- О проекте
- Результаты и Награды
- Партнерские программы
- Международные услуги
Киевский национальный торгово-экономический университет, Украина
Олег Михайлович Олефиренко, доцент, кандидат экономических наук, доцент
Евгений Коваленко, vice-director of the department for international education
Сумской государственный университет, Украина
Çetin BEKTAŞ, доцент, ph.d. экономических наук, доцент
Economics and Business Administration Faculty, Erzincan
Участник первенства: Национальное первенство по научной аналитике - "Украина";
“Can you see into the future? I, personally, cannot. However, in order
to plan today for tomorrow and the day after tomorrow, I turn to
reasonable assumptions. And so a particular image of the future appears in my mind.”
Matthias Hartmann, CEO of GFK. 
All the people are curious concerning future—everybody want to find out what to expect in further life. To think about and to compare what we have today and for about ten years ago—it’s impossible not to notice swift civilization development.
Nowadays, more and more attention paid to the effect that is given by technology to modern world. New researches gradually touched all the areas of human’s entity. Such interference cannot pass marketing activity.
Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.
Two different forms of digital marketing exist:
1) “Pull”. The consumer actively seeks the marketing content, often via web searches or opening an email, text message or web feed. Websites, blogs and streaming media (audio and video) are examples of pull digital marketing. In each of these, users have to navigate to the website to view the content.
2) “Push”. The marketer sends a message without the consent of the recipients, such as display advertising on websites and news blogs. Push marketing is also known as spam. 
Foreign experience of digital marketing development
Organization which is specialized in market researches GFK Group (Gesellschaft für Konsumforschung(Consumer Researches Community) has made an investigation concerning usage of phone apps.
Rising adoption of smart devices have enticed increasing numbers of app producers to create useful or fun apps that appeal to users. A recent iPanel study conducted by GfK Hong Kong revealed interesting tablet apps usage and behavioral patterns among consumers in Hong Kong.
Findings revealed that 85 percent of the respondents who are tablet owners enjoy and actively browse to find the latest apps on their device, which follows with 9 in 10 actually downloading free apps. Three quarters of those who downloaded chargeable ones on average paid up to HK$100 (approximately 100 UAH) for apps in a month.
“Apps are becoming very popular with the rising adoption of smart devices and are a fast and convenient way for the user to access content that are relevant to them at a single touch,” said Walter Leung, Managing Director for GFK Hong Kong. “Findings from our study showed that the average number of apps installed by owners on their devices is between 10 and 19 (33%) and 20 to 49 (27%).”
The main sources of information about apps which consumers rely on are app stores, through social media and via friends or family recommendations. Reviews in print media, online advertisements and links incorporated in other apps play important roles as well. However, GfK findings indicated that the most effective trigger that drives app downloads are the online version of ‘mainstream’ media such as newspapers, radio, magazines and TV.
“The overwhelming choices of apps means some may get neglected and seldom utilized after being downloaded,” observed Leung. “This is evidence of the famous long tail concerning digital content – an app really need to have a powerful benefit and relevance or they will fail in the battle to occupy a space on consumers’ smart devices,” he added.
Apps which are most frequently used by consumers are:
1) games (64%);
2) social networking (53%);
3) weather (49%);
4) entertainment (48%).
“Consumers agreed that advertising within apps in categories such as banking/ finance (39%) and shopping/ retail (41%) garner their interest—a good reason for marketers to create and establish a strong presence among the rapidly widening base of tablets users,” shared Leung. “Maximizing the opportunities for real-time offers and cross-promotions on this platform can potentially create and drive demand and eventually make the difference between profit and loss,” Leung concluded.
Tendency of IT development abroad
1) Location analytics development
The technology involves capturing, analyzing and illustrating real-time data from mobile devices, and it puts marketers right in shoppers’ pockets.
“Location analytics finally gives marketers an ability to ‘see inside’ the store,” says Thaddeus Fulford-Jones, CEO of Locately, a Boston-based consumer location analytics company. “Previously, the store environment was a ‘black box’ to marketing and insights professionals.”
Locately’s technology combines GPS with mobile surveys to passively track the mobile phones of consumers, who opt-in to share their location data in exchange for gift cards and other prizes. Participants who download the Locately app also answer short questionnaires, indicating why they chose one store over a competitor’s, for example.
2) Organization of webinars
Webinar—is the way of organizing a meeting online, the existing format of holding seminars, trainings and other events using the Internet.
According to AMA, in modern USA’s marketing the most popular company of webinar’s organization is ReadyTalk. Besides, company proposes services of webinar’s planning and implementation, presentation and attraction of people, distribution. [10,11]
MoMA’s digital strategy
Many art museums have to battle the perception of being old, dull and musty which isn’t exactly easy task when market is full of innovations. Why should you go to see Van Gogh’s works when you can google it?
