивідуальних заходів Інтернет-маркетингу спостерігається економія на маркетингових витратах підприємства. Запропоновано складові та інструменти Інтернет-маркетингу промислових підприємств України, які мають бути задіяні у стратегії Інтернет-маркетингу промислових підприємств та шляхи їх використання для підвищення ефективності діяльності підприємств: система автоматизації маркетингу, CRM-система, веб-сайт, пошуковий маркетинг, онлайн-маркетплейси, контент-маркетинг. В статье освящены значения и основная роль Интернет-маркетинга в деятельности промышленного предприятия. Определены основные преимущества, состав и сегменты Интернет-маркетинга. Определено, каким образом особенности деятельности на рынке промышленных потребителей влияют на разработку стратегии Интернет-маркетинга. Выявлены особые аспекты стратегии Интернет-маркетинга, которые должны быть учтены предприятиями при ее разработке. Исследованы ключевые тенденции в среде промышленных потребителей, сформированные под влиянием развития и проникновения Интернет-технологий в бизнес-среду. Доказано, что при внедрении индивидуальных мероприятий Интернет-маркетинга наблюдается экономия на маркетинговых затратах предприятия. Предложено состав и инструменты Интернет-маркетинга промышленных предприятий Украины, которые должны быть задействованы в стратегии Интернет-маркетинга промышленных предприятий та пути их использования для повышения эффективности деятельности предприятий: система автоматизации маркетинга, CRM-система, веб-сайт, поисковый маркетинг, онлайн-маркетплейси, контент-маркетинг. 2019 Article Internet Marketing as a Tool for the Development of Industrial Enterprises in Modern Economic Conditions / I. Fomichenko, S. Barkova // Економічний вісник Донбасу. — 2019. — № 4 (58). — С. 124-131. — Бібліогр.: 22 назв. — англ. 1817-3772 DOI: 10.12958/1817-3772-2019-4(58)-124-131 http://dspace.nbuv.gov.ua/handle/123456789/169028 004.738.5:339:338.45 en Економічний вісник Донбасу Інститут економіки промисловості НАН України |
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Digital Library of Periodicals of National Academy of Sciences of Ukraine |
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DSpace DC |
| language |
English |
| topic |
Marketing Marketing |
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Marketing Marketing Fomichenko, I. Barkova, S. Internet Marketing as a Tool for the Development of Industrial Enterprises in Modern Economic Conditions Економічний вісник Донбасу |
| description |
The article highlights the values and the main role of Internet marketing in the activities of an industrial enterprise. The main advantages, composition and segments of Internet marketing are defined. It was determined how the features of the activity in the industrial consumer market influence the development of the Internet marketing strategy. Identified specific aspects of the strategy of Internet marketing, which should be taken into account by enterprises in its development. The key trends in the environment of industrial consumers, formed under the influence of the development and penetration of Internet technologies into the business environment, are investigated. It is proved that the introduction of individual activities of Internet marketing, there is a saving on the marketing costs of the enterprise. The composition and tools of Internet marketing of industrial enterprises of Ukraine are proposed, which should be involved in the Internet marketing strategy of industrial enterprises and ways to use them to improve the efficiency of enterprises: a marketing automation system, a CRM system, a website, search marketing, an online marketplace. content marketing. |
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Article |
| author |
Fomichenko, I. Barkova, S. |
| author_facet |
Fomichenko, I. Barkova, S. |
| author_sort |
Fomichenko, I. |
| title |
Internet Marketing as a Tool for the Development of Industrial Enterprises in Modern Economic Conditions |
| title_short |
Internet Marketing as a Tool for the Development of Industrial Enterprises in Modern Economic Conditions |
| title_full |
Internet Marketing as a Tool for the Development of Industrial Enterprises in Modern Economic Conditions |
| title_fullStr |
Internet Marketing as a Tool for the Development of Industrial Enterprises in Modern Economic Conditions |
| title_full_unstemmed |
Internet Marketing as a Tool for the Development of Industrial Enterprises in Modern Economic Conditions |
| title_sort |
