Chapter 14

am Tavis Seswavlis Semdeg, Tqven SeZlebT: 1. gansazRvroT axali cifruli xanis formirebis ZiriTadi Zalebi; 2.
ganmartoT, Tu rogor reagireben kompaniebi, TavianTi el-biznesis strategiebiT, internetsa da Zlieri zegavlenis mqone sxva axal teqnologiebze da ra sargebeli moaqvs maT rogorc myidvelis, ise kompaniisaTvis; 3. aRweroT el-komerciis oTxi ZiriTadi sfero; 4. ganixiloT, Tu rogor marTavs kompania el-komercias momxmareblisaTvis meti faseulobis misawodeblad; 5. mimoixiloT el-komerciis samomavlo gamowvevebi da perspeqtivebi.
marketingi cifrul xanaSi
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gzamkvlevi | ideebis kvaldakval

ganvagrZoT marketinguli mogzauroba. Tqven ukve SeiswavleT, rom marketingis mizani aris momxmareblisTvis garkveuli faseulobebis Seqmna maTgan saTanado anazRaurebis dabrunebis mizniT. Tqven, aseve, SeiswavleT is princi pebi, romelTa saSualebiT marketingulad warmatebuli kompania izidavs, inarCunebs da zrdis myidvels, maTi moTxovnilebebis SeswavliT, maTze gaTvlili marketinguli strategiebis SemuSavebiT, faseulobis mimwodebeli marketinguli programebis formirebiTa da momxmarebelsa da marketings Soris partnioruli urTierTobebis agebiT. bolo sam TavSi am princi pebs sam gansakuTrebul sferoze ganvavrcobT; esenia _ marketingi cifrul xanaSi, globaluri marketingi, socialuri pasuxismgeblobebi da marketinguli eTika. miuxedavad imisa, rom am sakiTxebs, maTi gansakuTrebuli mniSvnelobis gamo, regularulad vexebodiT TiTqmis yovel wina TavSi, aq, Tqveni mogzaurobis dasasruls, specialurad maTze gavamaxvilebT yuradRebas. am TavSi marketings Cven axal, cifrul garemoSi ganvixilavT. ukanaskneli aTwleulis ganmavlobaSi, marketingulma strategiam da praqtikam warmoudgeneli cvlilebebi ganicada. teqnologiurma winsvlam, miT umetes internetma, Zlieri gavlena iqonia myidvelebsa da maT samsaxurSi myof marketologebze. am axal, cifrul xanaSi, warmatebis misaRwevad (xSir SemTxvevaSi gadasarCenad), marketologebma TavianT strategiebs xelaxla unda gadaxedon da dRevandel, axal garemos moargon isini. Tavdapirvelad, ganvixiloT Office Depot-i. igi msoflios aTasze met supermaRaziaSi, yovel wels, miliardobiT dolaris Rirebulebis saofise saqonels yidis. Tumca, ratom vsaubrobT aseT tradiciul, `Cveulebriv sacalo movaWreze im TavSi, romelic marketingis cifrul xanas eTmoba? xom ar ajobebda, mis nacvlad Amazon.com an Obey gangvexila? amas TandaTan SevityobT.
eravin yidis met produqts met myidvelze da met qveyanaSi, _ acxadebs Office Depot-i, saofise saqonlis mimwodebeli goliaTi sacalo movaWre. Office Depot-is saofise saqonlis 1 000-ze meti supermaRazia, romlebic 20-ze ` met qveyanaSia ganTavsebuli, 11.4 miliard dolarze met wliur Semosavals iZleva. magram, SesaZloa, gagikvirdeT kidec, rodesac gaigebT, rom Office Depot-is amJamindeli zrdis ZiriTadi mizezi sulac ar aris misi `tradiciuli~, `Cveulebrivi arxebi. piriqiT, es internetis meSveobiT xdeba. maSin, rodesac Office Depot-is maRaziebis gayidvebi, bolos dros, SedarebiT miwynarda, misi eleqtronuli vaWroba, sul raRac ori wlis ganmavlobaSi, praqtikulad gaor-
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marketingis damatebiTi sakiTxebi
magda. gasul wels, sacalo movaWris veb-ganayofis eleqtronuli gayidvebis wliuri Semosavali 2.1 miliard dolars gautolda, ramac mTliani gayidvebis 18.5 procenti Seadgina. yovelives gaTvaliswinebiT, Office Depot-i, dReisaTvis, axali Taobis virtualur-tradiciuli kompaniebis saukeTeso magaliTia; kompaniebisa, romlebic, dRes, el-marketingSi wamyvan rols asruleben. 1998 wels Office Depot-ma Tavisi sazRvrebi gaafarTova da internetSic gavida; Tavis tradiciul fundaments virtualuri danamatic moargo, ramac Sedegad ara marto zrda da mogeba, aramed momxmarebelTan urTierTobebis gaRrmavebac moutana. Office Depot-is bazrisken mimarTuli virtualur-tradiciuli strategiis wyalobiT, TiToeul momxmarebels ganTavisebuli aqvs kompaniis dapireba: `rac Tqven gWirdebaT; risi codnac Tqven gsurT. eleqtronuli da maRaziaTa qselSi vaWrobis kombinaciiT, Office Depot-i momxmarebels, nebismier adgilasa da dros, uzrunvelyofs sacalo vaWrobis produqciiTa da, amasTan erTad, uamravi saWiro informaciis xelmisawvdomobiT. àra aqvs mniSvneloba, Tavisufali mewarme iqneba es, romelic eleqtronul Sesyidvas dilis sam saaTze axorcielebs, Sesyidvis agenti, romelic gayidvebis warmomadgenelTan awarmoebs molaparakebas, Tu administratoris asistenti, romelmac sadilobis dros maRaziaSi sayidlebze Seirbina, _ acxadebs kompania. dRes, Office Depot-i miwodebisa da sakontaqto saSualebebis farTo speqtrs gvTavazobs. momxmareblebs, internetis meSveobiT, 24 saaTis ganmavlobaSi, SeuZliaT moZebnon da SeiZinon saofise saqoneli; gadaxedon katalogs da ganaxorcielon SekveTa faqsis an telefonis saSualebiT; SeCerdnen Office Depot-is adgilobriv maRaziasTan, Seiaron masSi da iyidon raime. Semdeg, SeZenili saqoneli an Tavad waiRon, an moiTxovon misi saxlSi Tu sakuTar magidasTan mitana. saqonlis dabruneba advilia _ ubralod, darekeT, raTa wasaRebad mogakiTxon an SenaZeni maRaziaSi Tavad daabruneT. Office Depot-i, eleqtronuli gayidvebiT, Tavis mcire Tu msxvil momxmareblebTan ufro Rrma da personalizebul urTierTobebs agebs. `xelSekrulebiTi momxmareblebisaTvis (80 000-ze meti msxvili biznesi), romlebsac Office Depot-Tan molaparakebiTi urTierTobebi aqvT, kompania eleqtronuli SekveTebis morgebul sistemas uzrunvelyofs, romelic momxmareblisaTvis specifikur produqtTa CamonaTvalsa da fasebs Seicavs. magaliTad, iseT kompaniebs, rogorebic arian General Electric da Procter&Gamble, SeuZliaT Seqmnan misaRebi saofise saqonlis CamonaTvali fasdaklebuli nixrebiT da, Semdeg, kompaniis departamentebs an calkeul TanamSromlebs miscen maTi damoukideblad SeZenis saSualeba. es amcirebs SekveTisaTvis saWiro xarjebs, zRudavs biurokratiul meqanizmebsa da aCqarebs momxmareblis mier SekveTis micemis process. amavdroulad, kompaniebs survili uCndebaT, saofise saqonlis mimwodeblad mxolod Office Depot-i gamoiyenon. 1990 wlis dasawyisidan, Bank of America-s aRmasruleblebma TavianT TanamSromlebs saSualeba misces, saTanado SekveTebi sakuTari kompiuterebiT ewarmoebinaT; amisaTvis isini iyenebdnen moZvelebul sistemas, romelic ZviradRirebuli da samuSaod rTuli iyo. bankirebma icodnen, rom arsebobda ukeTesi gza, Tumca, sakuTari ZalebiT verafers gaxdnen. swored am dros, maT monika leCtefildi _ Office Depot-is el-komerciis xelmZRvaneli daukavSirda. man ganmarta, Tu rogor SeeZlo saofise saqonlis sacalo movaWres Tavisi eleqtronuli maRaziis Bank of America-s Siga qselSi CarTva. amiT banks saSualeba miecemoda, gaego, Tu vis hqonda aRmasruleblis skamis an fanqrebis kolofis yidvis survili. eleqtronuli SesyidvebisaTvis leCtefildma maT fasdakleba SesTavaza. es metad momgebiani wimadadeba iyo. dRes, Office Depot-is wyalobiT, Bank of America Tavisi momaragebis 85 procents internetiT awarmoebs da amiT weliwadSi milionobiT dolars zogavs. Office Depot.com.-is meSveobiT, yvelaze patara kompaniebsa da saxlis pirobebSi arsebuli ofisebis muSakebsac SeuZliaT morgebuli momsaxurebis miReba. veb-gverdiT Sesyidva ufro advili da mosaxerxebelia. magaliTad, xelaxali Sesyidvebis gasamartiveblad saitze winaswari Sesyidvebis siaa ganTavsebuli. mcire biznes-momxmarebels Office Depot-i uamravi informaciiTa da momsaxurebiT uzrunvelyofs; kerZod, Tavazobs ufaso yovelkvireul veb-
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seminars Webinars-s, e.w. eleqtronul OOSHA-s (Office Sapply Home Access), gadasaxadebis formebsa da rCevebs mcire biznesis samarTavad. Office Depot.com.-is kidev erTi damaxasiaTebeli da metad popularuli Strixia: veb-kafe _ eleqtronuli seminarebis seriebi, sadac mocemulia mcire biznesTan dakavSirebuli mniSvnelovani sakiTxebis ganxilva qveyanaSi cnobili eqspertebis mier. mcire biznes-momxmareblebis damatebiTi momsaxurebis mizniT, Office Depotma, onlain reJimSi, or aTeulze meti partnioruli urTierToba daamyara. aseTi servisebi moicavs internet-fostis momsaxurebas (Stamps.com-Tan erTad), vebhostings (Microsoft-Tan erTad), gayidvebis mokvlevis monacemebsa (TrueAdvantege.com) da eleqtronul gaerTianebebs axali biznesebisaTvis (Business Filings). magaliTad, leCtefildis gancxadebiT, `Business Filings-Tan kompaniis partnioroba mcire biznes-klientebs saSualebas aZlevs, imuSaon rogorc bejiTad, ise gonivrulad. kompaniis valdebulebaa, rom biznesmomxmareblisaTvis SeTavazebulma codnam da mxardaWeram xeli Seuwyos maT Semdgom zrdasa da, dRevandel konkurentul bazarze, wanyvani adgilebis SenarCunebas. rogorc Office Depot online-is vice-prezidenti qeiT batleri acxadebs: `momsaxurebis komponentis damateba Office Depot-is brendis bunebrivi gafarToebis sawindaria. Cveni strategiaa Office Depot.com-i vaqcioT daniSnulebis adgilad mcire biznesebisaTvis. mniSvnelovania, rom Office Depot-is veb-operaciebi maRaziebSi gayidvebs ar amcirebs. piriqiT, biznesis eleqtronuli da samaRazio formebis frTxili urTierTdakavSirebiT, Office Depot-i axdens `dawkapunebisa da `tradiciebis warmatebul Serwymas. realurad, Office Depot.com-is veb-gverdi, gadabirebis nacvlad, zrdis maRaziaSi momxmarebelTa nakads, exmareba ra maT, moiZion adgilobrivi maRazia da masSi ganTavsebuli produqciis maragi. myidvels SeuZlia internetiT Seamowmos, aris Tu ara konkretuli saqoneli konkretul maRaziaSi xelmisawvdomi da mxolod amis Semdeg ewvios mas sayidlad. paralelurad, adgilobrivi maRazia, masSi ganTavsebuli kioskebis gamoyenebiT, axdens veb-gverdis stimulirebas. Tu myidveli saWiro nivTs Taroze ver moiZiebs, mas SeuZlia, kioskis saSualebiT, veb-gverdze ganaTavsos SekveTa. amgvarad, sulac ar aris gasakviri, rom cifruli xanis marketingze saubars Office Depot-is saqmianobis ganxilviT viwyebT. miuxedavad imisa, rom calsaxad `virtualuri marketologebi _ Amazon.com., eBay an PriceLine.com, onlain samyaroSi met yuradRebas i pyroben, Office Depot-is msgavsi, integrirebuli, `tradiciul-virtualuri kompaniebi, dRes, eleqtronuli gayidvebis ufro met wilobriv maCvenebels floben, vidre mxolod internetze dafuZnebuli maTi konkurentebi. verc erTi `mxolod virtualuri an `mxolod tradiciuli gamyidveli, calke `dawkapunebiT an calke maRaziaSi vizitiT, ver SeZlebs Office Depot-is mier warmodgenili `virtualur-tradiciuli modelis adeqvaturi moxerxebulobisa da mxardaWeris klientisaTvis SeTavazebas. dRes, Amazon.com-isa da Dell-is Semdeg, Office Depot-i msoflioSi mesame umsxvilesi el-movaWrea. Office Depot-is ZiriTadi momxmareblebis naxevarze meti produqciis SesaZenad eleqtronul qsels iyenebs. es SenaZeni moicavs yvelafers, dawyebuli printeris kartrijiTa da damTavrebuli PDA-iT (personaluri cifruli mdivani), kompiuterebiTa da sakonferencio magidebiT. ram ganapiroba Office Depot-is aseTi warmateba internetSi? Òffice Depot-i amas imsaxurebs, _ acxadebs el-komerciis erT-erTi konsultanti. ìgi internets momxmarebelTan mWidro urTierTobebis dasamyareblad iyenebs da swored amaSia misi biznesis warmateba. Office Depot-is yofili aRmasrulebeli kompaniis strategias amgvarad ajamebs: `Tu SegiZlia Sensa da momxmarebels Soris erTianobis gancdis Seqmna, maSin Sen ukve flob faseulobas; Sen akeTeb bevrad mets, vidre, ubralod, provaioderoba gulisxmobs. Sen maTi megobari xar . . . da xalxsac ufro siamovnebs produqciis megobrebisagan yidva.1
ukanasknelma teqnologiurma winsvlam, gansakuTrebiT internetis farTo gamoyenebam, Seqmna e.w. axali ekonomika. miuxedavad imisa, rom, bolo wlebSi, amgvari ekonomikis maxasiaTeblebze (mis arsebobazec ki) farTo debatebi mimdinareobda, Zalian cota Tu SeewinaaRmdegeba im azrs, rom interneti da sxva axali teqnologiebi marketologebsa da myidvelebze mniSvnelovan gavlenas axdens. warsulSi arsebuli bevri standartuli marketinguli strategia da praqtika masobrivi marketingi, produqciis standartizacia, mediareklamireba, maRaziebSi sacalo vaWroba da sxva e.w. Zvel ekonomikaze iyo
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s u r a T i 14.1
Zalebi, romlebic monawileoben cifruli xanis formirebaSi
morgebuli. es strategiebi da praqtika axali ekonomikis pirobebSic mniSvnelovania; Tumca, marketologebs iseTi axali strategiebisa da praqtikis ganviTarebac mouwevT, romlebic dRevandel axal garemos ukeTesad moergeba. Tavdapirvelad, am TavSi, davaxasiaTebT axali cifruli xanis formirebaSi monawile ZiriTad Zalebs. Semdeg ki ganvixilavT, rogor icvleba marketinguli strategiebi da praqtika dRevandeli axali teqnologiebis Sesabamisad.
