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The Modern Tendencies of Development of Digital Marketing in Ukraine
Priadko O. M., Olinichenko K. S.

Priadko, Olha M., and Olinichenko, Kateryna S. (2019) “The Modern Tendencies of Development of Digital Marketing in Ukraine.” Business Inform 4:371–378.
https://doi.org/10.32983/2222-4459-2019-4-371-378

Section: Management and Marketing

UDC 658.8.011.1(477)

Abstract:
The article is aimed at analyzing and identifying tendencies in the formation and development of the market of Internet advertising. The world experience of development of the market of Internet advertising together with tendencies of growth of expenses for Internet advertising are considered. Internet advertising instruments and their interaction with each other are characterized; Ukrainian market of Internet advertising, audience of its consumers and users are investigated; preferences regarding the online shopping among Ukrainians are considered. It is identified that the Internet facilitates changes in the balance between the variants of applying the marketing mix. In this case a website can serve as a channel for promotion of articles or services and be a place of sale. Also, based on the concept of «7С», the site is a physical element for interaction with consumers. To identify consumer preferences in the sphere of Internet advertising in terms of trade, as well as the degree of its influence and perception, the authors have carried out several marketing researches. According to the survey data, the respondents’ opinions concerning the place and frequency of purchases are identified; the most significant factors influencing the choice of online shops are defined; the average amount of purchases is defined; attitude of respondents towards different types of Internet advertising. The list of parameters for respondents is selected and it is suggested to allocate the following important parameters of Internet shops: level of prices, site design, navigation convenience, delivery of articles, payment for articles, quality of consultation.

Keywords: Internet advertising, audience, consumers, online shopping, marketing mix, marketing, research, survey, respondents.

Fig.: 5. Tabl.: 1. Bibl.: 11.

Priadko Olha M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Olinichenko Kateryna S. – Candidate of Sciences (Economics), Associate Professor, Department of Marketing and Media Communications, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]

List of references in article

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“Novitni tendentsii na rynku internet-reklamy v Ukraini ta sviti: pidkhody do temy“ [Recent trends in the Internet advertising market in Ukraine and in the world: approaches to the topic]. http://en.chnu.edu.ua/wp-content/uploads/2018/03/Osadtsa-1.pdf
“Mediabiznes: shchodenna on-lain hazeta ukrainskoho mediarynku“ [Media Business: daily online newspaper of the Ukrainian media market]. http://www.mediabusiness.com.ua
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“TOV «Bihmir-Internet». Prais-lyst“ [Bigmir-Internet Ltd. Price List]. http://meta.ua/business/zakaz/types.asp
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Worldwide Independent Network (WIN). http://winformusic.org
“Zhidno z doslidzhenniam, lyshe blyzko 60% ukraintsiv korystuiutsia internetom“ [According to the research, only about 60% of Ukrainians use the Internet]. https://www.unian.ua/science/2375658-zgidno-z-doslidjennyam-lishe-blizko-60-ukrajintsiv-koristuyutsya-internetom-infografika.html
Global digital report 2018. https://digitalreport.wearesocial.com
“Rynok internet-reklamy v Tsentralnoy i Vostochnoy Yevrope“ [Internet advertising market in Central and Eastern Europe]. http://www.gemius.com.ua/vse-stati-dlja-chtenija/rynok-internet-reklamy-v-regione-centralnoj-i-vostochnoj-evropy.html
“Hlobalni korystuvachi sotsialnoi merezhi 2019“ [Global social networking users 2019]. https://www.emarketer.com/content/global-social-network-users-2019

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