internet marketing as a tool for the development of industrial enterprises in modern economic conditions |
| publisher |
Інститут економіки промисловості НАН України |
| publishDate |
2019 |
| topic_facet |
Marketing |
| url |
http://dspace.nbuv.gov.ua/handle/123456789/169028 |
| citation_txt |
Internet Marketing as a Tool for the Development of Industrial Enterprises in Modern Economic Conditions / I. Fomichenko, S. Barkova // Економічний вісник Донбасу. — 2019. — № 4 (58). — С. 124-131. — Бібліогр.: 22 назв. — англ. |
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Економічний вісник Донбасу |
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| fulltext |
I. Fomichenko, S. Barkova
124
Економічний вісник Донбасу № 4(58), 2019
UDC 004.738.5:339:338.45 doi: 10.12958/1817-3772-2019-4(58)-124-131
I. Fomichenko,
PhD (Economics),
S. Barkova,
Assistant,
ORCID 0000-0002-7894-2108,
Donbass State Machine Building Academy, Kramatorsk
INTERNET MARKETING AS A TOOL FOR THE DEVELOPMENT
OF INDUSTRIAL ENTERPRISES IN MODERN ECONOMIC CONDITIONS
Formulation of the problem. With the develop-
ment of the economy of Ukraine in the market is increas-
ing competition. For industrial enterprises, the issue of
survival most urgently arises, forcing them to fight for
the consumer, to seek new, more effective forms of
communication to promote products. The constant
changes lead to the development of marketing and the
emergence of new tools of interaction with consumers
and other market participants.
The result of such a transformation can be consi-
dered Internet marketing. In today's society, Internet
marketing plays an important role in the activities, de-
velopment and organization of an industrial enterprise.
Research shows that e-commerce is growing rapidly,
because the right and timely use of Internet technologies
ensures revenue growth and cost savings through tradi-
tional marketing tools. That is why it is advisable to talk
about the development of a new direction of research,
which is an important component of integrated market-
ing enterprise – Internet marketing (or e-marketing,
online marketing). It allows you to view the traditional
4P marketing mix (Product, Price, Price, Place, Promo-
tion) through the prism of online features [1].
However, most Ukrainian businesses do not use all
the promotion options and do not have all the necessary
elements to get the most effective results and minimize
the costs of implementing an online marketing system.
Analysis of recent research. Many researches of
scientists are devoted to the solution of problems of In-
ternet marketing, Sokrem, L. Vinarika, O. Shchedrina,
N. Vasilion [3], M. Makarova [4], D. Straus [5], R. Uil-
sona [6], I. Uspensky [7], V. Kholgomogorov [8].
Most authors, working in the given sphere don’t vi-
olate Internet marketing in self-identity science field.
So, I. Uspensky notes, Interthere are no unary characte-
ristics, but I am aware of the characteristics of traditional
tools tіv marketing. One of them – hypermedia nature.
Accordingly, he feeds there Internet-marketing as a new
straightforward marketing – gіpermarketing as theory
and methodology of organization marketing in hyper-
media middleware Іnternet [7].
M. Makarova considers Internet marketing ware-
house part of the foreign marketing country tags and
firms and defines it as technology marketing with the
help of computer systems that measure. Іn the Internet
fully nominate only those tasks Firms, so be effective
from the point of view of income that costs [4].
The modern realities of functioning of Ukrainian
enterprises require the use of appropriate tools for the
formation and development of competitive advantages,
some of which are components of the marketing com-
plex.
Their research is devoted to the works of leading
domestic and foreign scientists, such as I. Boychuk,
A. Zagorodniy, T. Auckland, V. Holmogorov and many
others. The main factors for improving the efficiency of
business activity of enterprises are based on the inten-
sive use of marketing communications, the functions of
which are to convey to consumers information about the
unique properties of products (goods, services, ideas),
stimulate demand, maintain customer loyalty, forming a
positive image of enterprises. These issues are ad-
dressed in the works of O. Klichuk, M. Auckland,
B. Halligan. O. Yashkina.
The purpose of the article is to substantiate the use
of Internet marketing as a tool for the development of
thought-provoking enterprises in order to ensure the ef-
ficiency of commercial activity of enterprises in modern
conditions of management.