mTavari Zalebi, romlebic qmnian cifrul epoqas

msoflio ekonomikis gardaqmnaSi mTavar rols TamaSoben iseTi faqtorebi, rogorebicaa teqnologia, globalizacia, garemos dacva da sxva. am TavSi ganvixilavT 4 specifikur Zalas, romlebic axali cifruli epoqis safuZvels warmoadgens (ix. suraTi 14.1): dijitalizacia da dakavSirebis unari, internetis àfeTqeba, SuamavalTa axali ti pebi, myidvelze morgeba (customization) da myidvelze delegireba (castomerization). dijitalizacia da dakavSirebis unari warsulSi, bevri mowyobiloba da sistema _ satelefono sistemebi, majis saaTebi, audio-video aparatura, samrewvelo procesebis marTvisa da kontrolis sistemebi _ analoguri informaciiT operirebda. analoguri informacia ganuwyvetliv icvleba fizikuri aRgznebis adeqvaturad. dRes, Tanamedrove mowyobilobebisa da sistemebis umravlesoba cifrul informaciaze muSaobs, romelic warmoadgens nulebisa da erTianebis nakads, anu bitebs. teqsti, monacemebi, bgera da gamosaxuleba bitebis nakadad SeiZleba gardaiqmnas. magaliTad, leptopi Tavis aTasobiT programaSi bitebiT mani pulirebs. programuli uzrunvelyofa Seicavs cifrul informacias operaciuli sistemebis, kompiuteruli TamaSebis, sainformacio sacavebisa Tu sxva daniSnulebisaTvis. erTi mowyobilobidan an adgilidan meoreze informaciis bitebis saxiT gadacema moiTxovs dakavSirebis unars _ satelekomunikacio qsels. dRes, msoflio biznesis udidesi nawili qselebiT imarTeba, romlebic xalxsa da kompaniebs akavSirebs erTmaneTTan. intraneti aris qseli, romelic TanamSromlebs akavSirebs erTmaneTTan, kompaniis SigniT, da, aseve, kompaniis qselTan. eqstraneti aris qseli, romelic kompanias akavSirebs Tavis mimwodeblebsa da distributorebTan. da bolos, interneti aris farTo sazogadoebrivi qseli _ kompiuteruli qselebis erToblioba, romelic erTmaneTTan akavSirebs yvela kategoriis momxmarebels mTels msoflioSi da qmnis uzarmazar ìnformaciul saTavsos. interneti aris erTi didi `sainformacio magistrali, romelsac SeuZlia erTi adgilidan meoreze informaciis saocari siswrafiT gadacema.
intraneti (Intranet) eleqtronuli qseli, romelic TanamSromlebs akavSirebs erTmaneTTan, kompaniis SigniT, da, aseve, kompaniis qselTan. eqstraneti (Extranet) eleqtronuli qseli, romelic kompanias akavSirebs Tavis mimwodeblebsa da distributorebTan. interneti (Internet) farTo sazogadoebrivi qseli _ kompiuteruli qselebis erToblioba, romelic erTmaneTTan akavSirebs yvela kategoriis momxmarebels mTels msoflioSi da qmnis uzarmazar ìnformaciul saTavsos".
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internetis afeTqeba msoflio sainformacio qselisa (World Wide Web) da veb-brauzerebis (Web browsers) SeqmniT, 1990-ian wlebSi, interneti ubralo sakomunikacio iaraRidan revoluciur teqnologiaSi gadaizarda. me-20 saukunis bolo aTwleulis ganmavlobaSi, internet-momxmareblebis raodenoba msoflioSi mniSvnelovnad gaizarda. 2003 wlis damdegs, internetis SeRwevadobam aSS-Si 67%-s miaRwia. axla, internets 160 mln-ze meti adamiani iyenebs. yovelTviurad, 2 mln-ze meti amerikeli pirvelad iwyebs internetiT sargeblobas.2 2000 wlisaTvis, dot-com-ebiT sargeblobam, praqtikulad, kraxi ganicada, ramac teqnologiuri danaxarjebis ukusvla gamoiwvia. miuxedavad amisa, gamokvleva cxadyofs, rom internetiT sargebloba msoflios mosaxleobis mier calsaxad moimatebs. amasTanave, gaizrdeba swrafi internetis momxmarebelTa ricxvi. uaxlesma gamokvlevebma aCvena, rom aSS-s ojaxebis 31 procenti internetSi CarTulia maRalsiCqariani, farTozolovani kavSirebis saSualebiT.3 msoflioSi internetis gamoyenebis afeTqebis magvarma zrdam gamoiwvia e.w. axali ekonomikis arsis formireba. interneti axali aTaswleulis revoluciuri teqnologiaa, romelic aZlierebs moxmareblebisa da biznesebis urTierTkavSirs. axali ekonomikis TiTqmis yvela inovacias Soris, romelTac bolo aTwleulSi iCines Tavi, internetma yvelaze mniSvnelovani, sxvagvarad rom vTqvaT, `saukeTeso mxardamWeris roli Seasrula. interneti momxmareblebsa da kompaniebs saSualebas aZlevs, ,,Tagvis erTi `dawkapunebiT~, moi povon da gaiziaron uzarmazari moculobis informacia. ukanasknelma gamokvlevebma cxadyo, rom momxmareblebi, mniSvnelovani cxovrebiseuli gadawyvetilebebis miRebamde, informacias internetis meSveobiT moi poveben. yoveli sami momxmareblidan erTi maqsimalurad eyrdnoba internetis informacias iseT qmedebaTa ganxorcielebisas, rogoricaa skolis SerCeva, manqanis yidva, samsaxuris moZebna, avadmyofobis dadgena Tu investiciebTan dakavSirebuli gadawyvetilebebis miReba. saSualod, aSS-Si, internetis momxmarebeli veb-s saxlidan TveSi 30-jer stumrobs, xolo samsaxuridan _ TveSi 66-jer, TiToeuli aseTi viziti ki 30 wuTi grZeldeba. amdenad, dRevandel bazrebze konkurentulobis SesanarCuneblad, kompaniebma unda aiTvison internet-teqnologiebi; winaaRmdeg SemTxvevaSi, isini TamaSs gareT aRmoCndebian.4 SuamavalTa axali tipebi axalma teqnologiebma aTasobiT mewarme internet-kompaniebis anu e.w. dot-comebis Seqmnamde miiyvana im imediT, rom oqros sabados miagnebdnen. pirveli internet-kompaniebis (Amazon.com, Yahoo, Expedia da sxva mravali) saocarma warmatebam bevri aRiarebuli mwarmoeblisa da sacalo movaWris SiSi gamoiwvia. magaliTad, Barnes&Noble, romelic wignebs mxolod sacalo maRaziebSi yidda, sakmaod SeSfoTda Amazon. com-is saSualebiT wignebis onlain-gayidvebis zrdiT; Toys R US-isaTvis ki metad usiamovno iyo, rodesac eToys-ma saTamaSoebis myidvelebi web-iT moxibla. TviT udidesma samogzauro saagentoebma SiSis TvaliT dauwyes yureba Web-ze momuSave saagentoebs, rogorebic arian Expedia da Travelocity. maRaziaTa qselebSi wignebiT, musikaluri produqciiT, yvavilebiTa Tu sxva produqciiT sacalo movaWreebs, agreTve, samogzauro saagentoebs, safondo birJis brokerebsa da manqanebis dilerebs realuri safiqrali miecaT, radganac konkurentebma TavianTi produqtebisa da momsaxurebebis gayidvebi, internetis meSveobiT, arnaxulad gazardes. gaCnda realuri safrTxe imisa, rom isini ugulebelyofilni iqnebodnen axali elmovaWreebis mier anu aRmoCndebodnen mniSvnelovani procesebis miRma am axali ti pis Suamavlobis gamo. SuamavalTa axali ti pebis formirebam da arxebiT urTierTobebis axalma formebma kompaniebi aiZula, gadaexedaT, Tu rogor emsaxurebian isini TavianT bazrebs. Tavdapirvelad, aRiarebuli, tradiciuli komerciis firmebi (magaliTad, Staples, Barnes&Nobles, Merrill Hynch) ar Cqarobdnen im imediT, rom agresiuli virtualuri (eleqtronuli komerciis) firmebis xana male dasruldeboda. Tumca, mogvianebiT, maT mainc mouwiaT gamofxizleba, Sedagad, sakuTari onlain arxebis Seqmna daiwyes da virtualur-tradiciul konkurentebad iqc-
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Customerization (myidvelze morgeba): reflect.com-is saitze momxmareblebi TavianT parfiumerul produqcias qmnian. igi gvTavazobs: èrT-erTi saxis produqcia erT-erTi TqvenganisTvis." am saits, TveSi, 650 000 adamiani stumrobs.
nen. aRsaniSnavia, rom bevri virtualur-tradiciuli biznes-moTamaSe Tavis virtualur konkurentze matad gaZlierda maSin, rodesac internetisaken mas swored am ukanasknelma ubiZga. realurad, miuxedavad imisa, rom zogierTi mxolod virtualuri kompania dResac arsebobs da warmatebebsac aRweves dRevandel bazarze, erT dros aRiarebulma bevrma dot.com-ma (eToyes, Pets.com, Garden.com da Mothernature.com) kraxi ganicada, mwiri momgebianobisa da aqciaTa fasis vardnis gamo. myidvelze morgeba da myidvelze delegireba Zvelma ekonomikam mwarmoebeli kompaniebis irgvliv daiwyo brunva, romelTac, ZiriTadad, TavianTi warmoebis, produqtebisa da biznes-procesebis standartizaciaze moaxdines koncentrireba. maT didi raodenobiT Tanxa Cades brendis SeqmnaSi, sakuTari standartizebuli sabazro SeTavazebis upiratesobis damtkicebis mizniT. mwarmoeblebs imedi hqondaT, rom standartizaciisa da brendingis meSveobiT gazrdidnen moTxovnas; aqedan gamomdinare, maT masStaburi ekonomikis princi pebs mianiWes upiratesoba; aqtivebis samarTavad Seqmnes mbrZaneblur-makontrolebel sistemebi, romlis saSualebiTac biznesi manqanasaviT imarTeba. sapirispirod, axali ekonomika sainformacio biznesis irgvliv trialebs. informacias aqvs is upiratesoba, rom advilia misi diferencireba, morgeba, personifikacia da warmoudgeneli siswrafiT qselSi gaSveba. internetisa da sxva damakavSirebeli teqnologiebis swrafi progresirebiT, kompaniebi metad daxelovndnen individualur myidvelebsa da biznespartniorebze (mimwodeblebi, distributorebi, sacalo movaWreebi) informaciis mopovebaSi. sanacvlod, maT metad uwevT TavianTi produqtebis, momsaxurebebis, Setyobinebebisa da mediis individualizeba. magaliTad, Dell Computer-i myidvelebs saSualebas aZlevs, zustad gansazRvron, Tu ra surT TavianTi kompiuterebisgan da SerCeul modelebs maT sul ramdenime dReSi awvdis. Reflect.com-is veb-gverdze, Procter&Gamble-i xalxs SesaZleblobas aZlevs, kiTxva-pasuxis saSualebiT, Camoayalibon TavianTi moTxovnilebebi, magaliTad, SampunTan dakavSirebiT, ris Semdegac, kompania TiToeuli adamianisaTvis Sampunis unikalur formulas qmnis.
