Journal articles: 'SEO Promotion'

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Matuzenko, E. V., and V. S. Chugaeva. "NATIVE ADVERTISING AS EFFICIENT MEANS OF SEO PROMOTION." Herald of the Belgorod University of Cooperation, Economics and Law 4, no. 71 (2018): 160–70. http://dx.doi.org/10.21295/2223-5639-2018-4-160-170.

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Gek, Danil, Vladislav Kukartsev, Vadim Tynchenko, Aleksandr Bondarev, Maria Pokushko, and Natalya Dalisova. "The problem of SEO promotion for the organization’s web representation." SHS Web of Conferences 69 (2019): 00122. http://dx.doi.org/10.1051/shsconf/20196900122.

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The article describes the problem of search engine optimization of a new web-site of any organization and the approaches to make better results in different search engines. The new site is difficult to bring to the top search engine rankings. This article describes the study of the new web-site SEOpromotion. The authors took the site of the organization for the sushi and rolls delivery in Krasnoyarsk city, Russian Federation, which was created and uploaded to the hosting about a year ago. At the first stage, the technical optimization was completed: Robots.txt and Sitemap.xml files were configured, 404 page was set up and validation check was carried out. At the second stage, the content was worked out and a semantic core was formed. With the help of the Yandex service Wordstat.Yandex, key phrases were selected, which was used to advance the site. After that, a snippet was created which makes the link to the site more attractive to users. As a result of this work, the site has become 2 times more visible to potential customers of the company. Thus, properly implemented SEO optimization allows you to attract a significantly larger number of customers in the company.

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Chawla, Chanchal. "Search engine optimization (SEO) As a dynamic online promotion technique." Asian Journal of Multidimensional Research 10, no. 11 (2021): 554–61. http://dx.doi.org/10.5958/2278-4853.2021.01047.8.

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Rifa'i, Zanuar, and Luzi Dwi Oktaviana. "Pelatihan Digital Marketing dan Optimasi SEO Pada Marketplace Pada Sentra Umkm Banyumas Untuk Memaksimalkan Pemasaran Produk Secara Online." Madani : Indonesian Journal of Civil Society 2, no. 1 (February 28, 2020): 53–57. http://dx.doi.org/10.35970/madani.v2i1.99.

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Micro, Small and Medium Enterprises (MSMEs) have an important and strategic role in national economic development. In addition to playing a role in economic growth and employment, MSMEs also play a role in distributing development results. Banyumas SME Centers are the center of sales of Banyumas SME products. At present sales at the Banyumas MSME center are mostly using manual promotions. For online promotion, the Banyumas UMKM center has used Instagram and marketplace media, but the promotion is not yet maximal. For this reason, it is necessary to carry out activities in the form of Digital Marketing Training and Seo Optimization in the Marketplace at the Banyumas Umkm Center to Maximize Online Product Marketing. The method used in this activity is the method of seminars, discussions and questions and answers. The result of this activity is that MSMEs can maximize sales through online media.

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Hayaty, Mardhiya, and Arif Dwi Laksito. "Iptek bagi Masyarakat untuk Melestarikan Kebudayaan Ketoprak dan Sholawat Pitutur Melalui Website Berbasis SEO Sebagai Media Informasi dan Promosi." JPP IPTEK (Jurnal Pengabdian dan Penerapan IPTEK) 1, no. 1 (November 1, 2017): 13. http://dx.doi.org/10.31284/j.jpp-iptek.2017.v1i1.136.

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Ketoprak and sholawat pitutur began to dim with the development of the modern era. Folk art that became the cultural root of the village community Seyegan must continue to be preserved. To preserve the efforts made through the promotion through information technology media in this case the manufacture of SEO-based art sites (Search Engine Optimazation) for the existence of this art continues to grow with the local community and can be known by the public. The process of website creation begins with several designs such as web structure, layout, features available as well as the application of SEO on some articles. Promotion of folk art through the medium of information technology is expected to revive the arts ketoprak and sholawat as well as affect the welfare of members of the arts group.

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Ivanova, Iryna, Tatiana Tatiana, Alona Rudenko, and Tamila Zalozna. "Black Friday Tool for Sales Promotion." Marketing and Digital Technologies 4, no. 4 (December 25, 2020): 52–61. http://dx.doi.org/10.15276/mdt.4.4.2020.3.

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The article summarizes scientific views and defines the term of sales promotion. Features of promotion and sales promotion in B2C (Business-to-Consumer) markets are revealed. The use of digital marketing tools in the process of stimulating the sales of goods through digital channels, in particular through online stores, as well as the use of search engine optimization (SEO) and SMM-marketing is substantiated. Marketing communications and sales promotion elements used by retailers when preparing for seasonal sales are considered. The activity of consumers to retailers in the period of the preparation for grand sales, tools used by retail trade to influence the consumer and improve the activity of sales of goods is studied. The authors summarize and analyze statistic data of such online platforms as Black-friday.global, Picodi, Google Trends. The factors influencing the opportunities of online shopping and retail during Black Friday are explored and outlined. The peculiarities of trading platforms functioning, which provide online shopping space for various retail enterprises and offer marketing communications of retailers to increase the efficiency of product promotion on the Internet, are highlighted. Keywords: product promotion, sales promotion, Black Friday, marketing communications, digital marketing, retail, marketplace.

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Purbasari, Ayi, Ghesti Prabawati Maryono, Ferry Mulyanto Mulyanto, and Wanda Gusdya. "Utilization of Google My Business as a Tourism Promotion Media Using Local Search Engine Optimization." IAIC Transactions on Sustainable Digital Innovation (ITSDI) 2, no. 2 (December 10, 2020): 169–78. http://dx.doi.org/10.34306/itsdi.v2i2.417.

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The tourism industry is an industry that continues to grow in the world, including in Indonesia. Likewise, Kebumen Regency has various tourism potentials ranging from water tourism, mountain tourism, culinary tours, cave tours, cultural tourism and others. One of them is Curug Sindaro, which is located in the north of Kebumen Regency which is precisely located in Wadasmalang Village, Karangsambung District, Kebumen Regency, Central Java. However, in the process of developing and managing it, the tour, which was inaugurated on March 3, 2019, is increasingly experiencing a decline in visitors. Which is where, the main problem is that the promotion is still not optimal. In the existing tourism development process, of course, requires the media used to carry out promotions with a good marketing strategy. In order to be easily affordable, the right marketing strategy to use is an online marketing strategy. By analyzing promotional needs and analyzing keywords, it can maximize promotion. The purpose of this research is to implement Local SEO using Google My Business as a promotional medium for Wisata Curug Sindaro which is an online marketing strategy. If the Sindaro waterfall tour is promoted through Google my business, tourists around the Sindaro waterfall will find it easy to find Sindaro waterfall tourism through google and it is hoped that visitors will increase. Because, in this Google My Business has sufficient features for promotion. With the initial stage of registering a Google My Business account, then claiming an existing business. Because previously the Sindaro Curug Tour was already on Google Pages. With several stages of verification and changing the cellphone number that stated the Google My Business account for Sindaro Curug Tourism has been successfully created. However, due to the verification method there are obstacles that have been successfully created is the web page for the Sindaro Waterfall Tour.

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Свирин, В. А., and Д. Д. Герасимов. "Интернет-маркетинг как инновационный вид маркетинговой деятельности." ТЕНДЕНЦИИ РАЗВИТИЯ НАУКИ И ОБРАЗОВАНИЯ 70, no. 3 (2021): 152–54. http://dx.doi.org/10.18411/lj-02-2021-112.

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Internet marketing is a type of classic marketing that is implemented in the online space with the possibility of obtaining feedback. This article analyzes the concept of Internet marketing, provides the main structure that constitutes Internet marketing with essential characteristics of such elements as: advertising, SMM, SEO promotion, Email marketing, Web analytics, Content marketing.

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Antić, Aleksandar, Nataša Dragović, and Nemanja Tomić. "Show cave websites in Serbia: Evaluation and potential improvements." Menadzment u hotelijerstvu i turizmu 9, no. 1 (2021): 11–25. http://dx.doi.org/10.5937/menhottur2101011a.

