{"id":4161,"date":"2020-04-20T10:36:54","date_gmt":"2020-04-20T07:36:54","guid":{"rendered":"https:\/\/uafm.com.ua\/?p=4161"},"modified":"2020-04-20T10:37:20","modified_gmt":"2020-04-20T07:37:20","slug":"internet-marketyng-novi-mozhlyvosti-dlya-biznesu-v-period-zmin","status":"publish","type":"post","link":"https:\/\/uafm.com.ua\/en\/internet-marketyng-novi-mozhlyvosti-dlya-biznesu-v-period-zmin\/","title":{"rendered":"Internet Marketing. New Business Opportunities in a Time of Change"},"content":{"rendered":"<p><span style=\"color: #004c6d;\">The new reality that emerged from quarantine has opened up new business opportunities.\u00a0To use them properly and quickly, on April 17, the Ukrainian Association of Furniture Manufacturers, together with Internet marketing experts, hosted a webinar on \u201c<strong>The Internet Evolution for the Furniture Business<\/strong>\u201d.<\/span><\/p>\n<div class=\"fitvids-video\"><iframe loading=\"lazy\" title=\"\u0432\u0435\u0431\u0456\u043d\u0430\u0440 &quot;\u0406\u043d\u0442\u0435\u0440\u043d\u0435\u0442 \u0435\u0432\u043e\u043b\u044e\u0446\u0456\u044f \u043c\u0435\u0431\u043b\u0435\u0432\u043e\u0433\u043e \u0431\u0456\u0437\u043d\u0435\u0441\u0443&quot;, 2 \u0447\u0430\u0441\u0442\u0438\u043d\u0430\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/GnL7RsKG4Hs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<h3><span style=\"color: #004c6d;\">Webinar speakers who provided practical information on using digital marketing tools and answered audience questions:<\/span><\/h3>\n<p><span style=\"color: #004c6d;\"><strong><img loading=\"lazy\" src=\"https:\/\/translate.googleusercontent.com\/image_0.jpeg\" alt=\"\" width=\"240\" height=\"300\" \/><img loading=\"lazy\" class=\"alignleft size-medium wp-image-3920\" src=\"https:\/\/uafm.com.ua\/wp-content\/uploads\/2020\/04\/Valeryy-Bedym-240x300.jpg\" alt=\"\" width=\"240\" height=\"300\" srcset=\"https:\/\/uafm.com.ua\/wp-content\/uploads\/2020\/04\/Valeryy-Bedym-240x300.jpg 240w, https:\/\/uafm.com.ua\/wp-content\/uploads\/2020\/04\/Valeryy-Bedym-768x959.jpg 768w, https:\/\/uafm.com.ua\/wp-content\/uploads\/2020\/04\/Valeryy-Bedym-820x1024.jpg 820w, https:\/\/uafm.com.ua\/wp-content\/uploads\/2020\/04\/Valeryy-Bedym.jpg 1440w\" sizes=\"(max-width: 240px) 100vw, 240px\" \/><\/strong><strong>Valeria Bedim<\/strong>\u00a0is a digital marketing consultant &amp; strategist at <a style=\"color: #004c6d;\" href=\"https:\/\/olshansky.ua\/\">Olshansky &amp; Partners.<\/a>\u00a0Works with representatives of Ukrainian omnichannel<span style=\"font-size: 1.0625rem; letter-spacing: 0px;\"> retail, developers and service companies.\u00a0Specializes in the development of integrated digital strategies for business and online reputation marketing.\u00a0The clients include well-known Ukrainian developers, national brands of clothing and jewellery, companies offering SAAS solutions, as well as the capital&#8217;s telecom operator and shopping centre.<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"color: #004c6d;\"><img loading=\"lazy\" class=\"alignleft size-medium wp-image-3921\" src=\"https:\/\/uafm.com.ua\/wp-content\/uploads\/2020\/04\/Olga-Nemyrovskaya-300x300.jpg\" alt=\"\" width=\"300\" height=\"300\" srcset=\"https:\/\/uafm.com.ua\/wp-content\/uploads\/2020\/04\/Olga-Nemyrovskaya-300x300.jpg 300w, https:\/\/uafm.com.ua\/wp-content\/uploads\/2020\/04\/Olga-Nemyrovskaya-150x150.jpg 150w, https:\/\/uafm.com.ua\/wp-content\/uploads\/2020\/04\/Olga-Nemyrovskaya.jpg 416w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><strong>Olga Nemyrivska<\/strong>\u00a0is a consultant digital strategist and marketer.\u00a0In the field of digital marketing for about 5 years.\u00a0She has worked with companies in the fashion and beauty industry, furniture industry, B2C \/ B2B business, as well as Kyiv and regional developers.\u00a0Specialization is the development and implementation of online business promotion strategies, as well as the formation and development of personal brands.\u00a0Able to combine the offline activities of companies with online activities and make it as interesting as possible for the buyer and business.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"color: #004c6d;\">It is time for opportunities for companies that are sensitive to change and the situation that is happening, that can and are ready to change.\u00a0To help furniture makers take their positions online and become the first customers to choose from, speakers have offered to deal with tools that allow you to manoeuvre in the wake of a crisis.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">Speakers highlighted several threats to the furniture industry and suggested options for reactions to translate them into opportunities.