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myidvelze morgeba (Customization) gansxvavdeba myidvelze delegirebisagan (castomerization). myidvelze morgeba gulisxmobs mwarmoeblis mier iniciativis sakuTar Tavze aRebas, raTa moxdes sabazro SeTavazebis momxmarebelze morgeba. magaliTad, Levis-is warmomadgeneli iRebs zomebs, kompania ki, ukve klientze morgebul jinsebs, qarxanaSi keravs. myidvelze delegirebisas kompania dizainis Seqmnas individualur myidvels andobs. magaliTad, jinsis myidvelebs SeuZliaT Tavad aiRon zomebi da sfecifikuri niSnebi daamaton models, kerZod, feradi naWris CanarTebi an sxva ram.5
marketinguli strategia cifrul epoqaSi

axal, cifrul epoqaSi biznesis warmoeba marketinguli strategiisa da saqmianobis axal models moiTxovs. strategiis erT-erTi specialisti aRniSnavs: àxali teqnologiebiT, kerZod ki internetiT waxalisebuli korporacia radikalur transformacias ganicdis, rac sxva araferia, Tu ara axali industriuli revolucia... am saukuneSi, gadarCenis mizniT, menejerebs axali wesebis gacnobiereba uwevT. XXI saukunis korporacia unda Seeguos `menejments Webis gavliT~.6 meore strategi ki dasZens: ìnterneti revoluciurad cvlis im gzebs, romelTa saSualebiT Cven vagebT urTierTobebs mimwodeblebsa da myidvelebTan, vqmniT maTTvis faseulobebs da am procesebiT viRebT garkveul materialur sargebels. sxvagvarad rom vTqvaT, es marketingis revoluciaa.7 zogierTi strategi elodeba dRes, rodesac yidva-gayidva kompaniebsa da myidvelebs Soris mTlianad pirdapiri eleqtronuli komunikaciebiT ganxorcieldeba. axalma modelma fundamenturad Secvala myidvelze morgebis, siCqaris, fasis, produqtze informaciis Seqmnisa da momsaxurebis mcnebebi. momxmarebelTa es axleburi aRqma TiToeul biznesze axdens gavlenas. adarebs ra internetsa da sxva axal marketingul teqnologiebTan Seguebas aeronavtikis pirvel dReebs, Amazon.com-is generaluri direqtori jef bezo ambobs: ès eleqtronuli komerciis Kitty Hawh-is (Zveleburi TviTmfrinavis modeli) eraa.~ yvelaze frTxili winaswarmetyvelnic ki adastureben, rom, momavalSi, cifrul teqnologiebs biznes-strategiebze udidesi zegavlena eqneba. faqtia, rom, dRes, marketingi warmoadgens Zveli da axali ekonomikuri azrovnebisa da qmedebebis nazavs. kompaniebs, umeteswilad, sWirdebaT im unarebisa da praqtikis SenarCuneba, romliTac warsulSi xelmZRvanelobdnen. magram, maT, aseve, dasWirdebaT axali kompetenciebisa da normebis SeTvisebac, axal garemo pirobebSi gazrdisa da warmatebis miRwevis mizniT. kompaniis axali strategiis CamoyalibebaSi marketingma wamyvani roli unda Seasrulos. eleqtronuli biznesi, eleqtronuli komercia da eleqtronuli mar ketingi cifrul epoqaSi el-biznesi gulisxmobs kompaniis biznesis warmarTvas eleqtronuli platformis _ intranetis, eqstranetisa da internetis gamoyenebiT. interneti da sxva axali teqnologiebi kompanias exmareba biznesis ufro swrafad da xarisxianad marTvaSi, ufro xangrZlivad da ufro did sivrceze. kompaniebis umravlesobam, informaciis gavrcelebisa da sakuTari produqtis Tu momsaxurebis stimulirebis mizniT, veb-gverdebi Seqmna. sxvebi vebgverdebs iyeneben, raTa myidvelebTan ufro axlo kontaqtebi daamyaron. magaliTad, SefuTuli samomxmareblo saqonlis mwarmoebelTa 70%-ze meti vebgverdebs, produqtis gayidvis xelSewyobis garda, im mizniTac iyenebs, rom daukavSirdes da maqsimaluri informacia miawodos momxmarebels. kompaniebi aseve qmnian intranets, raTa TanamSromlebs erTmaneTTan dakavSirebasa da kompaniis kompiuterul sistemaSi arsebuli informaciis miRebaSi daexmaron. magaliTad, P&G-is intranetsa da mNet-s, treiningisa da msoflio marketinguli siaxleebis gamokvlevis mizniT, regularulad, 14 000 TanamSromeli iyenebs.8 mTavar mimwodeblebTan da distributorebTan saurTierTobod kompaniebi eqstranets mimarTaven, raTa ganaxorcielon iseTi mani pulaciebi, rogoricaa informaciis gacvla, SekveTebi, tranzaqciebi, gadasaxadebis dafarva da sxva. iseTi kompaniebi, rogorebic arian Cisco, Microsoft da Oracle, TiTqmis mTel saqmi-
myidvelze delegireba (Customerization) calkeul momxmarebels aZlevs saSualebas, Tavad Camoayalibos marketinguli SeTavazeba anu es aris Sansi klientisaTvis, iyos produqtis ara mxolod momxmarebeli, aramed Semqmnelic.
el-biznesi (E-business) kompaniis biznesis warmarTva eleqtronuli platformis internetis, eqxtranetisa da intranetis gamoyenebiT.
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anobas el-biznesiT marTa-ven _ angariSfaqturebis, moxsenebiTi baraTebis, sainJinro naxazebis, gayidvebis Tu marketinguli monacemebisa da, saerTod, nebismieri informaciis gacvla aq internetis (da ara qaRaldis) meSveobiT mimdinareobs.9 el-komercia ufro specifikuria, vidre el-biznesi. el-biznesi moicavs nebismieri saxis eleqtronuli informaciis gacvlas kompaniebsa da myidvelebs Soris. misgan gansxvavebiT, elkomercia internetiT uzrunvelyofili yidva-gayidvis procesia. el-bazari aris `bazris sivrce da ara, ubralod, bazris fizikuri adgili. gamyidvelebi el-bazrebs iyeneben, raTa TavianTi produqti Tu momsaxureba onlainiT SesTavazon momxmareblebs. myidvelebi ki maT iyeneben informaciis moZiebis, sakuTari survilebis identificirebisa el-komerciis qselebi: globaluri gacvlis servisi (GXS), 58 qveyanada SekveTebis ganTavsebis mizniT, kredSi, 100 000-ze met savaWro partniors aerTianebs. GXS-i, yovel wels, 1 itisa Tu el-gadaxdebis sxva formebis miliard tranzaqcias axorcielebs, rasac 1 trilioni dolaris RiregamoyenebiT. bulebis saqoneli da servisi Seesabameba. el-komercia moicavs eleqtronul marketings da eleqtronul Sesyidvas. el-marketingi aris el-komerciis marketinguli mxare _ kompaniis mier proel-komercia duqtis Sesaxeb informaciis gavrceleba da saqonlisa Tu momsaxurebis (E-commerce) internetiT gayidva. Amazon.com, Schwab.com da Dell.com el-marketings TavianT yidva-gayidvis procesi, uzrunvelyofiveb-gverdebze awarmoeben. el-marketingis paralelurad unda ganvixiloT elli eleqtronuli Sesyidva, romelic aris el-komerciis yidvis mxare da romlis saSualebiTac saSualebebiT, Zirikompaniebi saqonels, momsaxurebasa Tu informacias onlain-mimwodeblebisagan Tadad, internetiT. iZenen. yidvis iseT modelSi, rogoricaa biznesi biznesisaTvis, el-marketologebi da el-Semsyidvelebi el-komerciis uzarmazar qselSi iyrian Tavs. magaliTad, el-marketingi Global exchange Services (GXS) msoflioSi erT-erTi udidesi B2B-is el-komerciis (E-marketing) qselia (www.gxs.com). Tavdapirvelad General Electric-is mier dafuZnebuli, axla ki el-komerciis markedamoukideblad arsebuli GXS, 58 qveyanaSi, 100.000-ze met savaWro partniors tinguli mxare _ aerTianebs; maT Soris iseT gigantebs, rogorebic arian General Electric, FedEx, kompaniis mier produqtis Sesaxeb inDaimlerChrysler JCPenny, Sara Lee da Unilever. GXS, yovelwliurad, 1 miliardamde formaciis gavrcetranzaqcias asrulebs, rasac 1 trilioni dolaris Rirebulebis saqoneli da leba da saqonlis momsaxureba Seesabameba. GXS, aseve, moqmedebs erT-erT udides kerZo bazarze Tu momsaxurebis msoflioSi - GE Global Supplier Network, romelic GE-is biznes-erTeulebsa da maTi internetiT gayidva. savaWro partniorebis umravlesobas emsaxureba. el-komerciasa da internets bevri sargebeli moaqvs rogorc myidvelebis, ise gamyidvelebisaTvis. modiT, ganvixiloT zogierTi mTavari sargebeli.10 sargebeli myidvelebisaTvis internetiT yidvas araerTi sargebeli moaqvs rogorc saboloo, ise biznesmyidvelebisaTvis. upirveles yovlisa, igi mosaxerxebelia, radgan myidvelebs ar uwevT xalxmravlobiT gamowveuli winaaRmdegobebis gadalaxva, manqanis gasaCerebeli adgilis Zebna da maRaziis seqciebSi dausrulebeli siaruli sasurveli produqtis moZiebisa da gasinjvis mizniT. veb-gverdebis saSualebiT maT eZlevaT SedarebiTi vaWrobis SesaZlebloba. amasTan, veb-marketologebi arasodes gixuraven kars. yidva advilia da privatuli: myidvelebi yidvisas nakleb barierebs awydebian, ar upirispirdebian gamyidvelebs, maT ar uxdebaT gamyidvelis mxridan darwmunebisa da sxva emociuri svlebis sakuTar Tavze gancda. biznes-myidvelebi ki produqtisa Tu momsaxurebis Seswavlasa da yidvas gamyidvelebis molodinisa da maTTan drois kargvis gareSe axerxeben.
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garda amisa, xSirad, interneti produqtebis meti xelmisawvdomobiTa da SerCevis meti SesaZleblobiT uzrunvelyofs myidvelebs. am eleqtronuli obobis (Web-i) limiti, samyaros farglebSi, amouwuravia. fizikuri sazRvrebiT SeuzRudav kibergamyidvelebs TiTqmis yovelmxrivi arCevanis SeTavazeba SeuZliaT. SevadaroT veb-vaWrebis mier warmodgenili daujereblad farTo arCevani, tradiciuli maRaziebis SedarebiT mwir asortiments. magaliTad, Amazon.com-i, mxolod wignebSi, 3 milionze meti dasaTaurebisagan Semdgar saZiebels gvTavazobs, rac wignis taradiciul maRaziebSi warmodgenil raodenobas 15-jer aRemateba. Rvinis veb-gverdi www.wine.com-i Tavis kiberTaroebze Siga da importirebuli Rvinoebis 2500 dasaxelebaze mets aerTianebs, Tanmxlebi sakvebis saxeobebsa da Rvinis Sesabamis aqsesuarebTan erTad. produqtebisa da gamyidvelebis farTo arCevanis garda, elkomerciis arxebi myidvels saSualebas aZlevs, gaecnon SedarebiT informacias kompaniebze, produqtebsa da konkurentebze. xSirad, kargi saiti met informacias gvawvdis (ufro xelsayreli formiT), vidre yvelaze mzrunveli gamyidveli. magaliTad, Amazon.com-i gvTavazobs aTi mTavari produqtis CamonaTvals, TiToeuli maTganis srul aRweras, eqspertebisa da momxmareblebis mimoxilvasa da rekomendaciebs. da bolos, onlain-yidva swrafi da interaqtiulia. xSir SemTxvevaSi, myidvels urTierToba aqvs gamyidvelis saitTan, raTa Seqmnas sasurveli informaciis, produqtisa Tu momsaxurebis konfiguracia, gaakeTos SekveTa da adgilzeve miiRos SenaZeni. ufro metic, interneti klients aZlevs kontrolis ufro met saSualebebs. misi gamoyebiT momxmarebeli bevrad ufro Zlieria, vidre manamde iyo. dRes, manqanebis myidvalTa 27% veb-gverds stumrobs, raTa manqanebsa da maT fasebze manamde miiRos informacia, sanam dilerebTan daiWers saqmes. es momxmarebelTa mxridan kontrolis axali SesaZleblobaa.11 sargebeli gamyidvelebisaTvis el-komercias gamyidvelebisTvisac bevri sargebeli moaqvs. pirveli _ interneti Zlieri iaraRia myidvelebTan urTierTobis dasamyareblad. erTi-erTze urTierTobis SesaZleblobisa da interaqtiuli bunebis gamo, kompaniebs SeuZliaT myidvelTan dakontaqteba onlain reJimSi, raTa Seityon ufro meti maTi specifikuri saWiroebebisa da moTxovnilebebis Sesaxeb. sanacvlod, myidvelebs SeuZliaT onlainiT SekiTxvebis dasma da, sakuTari nebiT, gamyidvlebTan ukukavSiris damyareba. aseTi urTierTkavSiri kompaniebs saSualebas aZlevs, raTa gazardon myidvelis faseuloba da kmayofileba produqtebisa da momsaxurebis ganaxlebis saSualebiT. internetsa da sxva eleqtronul arxebs, aseve, SeuZliaT Seamciron xarjebi da gazardon siCqare da efeqturoba. iseTi korporaciebi, rogorebic arian Dell Computer da General Electric, mimwodeblebTan, mwarmoeblebTan, distributorebsa da myidvelebTan pirdapiri dakavSirebis mizniT, internets mimarTaven, riTac amcireben xarjebs, danazogs ki myidve- internetiT yidva advili da konfidencialuria: saboloo myidvels SeuZlia saxllebisaTvis iyeneben. el-mar- idan gausvlelad, martivad SeiZinos saqonli msoflios nebismier kuTxeSi; biznesmyidvels ki _ Seiswavlos da moi povos produqcia Tu informacia gamyidvelebTan ketologebi Tavs arideben drois kargvis gareSe.
