Internet Marketing Technologies in the Organization's Activities:

COVID-19

Marianna Santalova

, Irina Soklakova

and Elvira Lesnikova

Academy of Management and Production, 123007, 4 Magistralnaya Street, 5, b.2, Moscow, Russia

Moscow Economic Institute, 123012, Artushchenko str., 6, Moscow, Russia

Voronezh Branch of the Plekhanov Russian University of Economics, 394030 Karl Marks Street, 67a, Voronezh, Russia

Keywords: Internet Marketing, Digital Tools, Active Social Network Audience, Logo, Design, Activation, Covid 19.

Abstract: The article discusses Internet marketing technologies for the organization under study in the conditions of

COVID-19: features of the company's promotion in the «Odnoklassniki» social network; development of a

content plan layout, an algorithm for creating an advertising video and showing it on YouTube, a methodology

for using e-mail, etc. The purpose of the study is to activate the activity of the company under study in such

conditions, increase sales, make the company's brand recognizable, etc.The scientific novelty of the research

lies in the development of an algorithm for creating and applying Internet marketing technologies for a

company.The information base of the study is the documentation of the company under study, data from the

Yandex Metrica website, data from Internet sources and periodicals.

1 INTRODUCTION

The time of digital marketing technologies and

COVID-19 conditions direct business to develop and

improve the efficiency of economic activity. The

purpose of the study is to activate the activity of the

company under study, increase sales, make the

company's brand recognizable, etc.

2 METHODOLOGY

The research was carried out using such methods as

analysis, synergy, modeling and others. The

information base of the study is the documentation of

the company under study, data from the Yandex

Metrica website, data from Internet sources and

periodicals.

3 RESULTS

The reason for using internet marketing is mainly due

https://orcid.org/0000-0002-3682-4680

https://orcid.org/0000-0002-2577-9757

https://orcid.org/0000-0002-4396-3988

to the fact that the World Wide Web reaches a large

number of visitors. According to a study by the

InterPublic Opinion Foundation, at the end of

summer 2020, the daily Internet audience was 60% of

Russian adults, and the monthly audience was 70%.

Since most of the orders are carried out in bulk,

the surveyed company is more focused on corporate

clients. Accordingly, one of the main tools is the

company's official website.

Internet agency "Klever" is working with the

website of the company. Their activities include

promoting the company and its product on the

Internet, ensuring the normal functioning of the site,

making changes, additions and corrections to the

design, as well as finalizing the site at the request of

the client.

The header of the page displays the brand logo,

phone numbers, email, icons with links to social

networks.

The company's website has the following

sections:

1) Home page - reflects brief basic information

about the activities of the company;

Santalova, M., Soklakova, I. and Lesnikova, E.

Internet Marketing Technologies in the Organization’s Activities: COVID-19.

DOI: 10.5220/0011110800003439

In Proceedings of the 2nd International Scientiﬁc and Practical Conference "COVID-19: Implementation of the Sustainable Development Goals" (RTCOV 2021), pages 71-76

ISBN: 978-989-758-617-0

2) Products - displays products presented in the

following categories: toilet paper, napkins, towels,

handkerchiefs, universal rags, base paper. Each of the

categories contains a photo, a description of the

product and the available assortment, quantity, cost;

3) Nega brand - contains information about the

company, its advantages and vacancies;

4) News - reflects the main news, achievements of

the company;

5) Articles - related to the activities of the

company;

6) Promotions - reflects information about current

and upcoming company promotions, conditions of

their holding;

7) Partners - this section shows the main list of key

partners of the company and information for potential

business partners;

8) Contacts - reflects data for feedback (address,

phone numbers, social networks).

Clicks on advertising are the main source of

traffic, their share is 47.8%, which indicates the

effectiveness of setting up contextual advertising.

Search engine referrals are on the second place and

account for 23.4% of all traffic. Direct visits

accounted for 12.9% of traffic, while website link

clicks accounted for 6.19%. A small share of traffic -

4.8% and 4.9% respectively - comes from internal

referrals and other sources.

The largest share of visitors is from Russia (about

90%), 8.7% from Ukraine and 1.3% from

Kazakhstan.

The next internet marketing tool that the company

uses is contextual advertising. Contextual advertising

has been configured in Yandex and work is underway

to configure it in the Google search engine.

Contextual advertising acts selectively and is

displayed to website visitors whose area of interest

potentially coincides / overlaps with the subject of the

advertised product, the target audience, which

increases the likelihood of their response to

advertising.

PPC advertising on the search network allows a

company's website to appear in a dedicated ad block,

increasing the likelihood that users will click on the

link by typing the search query of interest in the

browser's search bar.

The advantages of this tool are the ability to tailor

advertising to the target audience of consumers -

choosing a geographic coverage, entering keywords

and phrases, stop words, setting a budget and time for

an advertising campaign, which allows you to adapt

to changes and quickly adjust the advertising process

of an Internet campaign.

In addition to search contextual advertising,

Yandex images use ads that display product photos

when certain user requests are made in a search

engine. This allows visually demonstrate the

manufactured products and increase the likelihood of

the offer that will interest the user. There is less

competition in this type of online advertising than in

conventional contextual banner advertising.

According to visitor statistics, 45 - 47% of site

visits are made through advertising in Yandex.

