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Світові тенденції використання інструментів Інтернет-маркетингу

Електронний науковий архів Науково-технічної бібліотеки Національного університету "Львівська політехніка"

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Title Світові тенденції використання інструментів Інтернет-маркетингу
Global trends of Internet marketing tools application
 
Creator Угольков, Є. О.
Ugolkov, Ye.
 
Contributor Національний університет «Львівська політехніка»
Lviv Polytechnic National University
 
Subject інтернет-маркетинг
інтернет-ресурс
SEO
контент-маркетинг
email-розсилки
Internet marketing
Internet resource
SEO
content marketing
Email marketing. information placement
339.138
 
Description У цій статті проведено огляд досліджень відомих світових компаній у сфері
реклами та маркетингу, які проводять аналіз тенденцій використання інструментів
Інтернет-маркетингу у сучасному динамічному середовищі. Розглянуті такі інструменти
як оптимізація пошукових машин, платна реклама, контент-маркетинг, email-розсилки,
а також просування у соціальних мережах. Зазначено, що контент-маркетинг відіграє
все більшу роль у функціонуванні кожного інструмента, а також являє собою неза-
лежний інструмент подачі на інтернет-ресурсі ключової інформації потенційному
клієнтові. На основі проведеного огляду розроблено висновки та рекомендації щодо
використання інструментів інтернет-маркетингу у майбутньому періоді. Стаття
ґрунтується на аналізі численних літературних джерел практиків інтернет-маркетингу.
In this article author makes overview of the research of the world-famous companies in
the field of advertising and marketing, in which the trends of using Internet marketing tools in
the modern dynamic environment analyze is made. Search engine optimization, paid
advertising, content marketing, email distribution, and promotion on social networks were
considered in this article. It has been pointed out that content marketing plays an increasingly
important role in the functioning of each tool, and also represents an independent tool for
supplying key information to the potential client on the Internet resource. Based on the
conducted review, the conclusions and recommendations for the using of Internet marketing
tools in the future period are developed. It is important to note the practical orientation of the
article, which is provided through the analysis of numerous literary sources of internet
marketing practitioners.
 
Date 2018-05-15T12:14:50Z
2018-05-15T12:14:50Z
2017-03-28
2017-03-28
 
Type Article
 
Identifier Угольков Є. О. Світові тенденції використання інструментів Інтернет-маркетингу / Є. О. Угольков // Вісник Національного університету «Львівська політехніка». Серія: Проблеми економіки та управління. — Львів : Видавництво Львівської політехніки, 2017. — № 873. — С. 97–104.
http://ena.lp.edu.ua:8080/handle/ntb/41142
Ugolkov Ye. Global trends of Internet marketing tools application / Ye. Ugolkov // Visnyk Natsionalnoho universytetu "Lvivska politekhnika". Serie: Problemy ekonomiky ta upravlinnia. — Lviv : Vydavnytstvo Lvivskoi politekhniky, 2017. — No 873. — P. 97–104.
 