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maRaziis qiris, dazRvevisa da mowyobilobebis xarjebs. el-marketingis Sedegad, myidvelebisa da gamyidvelebis pirdapiri urTierTobidan gamomdinare, kompaniis xarjebi sagrZnoblad mcirdeba, gasaRebis arxebisa da lojistikuri funqciebis efeqti ki umjobesdeba, SekveTis miRebis, inventaris marTvis, miwodebisa da vaWrobis stimulirebis mxriv. da bolos, el-komunikacia, xSirad, ufro nakleb danaxarjebs moiTxovs, vidre Cveulebrivi fostiT komunikacia. kerZod, kompanias cifruli katalogebis warmoeba gacilebiT naklebi ujdeba, vidre nabeWdi masalebis fostiT dagzavna. aseve, el-marketingi gansakuTrebulad moqnilia, rac marketologs SeTavazebebisa da programebis koreqtirebis saSualebas aZlevs. magaliTad, beWdviTi katalogis SemTxvevaSi, produqtebi, fasebi da katalogis sxva informacia fiqsirebulia manam, sanam momdevno gamocema ar gaegzavneba saboloo momxmarebels Tu biznes-myidvels. amis sapirispirod, onlain-katalogis koreqtireba SesaZlebelia yoveldRiurad an, sulac, saaTebis mixedviT; amgvarad, operatiulad xdeba produqtis asortimentis, fasebisa da stimulirebis adaptireba bazris cvalebad pirobebTan. da bolos, interneti marTlac globaluri garemoa, romelic myidvelebsa da gamyidvelebs saSualebas aZlevs, erTi dawkapunebiT, wamebSi gadavidnen qveynidan qveyanaSi. GXS-is qseli biznes-myidvelebs akavSirebs mimwodeblebTan 58 qveynidan, dawyebuli aSS-Ti da gaerTianebuli samefoTi, damTavrebuli honkongiTa da fili pinebiT. veb-gverdis stumars, parizidan da stambulidan, iseve swrafad SeuZlia L.L Bean-is katalogze informaciis miiReba, rogorc, vTqvaT, frifortis _ menis StatSi macxovreb sacalo movaWres. ase rom, dRes, globaluri bazrebi xelmisawvdomia TviT yvelaze patara el-marketologebisvisac.
el-marketingis sferoebi
el-marketingis oTxi ZiriTadi sfero naCvenebi da ganxilulia suraTze 14.2. esenia: B2C (biznesi_momxmareblisaTvis), B2B (biznesi_biznesisaTvis), C2C (momxmarebeli _momxmareblisaTvis) da C2B (momxmarebeli_biznesisaTvis).
B2C-is (biznesi-momxmareblisTvis) el-komercia B2C (business-to-consumer) e-commerce el-qseliT saqonlisa da servisis gayidva saboloo myidvelze.
B2C (biznesi _ momxmareblisaTvis) popularuli presa gansakuTrebul yuradRebas uTmobs B2C-is el-komercias anu saqonlisa Tu momsaxurebis onlain-gayidvas saboloo momxmarebelze. miuxedavad zogierTi uaryofiTi winaswarmetyvelebisa, yidvis procesi onlainmomxmareblebis mier sagrZnobi tempiT izrdeba. SarSan, momxmareblebma msoflios masStabiT onlainze 167 miliard dolardze meti daxarjes. 2004 wels, es ricxvi 428 miliard dolaramde gaizarda. danaxarjebi onlainze, ZiriTadad, Semdeg kategoriebze modis: mogzaurobis momsaxureba, tansacmeli, kompiuterebi da programebi, samomxmareblo eleqtronika, wignebi, musika da video, janmrTelobisa da silamazis produqcia, saxlisa da baRis atributebi, yvavilebi, saCuqrebi, sportisa da fitnesis mowyobilobebi, saTamaSoebi.12 qseluri momxmareblebi. warsulSi, internets kompiuteris fanebi an axalgazrda, teqnologiebis mcodne, maRalprofesionali mamakacebi iyenebdnen. qselis ganviTarebasTan erTad, internetis demografia mniSvnelovnad Seicvala. dRes, internets aSS-s ojaxebis ori mesamedi iyenebs. iqidan gamomdinare, rom sul ufro meti raodenobis adamiani iwyebs internetis gamoyenebas, kibersivrcis mosaxleoba sul ufro mravalferovani xdeba.
s u r a T i 14.2
el-marketingis sferoebi
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B2C veb-gverdebi: dRes, xalxi onlain-qselSi Sedis, raTa SeukveTos farTo asortimentis saqoneli da servisi _ cocxali yvavilebiT dawyebuli da saxlebis giraoTi damTavrebuli.
sul ramdenime wlis win, internet-momxmareblebis umravlesoba xsenebul jgufSi iyrida Tavs. isini iyvnen Zlierebi, mamakacurebi, Zalian axalgazrdebi, ganaTlebulebi, gansakuTrebiT axali teqnologiebis ganxriT. dro gavida. dRes, internet-momxmareblebis aRmoCena yvela segmentSi SeiZleba, TviT axal teqnologiebze gvian adaptirebul da naklebad SeZlebul ojaxebSic ki. es Sereuli portreti qselis momxmarebelTa Zveli imijisgan (aranormaluri biWebi, teqnofilebi, romlebic gzas e.w. ,,CeT-oTaxebis gavliTa da gancxadebaTa dafebiT miikvlevdnen) sruliad gansxvavdeba. im droidan moyolebuli, veb-qselis sazogadoeba gaizarda. marketologTaTvis, axla, interneti warmoadgens sxvadasxva saxis adamianebis, xatovnad rom vTaqvaT, moZrav fiestas (bazrobas), romlebsac onlain-gamocdileba gaaCniaT. amdenad, mSvidobiT àranormaluro biWebo~! urTierTdakavSirebul amerikelTa bolo Taoba ufro imaT hgavs, vinc adgilobriv Wal-Mart-s stumrobs.13 amgvarad, interneti el-marketologebs demografiuli segmentebis farTo diapazonze SeRwevis sul ufro met SesaZleblobas aZlevs. magaliTad, erTerTma uaxlesma gamokvlevam gviCvena, rom im momxmareblebis saSualo Semosavali weliwadSi, romlebic sul mcire 6 wlis ganmavlobaSi yidulobdnen el-qselis meSveobiT, 79.000 dolars aWarbebs. aqedan 34% qalia, 57% ki kolejis di ploms flobs. maTgan gansxvavebiT, saSualo Semosavali im momxmareblebisa, romlebic weliwadze naklebi drois ganmavlobaSi vaWrobdnen qseliT, 52. 000 dolaria. maTgan 57% qalia, 39%-s ki kolejis di plomi gaaCnia.14 dRes, internetis qselSi CarTulia TiTqmis yvela: oklendSi (kalifornia) mcxovrebi 51 wlis 2 Svilis deda _ doral maini, romelic erT-erTi dabalSemosavliani kompaniis menejeria, Tavis Zvirfas dros internet-vaWrobis meSveobiT zogavs. misi 73
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wlis mama _ el-samyaroSi axalbeda Carlzi, romelic xis figurebs amzadebs, internetiT yidulobs saWiro masalebs Tavisi hobisTvis. misi 11 wlis disSvili _ katrinac ki xalisobs el-qselis meSveobiT: igi Disney.com-is saitze saCuqrebs arCevs. ès miCvevaa~, _ ambobs maini internetze. ra Tqma unda, interneti mxolod teqnikis fanebs aRar ekuTvnis.15 internetis mzardi mravalferovneba marketologTaTvis el-komerciaze gamiznul axal SesaZleblobebs warmoaCens. magaliTad, sadReisod, interneti momxmareblebis yvela asakobriv jgufs moicavs; yvelaze metad ki internetiT bavSvebi da Tineijerebi sargebloben _ 10-14 wlamde asakis warmomadgenelTa 65% da 14-17 wlamde jgufis 75%;16 ase rom, `qselis bavSvebma~ da TineijerTa segmentebma gansakuTrebulad miiqcies el-marketologTa yuradReba. asakobrivi speqtris meore bolo _ anu momxmareblebi, romelTa asaki 50 weli an metia, onlainis klientTa TiTqmis 20%-s Seadgens. 2007 wlisaTvis ki mosalodnelia, rom internetSi 65 wels gadacilebulebic CaerTvebian, romelTa ricxvi 16 milioni iqneba. da es mxolod amerikaSi. Tu axalgazrda momxmareblebi internetiT erTobian da urTierToben, moxuci internet-klientebi mas ufro seriozuli saqmeebisaTvis iyeneben. magaliTad, am jgufis 24% internets investirebis mizniT iyenebs maSin, rodesac analogiuri mizniT elqsels 25-29 wlis momxmarebelTa mxolod 3% mimarTavs. amgvarad, SedarebiT asakovani adamianebi momxibvlel bazars qmnian veb-biznesisaTvis, dawyebuli meyvavileobidan da avtomaturi sacalo vaWrobidan, damTavrebuli samogzauro servisiTa da finansuri momsaxurebiT.17 internet-momxmareblebi tradiciuli momxmareblebisagan gansxvavdebian yidvisadmi midgomiTa da marketingisadmi damokidebulebiT. internetis meSveobiT, gacvliTi procesi ufro myidvelis mxridan momdinare da kontrolirebadi gaxda. adamianebi, romlebic iyeneben internets, metad afaseben informacias da negatiurad pasuxoben Setyobinebebs, romlebic gaTvlilia mxolod gayidvaze. tradiciuli marketingi mizanSi, garkveulwilad, pasiur auditorias iRebs. amis sapirispirod, el-marketingi umiznebs iseT adamianebs, romlebic aqtiurad arCeven, Tu romel veb-gverds estumron, ra saxis marketinguli informaciis miReba surT TiToeul produqtze da ra pirobebSi. amdenad, el-komerciis axali samyaro axal marketingul midgomebs moiTxovs. B2C-is veb-gverdebi. momxmareblebs SeuZliaT miagnon veb-gverds TiTqmis nebismier produqtze, romlis yidvac SesaZlebelia bunebaSi. interneti gansakuTrebiT xelsayrelia im SemTxvevaSi, rodesac myidvelebi produqtebsa
B2C veb-gverdebi: dRes, xalxi onlain-qselSi Sedis, raTa SeukveTos farTo asortimentis saqoneli da servisi _ cocxali yvavilebiT dawyebuli da saxlebis giraoTi damTavrebuli.
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Tu SekveTebze informacias eZeben moxerxebulobisa da dabali fasis mixedviT an cdiloben produqciis maxasiaTeblebisa da fasebis Sedarebas. aris SemTxvevebi, rodesac momxmareblebi internets naklebad saWirod miiCneven, magaliTad, winaswar gasasinji an Sesamowmebeli produqciis yidvisas. Tumca, aqac arsebobs gamonaklisebi. magaliTad, vin ifiqrebda, rom xalxi ZviradRirebul kompiuterebs naxvisa da gasinjvis gareSe SeukveTavda Dell-s an Gateway-s? dRes, xalxi qselebiT aTasgvari produqtis SesakveTad sargeblobs: tansacmeli _ Gap-idan Tu L.L. Bean-idan, wignebi da eleqtronika _ Amazon.comidan, aveji _ EthenAllen-idan, sxvadasxvagvari produqcia _ Sears-idan, yvavilebi _ Calyx-Corolla-dan, dagiravebuli saxlebi _ Quicken loans-idan da sxva.
Calyx & Corolla _ `yvavilebis moyvarulTa yvavilebis kompania~ _ cocxal yvavilebs pirdapir momxmarebelze yidis. myidvelebs SeuZliT feradi katalogidan SearCion Taigulebi Tu mcenareebi, Semdeg ki, ufaso satelefono nomerze (1_800_877_0998) darekviT, SeukveTon isini; an SekveTa ganaTavson C&C-is veb-gverdze (www. calyxandcorolla.com). SekveTebi myisve igzavneba C&C-is qselis yvavilebis 25 mwarmoeblidan erT-erTTan, romelic maT arCevs, fuTavs da agzavnis FedEx-is meSveobiT. adgilze mitanisas yvavilebi arnaxulad gamoiyureba da aTjer met xans Zlebs, vidre maRaziis sacalo movaWreebisgan SeZenili Taigulebi. C&C Tavis warmatebas uzrunvelyofs daxvewili informaciuli sistemiTa da Zlieri kavSirebiT FedEx-sa da yvavilebis mwarmoeblebTan. mas, visac sesxis aReba surs, saitze Quicken Loans (www.quickenloans.com) erTi SesvliT miiRebs kompetentur da maRalteqnologiur rCevebs giraoTi Sesyidvebis Sesaxeb. veb-gverdis vizitorebs SeuZliaT gamoikvlion saxlis dafinansebisa da xelaxla dafinansebis mravali varianti, moiTxovon girao da miiRon kreditis swrafi damtkiceba. rac mTavaria, es yvelaferi saxlidan gausvlelad xdeba. veb-gverdi gvTavazobs interaqtiul meqanizmebsa da saSualebebs, romlebic msesxebels exmareba sxvadasxva gadawyvetilebis miRebaSi; magaliTad, Tu rogori saxli iyidos, saxli iyidos Tu iqiraos, daafinansos Tu ara arsebuli girao xelaxla da a.S. myidvels rCevis miReba SeuZlia telefoniT an qseliT e.w. `CeTingis~ meSveobiT, sadac gaesaubreba giraos 1700 eqspertidan erT-erTs, Semdeg ki, eleqtronuli xelis moweriT, daudasturebs saTanado garigebas. Quicken Loans-ma, 2003 wels, 15 miliard dolarze meti giravnobis krediti gasca.18
B2B (biznesi _ biznesisaTvis) miuxedavad imisa, rom popularuli presa met yuradRebas B2C-is veb-gverdebs uTmobs, B2B-is el-komerciis mier, el-qselis meSveobiT, samomxmareblo saqonlis gayidvis maCvenebeli sul ufro izrdeba. 2003 wels, msoflioSi, B2B-is elkomerciam, TiTqmis, 4 trilion dolars miaRwia maSin, rodesac, 2003 wels, es maCvenebeli mxolod 282 mlrd dolars Seadgenda. erT-erTi kvlevis Sedegebi gviCvenebs, rom 2005 wlisaTvis, el-komercias gamoiyenebs 500 000 mewarmeze meti, rogorc myidveli, ise gamyidveli, an orive erTad. sxva kvlevis Tanaxmad ki, 2006 wels, mTeli amerikis B2B-is danaxarjebis erTi mesamedi el-qselze mova.19 es firmebi iyeneben B2B-is savaWro el-qselebs, auqcionTa saitebs, produqtebis onlain-katalogebs, barterul saitebsa da sxva eleqtronul qselur resursebs, raTa moicvan axali myidvelebi, ufro efeqturad moemsaxuron arsebul klientebs da miaRwion yidvis efeqturobasa da ukeTes fasebs. dRes, B2B-is marketologTa umravlesoba momxmarebelTa uzrunvelyofasa da myidvelTa mxardamWer momsaxurebebs, aseve, informacias produqtebze internetis qselis meSveobiT gvTavazobs. magaliTad, korporatiul myidvelebs SeuZliaT esturmon Sun Microsystem-is veb-gverds (www.sun.com), SearCion Sun-is produqtebis detaluri aRwerilo-bebi, gaecnon gadawyvetilebebs, moiTxovon gayidvisa da momsaxurebis informacia da iqonion urTierToba momsaxure personalTan. zogierTi msxvili kompania TiTqmis mTel bizness internetis qselis meSveobiT awarmoebs. qseluri mowyobilobebisa da programebis mwarmoebeli Cisco Systems Tavisi SekveTebis 80%-ze mets internetis saSualebiT iRebs. B2B-is el-komercia, garkveulwilad, Ria savaWro gacvlebSic ikidebs fexs. es aris uzarmazari el-bazrebi, sadac myidvelebi da gamyidvelebi, internetis qselis meSveobiT, onlain-reJimSi pouloben erTmaneTs, cvlian informacias da
B2B-is (biznesibiznesisaTvis) el-komercia B2B (business-to-business) e-commerce firmebi iyeneben B2B -is savaWro qselebs, auqcionTa saitebs, produqtebis onlainkatalogebs, barterul saitebsa da sxva qselur resursebs, raTa moicvan axali myidvelebi, ufro efeqturad moemsaxuron arsebul klientebs da miaRwion yidvis efeqturobasa da ukeTes fasebs. Ria savaWro gacvlebi (Open trading exchanges) uzarmazari elbazrebi, romlebSic B2B myidve-lebi da gamyidvelebi, internetis qselis meSveobiT, onlainreJimSi pouloben erTmaneTs, cvlian informacias da efeqturad awarmoeben tranzaqciebs.