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Show caves and speleotourism can have a major impact on the tourism industry as well as the local and regional economic development. Promotion is a crucial aspect of generating plans and strategies for tourist caves. In the case of speleotourism, promotion needs to be professional, attractive and continuous because caves are often considered to be dangerous and inaccessible places. The main goal of this paper is to determine the quality of official show cave websites in Serbia. The assessment included the application of modified Website evaluation model. Website design techniques were also assessed, including the performance and the degree of optimization for search engines SEO. The results show extreme deficiencies and weaknesses regarding the level of internet promotion of Serbian show (tourist) caves. These results are of great importance for cave management teams and tourist organizations because they point out the negative factors of cave promotion in Serbia that need to be revised.

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Ivanechko, N., V. Dudar, and V. Pavelko. "Search engine marketing." Galic'kij ekonomičnij visnik 74, no. 1 (2022): 158–62. http://dx.doi.org/10.33108/galicianvisnyk_tntu2022.01.158.

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The article considers the elements of Internet marketing. It is determined that search marketing is a search engine optimization and a modern method of site promotion by optimizing the resource for social networks. The classification of search queries is carried out according to the following features: query competitiveness, query frequency, query value, query geodependence, query regionality, query seasonality, query time of day. It is established that the sign of competitiveness of the request is divided into highly competitive, medium competitive, low competitive; the query frequency attribute is divided into high-frequency, medium-frequency, low-frequency; the degree of value of the request is divided into commercial and non-commercial; sign of geodependence of the request for non-independent and geo-dependent requests. The advantages and disadvantages of SEO and contextual advertising are found. Advantages of SEO are as follows: the presence of the site in search engines adds credibility and confidence in consumers; has good clickthrough rate; can show simultaneously several links of the same site in the TOP 10; in the long-term strategy the cheapest of all channels to attract traffic to the site; when you stop promoting the site, search positions are stored for up to 1 year; the effect of promotion affects all search engines; there is no threat to «convene» the budget by competitors. Advantages of contextual advertising are: fast traffic; full control over the ads and the ability to make changes quickly; independence from updates of search engine algorithms; the ability to set fixed daily budget, after reaching the set metric ads will stop running. The main disadvantages of SEO are: long lead times; change in the algorithm by search engine can dramatically affect the result; threat of sanctions against the site; it is impossible to predict the actions of the search engine in advance. The main disadvantages of contextual advertising are the following: the consumer understands that he goes to the company's website for advertising; when the money runs out, consumers will stop going to the site; in the end it can be very expensive; cost-per-click is constantly changing. The common disadvantage of these two elements is the lack of guarantees for the purchase of goods or services in any case.

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Ivanechko, N., V. Dudar, and V. Pavelko. "Search engine marketing." Galic'kij ekonomičnij visnik 74, no. 1 (2022): 158–62. http://dx.doi.org/10.33108/galicianvisnyk_tntu2022.01.158.

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The article considers the elements of Internet marketing. It is determined that search marketing is a search engine optimization and a modern method of site promotion by optimizing the resource for social networks. The classification of search queries is carried out according to the following features: query competitiveness, query frequency, query value, query geodependence, query regionality, query seasonality, query time of day. It is established that the sign of competitiveness of the request is divided into highly competitive, medium competitive, low competitive; the query frequency attribute is divided into high-frequency, medium-frequency, low-frequency; the degree of value of the request is divided into commercial and non-commercial; sign of geodependence of the request for non-independent and geo-dependent requests. The advantages and disadvantages of SEO and contextual advertising are found. Advantages of SEO are as follows: the presence of the site in search engines adds credibility and confidence in consumers; has good clickthrough rate; can show simultaneously several links of the same site in the TOP 10; in the long-term strategy the cheapest of all channels to attract traffic to the site; when you stop promoting the site, search positions are stored for up to 1 year; the effect of promotion affects all search engines; there is no threat to «convene» the budget by competitors. Advantages of contextual advertising are: fast traffic; full control over the ads and the ability to make changes quickly; independence from updates of search engine algorithms; the ability to set fixed daily budget, after reaching the set metric ads will stop running. The main disadvantages of SEO are: long lead times; change in the algorithm by search engine can dramatically affect the result; threat of sanctions against the site; it is impossible to predict the actions of the search engine in advance. The main disadvantages of contextual advertising are the following: the consumer understands that he goes to the company's website for advertising; when the money runs out, consumers will stop going to the site; in the end it can be very expensive; cost-per-click is constantly changing. The common disadvantage of these two elements is the lack of guarantees for the purchase of goods or services in any case.

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Podzorova, Galina A., Valeriya Kirillova, Nataliya Pleshkova, and N. Gryaznova. "Application of Digital Marketing Innovation Technology to Improve Service Promotion Efficiency." Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences 2019, no. 3 (December 16, 2019): 333–38. http://dx.doi.org/10.21603/2500-3372-2019-4-3-333-338.

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The current development of the digital economy determines the relevance of digital marketing as an innovative technology of service promotion. The research features a set of marketing tools used by NST company to promote services. The research objective was to develop recommendations for the implementation of digital marketing technology in the company. The study used methods of economic and comparative analysis. The authors analyzed the advantages and disadvantages of the traditional marketing tools used by NST and proposed tools of digital marketing, such as website development, SEO-optimization, contextual advertising, and the project of a new business card with a QR-code. A combined use of various digital marketing tools gives a much greater effect, thus attracting more customers and improving the efficiency of the company. The recommendations can be successfully used by other organizations wishing to promote their production and services in the modern market.

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Yin, Xi Jie, Jian Guo Xu, and Xiao Feng Zhao. "For Search Engine Optimization Strategy Analysis of Website Design." Applied Mechanics and Materials 519-520 (February 2014): 383–86. http://dx.doi.org/10.4028/www.scientific.net/amm.519-520.383.

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Whether on a company's website or personal website, there will be a optimization and promotion process, which is a systematic project. Search Engine Optimization (SEO) is one of the mainstream technologies in the field. From the perspective of the working principles of the search engine, this thesis aims to analyze sorting methods of the search engines and find out the main factors influencing the page rank, and then to analyze the structure, content, site navigation, keywords, strategy and optimization of links of the website, etc., and to put forward relevant optimization strategy.

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Emel'yanovich, Anzhelika, Alexander Udartsev, and Efim Kravchenko. "New Promotion Technologies and Business Management: the case of Airline Ticket Agencies." Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences 2020, no. 1 (April 24, 2020): 94–102. http://dx.doi.org/10.21603/2500-3372-2020-5-1-94-102.

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The research objective was to study the effect of new technologies on service market using the case of airline ticket agencies. The study featured new marketing tools in the service sector and the effect of advanced technologies on the airline ticket market. Promotion instruments and methods are developing very fast. Nowadays, marketing relies on such concepts as cognitive marketing, cognitive technologies, behavioral marketing, SEO-promotion, and event-marketing. These approaches are different in nature but seek to satisfy and anticipate consumer expectations. Successful companies, e.g. Aeroflot and Sberbank, use effective combinations of these tools. A prompt adaptation to new technologies guarantees successful performance for small and medium-sized businesses. The research was based on such methods as observation, interview, scientific analysis, induction, and comparison. The empirical data were provided by the largest regional airline ticket agency. The authors used retrospective analysis of business documentation, interviewed the management, analyzed the client base, and conducted an express cost analysis. The research revealed both positive and negative consequences of digitalization. The airline ticket business proved to undergo serious changes during the digital transformation of the economy.

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Baranetska, A., and I. Kramarenko. "ІНСТРУМЕНТИ ПРОСУВАННЯ ІНТЕРНЕТ-ЗМІ (РЕГІОНАЛЬНІ ПРАКТИКИ)." State and Regions. Series: Social Communications, no. 4(48) (February 2, 2022): 83. http://dx.doi.org/10.32840/cpu2219-8741/2021.4(48).11.

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The purpose of the study is to identify modern trends in the promotion of Internet media (on the example of regional media).Research methodology. The methods of analysis and synthesis were used for studying the theoretical and methodological base on the promotion of Internet periodicals. In the research comprehension of modern ways for promoting online media was made with the help of such methods as reception and generalization. To cover the promotion of Internet periodicals, descriptive method was used. This article suggests the results of conducted survey that has become a source of empirical information in identifying dominant instruments for content promotion in regional Internet media.Results. The article shows the phenomenon of promotion as a marketing factor in improving the functional efficiency of Internet media and also the research comprehensively describes the trends of applying variety of promotion tools. The main positions of regional media specialists in the application of various methods of promoting an information product are reproduced. It was revealed that the dominant trends in the promotion of regional (Zaporizhzhya) online media are news aggregators Ukrnet , Google News and social networks. The advantages and disadvantages of using certain tools in positioning online publications are revealed. The basic directions of active presence visibility of the online media in the information market are formulated. Potential threats to reduce the number of visitors to the online media site have been revealed. New ways of attracting the audience's attention are indicated: new formats of text presentation, use of multimedia, creation of interactive forms of interaction with readers, hypertext, attraction of other electronic resources.The scientific novelty of obtained results is to identify the most up-to-date and often used ways of promoting regional information product and to generalize dominant trends in their use.Practical meaning. The given study can be useful to people in media in the process of planning and implementing media and content promotion.Key words: media promotion, Internet media, SEO-optimization, mass media, social networks, search engine optimization, news aggregators.

