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The Advantages and Disadvantages of Using Different Types of Traffic in the Integrated Internet Marketing System
Vereskun M. V., Zaharov S. V., Kolosok V. M.

Vereskun, Mikhaylo V., Zaharov, Sergiy V., and Kolosok, Valeria M. (2020) “The Advantages and Disadvantages of Using Different Types of Traffic in the Integrated Internet Marketing System.” Business Inform 7:352–358.
https://doi.org/10.32983/2222-4459-2020-7-352-358

Section: Management and Marketing

UDC 330.3

Abstract:
The research is aimed at classifying the types of Internet traffic in modern conditions, concretizing the advantages and disadvantages of its main types and developing recommendations as to the use in the system of integrated Internet marketing of Ukrainian enterprises. This article describes the concept of Internet traffic. It is identified that in its work each company uses two main types of traffic: free (search, direct, referral) and paid, or advertising traffic. The main advantages and disadvantages of each type of traffic are specified. It is proved that, in the strategic perspective, the best choice appears to be the active SEO promotion, i.e. investing resources in increasing the flow of unmanageable, but free, traffic. It is noted that advertising (paid) traffic is the most effective tool for rapidly increasing the flow of potential customers at a short time interval. It is found that the proportion of different sources of Internet traffic of the company depends heavily on the type of business that the company is engaged in. The obtained results will allow enterprises in different industries to adjust their Internet marketing strategy taking into account the identified tendencies.

Keywords: advertising, Internet marketing, integrated Internet marketing, traffic, SEO optimization.

Tabl.: 2. Bibl.: 19.

Vereskun Mikhaylo V. – Doctor of Sciences (Economics), Associate Professor, Dean, Faculty of Information Technology, Pryazovskyi State Technical University (7 Unіversytetska Str., Mariupol, 87500, Ukraine)
Email: [email protected]
Zaharov Sergiy V. – Candidate of Sciences (Engineering), Mariupol City Council (70 Myru Ave., Mariupol, Donetsk region, 87500, Ukraine)
Email: [email protected]
Kolosok Valeria M. – Doctor of Sciences (Economics), Associate Professor, Head of the Department, Department of Transport and Logistics Management, Pryazovskyi State Technical University (7 Unіversytetska Str., Mariupol, 87500, Ukraine)
Email: [email protected]

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