Classification of methods of online marketing communications taking an objective approach
The article considers four groups of classifiers to identify online marketing communications (the stage of development of the communication environment of the Internet, goals of Internet marketing, indicators of communication effectiveness, economic efficiency). Each group is disaggregated by internal elements (attributes). Unlike the existing classification approach, it is proposed to use object-oriented data model to define relationships between the groups and methods of on-line communications such as media advertising, e-mail advertising, search engine optimization, social media marketing, affinity marketing and viral marketing. The described model is implemented in MS-Access, and is the core on which it is possible to build information system for analysis and management of communication policies of the organization. Many relationships “one-to-many” allow you to implement sampling based on relational algebra. Thus the multi-criteria classification (stage of development, completed tasks, performance indices, communication method) of each of the presented objects is possible. The basic unit in this classification is one object and the others are classification attributes. The article presents a fragment of the sample for one of the methods of marketing internet communication - media advertising. There is a brief description of other methods, providing insight into a method, stage of environment development, list of completed tasks and indices of communication and economic performance.