Outline of the main research material. With the for-
mation and development of the information economy,
Internet technologies have given industrial enterprises a
new tool for doing business and doing business in ge-
neral. Usually, their use is aimed at reducing costs, in-
creasing sales and expanding marketing communica-
tions with consumers.
Internet technologies have proven to be highly ef-
fective in the enterprise marketing policy-making sys-
tem. Consumers themselves received a new information
source on products and services, new ways to meet their
needs through the opportunity to interact with a wider
range of businesses [2]. Recent studies show that the use
of Internet technologies in marketing brings real profits
and significant savings in resources.
In the context of global computerization, the role
of internet marketing will grow, driven by convenience
and benefit for both the consumer and the business. To-
day, the Internet is one of the most effective marketing
channels. The advantages of Internet marketing in the
activities of industrial enterprises are:
I. Fomichenko, S. Barkova
125
Економічний вісник Донбасу № 4(58), 2019
1) a high degree of personalization (if traditional
marketing is aimed at the mass consumer, then every-
one's opinion is taken into account on the Internet);
2) interactivity (clients are involved in the business
processes of the enterprise by participating in surveys,
forming the reputation of the company, attracting new
customers);
3) a large amount of information which is impossi-
ble to receive offline (on the Internet you can highly es-
timate the effectiveness of advertising, determine the
number of visitors, their interests, get feedback, success-
fully conduct competitive intelligence.
An important component of industrial enterprise
internet marketing is the creation and development of
your own website.
It can significantly improve economic perfor-
mance, for example, increase sales, refine search for
your target audience, that is, relevant leads. Creating
your own website, from the point of view of Internet
marketing, can proceed in the following stages: 1) de-
fining the functions and tasks of the site; 2) research of
the target audience; 3) development of site structure;
4) choice of site design and style (graphic representation
of the site, which should be effective and effective);
5) selection of a navigation model that would provide
ease of access to the information component of the site;
6) provision of information support and support; 7) host-
ing definition (choosing where the site will physically
be hosted).
After defining the goals and objectives of the site,
structure and design, selecting a target audience and ad-
vertising is extremely important. As for the target audi-
ence, its number on the Internet increases every day. The
development of the domestic Internet space is ambigu-
ous, but analysts estimate that the number of Internet us-
ers in Ukraine will increase rapidly in the coming years.
This is facilitated by the following factors: Increase in
the sale of Internet access media; increase of opportuni-
ties of Internet providers; increase of speed of the Inter-
net, stabilization of traffic. Fig. 1 shows the components
and tools of Internet marketing for Ukrainian industrial
enterprises. The use of online marketing tools greatly
expands the capabilities and characteristics of the tradi-
tional marketing environment.
Components of Internet Marketing
for Industrial Enterprises
Search engine marketing
(SEM)
Client-oriented strategy of enterprise
development on the Internet (ЕСRM)
Creating a corporate image on the
Internet (РR 2.0)
Video systems marketing
(VSM) Internet branding
Viral Marketing
(WOM)
Affiliate Marketing
(АM)
Usability Engineering
Social network marketing
(SМM)
Internet marketing tools
promis fishing enterprises - Growth trends:
-not gone;
-stable; active
Social:
-blog, video blog;
-social networks;
forums;
-read;
- Internet portals;
on-line competitions;
- podcasts (audio / video); social bookmarks
Advertising:
- contextual;
-search;
- media / banner;
- video / flash; - bulletin boards
Fig. 1. Ingredients and tools of internet marketing of Ukrainian industrial enterprises
(developed by source [9])
For example, the Internet provides high efficiency
in the presentation and assimilation of information,
which strengthens the relationship between the manu-
facturer, seller (enterprise) and consumers. It is effec-
tively used for field and office marketing research,
thereby providing an analytical marketing function. In
addition, the Internet can reduce the costs of marketing
campaigns, as opposed to traditional media. Now any
industrial enterprise active in the World Wide Web can
easily change market boundaries (move from local to in-
ternational markets) and introduce new tools and oppor-
tunities for competition. The possibility of introduction
of Internet technologies depends on the peculiarities of
functioning of enterprises, industry and scale of activity,
degree of dependence on network space.