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Dronova, Tetyana S., and Yana Y. Trygub. "Increasing the travel agency’s leading positions by optimizing its website." European Journal of Management Issues 28, no. 3 (September 25, 2020): 81–91. http://dx.doi.org/10.15421/192008.

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Purpose – to study website’s work and content of the travel agency on the example of the "Laspi" travel agency, identify its technical properties and offer methods to increase the web-resource leading position in the Yandex and Google search engines by performing SEO-analysis. Design/Method/Research approach. Internet resources SEO-analysis. Findings.The travel product promotion directly depends on the travel market participants' advertising tools' effectiveness, mainly travel agents. It is determined that one of the new technologies that increase the advertising effectiveness, in particular via the travel agencies’ web resources, is SEO-technology. The authors Identified technical shortcomings of its operation, mainly related to search queries statistics, the subject site visits, the semantic core operation, the site improvement, the site increasing citation, and the number of persistent references in the network. It is proved that updating site development, changing its environment, analyzing user behavior, namely the Og Properties micro markup, updating HTML tags, analytical programs placing, iframe objects selection, and other activities, increase the content uniqueness. As a result, search engines scanned the site, and the search results took first place for the positions essential for the web resource. Originality/Value. The leading positions increasing mechanism application, website operation optimization allow search engines to bring it to the TOP of the most popular travel sites. Theoretical implications. To optimize the web resource operation, a mechanism for improving its leading position is proposed that includes three steps: the general website characteristics of marketing, SEO-analysis, recommendations provision. Practical implications. The research is practical in improving the site’s technical operation and increasing its leading position in Yandex and Google search engines. Research limitations/Future research. Further research aims at the site further analysis after making the proposed changes to its operation. Paper type – empirical.

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Melekhova, A. S. "Realizing Strategic Approach in E-mail Marketing." Vestnik of the Plekhanov Russian University of Economics, no. 3 (May 31, 2021): 178–87. http://dx.doi.org/10.21686/2413-2829-2021-3-178-187.

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E-mail marketing in line with context advertising, SMM, SEO-promotion and SERM are tools of digital communication. They provide shaping of stable long-term and regular communication (adjustment, support and retain) with potential and real customers (subscribers) of business, which explains topicality of the research subject. The use of digital information-communication technologies fosters customer base growth and building long-term relations with clients, which forms foundation for business extension and development. The article explains such notions as ‘E-mail marketing’, ‘eDM mail-outs’, ‘strategic approach’, ‘components of strategic approach’, systematizes types of mail-outs, describes specific features of content-plans of different types of mail-outs and gives practical recommendations for their use. Apart from that the author substantiates the idea that e-mail marketing is a promising and widely used trend in advertising and marketing, an effective tool of promotion in conditions of fast changing market environment and that it requires strategic approach to attain the set parameters of efficiency

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TOMALIA, Tatiana. "FEATURES OF USING SMM FOR EFFECTIVE MANAGEMENT OF RESTAURANT BUSINESS ENTERPRISES." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 Part 2 (December 2021): 16–19. http://dx.doi.org/10.31891/2307-5740-2021-300-6/2-2.

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The article highlights the problem of using social networks, which is due to the active development of marketing, both worldwide and in Ukraine. Competition in the global market is intensifying, and therefore companies need to spend more money to promote their product so that it is not lost among many others. At the same time, the pandemic caused by Covid-19 has reduced marketing budgets. However, there is a growing need to find cost-effective and efficient ways to communicate with consumers. Businesses are encouraged to pay special attention to Internet marketing tools that promote the restaurant product, the restaurant business itself, and its brand through using social media, the content of which is created or updated through the efforts of owners and visitors, namely social media marketing. Competition is also intensifying, so only those companies that know and understand their consumers and competitors well, pursue effective communication policies, will succeed in the market. The shift of interests from mass to targeted marketing, as well as the dynamic development of communication channels and promotion tools have set new challenges for marketers. The article examines the existing methods of SMM promotion for use in the restaurant business, among which were targeted advertising, SEO promotion, interaction with users, competitions, advertising in communities. The main tasks of SMM, its advantages/disadvantages were highlighted. The main attention was paid to the method of evaluating the effectiveness of promotion and communication effectiveness of SMM for restaurant businesses. Several measures for the effective implementation of SMM in restaurants are proposed.

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Іvоhіn, E. V., Y. O. Naumenko, and A. M. Marchuk. "About one method of evaluating the effectiveness of advertising text." Bulletin of Taras Shevchenko National University of Kyiv. Series: Physics and Mathematics, no. 4 (2020): 44–48. http://dx.doi.org/10.17721/1812-5409.2020/4.7.

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The article considers the method of evaluating the effectiveness of the textual content of the advertising message. The basis of the proposed method is the linguistic principles, in which the effectiveness of the text is analyzed from the view of the decoding of information by the target recipient of the message. Materials used for the study were the texts used in SEO promotion of information resources, the method is based on the approach of breaking the text into keywords and phrases. The method of evaluating the effectiveness of the text is based on an analogue of the method of mechanical verification of the relevance of the text by the search engine, which was expanded by the parameters of expert evaluation of the quality of text construction.

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Setiawan, Teguh Febrianto, Budi Suharjo, and Muhammad Syamsun. "Strategi Pemasaran Online UMKM Makanan (Studi Kasus di Kecamatan Cibinong)." MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah 13, no. 2 (January 3, 2019): 116. http://dx.doi.org/10.29244/mikm.13.2.116-126.

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Online marketing is a method of marketing using online (OL) and electronic media. This study aims to, (1) Assess the effectiveness of (OL) marketing in increasing corporate income, (2) Describe products that have OL marketing potential, ( 3) Identify influential factors in developing OL marketing strategies, and (4) Providing recommendations for alternative OL marketing strategies to be applied in MSMEs. This research was conducted on 10 MSMEs in Cibinong Sub-district, Bogor Regency, West Java Province, from April to August 2018. The method of analysis consists of descriptive analysis, content analysis, Strength, Weaknesses, Opportunity, and Threat (SWOT) analysis and Analytic Hierarchy Process (AHP). Based on the analysis of research data it is known that OL marketing successfully increases income for respondents by 10% to 32%. The results of content analysis found that the respondents' MSMEs already knew the importance of attracting product visualization by displaying descriptions and images that could invite consumers to buy, but not fully optimized yet through the Google Review Knowledge Panel facility. Based on the SWOT analysis, strategies were obtained: (a) Business Development with support of available Human Resource (HR) & Marketing Media Support, (b) Business Development System (OL), (c) Business Scale Up by Utilizing Capital, (d) Skill Improvement and OL System Knowledge, (e) Increased Business Capital and Product Promotion Display in order increasing turnover,( f) Business Development through Product Variants, Taste and Promotions (g) Increasing business capacity and services (Delivery), (h) Increasing cooperation in OL product promotion, (i) Increasing innovation and new product variants. The alternative method of OL marketing of food MSMEs in Cibinong Sub district chosen based on AHP respectively is Grab-food media. The second priority is to use social media (Facebook, Instagram, Youtube etc.). The third priority is to use Google SEO media. The fourth priority is to use a website and the fifth priority is direct contact.

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Vallez, Mari, Carlos Lopezosa, and Rafael Pedraza-Jiménez. "A study of the Web visibility of the SDGs and the 2030 Agenda on university websites." International Journal of Sustainability in Higher Education 23, no. 8 (January 3, 2022): 41–59. http://dx.doi.org/10.1108/ijshe-09-2021-0361.