The advantage of this tool is the choice of the

target segment of the consumer, since contextual

advertising will only work if the user enters certain

words or phrases into the search bar.

Another Internet marketing tool - the company

places information about products on external

Internet resources. For example, on the sites "116.ru"

(https://116.ru/), "From hand to hand"

(https://kazan.irr.ru/), "Avito" (https: // www avito) ...

and others. In total, announcements have appeared on

25 sites. These are free services that the company

does not spend money on. Information on such sites

is updated monthly.

Services such as company directories are also

used. For example, the directory of organizations in

Moscow, Russia and the CIS http://www.orgpage.ru/.

Some information resources are used through

payment and membership fees.

The company also uses SMM tools in its

activities. Social networks act as a communication

channel between the company and end consumers.

The group on the social network "Vkontakte" is

mainly used and a page on "Instagram" is maintained.

The purpose of maintaining such social networks

as "Vkontakte" and "Instagram" is the formation of

consumer loyalty.

In the company under study, Internet marketing

technologies need to be constantly updated, using

more and more new management tools. The

development of digital tools is important for the

company, since the development and efficiency of the

company's economic activities depend on their

quality.

In the process of conducting research using

methods of analysis, modeling, and synergy, we

identified the shortcomings of the use of Internet

marketing and developed an updated set of Internet

marketing tools for the company. The developed

Internet marketing technologies will allow the

company to increase sales, increase brand awareness,

profit, profitability of the company.

Formation and promotion of a group in a social

network «Odnoklassniki».

Objectives of the event:

RTCOV 2021 - II International Scientiﬁc and Practical Conference " COVID-19: Implementation of the Sustainable Development Goals

(RTCOV )

1) reach the middle-aged and older audience;

2) increase brand awareness;

3) increasing the number of participants in

promotions and contests.

Let's analyze the audience coverage of the

«Odnoklassniki» social network.

According to the «Mediascope» research

company, the active audience of the «Odnoklassniki»

social network, which visits this resource at least once

a month and lives in cities with a population of more

than one million people, will amount to 15,368.9

thousand people in February 2021.

In cities with a population of more than 100

thousand people, the audience of the «Odnoklassniki»

social network that visits the resource at least once a

month is 6 893.1 thousand men and 8 475.9 thousand

women. The distribution by age group is as follows:

a) 1,276,800 people aged 12 to 17 years;

b) 1365.7 thousand people aged 18 to 24 years; c

) 3,246.6 thousand people aged 25 to 34 years;

d) 3,418.4 thousand people aged 35 to 44 years;

e) 2,964,1 thousand people aged 45 to 54 years; f)

3,097,300 people aged 55 to 64 years.

By gender/age, the audience of the

«Odnoklassniki» social network is shown in Figure 1.

Figure 1: The audience of the social network "ok" by

gender/age parameters in cities with a population of more

than 100 thousand people.

The statistics of the target group's participation in

the «Odnoklassniki» audience per month (in%) for its

share in the Russian population of 100k + 12-64 years

by occupation are shown in Figure 2. The average

value of the index is 100.

From the above statistics it can be concluded that

the most active share of the population the social

network "Classmates" are women and men aged 25 to

64 years who are experts, managers, housewives and

unemployed.

Now we need to create a group and select the type

"For business", then add the name, description,

subject and category of the group. Then we should

specify the contact information – the company's

address, phone numbers and a link to the official

website. Group description: «Nega paper Mill» is a

manufacturer of sanitary and hygienic products made

of natural cellulose. Its products are napkins, towels,

toilet paper, handkerchiefs. We have been on the

market for more than 12 years! The company "Nega"

is quality, care and reliability!

It is necessary to add the design of the group - the

logo of the company "Nega". Next, we need to

specify the keywords by which users can find the

group. The analytical service "Popsters" studied the

activity of the Russian-speaking audience of the

social network in 2019. According to their data, users

of the «Odnoklassniki» social network perform the

largest number of actions with publications on

Tuesday (15%), and the least - on Saturday. ((13.6%)

and Sunday (13.7%). The most active hours are from

10 to 12 and from 15 to 18 hours. The largest share of

activity falls on publications with photos and images

(about 60%), only 16% - videos and 26% - links.

Hashtags and keywords should be added to messages

so that users can find messages on a specific topic

using them. In the group, it is necessary to fix posts

about current sweepstakes and promotions in order to

attract the attention of users.

Figure 2: Proportion of the target group in the audienceh

"classmates" for a month (in %) to its share in the

population of russia 12-64 years.

0 500 1000 1500 2000 2500

Women 55-64

Women 35-44

Women 18-24

Men 55-64

Men 35-44

Men 18-24

thousand people

. Others wh

are no

workin

Housewives

Students

Workers

Employees

Specialists

о Managers

7 8 9 1 1 1 1

Internet Marketing Technologies in the Organization’s Activities: COVID-19

Table 1: Content plan.

Content plan

Monday

10:00

Acquaintance with the company (the most important information), the design of the text in

the picture

15:00 Product photos, design of a brief description in the picture + links to the website (nega. rf)

Tuesday

10:50

Funny image with a good day wish

16:30 Product photos, design of a brief description in the picture + links to the website (nega. rf)

Wednesday

10:20

Informing post about the current promotion (photo or video)

16:00

Photos of products, design of a brief description in the picture + links to the website

(nega.rf)

Thursday