Museumof Modern Arts in New York are doing their best to connect their works with consumers, both personally and online. MoMA has developed the comprehensive digital strategy that shaped it’s recent branding campaign called “I went to MoMA and…” expects visitors to fill-in the blanks with words and drawings about their museum experience. Visitors can scan the resulting art-work in the museums lobby to get a unique URL that’s sharable on Facebook and Twitter. More than 20000 people uploaded the creations and MoMA decided to feature some of resulting visitors created art-work in it’s lobby and select few sketches which are used in MoMA’s print in outdoor.
One little girl caught New York’s media attention when she wrote on her card “I went to MoMA and was disappointed. I did not see a dinosaur!”
Kim Mitchell, Chief Communication Officer, MoMa: “We got a call from the Museum of Natural History saying, “How about we loan you a dinosaur for your garden?” It’s now framed in the director’s office.”
Development of digital market in Ukraine
The advertising works on the basis of ringback. Advertiser gives a created audio recording to provider of the service. The message must be short but informed so that it can be heard completely. Prepared message is being placed into consumers cell-phone instead of dial tone. Therefore, all the telephone subscribers will become a listener of an advertising spot.
Facilities of the program:
·The wide public of advertising consumers ( in general, one subscriber receives 600 calls in a month);
·The message let’s to create 100% contact with consumer at the moment of sizeable emotional tension—as because the subscriber wants to start the conversation as soon as possible on the other way of radio waves. At this moment the user of the service is well-prepared for information recognizing.
2) Testing of advertising materials with Touchpoll clicktest.
This strategy is intended for testing:
·Layout of printed advertising;
·Conceptions of products;
·Conceptions of product design;
·Storyboards of commercial broadcast
During the testing is used touch-sensitive keyboard for bringing in information.
On the screen of touch-sensitive tablet in the area of software Touchpoll Feedback System are set special questions in which tested material is being represented.
According to the induced question and the contents of tested material each respondent paints over certain parts of picture which to his mind are most suitable to the question. Depending on the chosen parts of the picture, additional questions are asked or not asked.
After the answers of each responded are processed, the imaging in the form of HeatMaps( the map of hot zones in each studied characteristic)
Moreover, on the ninth of November 2012 in Kiev tenth annual award in marketing service area “Golden PROpeller” took place.
Nomination “Digital marketing”:
1) You’re blind project (Russian Federation)
The given project represents so-called life project or “blind website”. The aim of this project is to show the life of blind person in Moscow. On this website character is on totally black website youareblind.com. The directors of all the advertising agencies of Moscow were welcomed to visit the website. For total effect users are asked to wear their headphones and to turn off the light. During the process they cannot see anything and orientate themselves using their hearing. By the end of the film which is shown on the website, the main character is being hit by car. Thus, a lot of propositions were received. The best of them were passed to the social organization which can translate them into reality.
2) Cornetto’s ice-cream advertising campaign (Russian Federation)
Agency’s client was bringing up to the market new ice-cream “Cornetto”. Primary audience is people of 20—25 years old. Area of brand is romantic relationships. Company decided to give some ideas for in-love people how to diversify their relationships. Rule №1 for such commercial broadcast is proper style. Rule №2 is content form.
A lot of commercial broadcasts were made with the participaыtion of 5 different characters. Among them were unknown people and Comedy Club actors. This reels even had subscribers on Youtube. Moreover, a contest of declarations of love were organized and showed on billboards of the city. Also was designed special Cornetto-mobile, which consumers could trace using the Internet. In addition to this was conducted a love-quest: consumers were given riddles concerning love and relationships. The winners received a prize—romantic dinner in restaurant. As a result of made actions the ice-cream became a leader of sells in its category.
To compare the development of IT in modern foreign and domestic market, it should be said that it’s impossible not to notice that all the developed countries have a desire to develop the IT area. Usage of IT is gradually growing that’s why new researches and ideas take place. It’s important to note that IT’s got the future. In fact, modern technologies entirely stepped into our life. According to the Ukrainian magazine “Marketing researches in Ukraine” by 2016 in the world there’s going to be 3,4 billion fixed internet-users, which makes 45% of the Earth. That’s why using the heritage of modern science properly, it’s possible to create successful marketing project, which was proved using the examples in this report.
Picture 1. Quantity of downloads per week, million. 
Picture 2. Market share of the most outstanding app stores 
Picture 3. The exposition of MoMA’s visitors art-works
Picture 4. A little girl’s creation which impressed the New York’s media.