3 Network commerce, public and private consumption services. Communicative characteristics of the Internet. Models of communication in the Internet. Internet Marketing.

Communicative characteristics of the Internet

The Internet is a completely new medium for communication and communication, different from all the usual media. As a result, traditional marketing techniques and business methods are in many cases not applicable to the world of the Internet in their current form. The broad possibilities of the Internet pose to modern companies the rather difficult task of using them effectively in commercial activities and require the adaptation of old or the development of new business methods.

In order to show the difference between the Internet and traditional media (media) in this section, their main features are considered, a comparison of the characteristics of traditional and new media is presented.

The term "traditional media" refers to television, radio, newspapers, magazines, direct mail advertising. Under the new tools means, above all, the Internet.

At the very first acquaintance with the Internet, it is clearly seen that, unlike traditional media, it provides a much greater degree of control and freedom of choice on the part of the consumer. The Internet, due to the interactivity properties considered further, presence and informational richness (text, image and even sound), as well as through the use of network navigation, surpasses other means of communication in terms of communication with existing and potential customers.

On the other hand, the Internet, like any communicative medium, always transforms and “blurs” the personality of the author, as it were, which leads to the relative anonymity of users who communicate through this medium.

Internet communication patterns

For a visual analysis of the degree of influence of the media on their audience, their activities are usually presented in the form of a certain model.

In fig. 3.1 presents a simplified model of communication characteristic of traditional media. In fact, all the main processes of interaction of modern media with its audience fit into its framework.

Fig. 3.1. Model reflecting the communication processes of traditional media

At the heart of the traditional media model is a one-to-many process, in which a firm transmits information to a group of consumers using a communication tool. Depending on the choice of this tool, information can be presented in a static (text, graphic) and / or dynamic (audio, video, animation) form. The main feature underlying the interaction of traditional media with consumers is the lack of interactive interaction.

Unlike this model, the Internet is based on two completely different principles. First, when communicating via the Internet, interaction occurs through a specific environment, which makes a significant contribution to it. This is well illustrated by rice. 3.2.

Fig. 3.2. Communication model using the information medium as an intermediary

This model emphasizes that the initial communication does not occur between the sender and the recipient of information, but rather between the user and a certain medium, the communication space, and both participants in the dialogue are both senders and receivers of information. In this model, a step has been taken from simple data exchange between the “transmitter” and “receiver” to the creation of an information environment, which is perceived and, possibly, modified by the participants in the dialogue.

Secondly, the Internet is a multi-directional “many-to-many” communicative model, in which each network subscriber has the opportunity to address other individual subscribers or groups either on its own behalf or on behalf of a group (Fig. 3.3). From the point of view of a businessman, such a democratization of communication, which frees him from all control from the outside, implies new rules of the game and provides an opportunity for new participants to enter it.

Fig. 3.3. A model that reflects the communicative processes occurring on the Internet

In a model of this type, the means of communication is a distributed computer network, and information can be presented either in the usual way or in the form of hypermedia. Within the framework of this model, interactive interaction is possible both with other Internet users (interpersonal interaction), and with the medium itself (interaction with the medium), with the latter type prevailing. Thanks to this information transmitter is also its consumer at the same time. Information is not simply transmitted from the sender to the consumer, but the environment itself is created and modified under its influence and is perceived by all its participants in a new, transformed form. At the same time, the Internet becomes not just a place for modeling a real environment, but its alternative and the basis for building a new virtual commerce sphere.

Internet marketing

Marketing is most often treated as a necessary market activity associated with the production of goods and the provision of services that are most likely to be implemented in the market.

In this context, the object of marketing research is the Internet market.

The main components of Internet marketing:

1. Banner advertising is the use of a paid space or time on the Internet on a specific site to form, using special methods and means, the image of a company or advertising certain goods or services.

2. Public relations - a set of activities aimed at the formation of harmonious relations of the company with society, as well as strengthening its public image.

3. Sales promotion - direct prompting of a potential buyer to action by informing him about the economic additional benefits he receives when purchasing this product or the service provided (for example, special shows, coupons, lotteries, contests, etc.).

4. Personal (personal) sale - any type of activity aimed at attracting potential and actual buyers of goods to communication, gathering information regarding their satisfaction with the goods purchased, as well as the emerging needs, desires and interests in order to establish long-term relationships.

5. Sales promotion - are certain activities that contribute to sales growth. These types include: the organization of presentations of goods in the network, the use of special discounts, etc.

6. Service - the most complete satisfaction of the demand of buyers at the stages of purchase and further service maintenance of the goods.

7. Marketing - audit is periodically carried out checks to assess the effectiveness of the activities carried out by the company's services.

For marketing research usually use the following methods:

• Offline (non-network) research (opinion polls on the street, focus groups, etc.);
• Statistics of large catalogs, ratings;
• Polls on sites;
• Mailings;
• Internet system - statistics SpyLOG;

Literature:

Questions for self-test:

1. What is the “communicative characteristic of the Internet”?

2. How does SpyLOG work and what does it take into account?

3. What are the differences you can bring online marketing from classic marketing?

4. How to calculate the effectiveness of banner advertising?