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efeqturad awarmoeben tranzaqciebs. aq moyvanilia B2B-is Ria gacvlis magaliTi: Covisint-i aris avtoindustriis sazogadoebrivi gacvlis saiti. igi, erToblivi ZalisxmeviT, daaarsa samma uzarmazarma avtomwarmoebelma _ Daimler Chrysler-ma, Ford-ma da General Motors-ma. axla, saiti 11 avtomwarmoebels msoflios 5000 mimwodebelTan akavSirebs. Covisint-ma, gasul wels, avtonawilebze 50 mlrd dolarze meti Rirebulebis SekveTebi miiRo. avtomwarmoeblebis Sesyidvis menejerebi SekveTebs Covisint-is auqcionis inJinrebs gadascemen, romlebic, Tavis mxriv, specauqcionebs awyoben. yvelaze didi auqcioni 4 dRes gagrZelda, romelzec Daimler Chrysler-ma 2.6 mlrd. dolaris avtonawilebi Seisyida. SeadareT es maCvenebeli eBay-is (momxmarebelTa yvelaze warmatebuli auqcioni) vebgverds, romelic, cota xnis win, iuwyeboda, rom gayidvebidan miRebulma Tanxam, erT kvartalSi, 2.4 miliardi dolari Seadgina.20 miuxedavad amgvari el-bazrebis gamoyenebisa, internetis Semswavleli erT-erTi firma askvnis, rom B2B-is el-komerciis 93% kerZo saitebze modis. qseluri gamyidvelebi sul ufro xSirad qmnian kerZo savaWro qselebs. Ria savaWro gacvlebi, rogoricaa Covisint-i, tranzaqciebs uzrunvelyofs mravali kategoriis qselur myidvelsa da gamyidvels Soris. maTgan gansxvavebiT, kerZo savaWro gacvlebi akavSirebs konkretul gamyidvels mis sakuTar savaWro partniorTan. tranzaqciebis ganxorcielebis garda, kerZo gacvlebi gamyidvels produqciis prezentaciis kontrolis SesaZleblobas aZlevs da xels uwyobs, savaWro qselebi: Covisint-i aris avtoindustriis safaseuloba-damatebuli servisebis organizebiT, zogadoebrivi gacvlis saiti. igi Seqmnilia, erTobmyidvelebTan da gadamyidvelebTan daamyaros ufro livad, 3 didi avtomwarmoeblis mier. axla, saiti 11 mWidro urTierTobebi. magaliTisaTvis aviRoT kompaavtomwarmoebels msoflios 5000 mimwodebelTan akavSirebs. gasul wels, misi saSualebiT 50 miliardi nia Trane _ kondicionerebisa da gaTbobis sistemebis dolaris Rirebulebis avtonawilebis SekveTebi ganxmwarmoebeli firma. orcielda. gasuli Semodgomidan moyolebuli, Trane-s B2B-is uamravi internet-warmomadgeneli ukavSirdeba. B2B-is TiToeul jgufs, romelic samSeneblo konstruqciebis kerZo savaWro qselebi industrias umiznebs, Trane-Tan TanamSromloba surs. `gvikavSirdeba (Private trading Construction.com, NyPlant.com, MyFacility.com da bevri sxva _ kviraSi xuTze met networks (PTNs)) satelefono zars viRebT~, _ ambobs Trane-is el-biznesis ganyofilebis ufrosi B2B-is savaWro qseli, romelic jeims birkempi. Tumca, ismis SekiTxva: ras gvTavazoben aRniSnuli el-bazrebi akavSirebs konkreiseTs, risi gakeTebac kompanias Tavad ar SeuZlia. amdenad, maisSi, Trane-ma tul gamyidvels mis Seqmna sakuTari kerZo gacvlis qseli, romelic mis 5000 dilers saSualebas sakuTar savaWro aZlevs, Tvali gadaavlon infirmacias, iyidon danadgarebi, dagegmon adgilze partniorTan. mitana da awarmoon saTanado garantiebi. saiti SesaZlebels xdis, raTa Trane-ma imuSaos efeqturad da moawesrigos procesis Tanmxlebi xarjebi, amasTanave, akontrolos sakuTari brendis prezentacia da konkurencia gauwios metoqeebs. `raSi gvWirdeba mesame mxare klientebTan saurTierTobod?~, _ kiTxulobs birkempi.21
C2C-is (momxmarebeli - momxmareblisTvis) el-komercia C2C (consumer-to-consumer) e-commerce saboloo momxmareblebs Soris saqonlisa da informaciis gacvla onlain-reJimSi.
C2C (momxmarebeli _ momxmareblisTvis) C2C (momxmarebeli _ mamxmareblisTvis) el-komerciisa da komunikaciebis udidesi nawili internetSi im mxareebs Soris gvxvdeba, romlebic produqtebisa da sagnebis farTo asortimentiT arian dainteresebulni. zogierT SemTxvevaSi, interneti yidvis, saqonlisa Tu informaciis uSualod erTmaneTSi gacvlis brwyinvale saSualebebaa. magaliTad, eBay, Amazon.com Auctions da auqcionTa sxva saitebi gvTavazoben popularul sabazro sivrceebs nebismieri produqciis gasayidad, dawyebuli xelovnebis nimuSebiT, antikvariatiT, monetebiT, markebiT, ZvirfaseulobiT, kompiuterebiT da damTavrebuli samomx-
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mareblo eleqtronikiT. eBay-is C2C onlain savaWro sazogadoebam, romelic 42 milionze met registrirebul momxmarebels aerTianebs, gasul wels, 15 miliardi dolaris Rirebulebis produqciiT ivaWra. kompaniis vebgverdze, nebismier dRes, 27.000-ze met kategoriaSi, 16 milionze meti sagania CamoTvlili. EBay-s, aseve, gaaCnia auqcionis saitebi sazRvargareTis ramdenime qveyanaSi, maT Soris iaponiaSi, gaerTianebul samefosa da germaniaSi.22 msgavsi C2C saitebi xalxs saSualebas aZlevs, daukavSirdes ufro farTo auditorias, vidre adgilobrivi patara bazrebis an sagazeTo klasifikatorebis saSualebiT ukavSirdeba (romlebic, sxvaTa Soris, aseve el-qselSi gadian). sxva SemTxvevebSi, C2C gulisxmobs informaciis urTierTgacvlas forumebisa da internet-siaxleTa jgufebis C2C el-komercia: gasul wels, eBay-is C2C onlain savaWro sazogameSveobiT, romlebic konkretul doeba 42 milion registrirebul momxmarebels aerTianebda msoflioSi, interesTa specifikuri jgufebiskenaa romlebmac 15 miliardi dolaris savaWro garigebebi ganaxorcieles. mimarTuli. msgavsi saqmianoba SeiZleba ganxorcieldes komerciuli an arakomerciuli miznebisaTvis. internetforumi aris sadiskusio jgufebi iseT komerciul qselur momsaxurebebze, rogoricaa AOL da CompuServe. forumma SeiZleba miiRos biblioTekis an `saWorao oTaxis forma (realur droSi Setyobinebebis gasacvlelad) an TviT klasificirebuli sareklamo sacnobaros saxe. magaliTad, AOL-s 14 000 ,,saWorao oTaxiT moaqvs Tavi, romelTa angariSze misi wevrebis onlain-drois mesamedi modis. igi, aseve, gvawvdis `megobarTa sias~, romelic wevrebs megobris qselSi CarTvas atyobinebs, raTa swrafad gacvalon Setyobinebebi. siaxleTa jgufebi forumis internet-versias warmoadgens. isini, vebbiblioTekebisa Tu veb-konferenciebis gamarTvis nacvlad, specifikur Temaze Setyobinebebis gagzavniTa da wakiTxviT Semoifarglebian. internetis momxmareblebs siaxleTa jgufebSi monawileoba gawevrianebis gareSec SeuZliaT. arsebobs aTobiT aTasi siaxleTa jgufi, romelic exeba nebismier SesaZlo Temas, dawyebuli jansaRi kvebiTa da iaponuri juja xeebis movliT, damTavrebuli retromanqanebis SegrovebiTa da sapnis operebis garSemo STabeWdilebaTa gaziarebiT. C2C-is Tanaxmad, onlain-vizitorebi produqtebze informacias ara marto iTviseben, aramed qmnian kidec; isini uerTdebian dainteresebul jgufebs, raTa erTmaneTs gauziaron informacia, ris Sedegadac ,,veb-komunikacia~ erwymis `sityvier komunikacias~, rac Sesyidvebze mniSvnelovani zegavlenis faqtoria. kargi kompaniisa da produqtis Sesaxeb informacia umal vrceldeba, cudi kompaniisa da produqtebis Sesaxeb ki _ kidev ufro swrafad. bevri C2B (momxmarebeli saiti, rogoricaa eComplaints.com, ConsumerReview.com da BadDealings.com, Seqmnilia biznesisaTvis) elswored im mizniT, rom momxmareblebs SesTavazos forumi, sadac isini komercia. C2B erTmenTs gauziareben TavianT problemebsa da STabeWilebebs ama Tu im pro- (consumer-to-business) e-commerce duqtisa Tu momsaxurebis Sesaxeb. C2B (momxmarebeli _ biznesisaTvis) da bolos, el-komerciis sferos kidev erTi saxea C2B ( momxmarebelibiznesisaTvis) el-komercia. dRes, internetis wyalobiT, momxmareblebs bevrad ufro uadvildebaT kompaniebTan urTierToba. am ukanasknelTa umravlesoba iwvevs eqspertebsa da momxmareblebs, raTa kompaniis veb-gverdebis meSveobiT miiRon maTi rCevebi da SekiTxvebi. amasTan, nacvlad imisa, rom daelodon miwvevas, momxmareblebs SeuZliaT qselSi moZebnon gamyidvelebi, Seiswavlon maTi SemoTavazebebi, uxelmZRvanelon Sesyidvebs da dauWiron maT mxari;
gacvla onlainreJimis saSualebiT, rodesac momxmarebeli eZebs gamyidvels, swavlobs mis SemoTavazebebs da awarmoebs Sesyidvas; zogjer, Tavad aris saTanado garigebebis wamomwyebi.
