Internet marketing communication system

The rapid development of the information communication technologies, changes in different society groups and a large variety of existing and future tools of communication have led to the emergence of the need for complex assessment of the efficiency of the Internet marketing communication tools (IMCT). The thesis analyses the problems of the internet marketing communication tools selection according to the stages of electronic customer life cycle and preferences of different generational cohorts. The integrated knowledge of these objects as the Internet marketing communication system (IMCS) creates preconditions for the development of the contemporary Internet marketing theory. The aim of the thesis is to develop an innovative internet marketing communication system enabling the improvement of the marketing communication process through the preferences for the internet marketing communication tools of different generational cohort e-customers in main stages of electronic customer life cycle subject to the conditions of dynamic technological environment. Furthermore, the thesis also aims to explore the characteristics of electronic customers of different age groups, which determine their involvement in the activities in cyberspace and to establish the electronic customers’ profiles.

The first chapter of the thesis analyzes the changes in the traditional marketing related to the challenges of the information age and new emerging needs; identifies the priority directions of the research in the field of internet marketing, IMCT and their characteristics; performs the analysis of the e-customer life cycle theory and highlights the qualitative characteristics of the e-customer behaviour in the cyberspace.

The empirical research methodology for research of electronic customer behaviour in the cyberspace is presented in the second chapter of the thesis. The following methods were applied: survey, observation (eye tracking technologies) and statistical analysis. On the basis of the empirical research results, the preferences for the internet marketing communication tools of different generational cohort electronic customers in different stages of electronic customer life cycle were determined.

The maps of preferences for the internet marketing communication tools of different generational cohort electronic customers based on the analysis of the empirical research results are presented in the third chapter of the thesis. The maps make up the Internet marketing communication system intended for the improvement of the companies’ marketing communication processes by supporting the internet marketing communication tools selection. The third chapter also defines the features of the system, assesses its applicability, limitations and establishes the directions of further scientific research.

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DOI: https://doi.org/10.20334/2017-020-M