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Purpose Universities play an important role in the promotion and implementation of the 2030 Agenda for Sustainable Development. This study aims to examine the visibility of information about the Sustainable Development Goals (SDGs) on the websites of Spanish and major international universities, by means of a quantitative and qualitative analysis with an online visibility management platform that makes use of big data technology. Design/methodology/approach The Web visibility of the universities studied in relation to the terms “SDG”, “Sustainable Development Goals” and “2030 Agenda” was determined using the SEMrush tool. Information was obtained on the number of web pages accessed and the queries formulated (query expansion). The content indexed by Google for these universities was compiled, and finally, the search engine optimization (SEO) factors applicable to the websites with the highest Web visibility were identified. Findings The universities analysed are content creators but do not have very high Web visibility in Web searches for information on the SDGs. Of the 98 universities analysed, only four feature prominently in search results. Originality/value Although research exists on the application of SEO to different areas, there have not, to date, been any studies examining the Web visibility of universities in relation to Web searches for information on the 2030 Agenda. The main contributions of this study are the global perspective it provides on the Web visibility of content produced by universities about the SDGs and the recommendations it offers for improving that visibility.

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Synytsina, Yuliya, and Askhat Bekishev. "Methodological aspects of digital communication of higher education institutions." Naukovyy Visnyk Dnipropetrovs'kogo Derzhavnogo Universytetu Vnutrishnikh Sprav 3, no. 3 (September 30, 2021): 340–48. http://dx.doi.org/10.31733/2078-3566-2021-3-340-348.

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The article substantiates the need to study the methodological aspects of digital communication as a separate higher education institution and in the country as a whole. It is determined that one of the tools to increase the competitiveness of educational institutions is the development of communication policy and the use of modern digital technologies. And also that the formation of digital communication policy of higher education institutions is a key issue for the promotion of educational services at this stage of the country's development. The target audience of the market of educational services for the main users of the official site of the higher educational institution is outlined. The main tasks of information and social technologies in education, which provide general computerization of students and teachers, are listed. The author highlights the main components of educational sites and their general characteristics. The author also formed a complex analysis of the site using modern methods of analysis: general characteristics, design and description of the site; qualitative for quantitative analysis of the site; analysis of the site in accordance with the requirements for the sites of educational institutions at the legislative level regarding the disclosure of information; results of psychological verbal-communicative method of site research; SEO analysis (search engine promotion) of the site. The article presents the results of the application of the proposed comprehensive analysis on the example of a specific site of a higher education institution, namely the site of the State Dnipropetrovsk University of Internal Affairs, with a thorough explanation of the results. According to the results of the study, the author came to the conclusion that the development of communication policy using integrated marketing tools, namely site development, is achieved by successfully promoting higher education institutions in the market of educational services, image formation and competitiveness of educational institutions.

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Javed Parvez, Shaik, H. M. Moyeenudin, S. Arun, R. Anandan, and Senthil Kumar Janahan. "Digital marketing in hotel industry." International Journal of Engineering & Technology 7, no. 2.21 (April 20, 2018): 288. http://dx.doi.org/10.14419/ijet.v7i2.21.12383.

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Digital marketing is the promotion of products or brands through online. In recent days the demand of digital marketing in hotels has become increasingly high with Social Media Marketing (SMM) which works with social networking sites and Search Engine Optimization (SEO) making the website to appear in search results with advertisement on Google and online magazines by search engine marketing (SEM), video marketing through you tube and websites are types of digital marketing. Searching hotels through online by computers and mobile with the hotel websites is the new trend of digital marketing and it makes the possibilities to enhance the local search on hotels by giving required content, User profiles, managing citations and in search results. The aim is to study the role of digital marketing in hotel industry. This article is also focused to identify which type of digital marketing will work best with hotel industry.

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Lutsenko, Oleksandra, and Kateryna Tsymbaliuk. "ANALYSIS OF THE USE OF PROJECT MANAGEMENT TOOLS BY UKRAINIAN COMPANIES." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 (December 3, 2021): 288–93. http://dx.doi.org/10.31891/2307-5740-2021-300-6-44.

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The article defines the essence of Internet advertising, analyzes the current state and volume of Internet advertising in comparison with other types of media advertising; the essence and types of Internet promotion, application of Internet promotion tools are considered and their comparison is made. The main indicators of the Internet advertising market in Ukraine are analyzed and the most popular types of online advertising are identified. The main tasks of Internet advertising as an important tool of marketing strategy for any activity are revealed. The classification of advertising on the Internet has been improved, the main types are grouped according to eleven selected features. The essence of each type of advertising is revealed, the theoretical understanding of which will allow the advertiser to make an effective decision on the appropriateness of advertising tools, settings, minimize risks in promotion, rational use of advertising budget, increase performance after the show. Also, a comparative assessment and features of the most popular types of advertising, revealed the advantages and disadvantages of Internet advertising in order to improve its theoretical analysis. The article discusses the theoretical foundations of Internet marketing, analyzes the use of Internet marketing tools, investigates the introduction of innovative Internet marketing trends in the activities of modern enterprises. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, ie search engine promotion; E-mail; advertising on social networks (SMM); contextual advertising, one of the most popular advertising methods on the Internet; banner advertising, graphic image is located on the website page Publisher; traffic arbitrage, purchase by a webmaster of traffic at a certain price for resale on better terms. The main trends that dominate the field of Internet marketing are identified and analyzed, namely: dynamic activation of mobile marketing, active use of web analytics, advertising in video format, influencer marketing (a strategy that requires special people to reach the desired audience), Email marketing, content marketing, Instagram promotion, chatbots and messengers, the transition from individualism to collaborative creativity. It is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, and Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to new business conditions are catching up with new trends, think of a quality marketing strategy.

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Izakova, Natalya, Larisa Kapustina, and Andrei Drevalev. "Performance of Social Media Marketing Communications of Industrial Companies." SHS Web of Conferences 93 (2021): 03027. http://dx.doi.org/10.1051/shsconf/20219303027.

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Social media activities create additional opportunities for industrial companies to increase sales in industrial markets. The results will be influenced by the intensity of communications and posting online, as well as the content and its integrity. The article analyses current trends, prospects and possibilities of using digital marketing communications in industrial markets. Advantages and disadvantages of social media marketing for industrial companies are identified. The authors propose a methodology for assessing the performance of social media marketing for industrial companies. It includes correlation analysis, one-way ANOVA test and t-test. The authors have conducted a study of social media marketing communications of industrial companies operating in the PVC profile market. Methods of mathematical statistics were used to test the hypotheses about the influence of social media marketing activities on the results of the SEO promotion of industrial companies. Analysis of the marketing communications performance of the PVC profile producers showed that companies with active approach to social media marketing communications have significantly more search queries in the Yandex search engine.

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Hamdani, Agus Umar, and Aldy Himawan. "IMPLEMENTASI MODEL E-COMMERCE UNTUK MENINGKATKAN PENJUALAN PAKAIAN MENGGUNAKAN CONTENT MANAGEMENT SYSTEM, SEARCH ENGINE OPTIMIZATION DAN STRATEGI MARKETING 4P." IDEALIS : InDonEsiA journaL Information System 3, no. 2 (July 15, 2020): 608–14. http://dx.doi.org/10.36080/idealis.v3i2.2728.

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Persaingan bisnis yang semakin pesat saat ini mendorong pemilik usaha untuk mengembangkan bisnisnya dengan perantara teknologi informasi. Salah satu teknologi informasi yang digunakan untuk tujuan bisnis adalah perdangan elektronik atau dikenal dengan istilah E-Commerce. Toko XYZ adalah toko yang menjual berbagai jenis model pakaian pria dan wanita di Jakarta. Dalam keberlangsungnya masih memiliki beberapa permasalahan, antara lain : pelanggan tidak mengetahui informasi produk/diskon terbaru, pemesanan dan pembayaran produk masih dilakukan manual dengan dating ke toko, tidak ada informasi stok produk dan kurangnya promosi. Kedepannya Toko XYZ berharap dapat bersaing dengan adanya Website Toko Online. Adapun metodologi yang digunakan dalam penelitian menggunakan metode Business Model Canvas untuk menganalisis model bisnis, analisis dan perancangan E-Commerce menggunakan pendekatan Object Oriented Analysis and Design (OOAD) dengan tools Unified Modeling (Language UML), implementasi aplikasi E-Commerce menggunakan Content Management System (CMS) yaitu Wordpess, teknisk Search Engine Optimization (SEO) menggunakan pendekatan optimasi On-Page dan teknik pemasaran menggunakan strategi 4P (Product, Promotion, Price dan Place). Dengan adanya toko online diharapkan dapa mendatangkan para pelanggan baru serta memudahkan para pelanggan untuk mendapatkan informasi serta produk dari Toko XYZ.