Language uk
 
Relation Вісник Національного університету «Львівська політехніка». Серія: Проблеми економіки та управління, 873, 2017
http://www.dentsuaegisnetwork.com/media/
https://www.groupm.com/news/groupm-releases-interaction-2017-preview
https://www.zenithmedia.com/
https://www.netmarketshare.com/searchengine-market-share.aspx?qprid=4&qpcustomd=1&qpsp=203&qpnp=2&qptimeframe=M
https://www.emarketer.com/Article/Effective-SEO-Content-King/1012639
https://www.emarketer.com/Article/SMBs-More-Mobile/1013010
https://www.brightlocal.com/2015/05/13/61-of-mobile-users-more-likely-to-contact-alocal-
https://think.storage.googleapis.com/docs/how-advertiserscan-
https://economicimpact.google.com/about/#/?sections_activeEl=introduction
http://www.wordstream.com/blog/ws/2012/07/18/diversify-search-strategy-ppc
https://unbounce.com/ppc/seo-vs-ppc-infographic/
https://www.thinkwithgoogle.com/consumer-insights/how-digital-connects-shoppers-to-localstores/
http://www.marketingprofs.com/charts/2015/27941/marketers-favorite-seo-tactics-andmetrics
https://www.socialmediaexaminer.com/report/
http://contentmarketinginstitute.com/wp-content/uploads/2016/10/2017_B2C_Research_Finalrev-10-26-16.pdf
https://www.emarketer.com/Article/More-B2B-Marketers-
https://www.emarketer.com/
http://www.kpcb.com/internettrends
https://mwpdigitalmedia.com/blog/10-statistics-that-show-video-is-the-future-ofmarketing/
http://tubularinsights.com/forbes-insights-releases-2010-
https://www.youtube.com/yt/about/press/
http://www.stateofinbound
https://www.thinkwithgoogle.com/consumer-insights/video-trends-where-audience-watching/
https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/
http://www.radicati.com/wp/wp-content/uploads/2016/01/Email_Statistics_Report_2016-2020_Executive_
https://techcrunch.com/2015/05/28/gmail-now-has-900m-active-users-75-onmobile/
https://go.movableink.com/device-report-q3-2015.html
http://content.adestra
https://www.emarketer.com/Article/How-Much-Revenue-Email-Drive/1013001
https://www
https://techcrunch.com/2015/11/04/facebook-earnings-q3-2015/
http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/
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2. GroupM Interaction 2017 // GroupM [Електронний ресурс]. – Режим доступу: https://www.groupm.com/news/groupm-releases-interaction-2017-preview
3. Top Thirty Global Media Owners 2017 // Zenith [Електронний ресурс]. – Режим доступу: https://www.zenithmedia.com/ product/top-thirty-global-media-owners-2017/
4. Mobile/Tablet Search Engine Market Share // Netmarketshare [Електронний ресурс]. – Режим доступу: https://www.netmarketshare.com/searchengine-market-share.aspx?qprid=4&qpcustomd=1&qpsp=203&qpnp=2&qptimeframe=M
5. For Effective SEO, Content Is King // eMarketer [Електронний ресурс]. – Режим доступу: https://www.emarketer.com/Article/Effective-SEO-Content-King/1012639
6. Most Effective – and Difficult – SEO Tactics // Marketing Charts [Електронний ресурс]. – Режим доступу: http:// www.marketingcharts.com/digital-55896
7. SMBs Get More Mobile // eMarketer [Електронний ресурс]. – Режим доступу: https://www.emarketer.com/Article/SMBs-More-Mobile/1013010
8. 61% of MobileUsers More Likely to Contact a Local Business with a Mobile Site // BrightLocal [Електронний ресурс]. – Режим доступу: https://www.brightlocal.com/2015/05/13/61-of-mobile-users-more-likely-to-contact-alocal- business-with-a-mobile-site/
9. Understanding Consumers’ Local Search Behavior // Google [Електронний ресурс]. – Режим доступу: https://think.storage.googleapis.com/docs/how-advertiserscan- extend-their-relevance-with-search_research-studies.pdf
10 https://economicimpact.google.com/about/#/?sections_activeEl=introduction
11. Reasons to Diversify Your Search Strategy with PPC Advertising // WordStream [Електронний ресурс]. – Режим доступу: http://www.wordstream.com/blog/ws/2012/07/18/diversify-search-strategy-ppc
12. Google Adwords click through rates per position // AccuraCast [Електронний ресурс]. – Режим доступу: https:/www.accuracast.com/articles/advertising/adwords-clickthrough/
13. SEO vs PPC – Time for a Fight! [Infographic] // unbounce [Електронний ресурс]. – Режим доступу: https://unbounce.com/ppc/seo-vs-ppc-infographic/
14. New Research Shows How Digital Connects Shoppers to Local Stores [Електронний ресурс]. – Режим доступу: https://www.thinkwithgoogle.com/consumer-insights/how-digital-connects-shoppers-to-localstores/
15. Marketers' Favorite SEO Tactics and Metrics // MarketingProfs [Електронний ресурс]. – Режим доступу: http://www.marketingprofs.com/charts/2015/27941/marketers-favorite-seo-tactics-andmetrics