The modern strategy of marketing of industrial en-
terprises is aimed at attracting and retaining customers,
finding opportunities to increase sales of goods and ser-
I. Fomichenko, S. Barkova
126
Економічний вісник Донбасу № 4(58), 2019
vices. Businesses operating in a globalized world are
more than ever interested in turning potential clients into
real ones. That is why social networks are considered as
one of the main factors influencing business. The mo-
dern method of communication on the Internet – honest
conversations and communication with the audience
through relevant content.
It is nowadays important to include content mar-
keting in public relations and to prepare quality content
for placement on the site and on social networks.
Globalization is an additional incentive for indus-
trial enterprises to engage content marketing in mar-
keting communications: real and potential consumers
are accelerating the pace of migration, changing me-
thods of competition for the consumer, and therefore the
enterprise should expand the boundaries of information
dissemination. Content marketing is a promising means
of marketing communication due to the rapid develop-
ment of modern technologies that allow you to create all
kinds of online publications (websites, digital maga-
zines, e-mailings). In this period, industrial enterprises
continue to actively apply the methods of SEO, SEM,
SMM, as well as other methods (display advertising, vi-
ral marketing), but at a new level due to the technical
development of the Internet. Virtual communications
are more effective: you can maximize (target) commu-
nications to your target audience (geographically, by
time, context, user behavior, product type or service,
etc.), monitor and quickly monitor their performance
with Google AdWords, line adjust. One of the compo-
nents of the process of conquering the market is market-
ing communications.
Today much of the variety of advertising is be-
coming less effective. Standard advertising does not
elicit a conscious reaction from buyers. The company is
forced to sell its products, accompanying them with
original, informative and attractive appeals that would
convince the conformity of these goods to the needs and
desires of consumers. The application of marketing in-
novations in the marketing communications system is an
extremely pressing issue because of the oversaturation
of the market with traditional advertising. But, because
innovation is a fleeting thing, analysis of the latest tech-
nology in marketing communications should be done
using online resources where information on marketing
innovations in the marketing communications market
appears in the form of blogs, analytical reports and po-
pular articles. It should also be noted that not all innova-
tive technologies or the latest trends in the marketing
communications market can be extrapolated and imple-
mented into commercial and industrial activities of in-
dustrial enterprises.
And it can be caused both by subjective (absence
of innovative marketing vision in the management of the
enterprise, insufficient level of qualification of market-
ing service of the enterprise), and objective reasons (in-
consistency of innovations of the direction of business
activity, orientation of innovation not at the target audi-
ence of industrial enterprise, lack of funds of industrial
enterprise, lack of etc).
Today, Internet marketing highlights many tools
that are effective for an industrial enterprise. Let's look
at some of them.
Contextual advertising is a fairly new and easy-
to-use tool that has many support services and applica-
tions, even freeware. These apps help you select the
most popular and potentially most profitable keywords,
automatically calculate your monthly budget, generate
statistical reports related to internet marketing, such as:
clicks per day, number of searches for your keywords,
clicks on each keyword, and more. functions.
These add-ons greatly automate the process of ad-
vertising campaigns at each stage. According to obser-
vations in Ukraine on the effectiveness of Internet ad-
vertising is occupied by Google. Yandex Direct takes
second place, and all other systems are far behind in
terms of implementation and usage efficiency. Banner
advertising also plays a special role. Using this tool re-
quires more professionalism from a specialist who is a
promoter.
