|№1 (2020)||Іnitial marketing analysis of competitor's websites||Annotation|
Іnitial marketing analysis of competitor's websites
UDC 339.138 https://doi.org/10.31867/2523-4544/0177
Grain Crops. 2021. 5 (1). 194–200
NosenkoYu. М. 1 , Sinelnyk L. M. 2
The National Academy of Agrarian Sciences, 9, Mykhailo Omelyanovych-Pavlenko St., Kyiv, 01010, Ukraine
NSC "Institute of Agriculture NAAN",2b Machine builders St., Chabany uts, Kyievo-Sviatoshynskyi district,
Kiev region, 08162, Ukraine
The role of the corporate website in Internet marketing is analyzed. The sections of web analysis of sites are allocated: analysis of user data and technical parameters; analysis of content and user requests; analysis of conversion and return on investment; variable tests. There are four components of comparative analysis of websites: product / group of products for market promotion; identification of competitors for this product; analysis of competitors' websites according to the list of criteria; formation of product promotion strategy. Buckwheat was selected as a model product for the initial marketing analysis, and competitor websites were identified for the analysis. Methods and criteria for analyzing competitors' websites, including with the help of software, are studied. A checklist has been created for the initial analysis of websites according to two groups of criteria. The websites of potential competitors were analyzed in compliance with the checklist, and the most competitive websites according to SEO criteria and usability criteria (usability) were identified. Criteria that are underutilized by competitors and can be used to improve the market positioning of the corporate website are identified.
Following to the website evaluation results according to SEO criteria, the 2 most competitive websites were identified: APKUA, Agro-Ukraine. The 3 competitors' websites according to the usability criteria aggregate were determinated: Antaria, Agroexpert-Trade and CERNEL GLOBAL HOLDING. In general, there was a pattern that websites with high usability had the worse indicators in terms of SEO parameters and conversely.
The websites whose experience can be used in the website usability configuration: Antaria, Agroexpert-Trade, CERNEL GLOBAL HOLDING, and at the configuration of SEO parameters: APKUA, Agro-Ukraine were determinated. It was highlighted the usability tools that are rarely used by competitors' websites and should be used to corporate site configuration such as: messengers, promotions, online consultations, YouTube channel organization; and more detailed description of the company's advantages over similar products of competitors.
Keywords: marketing analysis, corporate website, competitors, criteria, SEO analysis, usability.
|№ 2 (2020)||Contextual advertising is an effective tool of digital marketing||Annotation|
Contextual advertising is an effective tool of digital marketing
UDC 339.138 https://doi.org/10.31867/2523-4544/0151
Nosenko Yu.М. 1, Lukyanchuk L. V.1 Sinelnik L. M.2
Grain Crops. 2020. 4 (2). 410–418.
1 The national Academy of agrarian Sciences, 9, Mykhailo Omelyanovych-Pavlenko str., Kyiv, 01010, Ukraine
2 NSC "Institute of agriculture NAAN",2-b, Machine builders str., smt Chabany, Kiev-Svyatoshinsky district,
Kiev region, 08162, Ukraine
The concept of contextual advertising, its strengths, main types are defined. Types of advertising campaigns are defined. Highlighted the basic settings in Google Ads, in particular the rules of keyword selection.
The effectiveness of using contextual advertising as an Internet marketing tool has been established, given that it:
acts selectively and is displayed to visitors of the website whose sphere of interests potentially coincides / intersects with the subject of the advertised product or service;
meets the requirements of the target audience, which increases the likelihood of its response to advertising and makes it more attractive than other types of advertising;
helps to improve the company's image, disseminate information about products and sell goods over the Internet;
is an effective element of digital marketing, which with a high-quality setting can increase company revenues.
Contextual advertising has prospects, given:
When setting up contextual advertising, the following are important: choosing the type of advertising campaign (image, product, trade), searching for keywords and choosing the type of correspondence (general matching, broad match modifier, phrase matching, exact matching).
Effective contextual advertising is a chain of "request -> keyword -> advertisement -> landing page of the site-> purchase of goods".
Keywords:digitalmarketing, searchengine, contextualadvertising, advertisingcampaign, demand, keywords.
|№1 (2020)||Mechanisms of commercialization and introduction of innovative technologies in vegetables and melon growing||Annotation|
Mechanisms of commercialization and introduction of innovative technologies in vegetables and melon growing
Grain Crops. 2020. 4 (1). 202–208.
TerokhinaL. A., Ilinova Ye. M., O.M. O. M., Leus L. L.
Institute of Vegetable and Melon Growing NAAS, Selektsionnoe villege, Kharkovsriy district, Kharkovsriy region, 72478, Ukraine
The article has already examined the main forms and methods of commercializing scientific developments in agro-industrial production. Through their application, it will be possible to increase the efficiency of the distribution, development and implementation of innovative developments among end consumers, which will contribute to increasing the competitiveness of national agricultural production in the domestic and world markets, developing the transfer infrastructure of agricultural science, its proper functioning and establishing close ties with agricultural producers.
The main ways of commercializing scientific and technical products at the Institute of Vegetable and Melon Growing of the NAAS are: license agreements on the transfer of the right to use intellectual property items; an agreement on the creation of scientific and technical progress with domestic and foreign legal entities; agreement (agreement) on the implementation of research work; an agreement on the provision of paid scientific and technical services to legal entities or individuals; measurements in the field of quality control and safety of plant products, determination of agrochemical properties of soil, etc.
To develop a scheme and methodology for evaluating innovations to address current issues in the vegetable growing industry at the stages of their creation and improve the effectiveness of scientific research, scientists will conduct a detailed SWOT analysis of their products.
