Use of Internet Marketing Channels (on the Example of the Market of Translation Services in the City of Krasnoyarsk)

Skacheva Nina Assistant Professor, Reshetnev Siberian State University of Science and Technology 660037, Russia, Krasnoyaskii krai, g. Krasnoyarsk, Prospekt imeni gazety «Krasnoyarskii rabochii», 31 Sollo_sk@mail.ru Other publications by this author

Drygina Inna PhD in Pedagogy Associate Professor, Reshetnev Siberian State University of Science and Technology 660037, Russia, Krasnoyarskii krai, g. Krasnoyarsk, Prospekt imeni gazety «Krasnoyarskii rabochii», 31 innadrygina@mail.ru

There is an increase in the number of online and mobile users around the world. The age of the Internet and digitalization has come, where the Internet economy is growing rapidly every day. After the improvement of mobile technologies, as well as social networks, marketing began to function in a new, complex and constantly changing market environment. The Internet has become the main business platform and the most popular communication channel. Marketing today has become completely different and its traditional methods have become less effective. The creation of new rules of Internet marketing, both on the demand side and on the supply side, is the basis for the search and development of new marketing models. Thus, the purpose of this article is to analyze the use of Internet marketing channels by translation companies in the city of Krasnoyarsk, to identify their diversity and the possibility of application in other areas of services.

Internet marketing is a term that appeared at the end of the 20th century and its interpretation is constantly changing. Communication with consumers through the "Internet channel" ^[8] takes on various forms every day and requires an immediate response from the business. It is important to monitor all changes and take into account various approaches and strategies of Internet marketing, which are fundamental to the competitive advantage of a particular business. In terminology, the authors most often compare digital and Internet marketing. The two terms are similar, but not synonymous. Despite the fact that digital marketing is also known as Internet marketing, online marketing, web marketing ^[13], it is a general term suitable for a group of marketing processes that use all available digital channels and Internet technologies to promote goods and services. The growth in the use of this term is a direct result of the increase in the consumption of digital media and their impact on the business sphere around the world. At the same time, many authors claim that digital marketing and Internet marketing are different concepts ^{[4, p. 29]}. For us, digital marketing is also a concept that includes both online and offline digital technologies, while Internet marketing bases its activities only on the Internet. Some of the digital marketing channels are "SMS marketing, digital print advertising, television marketing, radio advertising, etc." ^{[4, p. 29]}. This is not the case for internet marketing, given that some of the digital marketing channels do not necessarily require an internet connection. In this article, we will focus on the analysis of Internet marketing from the point of view of new consumer behavior and the study of Internet marketing channels.

The beginning of Internet marketing research is associated with the advertising boom and the first versions of search engine optimization (SEO) in 1995 ^[11]. Today it is a general term for search engine optimization, social media marketing, advertising display on websites, search engine marketing and so on. Internet marketing is a subset of digital marketing. One of the "possibilities of using the Internet in the company's marketing complex" is "the formation of an Internet communication system" ^{[2, p. 720]}. The main means for the implementation of this communication are Internet channels. The Internet marketing channel is a "material and technical space designed to organize communication between the parties, transfer and exchange of information" ^{[4, p. 31]} The main channels of Internet marketing are: "website, search marketing, social media marketing, content marketing, email marketing, mobile marketing, media Internet advertising" ^{[4, pp. 29-33]}.

The website is the starting point for an online marketing campaign and communication with customers ^[6]. This is a "place" in the digital space, "owned" by the company, where you can find all the information about it and its products. At the same time, special attention should be paid to the process of designing a website, where there should be unique and attractive content for the target audience.

Search Engine Marketing is a tool to increase the visibility of a company's website and increase the effectiveness of the company's online promotion. It uses paid advertising links (for example, on the Google Adwords platform) and search engine optimization (for example, in Google, Bing, Yahoo systems), in particular to speed up website traffic. The goal is to attract as many target users as possible, as well as increase website traffic and company awareness ^[6].

Social media marketing is "an innovative tool that is used to create very strong connections with customers in virtual networks" ^{[10, p. 273]}. Social media platforms consist of large and diverse customer communities. These groups have great power in exchanging information about the company and its products, expressing personal opinions, evaluating their experience, which can be both positive and negative. Social networking websites help to improve communication with all users, and each site requires different approaches, methods and marketing strategies. Therefore, "social networks provide great opportunities to achieve maximum results with minimal investment" ^{[9, p. 36]}.