The main tasks at this stage are: to analyze the tar-
get audience, to choose the right advertising pitches, the
form of the advertisement submission and to perform all
actions in order to understand and feel the client's pur-
pose. The client's goal is not always taken into account,
and in the future, this leads to insufficient attention in
the choice of the target audience. Search engine promo-
tion or SEO is an online marketing that is characterized
by text content and product advertising on social net-
works. A large share of the market is owned by out-
sourced online agencies, purchasing services from free-
lancers or specialist companies. This approach often
leads to unprofessional consulting of the client, an in-
crease in the real cost of the service, as well as the ab-
sence of any guarantees. In order to properly evaluate
the effectiveness of the use of Internet marketing tools,
it is important to clearly identify all the components of
marketing costs, bring statistics to the target audience,
identify the main basics of consumer impact and posi-
tion among all competitors in the internal market.
Savings on marketing costs when implementing in-
dividual measures of Internet marketing is manifested
in:
• saving on advertising costs (by maintaining an
online store, producing video clips, running a forum,
blog, etc.);
• savings on telephone calls;
• saving time to study products (all can be seen on
the company's website);
• savings on speed before and after sales service;
• much lower costs for opening and operating an
online store.
According to the survey, one third of Ukrainian
companies consider selling goods via social networks
I. Fomichenko, S. Barkova
127
Економічний вісник Донбасу № 4(58), 2019
and only 20% consider establishing communication
with consumers not on social networks. That is, the do-
mestic market is rapidly introducing Internet marketing
into the activities of the industrial enterprise, as well as
realizing the potential of social networks in marketing
communication activities on the Internet [10].
Any kind of activity the enterprise tries to apply in-
fluence on consciousness of "the" consumer. Among the
tools that affect group consciousness are the following:
verbal and non-verbal information. By using various
methods, tools and mechanisms of social psychology, it
is possible to influence the basic principles of group
consciousness, which are formed as a result of interac-
tion of community members on the Internet and create
the desired context for further communication. The or-
ganizational stage of the mechanism of realization of the
concept of crowd-marketing, in accordance with the
two-circuit model of communication, involves work in
two directions: organization of work regarding the for-
mation of the context of the information level of com-
munication influence and the organization of traditional
marketing communication with consumers. The main
object of influence in the implementation of the concept
of crowdsourcing are: network communities, but they
are formed not only on social networks, but also on other
services of the Internet, where users interact.
An example of forming a network context is a va-
riety of product review sites, aggregator sites, or major
online stores, where users post product reviews, rate
product ratings, and solicit customers who have already
purchased a product. In this way, users on such sites also
create a network context, form a majority of the product
or manufacturer.
In this case, Internet marketing gives the consumer
the opportunity to get information about the products.
Any potential consumer can use the Internet and receive
information about the product, and most importantly –
buy it. If, for example, there is no information at all, he
will seek that information from a competitor. This
should be foreseen and marketers should take action.
The important point is that, unlike traditional mar-
keting methods, online marketing gives a clear statisti-
cal picture of the effectiveness of a marketing company.
Compared to other types of media marketing, internet
marketing is growing very fast. It is gaining popularity
not only in business but also in the general public who
want to promote and make money from an effective
website or blog. In developed countries, Internet mar-
keting and advertising costs account for about 5% of to-
tal advertising costs [13].
However, Internet marketing has its drawbacks as
well. Restrictions in Internet marketing pose problems
for both companies and consumers. For example, if a
consumer has a slow internet connection, it can make it
difficult to use animated commercials, presentation
films and high quality graphics in advertising. This issue
can be corrected, but it can occur to any consumer. An-
other inconvenience is that Internet marketing does not
allow the consumer to try the product before making a
purchase. Most consumers solve this problem simply.
They get acquainted with the right product in a regular
store, and make a purchase in an online store. There is
also the concept of return of goods. Internet marketing
should provide that the product may not suit the con-
sumer. The problem of the ability to "touch" the product
should also be solved in other ways.
