КОМПЛЕКСНИЙ ПІДХІД ДО РОЗРОБЛЕННЯ ІНТЕРНЕТ-ПЛАТФОРМИ ДЛЯ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ

Анотація

The article discusses approaches to the implementation of a single platform for Internet marketing communications. Marketing is an important factor in improving the competitiveness of a modern enterprise. The effectiveness of this activity depends on the quality of the marketing communications between the enterprise and the target audience. In today's context, more and more members of the target audience are favoring Internet marketing. This is why internet communication is a top priority in marketing.

There is a wide range of Internet marketing communications. Each type of communication can use its own specific approaches and technologies. However, it is important for the enterprise that all these communications function as a single complex. Therefore, it is necessary to integrate with each other all the software through which marketing Internet communications are implemented. The basis for this integration is the software Internet platform.

The basic element for setting up a separate marketing Internet communication is the relevant site. Through it, a single member of the target group conducts a dialogue with the enterprise marketing service. Therefore, the primary purpose of the Internet platform for marketing communications is to automate the management of dialogue between the enterprise and all members of the target group. Another goal is to consolidate the data that marketers receive as a result of this dialogue. Based on these data, an analysis of all marketing activities of the enterprise.

An Internet platform for marketing communications should be consistent with the three-tier architecture. At the first level, database management is implemented. Microsoft SQL Server is used for this purpose. The databases contain all information concerning the marketing activity of the enterprise. The second level is responsible for the implementation of business logic. This layer creates a set of applications that are written in high-level languages VB.Net or C #. Add-ons ensure relevant marketing Internet communications. The third level creates a user interface It allows you to conduct a dialogue that is convenient for the member of target audience. HTML and CSS are used to create the user interface.

Keywords: marketing Internet communications, target audience, Internet platform, site, three-tier architecture.