<\/span><\/p>\n<h2><span style=\"color: #004c6d;\">Transforming threats into opportunities<\/span><\/h2>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Unrealized potential of physical points &#8211; Ecommerce development and opening of new distribution channels<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Lack of expertise from employees in online work &#8211; Redirecting to new products\/services and staff optimization<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Changing consumer behaviour &#8211; Shifting the focus of demand on domestic producers<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Disorientation and lack of long-term planning &#8211; Ability to respond faster and get around competitors.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">&#8220;<em>Now is the time to try yourself in different channels, but analytics is very important,<\/em>\u00a0&#8221; says Olga Nemirovskaya.<\/span><\/p>\n<h2><span style=\"color: #004c6d;\">Go to online feeds<\/span><\/h2>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Understand the market situation online<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Your stable competitive advantage<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a02 &#8211; 3 portraits of your clients<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Communication scheme &#8211; &#8220;What, where and who are we talking to&#8221;<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Reputation management system<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Properly tuned channels and platforms for the promotion<\/span><\/p>\n<p><span style=\"color: #004c6d;\">Having considered the basic, existing points of the algorithm of transition to online, the audience together with the speakers dived into a detailed study of each of them.<\/span><\/p>\n<h3><span style=\"color: #004c6d;\">What happens to competitors?<\/span><\/h3>\n<p><span style=\"color: #004c6d;\">The speakers offered the audience an\u00a0algorithm for competitor analysis:<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf We\u00a0identify direct and indirect competitors online.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf We\u00a0define criteria and tools for analysis based on the specifics of the business.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf We\u00a0decompose the strengths and weaknesses of competitors in the scheme: attention, interest, desire, action, retention.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Identify anchor and related types of competitors&#8217; products\/services (if any).<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Identify the main channels and model for promoting competitors online.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">It was recommended to identify the strengths and weaknesses of competitors by going through the funnel of attracting potential customers.\u00a0They drew attention to the importance of competing with, retaining, and calling for action.\u00a0<em>&#8220;Doing this kind of analysis will help you formulate your strategy and gain an edge for your business<\/em><em>,&#8221;<\/em> emphasizes Valeria Bedim.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">The webinar also looked at existing tools for competitor search query analysis.\u00a0The speakers drew attention to the importance of tracking the dynamics of requests for seasonal and territorial indicators and the informational background of the responses.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">Practical tools of analytics in social networks were considered separately.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">In particular, they\u00a0focused\u00a0on the use of tools such as\u00a0SimilarWeb, Serpstat, BuiltWith, Google Trends, Google Alerts, Popsters and SocialBlade.<\/span><\/p>\n<h2><span style=\"color: #004c6d;\">Google recommends that you understand who you are.<\/span><\/h2>\n<p><span style=\"color: #004c6d;\">Positioning can be at both brand and product or brand level.<\/span><\/p>\n<p><span style=\"color: #004c6d;\"><strong>Company brand<\/strong><\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Positioning on the Internet<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Unique properties<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Strengths and weaknesses<\/span><\/p>\n<p><span style=\"color: #004c6d;\"><strong>Product \/ TM<\/strong><\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Positioning on the Internet<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Unique properties<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Strengths and weaknesses<\/span><\/p>\n<h3><span style=\"color: #004c6d;\">Positioning that builds on uniqueness will make you the first to choose<\/span><\/h3>\n<p><span style=\"color: #004c6d;\">Each business is unique.\u00a0It may not be straightforward, but it can be found in formulations not used by your competitors.<\/span><\/p>\n<h3><span style=\"color: #004c6d;\">To properly position yourself and the product you need:<\/span><\/h3>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Discover the unique properties of your product.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Understand how your client&#8217;s behaviour has changed now.