Интернаука - Интернаука №16 (часть3) 2020

VK), and instant messengers (Telegram). Thanks to

of target consumers gather. [1] And as you know, the these programs, users began to pay for advertising, for Internet space is now gaining increasing popularity and

recognizing their brand and receiving online applica-

covers a significant number of the audience.

tions for their goods or services.

Today, there are several definitions about Internet

By the end of 2018, the number of Internet users

marketing. Here are some of them: "Internet marketing amounted to more than 4 billion (53% of the world's (Internet marketing) - the practice of using all aspects of

population), which is 7% more compared to the same

traditional marketing on the Internet, with the aim of period in 2017. Kazakhstan ranks 40th in the number of

selling a product or service to customers and managing

users, overtaking many countries of the European Un-

relationships with them." [2] Internet marketing is a set ion, but this is only slightly more than 77% of our popu-of measures aimed at the successful implementation of lation:

the company's marketing strategy, including research,

Table 1.1.

Number of Internet users (according to ISW) [4]

№

Country

Users

% of population

1

China

802 000 000

56,7

2

India

462 125 000

34,4

3

USA

287 000 000

76.18

4

Brazil

149 600 000

65,9

5

Indonesia

143 260 000

50,4

6

Japan

118 600 000

94

7

Russia

109 552 842

76,4

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8

Nigeria

91 598 757

47,7

9

Mexico

85 000 000

65,3

10

Germany

72 290 285

89,6

…

40

Kazakhstan

14 023 856

77

Based on these data, we can conclude that the Ka-

How to help improve the promotion and brand

zakhstani Internet market is in the development stage awareness in the Internet space to domestic compa-and is promising. And "online marketing" takes its place nies? Of course, Internet marketing works and works in it.

very well, but only under the condition of very fine and

The relevance of Internet marketing in Kazakh-

competent settings, analysis and "twist". It is much stan and tools for its improvement. As I said earlier, more complicated than sticking on porches and adver-in Kazakhstan this sector is very promising. However, tisements in newspapers, and if you use it incorrectly, this was not always the case. Indeed, for Kazakhstan, then there will be no effect at all, except for the spent the concept of Internet marketing is new and it has been

budget. What you need to do to avoid problems?

widely used only in recent years. There are several rea-

1. Full transparency. If you hire a marketer or team,

sons for the later widespread use of this area of

you should be clear and the whole scheme of work

marketing in the country. One of the main factors is the

should be completely transparent to you, so that you narrow spread of the Internet among ordinary people, a

understand where and what is happening. Where does

similar trend was caused by too much territory of Ka-the budget go, and how efficient is it? If you are at that

zakhstan, as well as too low population density. There-

stage when you have to do everything yourself, then do

fore, many companies and enterprises mainly used the

not be lazy to keep statistics, analyze everything and try

tools of TV, radio and outdoor advertising. However,

something new.

today, we see that more and more people began to use 2. Not grab everything at once and right today.

the Internet, became users of social networks and more

Make yourself an action plan and follow it, making the

began to make purchases and services online.

necessary adjustments. For example, in the first month Seeing this development trend, the companies also

you are promoting your account on social networks (Fa-

began to switch to online mode, where they could find cebook, Instagram), in the second month you are opti-their new customers. Therefore, in recent years, the ac-

mizing your site and so on.

tivity of many companies and enterprises on the Internet

3. Invest in online advertising. You should remem-

has increased markedly, but not all of them use the tools

ber that unlike other promotion tools (TV, radio, etc.), of online promotion correctly. There are three main rea-you can always monitor the conversion of your funds

sons for this:

using various automated indicators (detailed statistics, First, there is no long-term promotion strategy.

conversion tracking, CTR, ROI).

Many Kazakhstani companies, even if they are present

Taking all this into account, we can safely say that

in the worldwide network, do not always use all of its the future is certainly Internet marketing, although it is capabilities. Very often, they create websites, accounts still difficult to predict how actively it will develop, in social networks and instant messengers. However,

because every day there are a lot of new applications, they incorrectly position themselves in the Internet

sites and services that can be delivered overnight. Eve-

space and do not know how to respond to online contact

rything upside down, and set a new development vector.

with network users. They do not create conditions for Nevertheless, the prospects for the development of mar-the further development of their sites in the network.

keting in the network are very bright.

Secondly, the use of video content. We all know in

Thus, considering all of the above, it can be con-

the 21st century, people process information better if cluded that domestic companies and enterprises have

they have visual contact. Therefore, it is important to not yet exhausted all possibilities for attracting potential know that when you promote any product or service

consumers. Kazakhstan is already slightly behind its

only with dry text and description, the chance that users

foreign and Russian colleagues, and our specialists have

will understand it and decide to purchase is extremely already implemented a large number of effective ways

low. The best place to start is creating interesting and to influence customers. But there is where to grow and

creative video content.

develop. The number of Internet users is growing every

Thirdly, there is no automation - most of the set-

day, and Kazakhstani companies need to study new

tings and processes for launching online advertising

trends and opportunities for Internet marketing in order

occur randomly, many important points are missed, the

to successfully sell goods and services.

budget is lost, and customers pass by.

References:

1. Advances in Social Media Research: Past, Present and Future - K.K. Kapoor, K. Tamilmani, N.P. Rana - Link: https://link.springer.com/article/10/10000/s10796-017-9810-y 2. Basic Internet Marketing Concepts - URL: https://ru.wikipedia.org/wiki/ Internet Marketing 3. Matveev

A.V.

Internet

marketing

/

A.V.

Matveyev.

Access

Mode:

http://www.proweb.ru/articles/oglavlenie/glava1/imarketing

4. Электронный ресурс: http://www.bizhit.ru/index/polzovateli_interneta_v_mire/0-404

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FEATURES OF AUTOMOBILE MARKETING IN KAZAKHSTAN Alexandera Krivoguzov

Student, Karaganda State Technical University,

Kazakhstan, Karaganda Bakyt Nakakaawa

Candidate of economic Sciences, Karaganda State Technical University, Kazakhstan, Karaganda

Today, a car is not just a means of transportation

accumulated demand and due to the active work of

and not even a luxury, but an integral part of a person’s

dealers.

life. It is in almost every family and every year there are

4.The most expensive segment is expensive cars.

more and more cars. Today, many cars have many simi-

The average cost of a car in this segment is from 20

larities relative to each other and the attractiveness of a

million and more. In this segment fall brands such as: particular model in the eyes of the client is very im-Lexus. Land Rover, BMW. This segment is historically

portant, but not just the car itself, but service and stable since buyers in this segment are not very sensitive

maintenance are of even greater importance. And the

to the crisis in the economy and choose a car for com-client is not always completely satisfied with the work pletely different factors. This segment occupies about of specialists.

5% of the market.

The automotive market in Kazakhstan is different

Another marketing feature is bad roads. The key

from the Western market, and accordingly the auto-

point is that the use of a car means frequent contact with

marketing is different, which means the methods of sale,

a car service. Not the best roads - this is one of the rea-

advertising, promotion. If we consider the main points sons why a large number of Kazakhstans prefer to buy of Kazakhstan marketing, we can first of all note that domestic cars. Everything is simple here - cheap cars the car was rarely considered a means of first necessity,

and affordable spare parts that are always available and

and if the family bought the car, then it usually uses it the price for repairs is affordable. It is worth noting that for a long time than in European or American countries.