Content marketing is "a strategic marketing approach aimed at creating and distributing valuable, relevant and consistent content to attract and retain a certain audience and stimulate business" ^{[7, p. 8]}. Content marketing should be presented in the form of information that is described in simple words for the consumer "without superlatives, and carry the attributes of authenticity, purposefulness and relevance" ^{[10, p. 273]}.

Email marketing is a direct way of personal and individual communication with new and old customers. It helps to attract more customers and get direct feedback to measure efficiency. Companies using email marketing are cost-effective, personalized, mass, targeted, approved by consumers, who are usually consciously registered in the company's email list, easily tracked, etc. However, it is important to avoid sending a large amount of spam to consumers, information that is not relevant, but is aimed simply to to remind consumers of the existence of the company ^{[8, pp. 265-274]}.

Mobile marketing has become a necessity in business in the last few years, given that "the degree of consumer interaction with mobile devices is so comprehensive that no business can ignore it," and this implies that "all marketing should be optimized for mobile devices" ^{[8, p. 266]}. "Manufacturers of goods and services are actively implementing customer relationship management systems, realizing the importance and prospects of automating sales business processes" ^[3]. Therefore, the possibility of mobile marketing for the company is to create fully personalized information for customers, depending on their location, time, activity, etc., and tracking data about a person through a mobile device and an application installed on it.

Media advertising is focused on the use of visual elements such as images, videos, animation to increase brand awareness and image and, finally, sales of goods and services ^{[4, p. 30]}.

Internet marketing channels can be represented as an "Internet Marketing Tree". The main parts of the tree are deep roots, a strong trunk and branches. The basis of everything is created by the website, and the branches determine the order in the use of Internet marketing channels ^[12].

Internet marketing requires an integrated approach and the use of all channels that are available in the online space with their regular analysis and updating.

Alexander Grubor and Olia Yaksha write that when planning the company's Internet marketing strategy, it is necessary to "focus on the rational and emotional benefits for the company, on products or services in each channel" and point out the main elements that should be taken into account when drafting the company's Internet marketing strategy ^{[8, p. 270]}:

• every company should have its own website;
• The company's website should be optimized for desktop computers, iOS phones, Android and tablets;
• blogging is a great tool for keeping in touch with customers (blog section on the website);
• communication should be built taking into account the different interests of several target audiences;
• all marketing messages in each medium must be carefully integrated;
• public profiles of all employees should correspond to the image and interests of the organization;
• the design of all messages is a very important part of communication and attracting attention;
• communication via video and live broadcasts is effective in online communication;
• highlight and distinguish business from competitors with a unique message;
• interaction with customers through social networks is a necessity;
• track the interests of customers and constantly adapt.

In order to analyze the current state of the use of Internet marketing channels of translation companies in Krasnoyarsk, we conducted an expert survey among the directors of translation companies in the city.

For our research, the main issue was the qualitative collection of information. The rejection of the quantitative approach is due to the fact that mass collection of information is not needed to analyze the Internet marketing of translation companies in the city of Krasnoyarsk. The survey covers one city and the number of translation companies in it is not sufficient to collect quantitative results. With a qualitative approach to the study, the method of expert interviews among the heads of three large translation companies in the city of Krasnoyarsk was used. In addition to the interview method, general scientific research methods such as analysis and synthesis, deduction and induction were used in the work.

The expert interview with the respondents of the city of Krasnoyarsk was carried out in a strictly prescribed sequence, since clear questions were determined and prepared in advance according to the purpose of the study, based on the information provided above about Internet channels and the main points for building the company's Internet marketing strategy.

Translation services are the provision of services for interpretation and translation of any subject, including highly specialized. Both individuals and companies with foreign partners apply for such services. During the period of major international sports, cultural and other events, such services are in great demand.

Let's present an analysis of the results of our interview with respondents. First of all, the Internet channels used by translation companies were identified: all companies use a website, search marketing and online media advertising, two thirds - content marketing, social media marketing, email marketing and mobile marketing.