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Be simple and easy to perceive.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Be frank with the client in communication.<\/span><\/p>\n<p><span style=\"color: #004c6d;\"><em>&#8220;The crisis and the circumstances in which we will sooner or later end, and the reputation The reputation you build now, it will become the basis of your further business development, the further attitude of the client to your company, so positioning should be honest&#8221;<\/em><em>,<\/em> &#8211; says Valeria Bedim.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">Analyzing competitors will help you understand how to better position yourself in the market.<\/span><\/p>\n<h2><span style=\"color: #004c6d;\">How to create a valuable offer?<\/span><\/h2>\n<p><span style=\"color: #004c6d;\">The value should help your client solve their problems, pain and benefit.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">It is really important to record:<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0tasks\u00a0that will help solve your product;<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf the\u00a0benefits\u00a0it will receive from your product;<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0Pain\u00a0that can repel and send your client to competitors.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">&#8220;There are basic aspects, that is, expected aspects of products, but to gain customer loyalty, we need to exceed expectations,&#8221;\u00a0Valeria said.<\/span><\/p>\n<h2><span style=\"color: #004c6d;\">Create a client profile<\/span><\/h2>\n<p><span style=\"color: #004c6d;\">The portrait should be specific and clear\u00a0to avoid blurring of focus, no more than three portraits should be drawn.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">You must start with your existing customer base.\u00a0Get in touch with them and get answers to the question: Why did they choose you?<\/span><\/p>\n<p><span style=\"color: #004c6d;\">Interviews can be conducted on social networks, on the site, on Google forms, in-person interviews.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">The questions should identify genuine, genuine motives and objections from your customers.\u00a0To draw a true portrait, you need to listen to the client very carefully.<\/span><\/p>\n<h3><span style=\"color: #004c6d;\">What is the true value of your product?<\/span><\/h3>\n<p><span style=\"color: #004c6d;\">To find the answer to this question, a detailed analysis of the product should be made at the intersection between the benefits factors (how the product helps to bring customer satisfaction) and the help factors (how the product can reduce the client&#8217;s pain).<\/span><\/p>\n<h2><span style=\"color: #004c6d;\">Communication<\/span><\/h2>\n<p><span style=\"color: #004c6d;\">After creating a portrait and understanding who your client needs to start communication with.<\/span><\/p>\n<p><span style=\"color: #004c6d;\"><em>\u201cCommunication works only when it is systemic<\/em><em>,<\/em>\u201d emphasizes Olga Nemirovskaya.\u00a0We need to develop the basic communication of what we say to whom and when.\u00a0It is important to develop a style of information submitted and to determine the channels of communication, to make a calendar plan.<\/span><\/p>\n<p><span style=\"color: #004c6d;\"><strong>Communication centre must be the client.<\/strong><\/span><\/p>\n<p><span style=\"color: #004c6d;\">You need to tailor your content to custom content, that is, to put the client&#8217;s communication centre, his pain and needs.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">It is also important to create your style of communication, which should be used in all points of communication, social networks, sales, shops, wherever you have points of contact with the customer.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">There should be a single message in both verbal and visual communication.<\/span><\/p>\n<h2><span style=\"color: #004c6d;\">Examples of communication in times of isolation<\/span><\/h2>\n<p><span style=\"color: #004c6d;\">Speakers were advised to carry positive emotions, to call for action, to be concise and understandable, to talk about the benefit or pain of the client.\u00a0Together with the audience, they analyzed examples of company postings, found errors, and found better solutions for advertising.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">Valeria and Olga paid attention to the importance of reputation in times of stress when everyone is focused on tracking the actions of competitors.<\/span><\/p>\n<h3><span style=\"color: #004c6d;\">Online reputation analysis:<\/span><\/h3>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0monitoring;<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0feedback classification;<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0an action plan.