Features of internet marketing application in the promotion policy of metallurgical enterprises

Abstract

The article identifies the place of Internet marketing in the system of metallurgical products promotion. It has been established that the promotion of goods and services on the Internet today is a very effective means of delivering advertising to the target audience, and in some cases even more effective than the press (both electronic and traditional). It is emphasized that the use of the Internet marketing principles contributes to a significant reduction in transaction costs, which are aimed at establishing and maintaining relationships between the company, its customers and suppliers. It is determined that the use of Internet marketing helps to obtain detailed information on the requests of each individual customer and stimulates the implementation of products and services that meet individual requirements. The key factors of the metallurgical industry informatization, which influence the intensity of Internet marketing tools introduction in the policy of metallurgical enterprises` products promotion are systematized. The algorithm of a typical electronic trading platform in the metallurgical sector is presented, which allows to combine on one resource information-analytical data on the situation on the world and domestic metal market, information on metal producers and traders, library of standards and certificates, product catalogs of different companies, etc. It is established that the use of electronic trading platform can significantly reduce the term of the transaction compared to traditional trading methods, ensure timely delivery and payment, the possibility of maximum choice among alternatives and simplify the procedure for ordering products. The importance of directing the vector of the metallurgical enterprise's promotion policy not to the "average" buyer, but to the specific needs of a certain customer, which will positively affect both the quality of cooperation and the level of income of the enterprise is defined. The importance of using Internet marketing in the formation of a positive brand of a metallurgical enterprise in today's highly competitive environment is emphasized. The tools of Internet marketing in the metallurgical market and the main tasks solved by their use are generalized.