Based on the marketing tree ^[12], the company's website is of primary importance. According to the respondents' answers, all companies have their own website and try to actively use it. Analyzing the target audience on websites and blogs, we came to the conclusion that the target audience of websites is represented not only by individuals, but also by large industrial enterprises of the city and the region. The sites are optimized for desktop computers, iOS phones, Android and tablets. At the same time, the question "Do you keep a blog to keep in touch with clients (blog section on the website)?" received an ambiguous answer, since only one third of all translation companies use such opportunities.

The next question was related to the personal profiles of the company's employees. According to respondents, only managers maintain personal profiles on social networks in accordance with the interests of the company. Employees do not associate personal and professional interests in public networks, without using the capabilities of this Internet marketing channel to promote translation services of the company they work for.

The result of the answers to the question about the design of messages showed that the respondents had not previously thought about the special design of messages on the website or blog. Respondent 2 indicated that "often the sending of messages and the posting of information is spontaneous and purposeful work in this direction is not carried out. There is no special person in the company whose duties would include preparing and posting information on the website. This is usually done by the head of the company himself or the manager at his order."

All respondents noted that they do not use the visual design of messages to communicate and attract consumers' attention to the company.  

When answering the question "Do companies use live broadcasts in online communication to promote their services?" two-thirds of respondents answered no. One of the companies used live broadcasts during the Winter Universiade in Krasnoyarsk in 2019, as it actively participated in providing translation services to participants and guests of the Universiade. The experience gained during this period was widely used in social networks and on the website page. This helped the company to actively declare itself not only in the region, but also abroad, and attract new customers in the future. However, according to respondent 1, later this company no longer used this Internet marketing channel.

The business in the field of translation services has its own specific features for each company, someone specializes more in interpretation, someone in writing. The industries in which translators work differ. Not all companies have the ability to notarize documents. Therefore, a person who is looking for a partner to receive a translation service, sometimes it is not easy to find the company that will be useful to him. Young people are often among the clients of translation services and interaction through social networks is important for them. However, the question of the use of social networks also did not receive a unanimous response among the respondents surveyed. Two-thirds of companies actively use the VKontakte network to advertise their services and note its advantage. Recently, one of the companies began to master the Telegram channel. Perhaps this is due to the specifics of this type of service. But, nevertheless, in the near future, all respondents expect to use the capabilities of social networks to promote their services.

Negative answers were received to the question "Are the interests of customers monitored in the company and with what?". At the same time, respondents noted that this question allows them to think about the importance of analyzing the interests of clients for the development of the translation services market. The competition for the client is big today and is growing every day, which forces companies to look for new marketing channels and use the already proven ones more actively.

Thus, having conducted the expert interview described by us with the heads of large translation companies in the city of Krasnoyarsk and analyzing their answers, we can note the problems that have emerged today in the use of Internet marketing channels in the translation services market. Firstly, translation companies have their own website, use social networks that can automatically collect data about consumers. For example, in the VKontakte social network, the system examines not only the user's location data, but also personal profile information, interests, requests and hobbies. Even the geometries in the photos posted by the user are taken into account" ^{[1, p. 31]}.  

Secondly, company executives use separate Internet marketing channels, and this does not always bring the desired result. Here, a person specially trained in this field should be engaged in the promotion of services, and the staff of translation companies in the city of Krasnoyarsk is often limited and does not allow having a separate employee dealing with this issue. At the same time, the expansion of the staff can pay off quite quickly due to the active use of the possibilities of various Internet marketing channels to promote the company's services. It is necessary to develop all possible channels for promoting their services on the Internet and use them in an integrated manner and to interest all employees of the company to work in this direction, to show the possibilities of using, including personal profiles to promote services.

Thirdly, the lack of corporate design of messages on the Internet has a negative impact on attracting attention to the company. The company should be recognizable always and everywhere.  It is necessary to develop not only the company's logo, but also the style of address and actively use it in various Internet marketing channels.

The results of the analysis were presented to the heads of translation companies. We believe that they will help develop a successful Internet marketing strategy and improve the promotion of services. In the future, it is planned to monitor these companies for the use of various Internet marketing channels for the development of translation business in the city of Krasnoyarsk.  

The analysis of the use of Internet marketing channels was carried out on the example of companies providing translation services. However, the findings can be universal and relevant for any small and medium-sized businesses that require the promotion of services and the staff of companies is small.