EXAMPLE OF USE OF VIRTUAL PROMOTION MAP

Abstract

The paper presents an example of using new technology to solve the problem of promoting goods and services according to the 7P concept. The technology was called virtual promotion. The reason for its occurrence is a decrease in the effectiveness of the currently classical search engine optimization methodology on the Internet. The task of the latter is to bring the given corporate WEB resource to the first place in the search server’s answers to the requests of potential buyers. Virtual promotion is based on two ideas. The first is based on marketing theory when to sell a product or service, you need to build a marketing channel. The second is that a search server is an intelligent machine. Then, to get the first position, we need to teach the virtual space, which consists of Internet nodes, to activate in such a way that the number of links to the WEB page with the desired product is maximum. To implement these ideas, two objects are synthesized as part of the virtual promotion: a semantic kernel and a promotion map. A semantic kernel is a description of a product or service or a training sequence of keywords. A map is a set of nodes on the Internet, where the semantic core should be placed to attract the maximum number of buyers of the product. The map is also a variant of marketing channels on the Internet. The paper considers an example of a situation where a semantic core and a minimal map have already been created using the classical approach (search optimization). In this case, the classic approach gave an increase in the number of visits to the WEB site, but there was not a single buyer of the product for six months. That is, the classical approach improved the key performance indicator, but it did not affect the sales performance in any way. The paper demonstrates how virtual promotion forms such a modification of the map that gives a given result in a given period. At the same time, it is not enough to synthesize a new map. It is necessary to apply a special mechanism for its implementation. For this purpose, the paper shows a real task of inter-functional coordination, which makes it possible to implement a promotion map. Real data for 2021, which was used to promote the product on the Ukrainian market, is given. The introduction of the new version of the map resulted in the first two orders within the first two weeks.