<\/span><\/p>\n<h3><span style=\"color: #004c6d;\">After the analysis, you need to work with the results through:<\/span><\/h3>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0PR;<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0management of SERM search results;<\/span><\/p>\n<p><span style=\"color: #004c6d;\">\u25cf\u00a0work on problematic issues.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">They also disassembled the\u00a0<strong>SERM algorithm<\/strong>\u00a0to get to the first pages of Google&#8217;s search engine.\u00a0Using this system, you can &#8220;prepare the ground&#8221; for further development.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">Speakers familiarized the audience with the algorithm of working with problematic questions and advised to provide feedback, both with positive and negative feedback.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">It was proposed to introduce a loyalty program and a\u00a0spreadsheet of the model of reaction to the negative.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">They talked about the importance of\u00a0media planning\u00a0and the\u00a0importance of the effectiveness of advertising channels.\u00a0We also looked at channels to get user information for further contact.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">During the webinar, Valeria and Olga answered questions from the listeners, engaged in a dialogue with the audience, analyzing marketing examples and cases of companies. At the end of the meeting, Valeria and Olga provided their contact details and offered assistance to UAFM members in implementing online marketing tools outside the webinar.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">Speaker contacts and details discussed in the webinar can be found in the presentation at the\u00a0<a style=\"color: #004c6d;\" href=\"https:\/\/translate.google.com\/translate?hl=uk&amp;prev=_t&amp;sl=uk&amp;tl=en&amp;u=https:\/\/drive.google.com\/open%3Fid%3D1t-79H1NuG282Gz-0wwUNPe9AWjy72V83\">link<\/a>.<\/span><\/p>\n<p><span style=\"color: #004c6d;\">The webinar entry can be viewed at\u00a0the <a style=\"color: #004c6d;\" href=\"https:\/\/translate.google.com\/translate?hl=uk&amp;prev=_t&amp;sl=uk&amp;tl=en&amp;u=https:\/\/bit.ly\/webinar_marketing2\">link.<\/a><\/span><\/p>\n<p><strong><span style=\"color: #004c6d;\">Let&#8217;s create together the best furniture environment in Ukraine!<\/span><\/strong><\/p>\n\n\t\t<style>\n\t\t\t.huge-it-share-buttons {\n\t\t\t\tborder:0px solid #0FB5D6;\n\t\t\t\tborder-radius:5px;\n\t\t\t\tbackground:#3BD8FF;\n\t\t\t\t\t\t text-align:right; \t\t\t\t\t\t}\n\n\t\t\t#huge-it-share-buttons-top {margin-bottom:0px;}\n\t\t\t#huge-it-share-buttons-bottom {margin-top:0px;}\n\n\t\t\t.huge-it-share-buttons h3 {\n\t\t\t\tfont-size:25px ;\n\t\t\t\tfont-family:Arial,Helvetica Neue,Helvetica,sans-serif;\n\t\t\t\tcolor:#666666;\n\n\t\t\tdisplay:block;\t\t\t\tline-height:25px ;\n\n\t\t\t\t\t\t text-align:right; \t\t\t\t\t\t}\n\n\t\t\t.huge-it-share-buttons ul {\n\t\t\t\t\t\t float:right; \t\t\t\t\t\t}\n\n\t\t\t.huge-it-share-buttons ul li {\n\t\t\t\tmargin-left:3px;\n\t\t\t\tmargin-right:3px;\n\t\t\t\tpadding:0px;\n\t\t\t\tborder:0px ridge #E6354C;\n\t\t\t\tborder-radius:11px;\n\t\t\t\tbackground-color:#14CC9B;\n\t\t\t}\n\n\t\t\t.huge-it-share-buttons ul li #backforunical4161 {\n\t\t\t\tborder-bottom: 0;\n\t\t\t\tbackground-image:url('https:\/\/uafm.com.ua\/wp-content\/plugins\/wp-share-buttons\/Front_end\/..\/images\/buttons.30.png');\n\t\t\t\twidth:30px;\n\t\t\t\theight:30px;\n\t\t\t}\n\n\t\t\t.front-shares-count {\n\t\t\t\tposition: absolute;\n\t\t\t\ttext-align: center;\n\t\t\t\tdisplay: block;\n\t\t\t}\n\n\t\t\t.shares_size20 .front-shares-count {\n\t\t\t\tfont-size: 10px;\n\t\t\t\ttop: 10px;\n\t\t\t\twidth: 20px;\n\t\t\t}\n\n\t\t\t.shares_size30 .front-shares-count {\n\t\t\t\tfont-size: 11px;\n\t\t\t\ttop: 15px;\n\t\t\t\twidth: 30px;\n\t\t\t}\n\n\t\t\t.shares_size40 .front-shares-count {\n\t\t\t\tfont-size: 12px;\n\t\t\t\ttop: 21px;\n\t\t\t\twidth: 40px;\n\t\t\t}\n\t\t<\/style>\n\t\t\n\t\t<div id=\"huge-it-share-buttons-top\" class=\"huge-it-share-buttons nobackground\">\n\t\t\t<h3>Share This:<\/h3>\n\t\t\t<ul class=\"huge-it-share-buttons-list \">\n\t\t\t\t\t\t\t\t\t<li class=\"nobackground \" >\n\n\t\t\t\t\t\t\t\t\t\t\t\t<a id=\"backforunical4161\" href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=uafm.com.ua\/en\/wp-json\/wp\/v2\/posts\/4161\"  onclick=\"javascript:void window.open('https:\/\/www.facebook.com\/sharer\/sharer.php?u=uafm.com.ua\/en\/wp-json\/wp\/v2\/posts\/4161','1410949501326','width=700,height=500,toolbar=0,menubar=0,location=0,status=1,scrollbars=1,resizable=1,left=0,top=0');return false;\" style=\"background-position: -0px -120px \"><\/a>\n\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t<li class=\"nobackground \" >\n\n\t\t\t\t\t\t\t\t\t\t\t\t<a id=\"backforunical4161\" href=\"https:\/\/twitter.com\/share?status=uafm.com.ua\/en\/wp-json\/wp\/v2\/posts\/4161&text=Internet Marketing. 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