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  .    -



 Simon Kingsnorth, 2018

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* * *




 







     .      ,    -,     .      ,      ,        .   ,      ,    ,      ,  .

         ,     ,     (SME)   ,       (B2C)     (B2B);  ,       .    Understanding Digital Marketing[1 - Ryan D. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page, 2016.]  Understanding Social Media[2 - Ryan D. Understanding Social Media: How to Create a Plan for Your Business that Works. Kogan Page, 2015.].

    ,    ,    ,   .       .




 



 






       Stickyeyes (stickyeyes.com (http://stickyeyes.com/)).     ,            .             .   ,  ,   ,          ,     iLEVEL Solutions, LLC    Touch Clarity ( Omniture),       Cognitive Match ( Magnetic Inc.),        .         ,        .


 






      Pancentric Digital (www.pancentric.com (http://www.pancentric.com/))  .           .        ,        ,   BBC, Australian Associated Press  Special Broadcast Service.  1998           MSN Network       ,        ,   .   MBA   .


 






         Jellyfish.        :  -,  ,     .       (programmatic buying).


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         : www.koganpage.com/DigitalMarketingStrategy (http://www.koganpage.com/DigitalMarketingStrategy) (          ).





    


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   (customer lifetime value, CLTV,  LTV)          .      ,   .     ,     ,    ,      .    (cost per acquisition, CPA)         ,     ,      .       -  . ,   ,    100 ,       50 ,       40 ,   ,     .      ,   .         3,2         - ,      ,      .

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 ,     (), :               (Henderson, 1970).       ,     ,     ;          .                   :  (stars),   (cash cows),  (dogs)    (question marks).       ࠖ  .                     .


         

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 -      ,        .       .          .         ,             ,    :  ໠ ໠  ໠ . ,        ,         ,    :

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    20      ,         ,    :  ,       ,             ,     .

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  4P

Perreault W. D., Jr. Basic Marketing. McGraw-Hill Higher Education, 2004.

     .                ,      .

  

Magretta J. Understanding Michael Porter: The essential guide to competition and strategy. Harvard Business Review Press, 2011.

Porter M. Competitive Strategy: Techniques for analyzing industries and competitors. Free Press, 2004.

  

Riezebos R. Positioning the Brand: an inside-out approach. Routledge, 2011.

       .   ,    ,  ,   ,       .

 

McDonald M. Market Segmentation: How to do it, how to profit from it. John Wiley & Sons, 2012.

    ,        .

    

Stern C. W., Deimler M. S. The Boston Consulting Group on Strategy: Classic concepts and new perspectives. John Wiley & Sons, 2006.







Henderson, B. (1970). The Product Portfolio [Online]; https://www.bcgperspectives.com/content/classics/strategy_the_product_portfolio/ (https://www.bcgperspectives.com/content/classics/strategy_the_product_portfolio/) [   1  2015.].

Internet World Stats (2015). World Internet Users Statistics; http://www.internetworldstats.com/stats.htm (http://www.internetworldstats.com/stats.htm) [   1  2015.].

London and Partners (2014). $1.4bn of New Tech Funds Set Up in London in Last 6 Months, London and Partners; http://www.londonandpartners.com/media-centre/press-releases/2014/140902-14bn-of-new-tech-funds-set-up-in-london-in-last-6-months (http://www.londonandpartners.com/media-centre/press-releases/2014/140902-14bn-of-new-tech-funds-set-up-in-london-in-last-6-months) [   1  2015.].

Porter M. Competitive Advantage. Free Press, New York, 1985[16 -   :  .  :        . .:  , 2008.].




2.     -





   ?


           .       .  :



-

 



-?

-

  

  




 

  ,   ,        -.


   :           -,      .      ,          .        (         4),          ,  ,    .     ,      -     ,        .







    .          ,           ,       .   ?   ,    ,   ?  ,  .     ,     -,      :   ,      ,         .

    ,    ,       .  ,     ,     ,      .     ,    :       ?    ,              .  ,    . ,        ,  ,  ,     ,       ,   ,        .




  .


   .

   ,     (https://www.litres.ru/saymon-kingsnort/strategiya-cifrovogo-marketinga/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


Ryan D. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page, 2016.




2


Ryan D. Understanding Social Media: How to Create a Plan for Your Business that Works. Kogan Page, 2015.




3


      (digital) ,        . . . .




4


      ,          ,    . . . .




5


 30  2018 ࠖ 55,1%  ,    4,2  (  Internet World Stats).   ,    , . .




6


  .    -.




7


DiNucci D. Fragmented Future. Print. Vol. 53. 4, p. 32 (http://darcyd.com/fragmented_future.pdf (http://darcyd.com/fragmented_future.pdf)).




8


 Β (. 1954)  ,  OReilly Media,         .




9


   .




10


   ,    ,       ,    ࠖ    .




11


     .    ,            ,        .




12


   (. 1947)       ,    .




13


  ꠖ  ,     .          . . .




14


䠖  ,      . . .




15


  :  ,  .




16


  :  .  :        . .:  , 2008.




51


           (  , )          . -. . .


