Improving Internet Communication Efficiency Using Ranking Promotion Tools

Abstract

Although the spread of internet in Russia started only in the early 2000s, nowadays it has more than 75 millions of users. International companies working on the Russian market, extensively use it for communicating with the Russian target audiences. The efficient internet promotion of sales and services of the companies for the consumer market (B2C) is high enough. At the same time, the issue of the efficient internet-communications for production enterprises (B2B) has been investigated much less, though, this concept is absolutely important today. This paper describes formation of complex-valued system to promote services of the logistics companies in the Russian Internet (called “Runet”) on the basis of the internet communication tools. The proposed solutions are demonstrated on the example of Russian Company Prime Logistics LLC, and appear to be useful for foreign logistic enterprises which entered the Russian market, since “Runet” has its own peculiarities. We conducted structured expert polls with 20 selected experts, collected and reviewed of search inquiries in Russian search databases. Our findings can be used for selecting the most effective promotional tools in achievement of different communication goals, construction the sequence of necessary instruments and planning communication budget. Elaborated recommendations can be introduced in the work of the enterprises operating at the B2B market in the field of logistics. The timeliness is conditional upon the constant increase of the internet importance as a communication medium for the representatives of inside and outside audience of the companies at the B2B market.

DOI: 10.5901/mjss.2015.v6n4s3p271