16. Social Media Marketing Industry Report // SocialMediaExaminer – [Електронний ресурс]. – Режим доступу: https://www.socialmediaexaminer.com/report/
17. B2C Content Marketing 2017 Benchmarks, Budgets and Trends // Content Marketing Insitute [Електронний ресурс]. – Режим доступу: http://contentmarketinginstitute.com/wp-content/uploads/2016/10/2017_B2C_Research_Finalrev-10-26-16.pdf
18. More B2B Marketers View Content Marketing as an Effective Tactic // eMarketer [Електронний ресурс]. – Режим доступу: https://www.emarketer.com/Article/More-B2B-Marketers- View-Content-Marketing-Effective-Tactic/1013453
19. US Adults Spend 5.5 Hours with Video Content Each Day // eMarketer [Електронний ресурс]. – Режим доступу: https://www.emarketer.com/ Article/US-Adults-Spend-55-Hours-with-Video-Content-Each-Day/1012362
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22. More senior executives are using & sharing online video says Forbes // tubularinsights [Електронний ресурс]. – Режим доступу: http://tubularinsights.com/forbes-insights-releases-2010- study-clevel-executives-video/
23. YouTube by the numbers // YouTube [Електронний ресурс]. – Режим доступу: https://www.youtube.com/yt/about/press/
24. Your Go-To Business Report for Marketing and Sales Research // HubSpot [Електронний ресурс]. – Режим доступу: http://www.stateofinbound. com/?__hstc=20629287.78f114c0498d047374acfd5d5e8c67d9.1474573707702.1491408558043.1491416575884.152&__hssc=20629287.1.1491416575884&__hsfp=851015459
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31. How Much Revenue Does Email Drive? // eMarketer [Електронний ресурс]. – Режим доступу: https://www.emarketer.com/Article/How-Much-Revenue-Email-Drive/1013001
32. Small Businesses Are So-So About Social // eMarketer [Електронний ресурс]. – Режим доступу: https://www. emarketer.com/Article/Small-Businesses-So-So-About-Social/1012348
33. Small Businesses' Social ROI Struggles Won't Stop // eMarketer [Електронний ресурс]. – Режим доступу: https://www. emarketer.com/Article/Small-Businesses-Social-ROI-Struggles-Wont-Stop/1012559
34. Facebook Speeds Past 1.55 Billion Users And Q3 Estimates With $4.5B Revenue // TechCrunch [Електронний ресурс]. – Режим доступу: https://techcrunch.com/2015/11/04/facebook-earnings-q3-2015/
35. The Demographics of Social Media Users // Pew Research Center [Електронний ресурс]. – Режим доступу: http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
36. Social Media Usage: 2005-2015 // Pew Research Center [Електронний ресурс]. – Режим доступу: http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/
1. Global ad spend to hit $563.4 billion in 2017 with digital driving growth, Dentsu Aegis Network [Electronic resource], Access mode: http://www.dentsuaegisnetwork.com/media/ dentsuaegisnetworknewsdetaila/2017/2017_06_15?Global-ad-spend-to-hit-5634-billion-in-2017-withdigital-driving-growth
2. GroupM Interaction 2017, GroupM [Electronic resource], Access mode: https://www.groupm.com/news/groupm-releases-interaction-2017-preview
3. Top Thirty Global Media Owners 2017, Zenith [Electronic resource], Access mode: https://www.zenithmedia.com/ product/top-thirty-global-media-owners-2017/
4. Mobile/Tablet Search Engine Market Share, Netmarketshare [Electronic resource], Access mode: https://www.netmarketshare.com/searchengine-market-share.aspx?qprid=4&qpcustomd=1&qpsp=203&qpnp=2&qptimeframe=M
5. For Effective SEO, Content Is King, eMarketer [Electronic resource], Access mode: https://www.emarketer.com/Article/Effective-SEO-Content-King/1012639
6. Most Effective – and Difficult – SEO Tactics, Marketing Charts [Electronic resource], Access mode: http:// www.marketingcharts.com/digital-55896
7. SMBs Get More Mobile, eMarketer [Electronic resource], Access mode: https://www.emarketer.com/Article/SMBs-More-Mobile/1013010
8. 61% of MobileUsers More Likely to Contact a Local Business with a Mobile Site, BrightLocal [Electronic resource], Access mode: https://www.brightlocal.com/2015/05/13/61-of-mobile-users-more-likely-to-contact-alocal- business-with-a-mobile-site/
9. Understanding Consumers’ Local Search Behavior, Google [Electronic resource], Access mode: https://think.storage.googleapis.com/docs/how-advertiserscan- extend-their-relevance-with-search_research-studies.pdf
10 https://economicimpact.google.com/about/#/?sections_activeEl=introduction
11. Reasons to Diversify Your Search Strategy with PPC Advertising, WordStream [Electronic resource], Access mode: http://www.wordstream.com/blog/ws/2012/07/18/diversify-search-strategy-ppc
12. Google Adwords click through rates per position, AccuraCast [Electronic resource], Access mode: https:/www.accuracast.com/articles/advertising/adwords-clickthrough/
