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Online Marketing Impact on Micro-Enterprises: An Insight through Visibility in Search Engines

Author

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  • Kovalenko Artoym

    (South Ural State University (National Research University), Chelyabinsk, Russia)

  • Kuzmenko Yuliya

    (South Ural State University (National Research University), Chelyabinsk, Russia)

Abstract

Transforming marketing into an online format is an inevitable process of developing an information economy. The study of information flows allows using a comprehensive approach to the problems of online marketing. The activities of small businesses are characterized by various limitations, but it is an important factor in increasing the flexibility of the economy and the ability to adapt to changes. The gap in the theory and practice of conducting Internet marketing activity in micro enterprises has helped to shape the relevance of this work. The aim of the study is to research the phenomenon of visibility of Internet websites from the perspective of marketing information flows in the activities of small businesses. The article discusses the theoretical foundations of marketing information flows, Internet marketing, inbound marketing and visibility of Internet websites. The research methodology is based on the methods of marketing analysis and sociological surveys. The study was conducted on the basis of the sampling of 306 websites of small enterprises. The study examined the characteristics of the websites of small enterprises, reflecting the effectiveness of Internet marketing activities. The results show that there is a correlation between the number of applied methods of Internet marketing and the visibility of the websites of small organizations in the search engine. The existence of particular cases of the use of single methods of Internet marketing has been revealed, providing high visibility and effectiveness of Internet marketing activities of small organizations.

Suggested Citation

  • Kovalenko Artoym & Kuzmenko Yuliya, 2020. "Online Marketing Impact on Micro-Enterprises: An Insight through Visibility in Search Engines," Management & Marketing, Sciendo, vol. 15(1), pages 38-58, March.
    • Handle: RePEc:vrs:manmar:v:15:y:2020:i:1:p:38-58:n:3
    DOI: 10.2478/mmcks-2020-0003
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    References listed on IDEAS

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    1. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
    2. Ron Berman & Zsolt Katona, 2013. "The Role of Search Engine Optimization in Search Marketing," Marketing Science, INFORMS, vol. 32(4), pages 644-651, July.
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