For example, some online store owners use high
quality product photos to try to convey all the details and
features of their products in the images. Gaining popu-
larity and the use of special photo equipment for digi-
tizing product images in 3D, which allows the visitor to
view the product from all angles [10]. Another limiting
factor is the limited payment methods trusted by con-
sumers.
Internet applications for payment terminals can
fail. Card payment is also not very secure because the
consumer is not always sure that the correct details on
the site and the goods will arrive on time. Internet mar-
keting in the industrial market is realized with the help
of a set of tools. They can be divided into two groups
based on the environment in which they are used – in-
ternal and external. External tools include those that are
visible to consumers and competitors, that is, are re-
sponsible for implementing marketing activities online.
These include a company website, a web store, va-
rious types of advertising, search engine marketing, so-
cial media marketing, email marketing, content mar-
keting, PR and placement on aggregate platforms and
platforms. Internal tools serve as a kind of infrastructure
for the enterprise. They are responsible for the accumu-
lation, processing and integration of data on the results
of marketing activities of the company in the network.
They cover CRM systems and a variety of web-
based tools that provide analytics for specific tools
(website, search engine optimization, social networks,
brand mentions in social media, and more). Thus, as a
result of the digital marketing audit of the major indus-
trial enterprises operating in this market in Ukraine, it
was found that the level of development of the tools is
low.
Not all businesses have their own websites. The
most widely used tool is online marketplaces. After all,
these platforms are popular with customers and are well-
promoted online. However, trends in the environment of
industrial consumers, caused by the development and
penetration of Internet technologies, indicate that busi-
ness, even in traditional industries, needs transfor-
mation.
Here are the main ones. According to the statistics
portal Statista, during 2013-2017 the volume of e-com-
merce market in the B2B sector consistently increased
on average by 7% annually (Fig. 2) [11].
I. Fomichenko, S. Barkova
128
Економічний вісник Донбасу № 4(58), 2019
The specificity of the B2B market usually deter-
mines the choice in favor of traditional channels of pro-
motion, which include personal communication with a
potential client.
In addition, the feasibility of investing in an Inter-
net channel depends on the particular decision making
of the specific target audience. Therefore, executives
serving the needs of other businesses and organizations
may be conservative when developing a communica-
tions strategy, favoring proven tools. Also, the 2017
B2B market exceeds the B2C market by nearly 235% in
volume, according to Statista 2017 Ecommerce Report
[12].
This is due to the gradual formation of a culture of
doing business online, the development of industrial
consumers and Internet providers as a sales channel. The
Internet is not just an advertising channel in the media
mix of B2B companies, it is part of the business deve-
lopment and marketing strategy of an industrial enter-
prise.
Fig. 2. Global E-Commerce Market Volume 2013-2017, Billion USD United States
(created by authors based on Source [11])
According to Forrester, which researches the de-
velopment of Internet marketing in the industrial market
and provides relevant services, about 90% of people in-
volved in purchasing industrial products use the Internet
to find product information and select a provider. For
74% of people, half the way to go offline shopping is
online.
That is, industrial consumers search, study infor-
mation on existing offers, evaluate alternatives on the
Internet. On average, 6 different online channels are
used in the purchasing decision process [15]. According
to a survey conducted by the consulting company Ac-
centure in 2014, only 12.4% of industrial consumers
seek meetings with company representatives or even a
telephone conversation (Fig. 3).
Most respondents (71%) prefer to search and eva-
luate options online with or without the help of company
consultants [16].
For companies operating in the B2B market, this
means having to have such an online presence to ensure
that each of these groups is complete with information
about the company's offerings. According to a study
conducted by the Boston Consulting Group with Google
in September 2017, which involved more than 2,000
B2B companies, 67% of purchases were made from in-
formation of all kinds available on the Internet.