13. SEO vs PPC – Time for a Fight! [Infographic], unbounce [Electronic resource], Access mode: https://unbounce.com/ppc/seo-vs-ppc-infographic/
14. New Research Shows How Digital Connects Shoppers to Local Stores [Electronic resource], Access mode: https://www.thinkwithgoogle.com/consumer-insights/how-digital-connects-shoppers-to-localstores/
15. Marketers' Favorite SEO Tactics and Metrics, MarketingProfs [Electronic resource], Access mode: http://www.marketingprofs.com/charts/2015/27941/marketers-favorite-seo-tactics-andmetrics
16. Social Media Marketing Industry Report, SocialMediaExaminer – [Electronic resource], Access mode: https://www.socialmediaexaminer.com/report/
17. B2C Content Marketing 2017 Benchmarks, Budgets and Trends, Content Marketing Insitute [Electronic resource], Access mode: http://contentmarketinginstitute.com/wp-content/uploads/2016/10/2017_B2C_Research_Finalrev-10-26-16.pdf
18. More B2B Marketers View Content Marketing as an Effective Tactic, eMarketer [Electronic resource], Access mode: https://www.emarketer.com/Article/More-B2B-Marketers- View-Content-Marketing-Effective-Tactic/1013453
19. US Adults Spend 5.5 Hours with Video Content Each Day, eMarketer [Electronic resource], Access mode: https://www.emarketer.com/ Article/US-Adults-Spend-55-Hours-with-Video-Content-Each-Day/1012362
20. Internet trends 2017 – Code conference, KPCB – [Electronic resource], Access mode: http://www.kpcb.com/internettrends
21. 10 statistics that show video is the future of marketing, MWP [Electronic resource], Access mode: https://mwpdigitalmedia.com/blog/10-statistics-that-show-video-is-the-future-ofmarketing/
22. More senior executives are using & sharing online video says Forbes, tubularinsights [Electronic resource], Access mode: http://tubularinsights.com/forbes-insights-releases-2010- study-clevel-executives-video/
23. YouTube by the numbers, YouTube [Electronic resource], Access mode: https://www.youtube.com/yt/about/press/
24. Your Go-To Business Report for Marketing and Sales Research, HubSpot [Electronic resource], Access mode: http://www.stateofinbound. com/?__hstc=20629287.78f114c0498d047374acfd5d5e8c67d9.1474573707702.1491408558043.1491416575884.152&__hssc=20629287.1.1491416575884&__hsfp=851015459
25. The Latest Video Trends: Where Your Audience Is Watching, Google [Electronic resource], Access mode: https://www.thinkwithgoogle.com/consumer-insights/video-trends-where-audience-watching/
26. Number of e-mail users worldwide from 2017 to 2021, Statista [Electronic resource], Access mode: https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/
27. Email Statistics Report,2016-2020, The Radicati Group [Electronic resource], Access mode: http://www.radicati.com/wp/wp-content/uploads/2016/01/Email_Statistics_Report_2016-2020_Executive_ Summary.pdf
28. Gmail Now Has 900M Active Users, 75 % On Mobile, TechCrunch [Electronic resource], Access mode: https://techcrunch.com/2015/05/28/gmail-now-has-900m-active-users-75-onmobile/
29. US Consumer Device Preference Report, Q3 2015, Movable Ink [Electronic resource], Access mode: https://go.movableink.com/device-report-q3-2015.html
30. Email Marketing Industry Census 2016, Adestra – [Electronic resource], Access mode: http://content.adestra. com/hubfs/2016_Reports_and_eGuides/2016-Email-Marketing-Industry-Census.pdf
31. How Much Revenue Does Email Drive?, eMarketer [Electronic resource], Access mode: https://www.emarketer.com/Article/How-Much-Revenue-Email-Drive/1013001
32. Small Businesses Are So-So About Social, eMarketer [Electronic resource], Access mode: https://www. emarketer.com/Article/Small-Businesses-So-So-About-Social/1012348
33. Small Businesses' Social ROI Struggles Won't Stop, eMarketer [Electronic resource], Access mode: https://www. emarketer.com/Article/Small-Businesses-Social-ROI-Struggles-Wont-Stop/1012559
34. Facebook Speeds Past 1.55 Billion Users And Q3 Estimates With $4.5B Revenue, TechCrunch [Electronic resource], Access mode: https://techcrunch.com/2015/11/04/facebook-earnings-q3-2015/
35. The Demographics of Social Media Users, Pew Research Center [Electronic resource], Access mode: http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
36. Social Media Usage: 2005-2015, Pew Research Center [Electronic resource], Access mode: http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/
 
Rights © Національний університет “Львівська політехніка”, 2017
© Угольков Є. О., 2017
 
Format 97-104
8
application/pdf
image/png
 
Coverage Львів
 
Publisher Видавництво Львівської політехніки