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Internet - technologies as an element of management of b2b-processes
 

Internet - technologies as an element of management of b2b-processes (theses of performance(statement) at the Third annual All-Russia conference " Marketing communications in sphere business-to-business ")

Igor Mihajlov

The IMC Network

http://www.marketcenter.ru

mailto:igor@marketcenter.ru

Rational management of business always means growth of the profit as the priority purpose. As is known, the profit, arising as a difference of incomes and costs, can be received as through increase of the first (for the account, for example, growth of a revolution), and through reduction of the last.

The first, that occurs маркетологам at calculation of efficiency of the corporate интернет-decision is his(its) influence on growth клиентской bases and, accordingly, an opportunity of forecasting of growth of the profit from increase of a revolution. It dictates so steadfast attention to every possible to " measurements of a интернет-audience », statistics of inquiries to поисковикам and to the data on attendance of resources on thematic categories.

Really, planning corporate Ñí-representation, regular маркетологи should receive in an ideal the following parameters:

  1. Volume of a potential limiting audience of a site (quantity(amount) of constant visitors of sites of a close thematic orientation and "adjacent" on interests)
  2. The price of " conditional advertising contact » in the given branch segment of the Network (the relation of the visitors of thematic sites involved with advertising to cost of advertising campaigns)
  3. Parameter of "conversion" for the given branch segment of the Internet (the relation of number of the clients who have come through the Network, to quantity(amount) of the visitors involved with advertising).

Then it is possible to calculate the budget of an advertising campaign in the Internet, or, on the contrary, having beforehand given advertising budget, it is possible to define the required result of an advertising campaign expressed in a share of an audience, "won" at competitors.

On a theme of "profitable" интернет-marketing it is told and written much. I offer to pay attention to a role of corporate интернет-decisions in reduction затратной a part of business, and easier speaking - charges of the enterprise.

1. Reduction of advertising charges

This direction of economy concerns to number is most full investigated and described in the literature. According to some authoritative opinions (http: // www.exler.ru/expromt/29-05-2001.htm), the price of " conditional contact » in баннерной to advertising makes about 0,10 $. It approximately is twice less, than in директ-marketing, but twice more, than in so-called « electronic медиа ». At the same time, it is obvious, that затратные parameters of advertising campaigns, and the price of " conditional contact » in particular, - only "denominator" in the general(common) procedure of an estimation of their efficiency. So, it is known, that advertising in electronic mass media gives the greatest effect for promotion FMCG. It absence of advertising of this kind of the goods in the Network partly speaks. On the other hand, to give on TV advertising of b2b-services it would be strange, and the Internet for this purpose approaches as well as possible.

Besides constant интернет-users know, that now the Network offers less затратные and more effective technologies text and contextual (TX3, "Runner") advertising, where the price of contact - $0,05-0,06.

One more aspect of economy of advertising expenses – transferring of a problem(task) of detailed informing of the client from « the manager on the phone » on a site, and also automation of a feedback and identification of " a way of the user » (interactive services, analyzers of log-files, cookies etc. technologies). And again it is necessary to note, that these advantages are most full realized in sphere b2b.

2. Reduction of operational costs

It is known also, that if the company manages to transfer operations on fulfilment of bargains to the Internet she(it) reaches(achieves) essential economy of operational costs – expenses for the conclusion and execution(performance) of the bargain. In the literature like to refer to example Cisco which due to widest use of интернет-technologies has achieved 20 % of reduction of operational costs (see, for example, "Internet - marketing" 2002. № 5, with 28). And you see operations of this company are made practically exclusively in b2b-sphere!

Besides obvious reduction of time of passage of payments and performance of orders, "интернетизация" spheres b2b are meant also with reduction of volumes of warehouse stocks that means reduction already and material costs.

3. Reduction of capital charges

And this aspect of economy is least obvious and even спорен: it is possible to object, that owing to presence at the Internet the company does not spend less for a local network, офлайновое programming and other elements of material base. However "coming" of technologies application service providing (ASP), that with not absolute accuracy translate as « хостинг appendices », allows to speak about economy of capital charges due to transfer of a significant part of procedures of an exchange by the business - information on a server under management ASP-провайдера under condition of preservation behind the company of administrative powers. Easier speaking, that others do(make) in the form of the own интернет-decision, bearing(carrying) expenses for development of a hardware-software complex, it is possible to carry out, having leased the software which is physically taking place on an another's server.

One of examples of such rent Ñí-appendices is shown with the IMC Network as service of " virtual office » (http: // www.marketcenter.ru/). The virtual office is a corporate representation in the Internet which, besides traditional public "site", includes and the closed system of document circulation. The monitoring system of commissions is based on typical corporate hierarchy which is developed according to a design principle of construction of the company, i.e. can be recustomized at any moment under the current problems(tasks). A subsystem of the order of services in on-line and own systems of rotation of graphic and text banners allow tenants to save « virtual offices », accordingly, operational costs and charges on advertising.

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