ТЕХНОЛОГИИ МАРКЕТИНГА В ИНТЕРНЕТ-СРЕДЕ: ИНСАЙТЫ И БИЗНЕС-РЕШЕНИЯ

Abstract

It is indicated that from the point of view of scientists and practitioners, insight (from the English insight — insight, insight, sudden guess, insight) is a phenomenon difficult from the point of view of descriptive characteristics of intellectual qualities, the meaning of which is that it means an unexpected realization of something important, on an intuitive level, say so, a breakthrough to a full description and understanding of any phenomenon, situation, category and a sudden determination of the way to solve any problem. For marketers in the system of promotion of goods and services, insights mean a breakthrough in solving strategically important decisions for the company and a clear definition of an action plan for the tactical and operational solution of strategic tasks. The main advantages of using insights in the activities of marketers are determined by the following facts: the use of insights allows a marketer to increase the level of their competencies, that is, professional knowledge and skills; the use of insight will create prerequisites for finding their own solutions and proposals for new products, goods and services, so necessary in the market of goods and services, to form their own proposals for the development of new channels for the promotion of goods and services; when developing and forming insights, it is important to develop an advertisement that would catch the attention of customers and form a brand with a long life cycle of the brand. In order for a marketer to get an effective and high-quality insight that will bring great benefit to the marketer and the expected effect, it is necessary to conduct a sufficiently serious research work, make a qualitative analysis and evaluation of the results obtained and draw the right conclusions, on the basis of which a strategy for the development of the target goods and services market will be formed in the future.