CC BY
64IMPROVING THE EFFICIENCY OF MARKETING SERVICE BY
EFFECTIVE USE OF DIGITAL MARKETING OPPORTUNITIES
Boyjigitov Sanjarbek Komiljon o'g'li
Assistant of department of "Marketing" of the Samarkand institute of economics and services Phone: +998993500609, e-mail: boyj i gitovsanj arbek@sies. uz
Annotation: In the article, the concept of digital marketing, types and problems of digital marketing, the issues of increasing the efficiency of marketing services in enterprises through the effective use of the concept of digital marketing were considered in the context of the transition to the digital economy. Conclusions were given on these issues, proposals and recommendations were developed.
Keywords: digital marketing, internet marketing, modern digital marketing concept, SMM, SEO, PPC, video marketing, e-mail marketing, website marketing, marketing service effectiveness.
Annotatsiya: Maqolada raqamli iqtisodiyotga o'tish sharoitida raqamli marketing konsepsiyasi, raqamli marketing turlari, muammolari, raqamli marketing konsepsiyasidan samarali foydalanish orqali korxonalarda marketing xizmati samaradorligini oshirish masalalari ko'rib chiqilgan. Ushbu masalalar bo'yicha xulosalar berilgan, taklif va tavsiyalar ishlab chiqilgan.
Kalit so'zlar: raqamli marketing, internet-marketing, zamonaviy raqamli marketing konsepsiyasi, SMM, SEO, PPC, video marketing, e-pochta marketingi, veb-sayt marketingi, marketing xizmati samaradorligi.
Аннотация: В статье рассмотрено понятие цифрового маркетинга, виды и проблемы цифрового маркетинга, вопросы повышения эффективности маркетинговых служб на предприятиях за счет эффективного использования концепции цифрового маркетинга в условиях перехода к цифровой экономике. По данным вопросам даны заключения, разработаны предложения и рекомендации.
Ключевые слова: цифровой маркетинг, интернет-маркетинг, современная концепция цифрового маркетинга, SMM, SEO, PPC, видеомаркетинг, электронный маркетинг, маркетинг веб-сайтов, эффективность службы маркетинга.
According to research, in the last three years, regular Internet use among adults has increased by 5%. While much has been said about this, people's shopping habits have also changed, meaning that offline marketing is no longer as effective as it used to be. Especially during the coronavirus pandemic, the rapid development of digital marketing has become a necessity. A digital marketing firm is always committed to connecting with its consumer audience where it is needed and in a timely manner. Today, manufacturers are demanding that they meet with customers on the Internet, where they spend most of their time.
Digital marketing refers to advertisements delivered through digital channels such as search engines, websites, social networks, email and mobile apps. Using these online media channels, digital marketing is a way for companies to promote goods, services and brands. Consumers are increasingly relying on digital tools to research their products. For example, Think with Google marketing concepts show that 48% of consumer queries start with search engines, 33% search for product websites, and 26% search for mobile apps.
So what is digital marketing?
Digital marketing is the promotion of a service or product through the effective use of the Internet, mobile devices, social networks, search engines and other digital channels to find consumers. Some marketing experts see digital marketing as a completely new activity that requires a new way of approaching customers and new ways of understanding how customers behave compared to traditional marketing. Digital marketing is an interactive movement aimed at a specific segment of the customer base. Today, digital marketing is evolving.
Digital marketing uses traditional methods to help increase your audience and identify potential customers who are more likely to buy your product or service. In addition, it is usually more economical compared to traditional advertising and allows you to control the effectiveness. Its convenience is that the firm can identify potential customers who are likely to purchase its product or service.
Internet marketing is different from digital marketing. Internet marketing is just advertising on the Internet, and digital marketing can also be done on mobile devices, subway platforms, video games, or smartphone apps. Digital marketing encompasses all marketing efforts using an electronic device or the Internet. Businesses use digital channels such as search engines, social networks, email and other websites to connect with current and prospective customers.
There are several benefits to digital marketing. Here are some of them:
1. Ability to identify potential customers who are more likely to purchase a product or service.
Digital marketing allows a developer to identify and target a specific audience and send targeted marketing messages to that audience. A firm can use targeted social media features to display social media ads based on characteristics such as age, gender, location, interests, or behavior to a specific audience. However, a firm may use a PPC or SEO strategy to advertise to users who are interested in a product or service or who are looking for specific keywords relevant to the firm's industry. And with digital marketing, a company can decide where to spend its money. As a result, digital marketing allows a firm to conduct the research it needs to identify its customers and serve its marketing strategy to ensure that products or services are more likely to be sold over time. Most importantly, digital marketing helps groups with a target audience reach the market. This is especially true if the company sells multiple products or services to different customers.