Before making an online purchase, or at least go to
an offline communications channel with a provider of
decision-makers, search the web. They search on a vari-
ety of queries, browse online catalogs, explore infor-
mation on websites, compare product specifications,
pricing, and more. The search for information at this
stage is broader, more fundamental than targeted.
Thus, it is determined that in 71% of cases the
search begins with general queries, ie queries by product
category, and not by specific trademarks [17]. This fac-
tor must be taken into account when forming a semantic
search kernel. According to a 2014/2014 Google / Mill-
ward Brown Digital, B2B Path to Purchase Study, a sig-
nificant change in the demographics of business execu-
tives and positions that assume responsibility for pro-
curement was made during 2012-2014.
That is why, when designing an Internet marketing
strategy, one should take into account the particular be-
havior of this category of people, the tools and channels
that are popular among them. In addition, the change in
management systems in modern companies has led to
the fact that the decision to buy is influenced not only
by top management, so-called C-suite managers, that is,
executives, but also ordinary employees.
Thus, according to the results of the same survey,
81% of people holding non-managerial positions in the
company have the opportunity to influence the decision
to buy industrial goods [17]. For B2B companies, this
means that you need to build communications that target
not only top management, but also influence other em-
ployees of the target audience.
1233
1471
1700
1922
2143
5826
6449
6909
7300
7661
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
2013
2014
2015
2016
2017
billion USD
В2В
В2С
I. Fomichenko, S. Barkova
129
Економічний вісник Донбасу № 4(58), 2019
Fig. 3. Distribution of respondents' answers to the question of involvement of a company consultant
in the decision to purchase industrial goods (generated by the author from source [16])
If top management is easy to reach via social net-
works, because of the complexity of identifying all pro-
fessionals involved in the purchase of products, more
massive, at the same time targeted, tools (blog posts,
search engine advertising, whitepapers, etc.) should be
used. As for the way to buy in an industrial market that
originates on the Internet, it begins in 90% of cases with
relevant search engine queries, according to the Think
with Google resource [15].
On average, the consumer in the industrial market
performs about 12 searches before proceeding to study
information on a particular vendor's website or other
specialized resource. This points to the critical im-
portance of search engine marketing for B2B busi-
nesses. All these facts are strong arguments in favor of
formulating a digital marketing strategy by companies
that serve the needs of industrial consumers.
Therefore, we can conclude that the role of the In-
ternet in the decision-making process of purchasing by
industrial consumers is increasing. Despite the fact that
the results of the research were conducted mainly in
more developed countries than Ukraine, the trends are
relevant to the Ukrainian market environment. The
study found that the consumer is in the crossroads of
online and offline communication when making a pur-
chase decision. Accordingly, companies need to con-
sider this fact and formulate a marketing strategy based
on the quality integration of the two channels.
Conclusions. Thus, Internet marketing is an im-
portant phenomenon in the modern management of in-
dustrial enterprises. Improved and updated Internet mar-
keting technologies will help maintain and develop the
relationship of the company with customers. This will
contribute to the high communication status of the mar-
keting system, increase the effectiveness of marketing
activities and expand marketing relationships.
In addition, in today's business environment, it is
very difficult to imagine a successful business that has
not used at least one type of marketing communications
on the Internet: company site, blog, series of videos
about the company, etc. The interactive nature of the
network environment allows to increase the effective-
ness of interaction of all participants of communication,
which positively influences the realization of marketing
functions of a particular enterprise as a whole.
Features of Internet marketing is that the Internet
allows you to dynamically track and adjust the course of
a marketing company, and further research should be
aimed at developing recommendations for the use of In-
ternet communications by enterprises.