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qselis gamoyenebiT, momxmareblebs SeuZliaT awarmoon garigebebi TviT biznesTan. magaliTad, Priceline.com-is gamoyenebiT, myidvelebi kompaniebs sakuTar fass sTavazoben TviTmfrinavis bileTebze, sastumro oTaxebze, dasaqiravebel manqanebsa Tu saxlebze; gamyidvelebi ki wyvitaven, miiRon Tu ara maTi SemoTavazeba. aseve, momxmareblebs SeuZliaT gamoiyenon veb-gverdebi, rogoricaa PlanetFeedback.com, raTa dasvan SekiTxvebi, Camoayalibon sakuTari winadadebebi, gamoxaton uaryofiTi Sexedulebebi an, piriqiT, Seaqon kompaniebi. saiti momxmarebelTaTvis, kompaniasTan dasakavSireblad, gvawvdis werilis Sablonebs, romlebic maTi xasiaTisa da miznebis gaTvaliswinebiT aris Seqmnili. mogvianebiT, igi am werilebs gadascems kompaniebis momxmarebelTa momsaxurebis menejerebs da pasuxebis miRebaSi exmareba maT. gasul wels, PlanetFedback.com-ma, Tavis saitze, 330.000 momxmareblis werili miiRo. aqedan, erTi meoTxedi momxmarebelTa madlierebas gamoxatavda, xolo erTi mexuTedi _ momxmarebelTa rCevebs produqtisa Tu momsaxurebis gaumjobesebis Taobaze.23
el-komerciis warmoeba
dRes, el-komerciaSi TiTqmis yvela ti pis kompaniaa CarTuli. Tavis am nawilSi, Tavdapirvelad, ganvixilavT el-marketologTa sxvadasxva ti ps, rac naCvenebia suraTze 14.3; Semdeg ki imas, Tu rogor awarmoeben kompaniebi marketings qselis meSveobiT. mxolod virtualuri kompaniebi virtualur-tradiciuli el-marketolo gebis winaaRmdeg internetma dasabami misca el-marketologTa axal saxes _ mxolod virtualur dot-com-ebs, romlebic muSaoben mxolod qselSi, yovelgvari tradiciuli bazris gareSe. garda amisa, dRes, tradiciuli saxis bevrma kompaniam aiTvisa el-marketinguli operaciebi, riTac virtualur-tradiciul konkurentebad gardaiqmnen. mxolod virtualuri kompaniebi. arsebibs sxvadasxva formisa Tu zomis mxolod virtualuri kompaniebi. isini aerTianeben e-tailers-sa da dot-com-ebs, romlebic produqtebsa da momsaxurebebs, internetis meSveobiT, pirdapir saboloo myidvelze yidian. CvenTvis kargad nacnobi e-tailer-ebi moicavs Amazon.com-s,
mxolod virtualuri kompaniebi (Clickonly companies) e.w. dot.com-ebi, romlebic operireben mxolod onlainrejimSi, tradiciuli (brick-and-mortar) bazris gamoyenebis gareSe.
s u r a T i 14.3
el-marketologebis ti pebi
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Expedia-sa da Wine.com-s. mxolod virtualuri kompaniebi, aseve, Seicaven saZieblebsa da portalebs _ Google, Yahoo da Excite, romlebic, Tavdapirvelad, mxolod saZieblebs warmoadgendnen, mogvianebiT ki iseTi momsaxurebebic SeiTavses, rogorebicaa axali ambebi, amindis prognozi, aqciebi da garToba, im imediT, rom am gziT internetSi pirvelebi gaxdebodnen. internetservisis provaiderebi (ISP), rogorebic arian CompuServe da Earthlink, mxolod virtualuri kompaniebi arian, romlebic, garkveuli safasuris sanacvlod, el-fostisa da internet-kavSirebs gvawvdian. tranzaqciis (garigebebis) saitebi, rogoricaa auqcionis saiti eBay, iRebs sakomisios im tranzaqciebisaTvis, romlebic maT saitebze iwarmoeba. Sinaarsobrivad mravalferovani content saitebi, rogorebicaa New York Times-is veb-gverdi (www.nytimes.com), ESPN.com da Encyclopedia Britannica Online, gvawvdian finansur, kvleviT da sxva saxis informacias. da bolos, SesaZleblobebis saitebi (enabler sites) gvamarageben kompiuteruli programebiT, romlebic internet-komunikaciasa da komercias udevs safuZvlad. aRzevebis fonze, virtualuri kompaniebis qseluri biznesis gamoyenebam piks 1990-iani wlebis bolos, e.w. `dot-com-is oqros periodSi~ miaRwia, rodesac gaumaZRarma investorebma dot.com-ebis aqciaTa fasebi warmoudgenlad gazardes. miuxedavad amisa, investorTa gaSmageba 2000 wlisaTvis Cacxra da bevri maRla mfrinavi, gadaWarbebuli fasebis mqone dot-com-i miwaze daenarcxa. yvelaze Zlieri da momxibvleli e-tailer-ebic ki _ eToys.com, Pets.com, Furniture.com, Mothernature.com, Garden.com, Living.com da ValueAmerica.com _ bankrotebad iqcnen. gadarCenilebma, rogorebic arian Amazon.com da Priceline.com, dainaxes, rom maTi aqciebis fasi daeca. èrT dros aTasobiT axali ideiT aRsavse momxmarebelTa qseli Ramis bazars daemsgavsa~, _ ambobs erT-erTi analitikosi.24 Dot-com-ebis marcxi bevri mizeziT iyo ganpirobebuli. zogierTi bazarze saWiro kvlevisa Tu dagegmvis gareSe SeiWra. xSirad, maTi mTavari mizani iyo sawyisi sazogadoebrivi SeTavazebis ubralod gaSveba manam, sanam bazari ,,duRda~. bevri zedmetad endoboda gazviadebul reklamas, imis nacvlad, rom SeeqmnaT myari marketinguli strategiebi. investorebis fuliT ganebivrebuli dot-com-ebi Zalian bevrs flangavdnen qselis miRma masobriv marketingze, raTa SeeqmnaT brendis saxeebi da myidvelebi TavianT saitebze miezidaT. magaliTad, 1999 wlis meoTxe kvartalSi, saSualo e-tailer-i Tavisi gayidvebis 109%-s (rac gakvirvebas iwvevs) marketingsa da reklamaze xarjavda.25 dot-com-ebi misdevdnen tendencias, romlis Tanaxmad iyenebdnen maqsimalur Zalisxmevas axali myidvelebis mosazidad, imis nacvlad, rom moepivebinaT arsebuli myidvelebis loialoba da SeeqmnaT mravaljeradi yidvis survili. rogorc industriis erT-erTma eqspertma daaskvna, bevrma dot-com-ma marcxi ganicada, radgan `maT airCies gaurkveveli (SeiZleba iTqvas ,,WuWyiani~) biznes-modeli da ara imitom, rom, TiTqos, internets aRar SeuZlia myidvelebis aqamde warmodgenili gzebiT moxibvla.~26 Pets.com-i _ cxovelebis ukve ararsebuli qseluri maRazia _ naTeli magaliTia imisa, Tu rogor ganicades dot-com-ebma kraxi bazarze. dasawyisSi, Pets.com-i cdilobda, gza gaekvlia qseluri warmatebebisken Zalze dabali fasebiTa da gazviadebuli marketinguli aqtivobiT, ramac, sabolood, ar gaamarTla. operirebis pirvel wels, Pets.com-ma sul raRac 5.8 miliondolar-
sxva dot-com-ebis msgavsad, Pets.com-i arasodes angariSobda, Tu rogor gaekeTebina fuli veb-sivrceSi. sxva dot-com-ebis marcxis kvaldakval, erT dros warmatebulma el-movaWrem pensiaze gauSva Tavisi simbolo _ molaparake ZaRlis Tojina da kibersivrcis virtualuri kari wynarad miixura.
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nawili meoTxe
ian gayidvaze 61.8 milioni dolari dakarga; kerZod, 13.4 milioni dolari im saqonelSi gadaixada, romelic mxolod 5.8 milion dolarad gayida; anu TiToeul dolarze, romelsac Pets.com-i mimwodeblebs _ Purina-sa (ZaRlis sakvebi) da United Parcel Service-s (gadazidvebi) uxdida, myidvelebisagan mxolod 43 centi miiRo. ufro metic, 1999 wlis adre gazafxulze, Pets.com-ma marketingsa da reklamaze 21 milioni dolari daxarja, raTa Seeqmna individualuroba da amiT cxovelTa patronebi Tavis saitze gadaebirebina. misi brendingis kampania efuZneboda Zalze popularul Sock Puppet-is personaJs _ TeTr ZaRls Savi laqebiT. Sock Puppet-i, niu-orkSi, Macy-s madlierebis dResTan dakavSirebul alRumzec gamoCnda. es iyo 36 futi simaRlis gasaberi ZaRli. momRerali Tilisma, aseve, gamosaxuli iyo superTasis reklamebze, rac Pets.com-s 2 milion dolarze meti daujda. Tavidan, investorebma Pets.com-is `mtacebluri~ strategia gaiTavises, debdnen ra Zalian did investiciebs aqciebis Sesasyidad, Semdeg ki, eZebdnen mogebis miRebis gzebs. miuxedavad imisa, rom Pets.com-ma 570.000 myidveli moxibla, mas arasodes gamouTvlia, Tu rogor gaekeTebina fuli dabali marJis biznesSi, sadac gadazidvis xarji maRalia. misi aqciebis fasi, 1999 wlis Tebervlidan moyolebuli 2000 wlis bolomde, 14 dolaridan 22 centamde daeca. 2001 wlis dasawyisSi, erT dros warmatebulma el-movaWrem Tavisi simbolo _ molaparake ZaRlis Tojina _ daiTxova da kibersivrcis virtualuri kari wynarad miixura.27 yvelafris miuxedavad, bevri mxolod virtualuri kompania kvlavac arsebobs da sakmaod warmatebulic aris dRevandel bazarze. maTgan, vinc ngrevas gadaurCa, 50 procenti, gasuli wlis bolosTvis, momgebiani iyo. Tumca, bevri dotcom-i, maT Soris iseTi internetgigantebi, rogoricaa Amazon.com-i, fulis keTebaze ar muSaobs. kompaniebma, romlebic el-komerciaSi arian CarTulni, TavianT investorebs unda aRuweron, Tu rogor miiReben saboloo mogebas da gansazRvron Semosavlisa da mogebis modeli. cxrili 14.1 gviCvenebs, rom dot-com-is Semosavlebi SeiZleba saTaves ramdenime wyarodan iRebdes. virtualur-tradiciuli kompaniebi Tavdapirvelad, bevri aRiarebuli kompania swrafad miikvlevda gzas Ria vebgverdebisken, gvawvdida ra informacias sakuTari servisebisa Tu produqtebis Sesaxeb. miuxedavad amisa, maTi umravlesoba sakuTari saitebisaTvis el-komerciis damatebis winaaRmdegi iyo. isini SiSobdnen, rom amas SeeZlo gamoewvia arxebis konda momsaxurebebis fliqti _ sakuTari produqtebisa qseluri gayidva konkurencias gauwevda araqselur sacalo movaWreebsa da saagentoebs. magaliTad, Hewlett-Packard-i varaudobda, rom misi sacalo movaWreebi uars ityodnen HPis kompiuterebze, Tu kompania maT pirdapir internetis qselis meSveobiT gayidda. Merrill Lynch-i Tavs ikavebda aqciebiT onlain-vaWrobis SemoRebaze, E-Trade-is, Charles Schwabisa da sxva qseluri brokerebisaTvis konkurenciis gawevis mizniT, raTa sakuTari brokerebi ar ajanyebodnen. wignebiT tradiciulma movaWrem Barnes&Noble-mac ki, Amazon.com-is gamo, gadado Tavisi qseluri veb-gverdis gaxsna. es kompaniebi fiqrobdnen, Tu rogor ewarmoebinaT qseluri gayidva sakuTari maRaziebis, gadamyidvelebisa Tu savaWro agentebis gayidvebis Sekvecis gareSe. Tumca, maT male gaacnobieres, rom riski qselur konkurenciaSi biznesis dakargvisa bevrad ufro didi iyo, vidre gayidvis tradiciuli arxebis partniorTa ganrisxebisa. Tu isini Tavad ar SezRudavdnen tradiciul gayidvebs, amas qseluri konkurentebi gaakeTebdnen. amgvarad, tradiciuli kompaniebis
virtualur-tradiciuli marketingi: visac Schwab-Tan biznesis keTeba surs, SeuZlia mis agents daukavSirdes telefoniT, Sevides kompaniis veb-gverdze an ewvios Schwab-is erT-erT adgilobriv ofiss. swored es gaxlavT kompaniis sareklamo mowodebis mTavari azri: `dareke,daawkapune an ewvie Schwab-is investiciebs".
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cxrili 14.1
el-komerciis Semosavlebis wyaroebi

bevri el-komerciuli kompania Tavisi Semosavlebis did nawils iRebs im saqonlisa da da momsaxurebis fasnamatiT, romelsac yidis onlainiT. onlainis sareklamo sivrcis gayidvebi SeiZleba warmoadgendes Semosavlebis ZiriTad wyaros. Google yidis Tavis saZieblebis gverdze ganTavsebul sareklamo sivrces, romelic mTavar saZiebel sityvebs ukavSirdeba. dot-com-ebs SeuZliaT sponsorebTan Suamdgomloba da Sesabamisi Tanxebis mogroveba, xarjebis dafarvis mizniT. onlain-kompaniebs, veb-gverdebis SeqmnisaTvis saWiro xarjebis gaziarebis mizniT, SeuZliaT biznes-partniorebis mowveva, Semdeg ki maTTvis saitze ufaso reklamebis SeTavazeba. veb-marketologebs SeuZliaT TavianTi saitis gamoyenebisaTvis saabonento gadasaxadis daweseba. bevri onlain-gazeTi (WallStreet Journal da Financial Times) onlain-momsaxureobisaTvis saabonento gadasaxads moiTxovs. Auto-By-Tel-i Semosavals im abonentebisgan iRebs, romelTac manqanebze uaxlesi informaciis miReba surT. veb-gverdebs, romelTac Seqmnes monacemTa bazebi, romlebic, Tavis mxriv, Seicaven calkeuli miznobrivi jgufebis profilebs, SeuZliaT am profilebis gayidva im SemTxvevaSi, Tu miiReben Sesabamis nebarTvas. miuxedvad amisa, myidvelTa Sesaxeb informaciis gamoyeneba da gayidva eTikuri da samarTlebrivi normebiT imarTeba. zogierTi dot-com-i awesebs sakomisio gadasaxadebs tranzaqciebze sxva mxareebs Soris, romlebic saqonels maTi veb-gverdebis saSualebiT cvlian. magaliTad, eBay myidvelebs akavSirebs gamyidvelebTan da iRebs 1,25-dan 5 pricentamde sakomisios TiToeuli tranzaqciidan. SesaZlebelia kompaniebs daekisroT gansakuTrebuli gadasaxadebi bazris Sesaxeb informaciisa da sxva inteleqtualuri monacemebis miRebisaTvis. magaliTad, NNewsLibrary, misi arqividan amoRebuli masalisaTvis, momxmareblebs 1 an 2 dolars axdevinebs. LifeQuote dazRvevis msurvelebs aZlevs 50 sxvadasxva sadazRvevo kompaniis fasebis Sedarebis saSualebas, Semdeg ki, sakomisios saxiT, iRebs im kompaniis wliuri premiis 50 procents, romelic momxmarebelma airCia. kompaniebs SeuZliaT Semosavlebis mobilizeba, rodesac maT sxva kompaniis myidvelebi mimarTaven. Edmunds-i iRebs e.w. `moZebnis gadasaxads" yovelTvis, rodesac myidveli avsebs Auto-By-Tel-is formas mis veb-gverdze, miuxedavad imisa, dasruldeba Tu ara es SeTanxmeba.
