Special Aspects of Studying the Internet as a Marketing Communication Channel of the Service Industry

Abstract

The main feature of modern society development is its irreversible informatization. All the areas of activity involve the processes of obtaining and processing information. In the 1990s the Internet became an essential communication marketing channel. This marketing communication tool is largely implemented by introduction of information technologies in sales and distribution of goods and services. Internet marketing as an area of a company’s business activity provides ample opportunities for addressing the tasks of marketing optimizing. Offer of goods and services is made at the moment when a potential consumer refers to Internet resources, and it has a customized form. Implementation of Internet marketing, which provides a means for the creation of consumer value of goods, i.e. supply of quality goods and services in accordance with customer’s needs, is based on the corporate integrated information system with access to global Web resources. The main advantage of the Internet as a tool for promoting products and services is faster implementation of an advertising campaign, convenience and direct coverage of a company's target audience.

DOI: 10.5901/mjss.2015.v6n4s1p139