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57DEVELOPMENT OF DIGITAL MARKETING IN UZBEKISTAN
Musayeva Shoira Azimovna
Professor of SamIES Usmonova Dilfuza Ilkhomovna Assistant professor of SamIES Usmanov Farzod Shokhrukhovich
Student of SamIES E-mail: musaeva [email protected]
Abstract: This article discusses the use of digital marketing in business, first of all, it is necessary to develop a strategy with a step-by-step algorithm for compiling a business and digital advertising in a company.
Key words: Marketing, digital channels, method, sales, product, service, channels.
Introduction. As you know, digital marketing is a set of methods that use digital channels to promote and market goods and services; The objectives of digital marketing are to promote the brand and increase sales using various techniques.
Digital marketing includes a wide range of marketing tactics to promote products, services and brands. In addition to mobile technology, traditional TV and radio, digital marketing methods use the Internet as the main communication medium.
Literature review. Previously, search engine optimization (SEO) was enough to attract customers from the Internet. A little later, Internet marketing came to the aid of SEO. But now Internet marketing alone is not enough, a new era has come -digital marketing.
Since 2012, the government of Uzbekistan has been taking concrete steps towards the introduction of digital technologies. Two programs were launched to promote digital development in the country: "ICT Infrastructure Development Program 2015-2019" and "E-Government Development Program 2013-2020".
These programs are supervised by the Ministry for the Development of Information Technologies and Communications. In Uzbekistan, as part of the e-Government Development Program, 265 online services and 600 government agencies were connected, feedback mechanisms were implemented with users on the quality of services and e-participation, the transparency of the provision of public services was increased, a call center and single service delivery centers were created. in 194 districts of the country.
Analysis and result. The main activities of digital marketing: search engine optimization (SEO)search marketing (SEM),content marketing, influencer marketing, content creation automation, e-commerce marketing, social media marketing but (SMM), direct mailings, contextual advertising, advertising in e-books, programs, games and other forms of digital products.
Channels that are not directly connected to the Internet are also used: mobile phones (SMS And MMS), callback, call-hold melodies.
The fundamental concept of digital marketing lies in a customer-centric approach.
The most popular digital marketing tools include:
• social media (SMM) and blogs;
• E-mail;
• search engine optimization (SEO);
• content creation;
• landing page (Landing page) ;
• the virtual reality (VR);
• augmented reality (AR);
• press releases in online media.
Another specific feature of digital marketing is its informational focus. Digital technologies will do a great job of increasing brand awareness and bringing information about the product to the consumer.
The following are the benefits of digital marketing:
• rapid growth of brand awareness;
• relatively low cost;
• possibility of control and correction;
• unobtrusiveness.
When applying digital marketing to business, in First of all, it is necessary to develop a strategy with a step-by-step algorithm for its preparation:
1. Goals need to be worked out digital advertising campaign. They are must be digitized.
2. Determine the target audience of the advertising campaign in correlation with the target audience of the product.
3. Determine the competitive advantage of a product that can be promoted in a communication message.
4. Select the distribution channels for the communication message.
5. Develop a communication message, as well as its design, corresponding to the selected channels.
6. Calculate the budget and set deadlines.
7. Predict metrics to evaluate performance for each channel.
8. Control, analysis of results and adjustment if necessary.
When a new product appears necessary inform the target audience about the new product through digital marketing (information about the new product and its cost).
The goal will be achieved if:
> if the target audience is defined;
> information about the new product was conveyed to 60% of the target audience;
> determine the competitive advantage of the product; natural composition, the
effect of the use of this product confirmed by experts, data on packaging, etc.;
> determine the form of transmission by channels: contextual advertising and email-mailing;
> give more detailed information about the product in the communication message.
In order for this type of marketing to work effectively, you need to know the channels, where and how to use it. Let's dwell on this in more detail:
S Social media. This channel is increasingly used by brands due to its effectiveness. Here you can communicate directly with your current and potential customers, engaging them through posts and targeted advertising. Creation of interesting and useful publications,
contests and surveys attracts the attention of the target audience and has a good effect on brand awareness.
S Own blog. Regular writing of useful articles also has a positive effect on attracting attention and loyalty from the target audience. The only condition is that all information should be really useful and interesting for your audience.
S Mobile applications. You can see a trend that most users surf the Internet from phones. This is in the hands of digital marketing. Mobile applications are designed to make it easier, faster and more convenient for the user to find the information he needs, as well as order goods and services. Thus, a person in a few clicks on his phone gets what he needs. Online shopping, taxi and food delivery services, hotels, useful blogs - for all these (and not only) areas, mobile applications will play a good role.
S Email distribution. This channel allows targeted sharing of news, articles and commercial offers. With the right audience setup, email marketing brings great results.
S SEO. Search engine optimization of a site takes a lot of time before the first results appear, but at the same time it is less expensive than contextual advertising. After spending a lot of time and effort, this channel will attract a huge number of customers over a very long period of time.
S Contextual advertising. As mentioned above, contextual advertising requires a lot of investment. However, its strength lies in the almost instantaneous receipt of customers immediately after the launch of an advertising campaign. Regular budget investments in advertising and competent audience setting will allow you to constantly get new customers by developing digital marketing.
S Native advertising. A channel that is gaining more and more popularity. Collaboration with popular bloggers brings incredible results to companies. The main advantage of this channel is the absence of direct advertising. Brand information is perceived easily and unobtrusively.
S Media. Publications on popular news platforms that have the right audience increase brand awareness and trust. To increase the effectiveness of brand promotion, marketers need special services that help them.
Social networks include:
• sociate.ru is a service that allows you to create advertising campaigns in several social networks at the same time. Creates reports with screenshots with ad analysis.
• sproutsocial.com is a tool that provides comprehensive statistics for all social media accounts.
• nanigans.com is a cool service for advertising distribution. Provides accurate forecasts and analytics.
• bitly.com is a link shortening service.
Reasons to look into digital marketing channels:
• in order to save money. It is necessary to turn to those resources that have already proven their effectiveness.
• to be able to use new tactics for company growth, it is by analyzing new digital channels that you can find fresh ideas for business development.
As can be seen from the table, the use of digital marketing and Internet marketing has its positive features in marketing.
It is necessary to provide information about the brand / service to the maximum audience, as well as to attract new customers who, for whatever reason, do not use the Internet. Undoubtedly, it is also very effective.
1-table
Comparison criterion Internet Marketing Digital Marketing
Sphere of influence on the target audience Online Online and offline
Distribution channels Internet All digital communication channels, such as the Internet, applications for mobile devices, digital TV, etc.
Audience Internet users Internet users as well as offline audience
How to communicate with the audience All types of advertising on the Internet. For example,contextual advertising on google,media, e-mail distribution, etc. Digital TV, games for mobile devices, local networks, instant messengers, and also smart watches, etc.
Conclusion. Because it is in attracting an audience that marketing consists, where it is convenient to tell customers about bonus programs or promotions, so how this method involves maintaining a constant dialogue with consumers. This will quickly gain trust, as well as increase the loyalty of potential buyers.
Indeed, digital marketing surrounds us in everyday life and it is no longer
enough to simply study your audience. It is necessary to constantly keep in touch through any available channels. This method is constantly evolving, as the latest digital technologies appear and they need to be able to use them as a means of communication with customers. It is advisable to apply digital marketing channels most effectively and consistently.
New digital marketing channels allow you to expand your reach totarget audience. And this should be used, becausemarketing is no longer limited to advertising on the Internet and on classifieds sites.
References
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