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Фоміченко І. П., Баркова С. О. Інтернет-мар-
кетинг як інструмент розвитку промислових під-
приємств в сучасних умовах господарювання
У статті висвітлено значення та основна роль Ін-
тернет-маркетингу у діяльності промислового підпри-
ємства. Визначено основні переваги, складові та сег-
менти Інтернет-маркетингу. Визначено, яким чином
особливості діяльності на ринку промислових спожи-
вачів впливають на розробку стратегії Інтернет-марке-
тингу. Виявлено особливі аспекти стратегії Інтернет-
маркетингу, які мають бути враховані підприємствами
при її розробці. Досліджено ключові тенденції у сере-
довищі промислових споживачів, сформовані під
впливом розвитку та проникнення Інтернет-технологій
у бізнес-середовище. Доведено, що при впровадженні
індивідуальних заходів Інтернет-маркетингу спостері-
гається економія на маркетингових витратах підприєм-
ства. Запропоновано складові та інструменти Інтернет-
маркетингу промислових підприємств України, які ма-
ють бути задіяні у стратегії Інтернет-маркетингу про-
мислових підприємств та шляхи їх використання для
підвищення ефективності діяльності підприємств: сис-
тема автоматизації маркетингу, CRM-система, веб-
сайт, пошуковий маркетинг, онлайн-маркетплейси,
контент-маркетинг.
Ключові слова: Інтернет-маркетинг, інтернет, Ін-
тернет-технології, веб-сервіси, соціальні мережі, стра-
тегія промислового підприємства, ринок електронної
комерції.
Fomichenko I., Barkova S. Internet Marketing as
a Tool for the Development of Industrial Enterprises in
Modern Economic Conditions
The article highlights the values and the main role of
Internet marketing in the activities of an industrial enter-
prise. The main advantages, composition and segments of
Internet marketing are defined. It was determined how the
features of the activity in the industrial consumer market
influence the development of the Internet marketing stra-
tegy. Identified specific aspects of the strategy of Internet
marketing, which should be taken into account by enter-
prises in its development. The key trends in the environ-
ment of industrial consumers, formed under the influence
of the development and penetration of Internet technolo-
gies into the business environment, are investigated. It is
proved that the introduction of individual activities of In-
ternet marketing, there is a saving on the marketing costs
of the enterprise. The composition and tools of Internet
marketing of industrial enterprises of Ukraine are pro-
posed, which should be involved in the Internet marketing
strategy of industrial enterprises and ways to use them to
improve the efficiency of enterprises: a marketing automa-
tion system, a CRM system, a website, search marketing,
an online marketplace. content marketing.
Keywords: Internet marketing, Internet, Internet tech-
nologies, web services, social networks, industrial enter-
prise strategy, e-commerce market.
Фомиченко И. П., Баркова С. А. Интернет-мар-
кетинг как инструмент развития промышленных
предприятий в современных условиях хозяйствова-
ния
В статье освящены значения и основная роль Ин-
тернет-маркетинга в деятельности промышленного
предприятия. Определены основные преимущества,
состав и сегменты Интернет-маркетинга. Определено,
каким образом особенности деятельности на рынке
промышленных потребителей влияют на разработку
стратегии Интернет-маркетинга. Выявлены особые ас-
пекты стратегии Интернет-маркетинга, которые
должны быть учтены предприятиями при ее разра-
ботке. Исследованы ключевые тенденции в среде про-
мышленных потребителей, сформированные под влия-
нием развития и проникновения Интернет-технологий
в бизнес-среду. Доказано, что при внедрении индиви-
дуальных мероприятий Интернет-маркетинга наблю-
дается экономия на маркетинговых затратах предпри-
ятия. Предложено состав и инструменты Интернет-
маркетинга промышленных предприятий Украины,
которые должны быть задействованы в стратегии Ин-
тернет-маркетинга промышленных предприятий та
пути их использования для повышения эффективности
деятельности предприятий: система автоматизации
маркетинга, CRM-система, веб-сайт, поисковый мар-
кетинг, онлайн-маркетплейси, контент-маркетинг.
Ключевые слова: Интернет-маркетинг, Интернет,
Интернет-технологии, веб-сервисы, социальные сети,
стратегия промышленного предприятия, рынок элек-
тронной коммерции.
Received by the editors: 11.11.2019
and final form 19.12.2019
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