The strategies of the Internet-Marketing instruments choice in accordance with the business model of the company on the web
Authors:   Odessa National Polytechnic University, Yashkina Oksana , Saveliev Mykyta ,   Odessa National Polytechnic University
Published: July 2021

The aim of the article is to classify and form strategies of the commercial companies’ and non-commercial organisations’ promotion on the web. The results of analyses. During the analyses of the business models on the web, there were distinguished next possible strategies of the Use of Internet-Marketing instruments: Narrow specialization strategy – this strategy is appropriate for the companies, that want drive narrow specialized traffic to the web-resource. Narrow specialized clicks on the web-resource are specified requests of the user, that could contain professional terms. This kind of user-transitions belong to the people, who understand the subject deeply and can easily form necessary request, using search-engine. Narrow specialization strategy with the elements of reputation instruments – this strategy is appropriate for the companies, that want drive narrow specialized traffic to the web-resource. The main feature of the companies, that use narrow specialization strategy with the elements of reputation instruments, is that they have to have positive reputation, to wake up the interest of the user. Another main feature is that the companies sell the product, that could be freely scaled in a short period of time in comparison with a companies, that have got big productions. It is an element of publicity, that allows to reach first places in new segments. Wide specialization strategy – this strategy is appropriate for the companies, that want to drive more traffic to the web-resource, because this traffic is a source of companies’ income. The aim of the web-site is to answer to the information requests of the users, to encourage them to visit the web-resource and to reach the needed information through the watching of the advertising. Mixed specialization strategy – this strategy is appropriate for the companies, that have to use the large amount of the Internet-Marketing instruments due to the high level of the competition on the market. This type of the strategy requires larger amount of variable-costs, that’s why the level of the profit margin is low or middle. In this case, companies do want to increase their profit, selling their product to the big amount of consumers. This segment has a high level of competition. The synergy of reputation and publicity strategy – this strategy is appropriate for the non-commercial organisations, that have got an aim to educate their target audience or to collect the narrow- specialized information on their web-resource. The costs of the organisation are covered by the donation or by the month-fee. The administration of the organization is interested to support and expand their reputation, to wake up an interest in the larger amount of potential users. Conclusions and perspectives for further research. The classification of the business-models strategies on the web lets commercial companies and non-commercial organisations optimize their marketing processes, save resources, maximize the effectivity of the communication with their audience, in accordance with their aims