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Nurtirtawaty, I. Gusti Ayu Suci, Ni Gst Nym Suci Murni, Ni Ketut Bagiastuti, and Made Ruki. "Digital marketing strategy through mobile application to increase room sales At Ibis Styles Bali Legian Hotel." Journal of Applied Sciences in Travel and Hospitality 4, no. 2 (September 27, 2021): 93–100. http://dx.doi.org/10.31940/jasth.v4i2.93-100.

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This study aims to identify the market segment of Ibis Styles Bali Legian Hotel and to find out the digital marketing strategy through the mobile application in increasing room sales. This study used descriptive qualitative research methods and used primary data through interviews, observations, documentation and questionnaires. The results showed that the market segments at Ibis Styles Bali Legian were mostly FIT (Free Independence Travelers) from the Distribution and inbound segments, and the majority of tourists from Australia. The digital marketing strategy through the mobile application in increasing room sales were through promotion of products and services for brand awareness, strengthening online reputation and traffic growth, through social media, online banners on the landing page, optimization of SEO, SEM and keywords to facilitate searches/browses, collaborate with influencers and travel bloggers as well as provide extra benefits in transactions made through mobile applications. With this strategy, impacting the reservations via mobile applications is dominating the market segment by 85% of the total market and increase the sales from year to year.

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Kostagiolas, Petros, Artur Strzelecki, Christina Banou, and Charilaos Lavranos. "The impact of Google on discovering scholarly information: managing STM publishers’ visibility in Google." Collection and Curation 40, no. 1 (May 16, 2020): 1–8. http://dx.doi.org/10.1108/cc-01-2020-0002.

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Purpose The purpose of this paper is to discuss Google visibility of five large STM publishers (Elsevier, Emerald Publishing, Springer, Taylor & Francis and John Wiley & Sons) with the aim to focus on and investigate various upcoming current issues and challenges of the publishing industry regarding discoverability, promotion strategies, competition, information-seeking behavior and the impact of new information technologies on scholarly information. Design/methodology/approach The study is based on data retrieved through two commercial online tools specialized in retrieving and saving the data of the domain's visibility in search engines: SEMrush (“SEMrush – Online Visibility Management Platform”) and Ahrefs (“Ahrefs – SEO Tools & Resources To Grow Your Search Traffic”). All data gathering took place between April 15 and the May 29, 2019. Findings The study exhibits the significance of Google visibility in the STM publishing industry taking into consideration current issues and challenges of the publishing activity. Originality/value This is a “new” trend, certainly of great significance in the publishing industry. The research is conducted in this paper and the theoretical background will be offered to the study of this issue.

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Akay, Oksana, Anna Kalashnikova, Igor Kalashnikov, and Alina Golubeva. "Towards Question on Linguistic Approach to Search Engine Optimization: Clustering, Collocation, Grams." SHS Web of Conferences 50 (2018): 01023. http://dx.doi.org/10.1051/shsconf/20185001023.

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The article is devoted to the problem of search engine optimization in the context of nowadays reality. Linguistics can become one of the main instruments to improve its marketing position of the web-product so the linguistic approach to the search engine optimization acts as the modern and effective mechanism. The task of search engine optimization is to achieve the most effective promotion of the site in the search engines while preserving the most possible naturalness of the text. Now the topic of the so-called over-optimized texts is becoming especially urgent. One of the ways of the search engine optimization of a site can be clustering as an automatic search and detection of semantically similar groups of files among a predetermined number of files. Also the method of collocations is an extremely topical linguistic method for solving problems of search optimization. Philological science also offers the developers a method close to the method of collocations - sthe gram-method. The linguistic approach to search engine optimization obviously allows us not only to increase the effectiveness of SEO in terms of the results obtained, but also to facilitate and accelerate the development processes and ultimately the business processes.

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Damayanti, Alviera Suci, Sari Wulandari, and Meldi Rendra. "Marketing Communication Program Design of Online Travel Agent Kliktrip Using Benchmarking and Analytical Hierarchy Process Methods." International Journal of Innovation in Enterprise System 5, no. 02 (July 31, 2021): 144–56. http://dx.doi.org/10.25124/ijies.v5i02.137.

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Kliktrip is an Online Travel Agent (OTA) that has trip & activities facilities and was established in 2018 in Bandung. Kliktrip sales are still experiencing a decline due to low public awareness of Kliktrip which is seen through the number of downloads on mobile apps and Instagram followers. Kliktrip sales are still experiencing a decline and public awareness of Kliktrip is still low because Kliktrip has not implemented 7 out of 8 marketing communication mix optimally. Therefore, research was conducted to design an effective marketing communication program for Kliktrip by using benchmarking and Analytical Hierarchy Process (AHP) methods. Based on the results of AHP data processing, it can be seen that the selected benchmark partner is Explorer.id with a total priority vector value of 0.44 and benchmark results with Explorer.id concluded that Kliktrip needs to increases the value of SEO, page views, and unique visitors on the website, creates a Tiktok’s account, webisode, and video podcasting, collaborates with cross-promotion, makes contests (giveaways), increase the number of downloads and reviewers on mobile apps, implementing mobile billboards and cause-related marketing, increasing customer service operational time, participating in exhibitions, and collaborating with influencers.

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Ilchenko, T. V. "The Role of Marketing Instruments in the Innovative Development of Agrarian Enterprises." Business Inform 10, no. 513 (2020): 460–68. http://dx.doi.org/10.32983/2222-4459-2020-10-460-468.

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At present, intensification of innovation activity is recognized as the priority direction in the operation of agrarian enterprises. It is determined that this, first of all, requires the formation of a qualitatively new system of marketing provision for innovative development of agricultural producers, introduction of modern information and communication technologies, and the use of digital marketing instruments. Therefore, the research is aimed at substantiating and developing proposals to improve the effectiveness of innovative development of agrarian enterprises with the use of marketing instrumentarium. To achieve the aim, research methods such as analysis and synthesis, comparison, generalization, statistical analysis, structural and logical method, systematization are applied. The indicators of innovative development of food production enterprises are analyzed in accordance with KVED-2010. The key factors that determine the feasibility of using marketing instrumentarium in the innovative development of agrarian enterprises are identified. The main advantages of using information and communication technologies as an important marketing instrument in the innovative activities of agrarian enterprises are defined. Global trends in the development of the digitalization process in agriculture are examined. The peculiarities of digital channels for the promotion of agrarian products are considered, which include content marketing (SEO, SERM, SMM, PR content, e-mail marketing, ORM); digital advertising (contextual, targeted, media advertising); multichannel promotion; web-analythics. The directions of intensification of innovation activities of agrarian enterprises with the use of marketing instruments are defined, which are conventionally systematized by eight groups: operational response; budget optimization; remote mode and taking care of the team; assistance to agrarian business through the growth of corporate social responsibility and implementation of social initiatives; marketing strategy adjustments; transformation of communication mix and portfolio of innovative products; e-com enhancement, focus on trade marketing.

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Turchyn, Liuba, and Victor Ostroverhov. "MODERN TRENDS OF INTERNET MARKETING." Regional’ni aspekti rozvitku produktivnih sil Ukraїni, no. 24 (2019): 75–85. http://dx.doi.org/10.35774/rarrpsu2019.24.075.

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The article discusses the theoretical foundations of Internet marketing, analyzes the use of Internet marketing tools, investigates the introduction of innovative Internet marketing trends in the activities of modern enterprises. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, ie search engine promotion; E-mail; advertising on social networks (SMM); contextual advertising, one of the most popular advertising methods on the Internet; banner advertising, graphic image is located on the website page Publisher; traffic arbitrage, purchase by a webmaster of traffic at a certain price for resale on better terms. The main trends that dominate the field of Internet marketing are identified and analyzed, namely: dynamic activation of mobile marketing, active use of web analytics, advertising in video format, influencer marketing (a strategy that requires special people to reach the desired audience), Email marketing, content marketing, Instagram promotion, chatbots and messengers, the transition from individualism to collaborative creativity. It is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, and Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to new business conditions are catching up with new trends, think of a quality marketing strategy. The authors find that with the development of society and the growth of progress in the whole business it is becoming increasingly difficult to promote their product or service, especially in the conditions of fierce competition. In fact, for a successful business, an entrepreneur must be an innovator, not afraid of changes in the organization of marketing activities. The business owner should monitor all the actions of his competitors, use all possible (legitimate) ways to achieve the goal, so the main goal is to increase the competitiveness of the company and increase its profits.