Particular attention was paid to the mechanism for introducing innovative technologies in the agri-food sector and regional characteristics. The traditional scheme for completing research projects involves the transfer of scientific and technical developments by scientific institutions for testing and their implementation in production. It has already been tested 43 and implemented 32 completed scientific developments in 2019.
On the basis of AFH «Convalia» and AFH «Yavor» in the Dnipropetrovsk region, new hybrids were introduced: zucchini Ataman F1, watermelon Mulat F1, melon Zarevo F1, pumpkin Paradyz F1. As a result, we proved the reliability of the results obtained, determined their attractiveness and effectiveness for specific production conditions. On the basis of FH «Lan», Poltava region, was introduced the “Method for the use of microbial preparations in eggplant cultivation technology” (the economic efficiency of the development amounted to 11 ths. UAH), “Method of growing single-garlic bulbs of garlic” (the method allowed to reduce weediness of crops by 68-80%, provided water savings of 35%, reduced production costs by 40%, increased productivity to 3.5 t/ha relative to the basic technology).
The greatest economic effect was obtained from the introduction of the tomato variety Rozovyi velykan(yield ‑ 80.4 t/ha, yield increase to control 2.8 t/ha, economic effect 1.9 thousand UAH), of watermelon variety Maks plus (yield 35,0 t/ha, 13.0 t/ha higher than the standard), late-ripening cabbage variety Kharkovska super (yield 65 t/ha, growth in control 22.0 t/ha).
A number of other completed scientific developments have already been put into production: “Database of innovative products for implementation in farms of various forms of ownership, innovative business projects”, “Tomato fertilizer system for organic farming”, “System for growing nightshade crops in greenhouses based on the use of microbiological preparations”,“Adaptive system for growing vegetables”, a valuable pumpkin sample Avhustyna, indicative pumpkin collection, indicative melon collection. As a result of implementation, the prospects of scientific developments and their use in further production have been proved.
As a result of the research, the organization of scientific and consulting services, the dissemination of scientific, technical, market, economic and patent information, the promotion of scientific and technical progress and best practices in order to provide all the subjects of the agricultural sector with the necessary objective, reliable, timely information were already provided. This was aimed at the development of agricultural production, increasing labor efficiency, improving the welfare and education of citizens, strengthening the competitiveness of each agricultural enterprise.
The results were used in the development of the industry program “Vegetables of Ukraine –2025”.
Keywords: introduction, innovation, economic development, innovative technologies, commer-cialization, competitiveness.
|№ 1 (2018)||E-mailing as an Internet marketing tool||Annotation|
E-mailing as an Internet marketing tool
UDC 339.138 https://doi.org/10.31867/2523-4544/0024
Nosenko Yu. M.1, Sinelnik L. M.2 Grain Crops, 2018, 2 (1), 170–179.
1National Academy of Agrarian Sciences of Ukraine, 9 Myhayla Omelianovycha-Pavlenka Str., Kyiv, 01010,Ukraine;
2NSC "Institute of Agriculture NAAS", 2b Mashinobudivnykiv Str., Chabany, Kyiv-Sviatoshynskyi district, Kyiv region, 08162, Ukraine
The main components of e-mail marketing are analyzed: e-mail analysis of competitors' e-mails, e-mail mailing services and their functionality, target audience identification and segmentation, ways of generating mailing databases, the main types of e-mail lists, their advantages and disadvantages; types of letters; e-mailing efficiency parameters, technical aspects of e-mailing, e-mail strategy planning elements.
The purpose of this article is to investigate the components and mechanisms of e-mail marketing for constructing an algorithm and determining the strategy for conducting e-mail messages.
A study of literature and Internet resources on the use of e-mail newsletters in the marketing activities of science institutions.
According to the results of the research, 10 components of e-mail marketing have been identified. The analysis of the types of mailings and their use at each stage of e-mail marketing: on the covered audience (mass mailing, distribution by segments, individual offers) and on the tasks (regular information (thematic) distribution, transactional letters, letters-anons, event letters, service letters, advertising letters, electronic newspapers.The methods of research of the target audience and its segmentation by common features (geographic, frequency of purchases, the spectrum of purchases, social belonging etc.). Studies in more than 30 mail services for mailing lists and describes the characteristics of the six most used SendExpert, eSputnik, SendPulse, MassDelivery, UniSender, Mailchimp. The conditions for the production of the subscription page (simplicity, attractive design, call to action, obvious advantages, confidence indicators, limitations, relevance), free methods for its replenishment of the mailing list are identified, and 8 basic parameters for evaluating the effectiveness of email e-mails are identified. Summarized technical details of successful e-mail newsletters. The elements of the e-mailing strategy are highlighted: the strategy of attracting subscribers, the strategy of retaining subscribers, the sales strategy.
The results of the research show that e-mail marketing is one of the fairly simple but effective marketing tools, a means of communication with potential customers and increase of confidence in the enterprise. E-mail marketing is closely related to the basic marketing strategy of the institution and other components of Internet marketing, in particular the quality and relevance of content. There are 7 main components of e-mail marketing strategy, which should be taken into account by scientific institutions when planning marketing activities: 1. Definition of the purpose of e-mailing (goods will be promoted, consulting support, etc.). 2. Analysis of competitors (analysis of e-mail rivals of competitors, weak and strong points). 3. Analysis of types of mailings and selection of the type of mailings to be used. 4. Analysis of the target audience and its segmentation. 5. Creating an image of the master mailing. 6. Choosing a platform (service) for distribution 7. Creating a subscription sheet. 8. Making a subscription page. 9. Formation of distribution databases. 10. Evaluation of the effectiveness of e-mailing mailings. For the formation of effective e-mail marketing, planning is advisable with a combination of subscriber engagement strategy, subscriber retention strategy and sales strategy.
Keywords: e-mail marketing, e-mail distribution, target audience, segmentation, mail services.