2. Digital marketing is more economical than traditional marketing methods.
Digital marketing allows you to track consumer activity on a daily basis and reduce the amount of money you spend on a particular channel. The same cannot be said of traditional forms of advertising. Because it doesn't matter how the ad works -whether the firm changes its sales or not, it costs the same.
3. The firm's ability to outperform major competitors in its field.
If a firm runs a small business, it can be difficult to compete with the big brands in its field, meaning most of them have to invest millions in television commercials or nationwide promotions. In this regard, there are many opportunities to outperform major competitors through strategic digital marketing initiatives. For example, a firm may identify some long keywords related to its product or service and create high-quality content that will help them rank in search engines based on those keywords. Search engines are not interested in which brand is the biggest -instead search engines prioritize content that best suits their target audience. In addition, social media allows a firm to reach new audiences through impactful marketing.
4. Measurability of digital marketing.
Digital marketing can provide a complete, beginning-to-end view of all aspects that are important to a firm, including impressions, promotions, views, and time on the page. This is one of the biggest advantages of digital marketing. While traditional advertising is useful purposes, its biggest limitation is the size.
Unlike many offline marketing efforts, digital marketing allows marketers to see real results in real time. A simple example is that if a company advertises in a newspaper, we know how difficult it is to estimate how many people actually open the pages of that newspaper and focus on its advertising. There is no clear way to measure the responsibility of such advertising for any trade in general. Digital marketing, on the other hand, allows a firm to measure ROI (return on investment) in any area of its marketing efforts.
Digital marketing is divided into two types, online digital marketing and offline digital marketing.
Online digital marketing is a system of marketing implementation using digital platforms that work with the Internet. This type of marketing currently includes the following areas of marketing: SMM (Social Media Marketing); Mobile marketing; Video Marketing; Website Marketing.
Offline digital marketing is a system of marketing on digital platforms that are not connected to the Internet. This type of marketing can include the following areas of marketing: TV Marketing; Radio Marketing; SMS Marketing.
The most common tactics of digital marketing and the channels involved in each of them are:
SEO (Search Engine Optimization). SEO is derived from the initials of English words, which in short means the appearance of a firm's site when a word related to the firm's field is entered in the search box. This is the process of optimizing a company's website to rank "high" in the search engine results pages, thereby increasing the amount of free traffic that the website receives. Channels that
use SEO include websites, blogs, and infographics. The main purpose of SEO optimization is to customize the site information for the search department, and this optimization can increase the development of your site several times. Almost all site owners spend money on advertising.
Content marketing. The goal of content marketing is to reach potential customers through the use of content. The term refers to the creation and promotion of content assets to promote a brand, increase traffic, and increase customer base. The content is usually published on a website and then promoted through social media, email marketing, SEO or even PPC campaigns. Content marketing tools include blog posts, e-books, online courses, infographics, podcasts, and webinars.
SMM (Social Media Marketing). SMM is marketing on social media. It is a tool for customers and sales. Today, every business has a struggle for every single customer, and one way to attract it is through SMM. It is now a very powerful tool in real sales. This practice promotes the company's brand and content on social media channels to increase brand promotion, increase traffic and create potential customers for the business. Channels that can be used in social media marketing today include Facebook, Twitter, LinkedIn, Instagram, Snapchat, Pinterest, and more.
PPC (Pay Per Click). PPC is derived from the initials of the English word Pay Per Click, which is a way to drive traffic to a firm's website by paying the publisher each time an ad is clicked. PPC advertising allows marketers to reach Internet users on a number of digital platforms through paid advertising. Marketers can set up PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest or Facebook and show their ads to people looking for terms related to their products or services. PPC campaigns can segment users based on demographic characteristics (e.g., age and gender) or even define their specific interests or location. The most popular PPC platforms are Google Ads and Facebook Ads.
Affiliate Marketing. This is a type of advertising based on a fee for advertising someone else's product or service on a firm's website. Affiliate marketing is one of the oldest forms of marketing, and the Internet has given new life to this old standby mode. With this kind of marketing, influencers promote other people's products and get paid every time sales or potential buyers increase. Collaborative marketing channels include: posting video ads through the YouTube affiliate program, and posting affiliate links on the firm's social media account.