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Bharadwaj, Prashant, and Tavneet Suri. "Improving Financial Inclusion through Digital Savings and Credit." AEA Papers and Proceedings 110 (May 1, 2020): 584–88. http://dx.doi.org/10.1257/pandp.20201084.

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This paper examines the effects of promotions to increase participation in digital banking and improve financial inclusion. M-Shwari, Kenya's most popular digital banking platform, ran a promotion called Stawisha Na M-Shwari from mid-April 2016 to early June 2016. The promotion incentivized individuals to save and to repay loans. We find large and persistent effects of the promotion on loan-taking behavior. While savings ramp up during the promotional period, we do not see sustained increases in savings after the end of the promotion.

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Troufanova, Natalia O., Iulia I. Butenko, Nare A. Avagyan, Elizaveta E. Sineva, and Margarita Yu Rogova. "Analysis of project descriptions for raising collective project finance using investment platforms." Alma mater. Vestnik Vysshey Shkoly, no. 1 (January 2022): 58–65. http://dx.doi.org/10.20339/am.01-22.058.

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The article focuses on crowdfunding as an effective method of raising money from a large number of people to finance student innovative projects. It shows that planning a crowdfunding campaign before launching it will help increase the chances of achieving the goal. The need for detailed market research and analysis of existing crowdfunding platforms before starting the project is highlighted. The advantages of the most popular Russian- and English-language crowdfunding platforms are identified. The key stages of creating a successful project are described, and marketing strategies for its development are offered. The results of a comparative analysis of Russian and English texts of the projects posted on popular crowdfunding platforms “Dobro Mail.ru” and “Gofundme” are given. Methodological recommendations for writing texts and designing infographics for crowdfunding projects for Russian- and English-language crowdfunding platforms are developed. It is shown that the key elements in creating a successful project are its title and description. The success of the project depends greatly on how the title of the project is given and how transparently the author’s intentions are reflected in the description of the project. A statistical analysis of the texts that attracted the largest number of investors is presented. The best values of the statistical parameters of the crowdfunding projects’ texts are identified. Recommendations on SEO promotion of websites for the implementation of successful crowdfunding campaigns are presented.

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Ajismanto, Fahmi, and Andika Widyanto. "Analisa Strategi Teknologi Informasi Pemasaran UKM Kuliner di Media Sosial Menggunakan Metode SWOT." Jurnal Teknologi Informasi dan Ilmu Komputer 7, no. 6 (December 2, 2020): 1297. http://dx.doi.org/10.25126/jtiik.2020763791.

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Penelitian ini bertujuan untuk menganalisis penggunaan media sosial sebagai media promosi usaha kuliner kecil dan menengah di Palembang. Suatu teknik pengambilan keputusan dalam promosi usaha kuliner menggunakan metode Strength, Weakness, Opportunities, and Threats (SWOT). Dengan mengetahui keempat aspek tersebut pelaku usaha dapat memaksimalkan kekuatan dari pemasaran melalui sosial media, meminimalkan kelemahan dan ancaman sosial media marketing, dan membangun peluang-peluang di masa depan. Penelitian ini menganalisis data secara kuantitatif dan kualitatif. Data kualitatif berupa pertanyaan-pertanyaan yang diajukan kepada responden penelitian dengan menggunakan kuesioner, kemudian data tersebut dikuantifikasi agar dapat dianalisis lebih dalam. Tahapan nya dari pemberian bobot dan rating, perhitungan IFAS dan EFAS, diagram kartesius swot, matriks strategi kombinasi strategi, dan matriks SWOT. Kuesioner diberikan kepada 60 pelaku UMKM dan juga pelanggan yang melihat konten promosi UMKM di media sosial. Dilihat dari hasil analisis SWOT diagram kartesius coordinate point antara internal factor dan external factor sebesar 0,19;-0,43 terletak pada kuadran IV yang artinya strategi diversifikasi perlu diterapkan. Strategi yang perlu diterapkan adalah ST strategi seperti menyeleksi target audiens yang melihat iklan berdasarkan range usia, dan jenis kelamin, kemudian implementasi search engine marketing (SEM) dan search engine optimization (SEO) lebih mendalam (S1, T1). Membuat hashtag ataupun keyword yang relevan dengan produk yang ditawarkan, membangun brand image (Personal Branding), dan membuat konten iklan yang menarik (S1, T1, T3). Terakhir, Lebih mengarahkan konsumen ke transaksi penjualan melalui marketplace ataupun website, dan gunakan rekening bersama (S4, T2). Penggunaan teknologi informasi sebagai media promosi di sosial media menjadi salah satu teknik pengambilan keputusan yang dibutuhkan dalam mempromosikan dan meningkatkan pendapatan UMKM di Palembang. AbstractThe aim of this study is to determine the use of social media as a culinary promotions in Palembang. The technique method for making decisions in the promotion of Small Medium Culinary Enterpraise (Culinary SME’s) used Strengths, Weaknesses, Opportunities, and Threats Analysis (SWOT). By understanding these four aspects, opportunities for marketing improvement through social media are needed, discussing the weaknesses and challenges of social media marketing, and building opportunities in the future. This study analyzes data quantitatively and qualitatively. Qualitative data in this research is the form of questions asked to respondents using a questionnaire, then the data are quantified for in depth analysis. The stages are from weighting and rating every item in questionneire, IFAS and EFAS calculations, Cartesian SWOT diagrams, combined strategy matrice, and SWOT matrices. Questionnaires were given to 60 Culinary SME’s, and also customers who viewed promotional content on social media. From the results of the SWOT analysis the Cartesian coordinate point diagram between internal factors and external factors is 0.19; -0.43 in quadrant IV, which means that a diversification strategy needs to be applied. Strategies that need to be implemented are ST strategies such as selecting the target audience who see ads based on age range, and gender, then the implementation of search engine marketing (SEM) and search engine optimization (SEO) more deeply (S1, T1). Create hashtags or keywords that are relevant to the products offered, build a brand image (Personal Branding), and create interesting advertising content (S1, T1, T3). Finally, more direct consumers to sales transactions through the marketplace or website, and use a joint account (S4, T2). The used of information technology as a promotional media on social media is one of the decision-making techniques needed to promote and increase the income of Culinary SMEs in Palembang

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Ruswandi, Putri Utami, Hartoyo Hartoyo, and Mukhamad Najib. "Attention, Interest, Search, Action, and Share (AISAS) Analysis of Promotion Effectiveness of Zomato." Binus Business Review 12, no. 2 (July 7, 2021): 177–88. http://dx.doi.org/10.21512/bbr.v12i2.6676.

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Current technological advances, especially the Internet of Things (IoT), are widely used by people in their daily lives to transact, communicate, and find various information. The research analyzed the effectiveness of promotions carried out by companies based on the concept of marketing communication from technological developments, namely the Attention, Interest, Search, Action, and Share (AISAS) model, and how to increase consumer purchases. The research applied a descriptive approach by distributing questionnaires to Zomato Gold members, with a sample size of 180 people. Data analysis applied Structural Equation Modeling (SEM) to see the relationship between promotion, attention, interest, search, action, and share variables. The finding shows that the effectiveness of promotional advertising based on the AISAS model is not significant enough to encourage consumers to make purchases by visiting restaurants with Zomato Gold benefits. Therefore, Zomato needs to increase promotional activities on social media to increase consumers’ attention regarding these promotions by maximizing social media features. The increase in consumers’ attention to promotions will increase their opportunities to be interested, seek information, make purchases, and share information and experiences with others. However, when consumers pay attention to a promotion, they are not immediately interested in the advertisement. So, it is necessary to study other factors, such as internal factors that affect consumers, apart from external factors that influence consumers’ interest and purchasing decisions.

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Oksana, Buinytska, Smirnova Valeriia, and Tiutiunnyk Anastasiia. "Internet portal as a component of forming the image of a modern university." OPEN EDUCATIONAL E-ENVIRONMENT OF MODERN UNIVERSITY, no. 7 (2019): 1–16. http://dx.doi.org/10.28925/2414-0325.2019.7.1.