Semosavali produqciisa da momsaxurebis gayidvidan sareklamo Semosavali
sponsorobis Semosavali aliansis Semosavali
wevroba da saabonento Semosavali
Semosavali miznobrivi jgufebis profilis gayidvidan tranzaqciaTa sakomisio da gadasaxadebi bazris kvleva da sainformacio gadasaxadebi
mimarTulebiTi Semosavali
umravlesoba, dRes, warmatebulad saqmianobs, rogorc virtualur-tradiciuli kompania. virtualur-tradiciul marketologTa umravlesobam arxebis konfliqtTan dakavSirebuli problemebis gadaWris gza i pova. magaliTad, Gibson Guitars-ma aRmoaCina, rom misi dilerebi, miuxedavad gitarebis maT gareSe pirdapir momxmareblebze realizebiT ukmayofilebisa, ar ewinaaRmdegebodnen gitaris simebisa Tu sxva aqsesuarebis pirdapir gayidvebs. Liberty Mutual-i Tavis qselur myidvelebs ekiTxeba: ra urCevniaT _ iyidon pirdapir Tu finansur mrCevelTa daxmarebiT. igi mimarTavs dainteresebul myidvelebs da iRebs informacias maT moTxovnilebebze, rasac, Semdgom, awvdis mrCevlebs, riTac arxis partniorebs axali biznesebis kargi wyaroebiT uzrunvelyofs. Tavdapirvelad, Avon-i SiSobda, rom pirdapir qselur gayidvebs SeeZlo Avon-is distributori qalbatonebis biznesis Seferxeba, romelTac myidvelebTan mWidro urTierTobebis damyarebas didi Zalisxmeva moandomes. sabednierod, Avon-is gamokvlevebma arsebuli myidvelebisa da potenciuri veb-myidvelebis mcireodeni damTxveva aCvena. Avon-ma es aRmoCena gauziara warmomadgenlebs da mxolod Semdeg gadavida el-marketingze. amasTan, damatebiTi waxalisebis mizniT, man Tavis warmomadgenlebs SesTavaza TanamSromloba sakuTari vebgverdis Sesaqmnelad. miuxedavad gasaRebis arxebis konfliqtis potenciuri arsebobisa, dRes, bevri virtualur-tradiciuli kompania ufro met onlain-warmatebas aRwevs, vidre maTi mxolod virtualuri konkurentebi. 50 mowinave sacalo movaWris saitebis gamokvlevam cxadyo (romlebic dalagebulni iyvnen momxmarebelTa
virtualur-tradiciuli kompaniebi (Click-and-mortar companies) tradiciuli kompaniebi, romlebmac TavianT saqmianobas elmarketingi daamates.
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raodenobis mixedviT), rom, ganxilul kompaniebs Soris, 56 procenti virtualur-tradiciuli sacalo movaWre iyo, xolo danarCeni 44 procenti _ mxolod internetiT sacalo movaWre.28 ra aniWebs virtualur-tradiciul kompaniebs upiratesobas? iseT aRiarebul kompaniebs, rogorebic arian Charles Schwab-i, Office Depot-i da Gap-i, icnoben da maTi brendis saxelebsa da did finansur resursebs ubralod endobian. maT gaaCniaT myidvelTa didi baza, industriis Rrma codna da gamocdileba, agreTve, ZiriTad mimwodeblebTan kargi urTierTobebi. qseluri marketingisa da manamde arsebuli tradiciuli operaciebis gaerTianebiT, maT SeuZliaT myidvelebs SesTavazon ufro meti SesaZleblobebi. magaliTad, momxmareblebs SeuZliaT airCion dReSi 24-saaTiani onlain-vaWrobis moxerxebuloba da asortimenti, maRaziaSi vaWrobis ufro metad personaluri da praqtikuli gamocdileba an orive erTad. myidvelebs SeuZliaT iyidon internetis meSveobiT, arasasurveli saqoneli ki uproblemod daabrunon uaxloes maRaziaSi. magaliTad, mas, visac Charles Schwab-Tan TanamSromloba surs, SeuZlia telefoniT dakavSirdes Schwab-is agents, estumros kompaniis veb-gverds an adgilobriv sainvesticio centrs. es Schwab-s saSualebas aZlevs, sakuTari reklamisTvis Seqmnas Zlieri mowodeba: `darekeT, daawkapuneT an estumreT Charles Schwab-s~.
siCqaris
koncefciebis
Serwyma
SemzRudavi
SeCerdiT da Tqveni Zrava cotaoden gaagrileT. dafiqrdiT mxolod virtualuri, tradiciuli da virtualur-tradiciuli sacalo vaWrobis SedarebiT upiratesobebsa da SezRudvebze.
ewvieT saits Amazon.com. moZebneT ganskuTrebuli wigni an DVD _ iseTi, romelic ar aris cnobili da mihyeviT yidvis process. axla ewvieT www.bn.com-s da iyideT igive wigni Tu videofiri. Semdeg, amave mizniT, ewvieT Barnes&Noble-is maRazias. ra upiratesoba gaaCnia Amazon.com-s Barnes&NobleTan SedarebiT? daasaxeleT misi uaryofiTi mxareebic. rogor muSaobs Tqveni adgilobrivi, damoukidebeli wignis maRazia am ori konkurentis fonze?
el-marketingis warmoeba naTelia, rom, dRes, yvela kompaniam unda ifiqros el-marketingze. kompaniebs el-marketingis warmoeba SeuZliaT nebismieri gziT im oTxidan, romelic 14.4 suraTzea naCvenebi: veb-gverdis Seqmna, internetis qselSi reklamebis ganTavseba, veb-jgufebis Camoyalibeba an maTSi monawileoba da onlain el-fostis gamoyeneba an veb-kastingi. veb-gverdis Seqmna. kompaniebis umravlesobisaTvis el-marketingis warmoebis pirveli nabiji veb-gverdis Seqmnaa. Tumca, amis garda, marketologebma unda izrunon saitis saintereso dizainze da i povon gza, raTa miizidon da SeinarCunon klientebi, amasTan, Seqmnan gansakuTrebuli pirobebi imisaTvis, rom momxmarebeli SemdgomSic estumros am veb-gverds. veb-gverdis tipebi. veb-gverdebi erTmaneTisgan Sinaarsobrivad da miznobrivad gansxvavdebian. veb-gverdis yvelaze mTavari ti pi korporaciuli vebgverdia. igi iqmneba myidvelis keTilganwyibis Sesaqmnelad _ ufro rogorc gayidvis sxva arxebis damatebad, vidre kompaniis produqciis pirdapiri gayidvisaTvis. magaliTad, benjerrys.com-ze Tqven ver SeZlebT nayinis yidvas, magram SeZlebT gaigoT yvelaferi Ben&Jerry-is kompaniis msoflmxedvelobaze, produqciasa Tu adgilmdebareobaze. Tqven, gaugzavniT megobars ufaso elbaraTs, SearCevT SesaniSnavi desertis recepts, gamoiwerT Chunk Mail-is sainformacio biuletens an gaerTobiT iseTi onlain-TamaSebiT, rogorebicaa Scooper Challenge Tu Virtual checkers.
korporaciuli vebgverdi (Corporate Web site) veb-gverdi, romelic iqmneba myidvelis keTilganwyobis Sesaqmnelad _ ufro rogorc gayidvis sxva arxebis damatebad, vidre kompaniis produqciis pirdapiri gayidvisaTvis.
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s u r a T i 14.4
el-marketingis warmoeba
Cveulebriv, korporaciuli veb-gverdebi gvTavazoben mravalferovan informaciasa da sxvadasxva maxasiaTeblebs, raTa upasuxon myidvelTa SekiTxvebs, daamyaron maTTan ufro axlo urTierTobebi da kompaniis Sesaxeb Seuqmnan saukeTeso warmodgena. isini, ZiriTadad, gvawvdian informacias kompaniis istoriaze, misiaze msoflmxedvelobaze, produqtebsa da momsaxurebebze. maT, aseve, SeiZleba mogvawodon informacia mimdinare movlenebze, kompaniis personalze, finansur maCveneblebsa da dasaqmebis SesaZleblobebze. korporaciuli veb-gverdebis umravlesoba gvawvdis gasarTob masalasac, raTa miizidon da SeinarCunon saitis stumrebi. da bolos, saitma myidvelebisTvis unda uzrunvelyos SesaZleblobebi, raTa maT dasvan SekiTxvebi an, saitis datovebamde, el-fostis meSveobiT, gaakeTon komentarebi. sxva kompaniebi qmnian marketingul veb-gverdebs . am ti pis saitebis meSveobiT, momxmareblebi erTvebian urTierTqmedebaSi, rac maT aaxlovebs pirdapir SeZenasa Tu sxva marketingul SedegebTan. aseTi saitebi SesaZloa Seicavdes katalogebs, savaWro etiketebsa da mastimulirebel niSnebs, rogorebicaa kuponebi, gayidvebTan dakavSirebuli movlenebi Tu konkursebi. magaliTad, SonyStyle.com-is stumrebs SeuZliaT arCevani gaakeTon Sony-s aTobiT kategorias Soris, mimoixilon detaluri maxasiaTeblebi da konkretuli sagnebis saTanado specifikacia, waikiTxon produqciis eqspertTa mimoxilvebi da Seiswavlon uaxlesi, cxel-cxeli informacia. maT, internetis meSveobiT, Sony-s sasurvel produqciaze SeuZliaT ganaTavson SekveTa da gadaixadon sakredito baraTiT _ es yvelaferi ki kompiuteris Tagvze ramdenime dawkapunebiT xdeba. kompaniebi TavianT marketingul veb-gverdebs agresiulad uWeren mxars, akeTeben ra reklamas beWdviTi saSualebebiT, banerebiTa Tu teleradiomauwyeblobiT, agreTve, sxva veb-gverdebis gamoyenebiT. Toyota-s marketinguli veb-gverdis misamarTia www. toyota.com. Tu potenciurma myidvelma erTxel mainc daawkapuna Tagvze, manqanis mwarmoebeli kompania Zal-Rones ar iSurebs, raTa am dainteresebas yidva moyves. saiti gvTavazobs uzarmazari moculobis saWiro informaciasa da virtualur ,,avtofarexs gayidvisaTvis mniSvnelovani iseTi interaqtiuli TvisebebiT, rogoricaa Toyota-s arsebuli modelebis detaluri specifikacia, informacia dilerebis mdebareobasa da momsaxurebebze, specialuri ruqebisa da dilerTa internet kavSirebis TanxlebiT. stumrebs, romlebic ufro Sors midian, SeuZliaT mimarTon Shop@Toyota-s, SearCion modeli an mowyobiloba da Seafason igi, Semdeg, daukavSirdnen dilers da mimarTon TviT kreditisTvisac ki. agreTve, SesaZlebelia onlain-SekveTis formis Sevseba (saxeli, misamarTi, telefonis nomeri, elfostis misamarTi) broSurebisa da ufaso interaqtiuli CD-ROMebisaTvis, romelic Toyota-s modelebis Tvisebebs gviCvenebs. umjobesia, Tu adgilobrivi dileri, CD-ROM-is Camosvlamde, SeZlebs myidvelisaTvis manqanis testirebis SeTavazebas. dRes, Toyota-s veb-gverdi momxmareblebTan saqmiani urTierTobebis warmoebaSi pirvelia. marketingiuli veb-gverdebiT warmatebulad sargebloben B2B-is marketologebic. magaliTad, GE Plastics-is veb-gverdis vizitorebs SeuZliaT 1500gverdiani informaciis naxva, raTa miiRon pasuxi kompaniis produqciis Sesaxeb nebismier drosa da msoflios nebismieri kuTxidan. FedEx-is veb-gverdi (www.fedex.com) myidvelebs saSualebas aZlevs, Seadginon sakuTari gadazidvebis gegma, moiTxovon SefuTvis SerCeva da fexdafex misdion TavianTi produqciis tranzits.
marketinguli vebgverdi (Marketing Web site) veb-gverdi, romelTa meSveobiT momxmareblebi erTvebian urTierTqmedebaSi, rac maT aaxlovebs pirdapir SeZenasa Tu sxva marketingul SedegebTan.
