<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Transforming marketing into an online format is an inevitable process of developing an information economy. The study of information flows allows using a comprehensive approach to the problems of online marketing. The activities of small businesses are characterized by various limitations, but it is an important factor in increasing the flexibility of the economy and the ability to adapt to changes. The gap in the theory and practice of conducting Internet marketing activity in micro enterprises has helped to shape the relevance of this work. The aim of the study is to research the phenomenon of visibility of Internet websites from the perspective of marketing information flows in the activities of small businesses. The article discusses the theoretical foundations of marketing information flows, Internet marketing, inbound marketing and visibility of Internet websites. The research methodology is based on the methods of marketing analysis and sociological surveys. The study was conducted on the basis of the sampling of 306 websites of small enterprises. The study examined the characteristics of the websites of small enterprises, reflecting the effectiveness of Internet marketing activities. The results show that there is a correlation between the number of applied methods of Internet marketing and the visibility of the websites of small organizations in the search engine. The existence of particular cases of the use of single methods of Internet marketing has been revealed, providing high visibility and effectiveness of Internet marketing activities of small organizations.</p></abstract>

Transforming marketing into an online format is an inevitable process of developing an information economy. The study of information flows allows using a comprehensive approach to the problems of online marketing. The activities of small businesses are characterized by various limitations, but it is an important factor in increasing the flexibility of the economy and the ability to adapt to changes. The gap in the theory and practice of conducting Internet marketing activity in micro enterprises has helped to shape the relevance of this work. The aim of the study is to research the phenomenon of visibility of Internet websites from the perspective of marketing information flows in the activities of small businesses. The article discusses the theoretical foundations of marketing information flows, Internet marketing, inbound marketing and visibility of Internet websites. The research methodology is based on the methods of marketing analysis and sociological surveys. The study was conducted on the basis of the sampling of 306 websites of small enterprises. The study examined the characteristics of the websites of small enterprises, reflecting the effectiveness of Internet marketing activities. The results show that there is a correlation between the number of applied methods of Internet marketing and the visibility of the websites of small organizations in the search engine. The existence of particular cases of the use of single methods of Internet marketing has been revealed, providing high visibility and effectiveness of Internet marketing activities of small organizations.

Online Marketing Impact on Micro-Enterprises: An Insight through Visibility in Search Engines

South Ural State University (National Research University)

Management & Marketing

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Transforming marketing into an online format is an inevitable process of developing an information economy. The study of information flows allows using a...

Online Marketing Impact on Micro-Enterprises: An Insight through Visibility in Search Engines

Published Online: Mar 31, 2020

Page range: 38 - 58

DOI: https://doi.org/10.2478/mmcks-2020-0003

Keywords
online marketing, internet marketing technologies, marketing flows, visibility, search engines, micro-enterprises

© 2020 Artoym Kovalenko et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Online Marketing Impact on Micro-Enterprises: An Insight through Visibility in Search Engines

Published Online: Mar 31, 2020

Page range: 38 - 58

DOI: https://doi.org/10.2478/mmcks-2020-0003

Keywordsonline marketing, internet marketing technologies, marketing flows, visibility, search engines, micro-enterprises

© 2020 Artoym Kovalenko et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
online marketing, internet marketing technologies, marketing flows, visibility, search engines, micro-enterprises