Local advertising. Local advertising is advertising that manages the content and is displayed on the platform along with other free content. BuzzFeyed-sponsored posts are a good example, but many consider social media ads to be "local ads," such as Facebook ads and Instagram ads.
Marketing automation. Marketing automation refers to software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks that they perform manually, such as email notifications, social media post planning, potential customer workflows, campaign tracking, and reporting.
E-mail marketing. E-mail marketing is still one of the most effective digital marketing channels. Many people confuse email marketing with spam emails, but this is not about email marketing. E-mail marketing is a means of communicating with potential customers or people who are interested in a company's brand. Types of emails you can send in email marketing include: News that subscribes to a blog, sending emails to visitors to a website that has downloaded something, "welcome" emails to customers, a "loyalty program" Holiday promotions and similar series of emails.
Online PR (Public Relationship). Online PR is the practice of providing online coverage with digital publications, blogs and other content-based websites. PR, unlike ordinary advertising, is a technology for creating and implementing an image in the socio-economic and political systems of competition. In the broadest sense, it is the management of public opinion, the establishment of relations between society and government agencies or commercial structures. Channels you can use to maximize your PR efforts include: using reporters on social media, posting company online posts, posting on a personal website or blog.
Website marketing. The website is the center of all digital marketing activities. Not only is this a very powerful channel, but it is also a necessary tool for a variety of online marketing activities. The website should present the goods, products and services in a clear and memorable way. It should be fast and easy to use.
Video marketing. YouTube has become the second most popular search engine, and many users turn to YouTube to learn something about it, get information, or just relax before buying a product or service. There are several video marketing platforms available to use for a video marketing campaign, including Facebook Videos, Instagram, or even TikTok. Companies achieve the greatest success by combining video with SEO, content marketing, and extensive social media marketing campaigns.
SMS messages. Companies and nonprofits use SMS or text messages to send information about the latest promotions or to give ready-made customers a chance. Political candidates running in elections also use SMS messaging campaigns to spread positive information about their platforms. As technology advances, many text delivery campaigns also allow customers to pay directly or through a simple text message.
Today, the development of digital marketing is also important in Uzbekistan, and the first steps have been taken in this direction. Efforts are being made to introduce digital technologies and platforms into the economy. The development of digital marketing in Uzbekistan, especially in the context of a pandemic, and its state support will lead to human security, sustainable economic development, and the prevention of corruption and the shadow economy.
When it comes to digital marketing, digital marketing poses a particular challenge for those who practice it. Digital channels are proliferating rapidly, and digital marketers need to know how these channels work, how they are used by consumers, and how to use these channels to effectively market their products or
services. It is also difficult to attract the attention of buyers as they are increasingly surrounded by competitive ads. It is difficult to analyze the vast amount of data that digital marketers have acquired and then use that marketing data in new marketing efforts. The challenge of data collection and efficient use requires a marketing approach based on a deep understanding of digital marketing consumer behavior. For example, a company may be required to analyze new forms of consumer behavior.
In conclusion, digital marketing should be one of the main directions of the overall marketing strategy of almost any business. Companies and firms have never had the opportunity to be in such constant contact with their customers, and nothing else provides the level of accuracy that digital data provides.
In Uzbekistan, too, the more companies and firms embrace digital marketing opportunities, the more their growth potential will be realized. Digital marketing allows customers to act immediately after seeing a company's ad or content. With digital marketing, they can click on a link or save a blog post and immediately move on to sales. Customers may not buy products or services right away, but they stay in touch with the company, and digital marketing allows them to communicate more.
References
1. Decree of the President of the Republic of Uzbekistan dated February 19, 2018 No PF-5349 "On measures to further improve the field of information technology and communications". www.lex.uz
2. L.T.Abduxalilova. Internet marketing. O'quv qo'llanma. T.: TDIU, 2019. - 310
bet.
3. Ergashxodjaeva Sh.Dj., Qosimova M.S., Yusupov M.A. Marketing asoslari. T.: "Iqtisodiyot", 2019. - 305 bet.
4. Галина А. Подзорова, Валерия Е. Кириллова, Наталья А. Плешкова, Наталья Л. Грязнова. Применение инновационной технологии digital marketing для повышения эффективности продвижения услуг. Вестник КемГУ. Серия: Политические, социологические... 2019,4(3) DOI: 10.21603/2500-3372-2019-4-3333-338.