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Formation of positive public image is one of the main tasks of modern universities. In contemporary reality higher educational institutions are in a competition with each other and use different means to attract school graduates, investments and to find local and foreign partners. It was stiffer competition that has led to forming the notion of a university public image. Public image is an invaluable asset of universities which defines together with other components competitiveness and is a key factor in a university adaptation to external conditions, promotion in global educational environment. To become successful a university has to uphold the external reputation, implement the policy of transparency and availability. The article describes the main components of forming positive public image of universities, identifies peculiarities of an internet portal as one of the components of forming public image for boosting the position in international ranking including Webometrics Ranking of World Universities. The comparative analysis of main webometrics indicators of Borys Grinchenko Kyiv University in February 2019 and in July 2019 was conducted. The results of monitoring the official portal of Grinchenko University carried out with the help of Google Search Console, Google Analytics, Google My Business, Majestic SEO were described. To increase webometrics indicators a survey on modernization of Grinchenko University portal was conducted. The results of the survey of students and academic staff on design, structure, navigation, the portal usage frequency, usability on different devices were analyzed and considered for further modernization. The visualization of the survey results was provided with the help of instrument for business analytics Power BI which has got such advantage as design of interactive reports with key indicators of activity. After the upgrade of the portal for provision of optimal representation of the university, it was reevaluated with the help of Google Analytics which has testified an increase of indicators levels that will contribute to positive public image of Grinchenko University.

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MASHOSHYNA, Nataliia, Viacheslav PURIKHOV, and Oksana KOVALYK. "The digital tools usage in the organization of resource support for small business activity." Economics. Finances. Law, no. 6/1 (June 30, 2021): 30–32. http://dx.doi.org/10.37634/efp.2021.6(1).6.

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The paper is devoted to the problems of using digital (digital) marketing tools by small businesses. The essence of digital marketing is clarified, its differences from Internet marketing are analyzed. The tasks of marketing activities of small enterprises in the digital environment are determined. The features of the use of individual digital marketing tools are considered: search engine optimization (SEO), contextual advertising, media context advertising, email marketing, social media marketing (SMM). In addition, the paper examines the main trends in the development of digital marketing in Ukraine and abroad, draws conclusions about the prospects for using various digital technologies in small businesses in the coming years. One of the main tasks of digital marketing is to connect offline audiences to the company's online channels. For example, advertising messages in an offline environment can lead potential customers to the company's website or its page on the social network. Each small business selects communication channels based on the specifics of their own business, available resources and the characteristics of the target audience. For some companies it will be acceptable to use only online tools, for others this direction will be ineffective or unprofitable. Therefore, an important component of the process of developing and implementing digital marketing policy is testing different channels of communication with the consumer. In today's rapidly transforming digital marketing environment, the regular introduction of new information and communication technologies and methods of working with mobile and Internet content to succeed in a highly competitive market, small businesses are no longer enough to use Internet marketing tools. These tools need to be integrated with offline promotion channels and develop comprehensive marketing solutions based on the characteristics and needs of a particular business. These decisions should cover all areas of marketing activities: from market research and product positioning to advertising. Entrepreneurs need to take into account changes in the psychology of consumers of digital information and adjust their marketing campaigns in accordance with the most current trends in the digital environment.

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Jonathan Sibarani, Hendra. "DIGITAL MARKETING IMPLEMENTATION ON DEVELOPMENT AND PROSPECTIVE DIGITAL BUSINESS (CASE STUDY ON MARKETPLACE IN INDONESIA)." MALAYSIAN E COMMERCE JOURNAL 5, no. 2 (November 16, 2021): 64–68. http://dx.doi.org/10.26480/mecj.02.2021.64.68.

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The concept of marketing activities using digital marketing can provide convenience in promotion of a brand and product on digital media such as social media that has been integrated with services available on Digital Marketing. The lack of understanding of target customers, does not use social media effectively, does not have a website or does not promote its website, website design is not attractive, does not plan marketing goals, not using SEO and too many strategies is a problem that often occurs on marketplace services in Indonesia. This is what underlies this research in several marketplaces that do not use the concept of digital marketing so that it has an impact on the reduction of sales targets and the number of customers. The aim in this study is to find out and analyze the extent to which marketplace in Indonesia can understand the concept of digital marketing, so as to be able to implement the development and prospects of digital business. This study used descriptive method with a qualitative approach. Data analysis techniques in this study used descriptive analysis and pattern analysis matching. The data used is primary data and secondary data. The study population is 50 of applications websites and marketplace in Indonesia, which used research indicators on the number of monthly web visitors, ranking in the AppStore, ranking on Playstore, and Followers on Twitter, Instagram and Facebook as the limit problem of research. The results obtained showed that Marketplace of Tokopedia, Shopee, Bukalapak, Lazada, Blibli has a very good rating compared to the Favo Website and Applications, Plazakamera, Tees, Qoo10 and Lakan6 which have not implemented a Digital Marketing concept so that there are still application users, which who do not know the existence of the website and application so that it has an impact on the absence of followers through social media Twitter, Instagram and Facebook. This research has a novelty on research methods and research objects in the digital business marketplace in Indonesia which is currently growing very rapidly and has an impact on increasing the number of customers.

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Novikova, M., and O. Nebylytsia. "MODERN EFFECTIVE MARKETING TOOLS FOR BUSINESS DEVELOPMENT." Series: Economic science 7, no. 167 (November 30, 2021): 40–45. http://dx.doi.org/10.33042/2522-1809-2021-7-167-40-45.

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The conditions for the functioning of the modern economy, which are characterized by fierce competition, require the management of companies to constantly modernize the business processes of the enterprise, the use of innovative tools and technologies in general and marketing in particular. This study is devoted to the generalization and substantiation of the essence of modern innovative marketing tools for business development. Thus, the paper reveals the essence of the most common marketing tools on the Internet, namely SEO (search engine optimization), contextual advertising, email marketing, SMM (promotion on social networks), event marketing (event marketing) and chatbots. It should be noted that in recent years, modern business is very active in its marketing activities of mobile devices. Therefore, the article also provides an analysis of recent studies to assess the impact of mobile devices on the world economy. It is concluded that mobile traffic is rapidly displacing desktop traffic, and companies need to take this into account when formulating a strategy. It was noted that the most modern example of this in Ukraine is an experimental draft concept in the field of electronic administrative services, which was announced by the 6th President of Ukraine - Volodymyr Zelensky - "State in a smartphone". The generalization of the use of chatbots by modern enterprises as one of the effective innovative tools has made it possible to identify the main advantages and disadvantages of their use. Recommendations for the formation of an effective marketing strategy of a modern enterprise were also offered. Among which were identified: 1.The use of marketing tools in the enterprise should be expanded and modernized. It is necessary to use modern innovative technologies, especially Internet technologies. 2. Business needs to focus on people. Almost all successful companies and brands in the long run are those that successfully satisfy the desires and needs of people. 3. It is advisable for marketers to focus on those tools that are most important for this business. The focus should be on more rational tools than using the budget to try to apply most of them.

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Prykaziuk, Nataliia, and Kateryna Marchenko. "MARKETING STRATEGIES OF INSURANCE COMPANIES UNDER DIGITALIZATION: MODERN PRACTICE AND PROSPECTS OF DEVELOPMENT." Economic Analysis, no. 32(1) (2022): 236–47. http://dx.doi.org/10.35774/econa2022.01.236.

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A comparative analysis of marketing strategies of selected Ukrainian and foreign insurers was conducted using the selected criteria. Based on this analysis, the peculiarities of marketing strategies of Ukrainian and foreign insurance companies are clarified, namely the formulation of the insurance company's mission and communication of corporate social responsibility for greater personalization of the insurance company, the use of brand marketing activities to promote the insurer's brand and its insurance products. marketing channels to attract consumers. The importance of the formulated mission and expressed, supported by real activities of corporate social responsibility of the insurer is stated. This corporate social responsibility should be created in order to distinguish itself from competitors and create a positive image of the insurance company in the eyes of potential policyholders. The main brand marketing activities carried out by insurers to promote their own brand and insurance products are identified. The main marketing channels used by insurance companies are identified, and the degree of use of digital marketing channels is clarified. When analyzing the presence of insurance companies in the digital space, some features were identified, namely the predominance of mobile traffic over desktop, active creation and promotion of applications in Appstore and Google Play, which are divided by type of insurance product (life, non-life, car insurance, etc.). availability of advertising in search networks, as well as referral sites in all analyzed insurance companies. The main digital marketing channels, Direct, Email, Referrals, Social, Organic search, Paid search, Display Ads are characterized. The analysis of the structure of digital marketing channels of insurance companies is carried out. The analysis found that foreign insurance companies pay much more attention to referral channels to attract consumers, while Ukrainian insurers attract more users directly or organically, which can also be enhanced by SEO optimization. Based on the study, practical recommendations aimed at further improving the marketing strategies of insurance companies and bringing them to a new level are substantiated.

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Jurković, Rahela, and Marijeta Rajković Iveta. "“Okus doma”: integracija azilanata protkana transnacionalnim procesima i promicanjem kulinarskih tradicija." Studia ethnologica Croatica 28 (2016): 147–78. http://dx.doi.org/10.17234/sec.28.7.

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Rhoads, Thomas A. "Promotion Mechanisms on the PGA TOUR." Southern Economic Journal 77, no. 1 (July 2010): 126–37. http://dx.doi.org/10.4284/sej.2010.77.1.126.

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Ekawati, Rosyida, Desi Puspitasari, and Siti Hanifa. "Multimodal Discourse Analysis of Religious Tourism on Madura Island, Indonesia." Journal of Business on Hospitality and Tourism 7, no. 1 (June 29, 2021): 64. http://dx.doi.org/10.22334/jbhost.v7i1.268.

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The objective of study is to explore the relationship between visual and verbal elements within the frame of multimodal discourse analysis in Madura tourism promotion. Promotion in the form of moving images with verbal language makes it easier for readers and potential tourists to see tourist attractions more closely and realistically. This study is descriptive qualitative using 3 videos of Madura tourism promotion, in particular tourism promotions of Bangkalan, Pamekasan, and Sampang regencies on Madura Island, Indonesia. Only scene representing religious tourism as the data of this study in which there are 8 data of religious tourism images. There are two parts of data analysis: visual and verbal analyses. Visual semiotic mode of scenes and images were analyzed using visual grammar by Kress and van Leeuwen (2006). In addition, verbal data are all of utterances generated during the scenes and the still images were analyzed based on appraisal framework by Martin and White (2005) especially on the attitude system. Results show that tourism promotional videos use more than one mode of communication or semiotic system elements to create meaning through representational and interactive structures, compositional meanings, and verbal language. All of the compositions can come together to create messages to the public, in this case information about tourist attractions and their locations that represent the religiosity of Madura.

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Lin, Li-Wei, Su-Rong Yan, Jia-Lu Zhou, and Rajesh Kaluri. "A SURVEY OF CONSUMERS' PURCHASE INTENTIONS IN ADVERTORIALS PROMOTION IN COMMUNITY BUSINESS." International Journal of Research -GRANTHAALAYAH 8, no. 2 (May 28, 2020): 100–107. http://dx.doi.org/10.29121/granthaalayah.v8.i2.2020.190.

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Soft text promotion and planning has become one of the key factors in attracting consumers' purchase intentions. Soft text promotion includes the use of posters, videos, online live broadcasts and other related methods to achieve consumer purchase intentions. The most important part of community business is to establish a long-term partnership between buyers and sellers through these soft-text promotion methods. This paper is expected to issue 600 copies through questionnaires to see if consumers see the promotion of soft texts into purchase motives. Or the consumer in the purchase process, fancy a sense of identity with a certain brand. We have found that consumers are promoting their activities through soft papers, resulting in direct purchase intentions. The results show that consumers will look at the introduction of soft paper promotion and share information with other consumers. These factors will cause consumers to motivate to purchase intentions.

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Willoughby, Jessica Fitts. "Everyone Has Questions." Social Marketing Quarterly 19, no. 4 (September 30, 2013): 265–78. http://dx.doi.org/10.1177/1524500413505570.

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Text message services that provide sexual health information are increasingly popular, but often they are not promoted. This article describes the development of a social marketing campaign promoting a state-based sexual health text message service that allows teens to text a sexual health question directly to a trained health educator. Preproduction and production research using in-depth interviews and focus groups ( n = 35) conducted in the southeastern United States provided information on perceived benefits and barriers and teens’ perceptions. Teens were interested in the service and wanted to see relevant settings and relatable teens in advertisements. Teens said that the promotional messages needed to include clear instructions on how to use such a service, as teens were only somewhat familiar with the process of using such a system. Implications for promotion of similar services are discussed.

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Gobina, Inese, Santa Pildava, Elina Millere, Dita Heiberga, Margarita Apine, Ilze Straume, and Aigars Miezitis. "Implementation of health promoting policies through tailored interventions at health promoting schools and municipalities in Latvia." SHS Web of Conferences 68 (2019): 02002. http://dx.doi.org/10.1051/shsconf/20196802002.

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Schools and municipalities play an important role in local health promotion. The Institute of Public Health at Rıga Stradiņš University in collaboration with the National Centre of Disease Prevention and Control carried out an online survey for studying the experiences and needs of health-promoting schools and municipalities in Latvia in implementing health promotion interventions. The aim of this study was to explore the context for developing new intervention model for a health behaviour change model within the Interreg BaltCityPrevention project “Innovative Lifestyle-Related Disease Prevention Model in the Baltic Sea Region.” Totally 112 municipalities and 100 schools within the National Health Promoting Networks were targeted. Only schools and municipalities that had previous experiences in health promotion intervention development were included in the analysis. This study showed that school-aged children were the most prevalent target group for the both schools and municipality interventions. The interventions in physical activity and nutrition used to be the most common areas for health behaviour changes. Health promotion schools and municipalities reported several significant differences in experienced difficulties and expected future needs in implementing health promotion interventions, which should be considered for increasing the capacity for better health promotion for both schools and municipalities in Latvia.

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Megalia, Ujang Sumarwan, and Imam Teguh Saptono. "Analisis Strategi Bauran Promosi terhadap Volume Penjualan Restoran XYZ." MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah 12, no. 2 (February 8, 2018): 161. http://dx.doi.org/10.29244/mikm.12.2.161-169.

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This study examines the strategic influence of promotion mix on the volume of aggregation and to know whether the marketing mix run by the Restaurant XYZ affect consumer spending. The theory used in this research is the promotion mix. The research design was conduced with a quantitative descriptive approach through an interview using quisionaire. Sampling method used is a purposive sampling technique with the number of respondents counted 200 people. In this study measure the influence caused by the promotion mix variables such as advertising, personal selling, sales promotion, public relations, and direct selling to increase sales volume. The results show that advertising variables are the most influential variabel of sales volume and the promotion mix simultaneously influences the buying decision of the customer. The findings of this research provide managerial implications that restaurant should not only focus on promotions costs for advertising alone, but also need to pay close attention to the allocation of appropriate funds to see the effectiveness of increased sales volume.

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Firdaus, Nico Alvio Maiyendra, and Ritna Wahyuni. "Website Designing As A Media For Promotion And Information On Karang Setio Batik(Perancangan Website Sebagai Media Promosi Dan Informasi Pada Batik Karang Setio)." Jurnal KomtekInfo 7, no. 2 (April 18, 2020): 120–32. http://dx.doi.org/10.35134/komtekinfo.v7i2.72.

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Ads that will be created and displayed must have a good, unique appearance that can attract the attention of consumers and be dynamic in accordance with the fields managed by the company. Website as a medium of promotion and information has enormous benefits. First, consumers do not need to come directly to the store to see and choose the items they want to buy. Second, in terms of financial consumers can save costs incurred, if the store location is far away. The product ordering target is stronger, not only for certain regions. There is no promotion done by Karang Setio Batik Studio, either in the promotion of television advertising, radio or website, making this household industry less well known and visited by many people. And also in the transaction process is still manually with the opportunity to come to the store. Because it needs to be overcome by promoting and providing information using promotional media and website-based information, and also makes it easier to conduct transactions between stores and customers. And it can be concluded that the old system used is not effective and will cause the process carried out will take time and place so that makes employee performance less efficient and effective and results in reports that are not accurate and accurate. This research was conducted by applying a framework or research method that starts from identification of problems, problem analysis, set goals, study literature, collecting data, system design, system testing, and system implementation. By utilizing the development of technology and functions of internet promotion and website-based information as one of the marketing strategies in business development at Karang Karang Setio.

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정용교 and 백승대. "Promotion of Social Studies Teacher Competencies as Reflective Practitioner." SECONDARY EDUCATION RESEARCH 55, no. 3 (December 2007): 225–45. http://dx.doi.org/10.25152/ser.2007.55.3.225.

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Journal articles on the topic 'SEO Promotion'

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