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mimzidveli veb-gverdebis Seqmna. veb-gverdis Seqmna sakiTxis erTi mxarea, xalxis dasaTvaliereblad mizidva ki _ meore. mTavaria, sakmarisi faseulobisa da aRtacebis Seqmna, raTa aiZulo myidveli, estumros veb-gverds, SeinarCuno igi da Seuqmna iseTi pirobebi, rom kvlav daubrundes mas. internetis erTguli stumrebis ukanasknelma gamokvlevam cxadyo, rom xalxis molodinma onlainTan dakavSirebiT, bolo ramdenime wlis ganmavlobaSi, piks miaRwia. dRevandeli veb-gverdis momxmareblebi swrafad gadadian sxva saitebze, Tu pirveli maT moTxovnebs ar akmayofilbs. àra aqvs mniSvneloba, ra mizeziT stumrobs adamiani veb-gverds _ samsaxurebrivi Tu piradi. maTgan, vis molodinsac saiti ar daakmayofilebs, ori mesamedi mas aRarasodes ewveva. gvestumrebian, migvatoveben, Tqven ki amis Sesaxeb verafers gaigebT. amas Cven vuwodebT internetis sasikvdilod dasjas~, _ ambobs kvlevis avtori.29 maSasadame, kompaniam mudmivad unda ganaaxlos Tavisi saiti, raTa igi iyos moqmedi, axali da mimzidveli. es ki saWiroebs drosa da xarjebs. xarji aucilebelia, Tu el-marketologs surs, gza gaikvlios internetis qselis mzard qaosSi. garda amisa, bevri onlain-marketologi Zalian did Tanxebs xarjavs karg Zvelmodur reklamasa da sxva marketingul saqmianobebze onlainis miRma, raTa gazardos Tavisi saitis vizitorTa ricxvi. `dRes, realurad, brendis mxolod internetis meSveobiT Seqmna SeuZlebelia. Tqven unda gascdeT onlainis farglebs~, _ ambobs erT-erTi analitikosi.30 zogierTi ti pis produqtisaTvis veb-gverdze stumrebis mozidva advilia. momxmareblebisaTvis, romlebic yiduloben axal manqanebs, kompiuterebs an finansur momsaxurebebs, xelmisawvdomi xdeba saWiro informacia da gamyidvelebis marketinguli aqtivobebi. Tumca, SedarebiT naklebad mimzidveli produqtebis marketologebi, veb-gverdiT stumrebis dainteresebis mizniT, SesaZloa sirTuleebs waawydnen. `kompiuteris yidvisas, xedavT baners warweriT: iyideba 12 saukeTeso kompiuteri da Tqvenc mzad xarT, xeli daaWiroT mas, magram romel baners SeuZlia momxmareblis imdenad waxaliseba, rom dentafloss.com-s estumros?~ _ kiTxulobs erT-erTi veterani.31 aseTi dabali dainteresebis mqone produqciisaTvis kompanias SeuZlia korporaciuli veb-gverdis Seqmna, raTa upasuxos myidvelTa SekiTxvebs, uzrunvelyos keTildReobisa da aRfrTovanebis SegrZneba, gamyidvelis Zalisxmeva Seavsos sxva arxebis meSveobiT da, amgvarad, miiRos myidvelTa mxardaWera. magaliTad, miuxedavad imisa, rom Kraft Foods-is LifeSavers-is tkbileulobis vebgverdi tkbileuls ar yidis, igi momxmarebelTa aRfrTovanebas iwvevs da amiT gayidvas uWers mxars. Zalze saxaliso LifeSavers-is Candystand.com-is veb-gverdma, romelsac Tan axlavs ufaso videoTamaSebi, didi raodenobiT gamocanebi, totalizatori da sxvadasxva SeTavazebebi, sruliad axali saxe misca brends, romelic patara momxmareblebma, erT dros, aRiqves, rogorc mosawyeni, mZime nawarmi didebisaTvis. dRes, veb-gverdis stumrebs _ ZiriTadad bavSvebsa da Tineijerebs _ sxvagan gaxedva aRar surT. isini awkapuneben Tagvze da saSualod 27 wuTiT rCebian Foul Shot Shootout-is, StinginRed Ants Run-is, Arctic 3D Racer-isa da sxva TamaSebisaTvis. amvdroulad, isini Tavidan fexebamde eflobian produqtebis Sesaxeb informaciaSi. `Cveni filosofiaa iseTi mimzidveli onlain-gamocdilebis Seqmna, romelic aisaxeba sixarulsa da xarisxSi, rac, Tavis mxriv, asocirdeba LifeSaver-is brendTan. satelevizio sivrcis dasakaveblad saWiro Tanxebis akumulirebisaTvis, Cven vflobT marketingul gunds, romelic muSaobs dReSi 24 saaTs, kviraSi 7 dRe da weliwadSi 365 dRe~,_ ambobs kompaniis axali mediis menejeri. maSin, rodesac Condystand.com-s ar gauyidia arc erTi tkbileuli pirdapir, saitis mier Seqmnili aJiotaJi mas sasurveli gzavnilebis idealur gadamtanad aqcevs. igi, Cveulebriv SeTavazebasTan erTad, qmnis pirvel, myisier STabeWdilebas, sTavazobs ra momxmareblebs axali produqtebis ufaso nimuSebis el-fostiT miRebas. garda amisa, LifeSavers-is warmomadgenlebi saits iyeneben gayidvebis mizniTac da molaparakebebs awarmoeben sacalo movaWreebTan,
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raTa daxmarebis xeli gauwodon distribucias. saiti LifeSavers-is efeqturi arxia, myidvelTa reaqciis miRebis mizniT. mas Semdeg, rac, 6 wlis win, saiti daarsda, mis Tematur kiTxvas _ `ras fiqrob Sen?~ _ asobiT aTasi gamoZaxili moyva. ès aris swrafi komunikacia, romelsac Cveni brendis momxmareblebs pirdapir vawvdiT~, _ ambobs menejeri. veb-gverdebze Tavmoyrilma komentarebma gamoiwvia, erTis mxriv, produqtis SefuTvis gaumjobeseba, meores mxriv ki, produqtebis miviwyebuli Tvisebebis aRdgena. dRes, Candystand. com-i, samomxmareblo saqonlis SefuTvis sferoSi, wamyvani veb-gverdia. igi, yovelTviurad, 2,3 milion stumars izidavs, rac orjer aRemateba rigiT meore vebgverdis maCvenebels.32 mTavaria, Seqmna iseTi veb-gverdi, romelic, erTi SexedviT, momxibvleli da sainteresoa, rac waaxalisebs saitze ganmeorebiT vizitebs. adreuli, teqstebze dafuZnebuli veb-gverdebi, bolo wlebSi, grafikulad daxvewilma veb-gverdebma Secvala, romlebic uzrunvelyofilia teqstiT, xmiTa da animaciiT (magaliTad, ixileT www.sonystyle.com, www.can.com an www.nike.com). axali stumrebis mosazidad da SesanarCuneblad, erT-erTi eqspertis varaudiT, el-marketologebma gansakuTrebuli yuradReba unda miqcion Svidi C-s princi ps, rac ganapirobebs efeqturi veb-gverdebis Seqmnas:33
konteqsti
(Context): veb-gverdis gegma da dizaini.
Sinaarsi (Content): teqsti, suraTebi, xma da video, romelTac veb-gverdi moicavs. sazogadoeba (Community): saSualeba, romliTac veb-gverdi uzrunvelyofs momxmarebelTa komunikacias. myidvelze morgeba (Customization): veb-gverdis unari, miesadagos mravalferovan momxmarebels an saSualeba misces maT, raTa veb-gverds mianiWon personaluroba. komunikacia (Communication): saSualeba, romliTac veb-gverdi ganapirobebs vebgverdisa da momxmareblis, momxmareblisa da veb-gverdis, an orTave saxis komunikacias. kavSiri (Connection): done, romelzec erTi veb-gverdi ukavSirdeba meores. komercia (Commerce): veb-gverdis SesaZleblobani, komerciuli tranzaqciebis ganxorcielebis TvalsazrisiT.
veb-gverdi, sul mcire, gamosayeneblad sasiamovno da advili, amasTan, saintereso, saWiro da gamomwvevi unda iyos. es yvelaferi iZleva veb-gverdis Sinaarsis faseulobas, rac miizidavs stumrebs, aiZulebs maT, ufro met xans darCnen saitze da araerTxel daubrundnen mas. efeqturi veb-gverdebis Sinaarsi moicavs Rrma da saWiro informacias, urTierTqmedebis iaraRebs, rac myidvelebs exmareba, i povon da Seafason maTTvis saintereso produqtebi, agreTve, daukavSirden Sesabamis veb-gverdebs. veb-gverds unda hqondes mastimulirebel SeTavazebaTa cvlis saSualeba da saTanado gasarTobi maxasiaTeblebi, rac momxmareblis aRfrTovanebas iwvevs. magaliTad, xelsayreli onlain-Sesyidvis garda, Clinique.com-i gvTavazobs siRrmiseul informacias kosmetikaze, rCevebs eqspertebisagan da Sesabamis fasebs; aseve, myidvelis kanis ti pis gansazRvris mizniT, silamazis receptebis biblioTekasa da kompiuterul programebs; maTTan erTad, gancxadebaTa dafas, saxelmZRvanelos patarZlebisaTvis, axali produqciis sarCevsa da sxva. Burpee.com-i mowadinebul mebaReebs uzrunvelyofs informaciiT, raTa maT SeZlon sakuTari baRebis saukeTesod mowyoba. aTasobiT Teslisa da nergis gayidvis garda, saiti gvTavazobs informaciis warmoudgenel resurss; maT Soris e.w. ,,baRis jadoqars, romelic axalbeda mebaReebs, specifikuri mzisa da niadagis pirobebSi, saukeTeso mcenareebis SerCevaSi exmareba; agreTve, Burpee-is mebaReTa skolas (onlain-gakveTilebi mcenareebsa da maT movlaze) da statiaTa arqivs Sesabamis servisebze, romelic momxmarebels saSualebas
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aZlevs, gamoiweros sainformacio biuleteni mebaReobis saidumloebaTa Sesaxeb. periodulad, kompaniam Tavisi veb-gverdis momxibvleloba da saWiroeba unda gadaamowmos. amisi erT-erTi saSualebaa saitis dizainis eqspertTa mowveva da maTi azrebis Sejereba. Tumca, umjobesia sakuTriv momxmareblis Sexedulebis gaziareba saitis dadebiTi da uaryofiTi mxareebis Sesaxeb. magaliTad, Otis Elevator Compony-s veb-gverdi 20000 registrirebul myidvels emsaxureba, maT Soris arqiteqtorebs, mTavar kontraqtorebs, mSeneblobis menejerebsa da liftebiT dainteresebul adamianebs. saiti, romelic 52 qveyanaSi moqmedebs, 26 enaze gvawvdis uzarmazari moculobis informacias modernizaciaze, profilaqtikur RonisZiebebsa da usafrT efeqturi veb-gverdi: Burpee.com-is gverdi savsea sasargeblo informaciiT, xoebaze; aseve, gvTavazobs Otis-is sxvadasxva saSualebebiTa da gasarTobi TvisebebiT, rac aRfrTovanebas iwmravalferovani modelebis naxvevs. igi mowadinebul mebaReebs uzrunvelyofs mdidari sainformacio reazebs. Otis-i, Tavisi kompleqsuri sursiT, maT Soris Burpee-is mebaRis skoliTa da programuli e.w. `baRis jasaitiT momxmarebelTa kmayofiledoqriT~, romelic maT, specifikuri pirobebisaTvis, saukeTeso mcenareebis bis Sesafaseblad, informaciis 2 moZiebaSi exmareba. wyaros iyenebs. Tavdapirvelad, potenciuri problemebis gamovlenis mizniT, igi iTvlis klientebis mier saitze gatarebul dros, stumrobis sixSirisa da im gverdebis Tanmimdevrobis mixedviT, romlebsac momxmarebeli stumrobs; paralelurad ki awarmoebs 200 myidvelis satelefono gamokiTxvas im qveynebSi, sadac saqmianobs. myidvelTa kmayofilebis gansazRvris Sedegad, Otis-is bevri saiti gaumjobesda. magaliTad, Otis-ma aRmoaCina, rom zogierTi myidvelisaTvis Zneli iyo Otis-is adgilobrivi ofisis povna, ase rom, kompaniam saits daamata Semdegi Strixi _ ofisis adgilmdebarobis ganmsazRvreli.34 reklamebisa da stimulirebis ganTavseba onlain-qselSi el-marketologebs, internet-brendebis Seqmnisa da TavianT veb-gverdebze stumrebis mozidvis mizniT, SeuZliaT gamoiyenon onlain-reklama. qvemoT Cven ganvixilavT onlain reklamisa da stimulirebis formebsa da maT momavals. onlain reklamisa da stimulirebis formebi. onlain-reklamebi kompiuteris ekranze Cndeba, rodesac internet-momxmareblebi qselSi arian CarTulni. aseTi reklamebi moicavs sareklamo banerebsa da e.w. ticker-ebs (niSnulebs) anu ekranis gaswvriv moZrav banerebs. veb-gverdis momxmarebeli an America Online-is abonenti, romelic TviTmfrinavebis ganrigsa da mgzavrobis safasurs aTvalierebs, SesaZloa ekranze waawydes kaSkaSa baners: `daiqiraveT manqana Alamo-sgan da isargebleT ufasod 2 dRis ganmavlobaSi! stumarTa sakuTar gverdze misazidad Toyota asponsorebs veb-banerebis reklamas sxva saitebze, dawyebuli ESPN SportZone-iT (www.espn.com) da damTavrebuli Parent Soup-iT (www.parentsoup.com). reklamis Semqmnelebi sareklamo baneris ESPN.com-is saSinao gverdze 24 saaTis ganmavlobaSi gamosaqveyneblad 100.000-dolars ixdian.35 sxva onlain-reklamis formatebi moicavs e.w. skyscraper-ebs _ mcocavebs (maRali, viwro reklamebi veb-gverdis kideze), da e.w. rectangle-ebs _ marTkuTxa reklamebs (yuTebi, romlebic gacilebiT didia, vidre banerebi). Interstitial-i aris onlain-reklama, romelic ekranze veb-gverdis cvlilebebis SualedebSi Cndeba. www.msnbc.com-is sportuli gverdis stumrebma, SesaZloa, moulodnelad,
onlain-reklama (Online advertising) reklamebi, romlebic Cndeba kompiuteris ekranze, rodesac momxmarebeli vebqselSi gadaadgildeba, maT Soris gvxvdeba sareklamo banerebi, moZravi banerebi (tickers), mcocavi viwro reklamebi (skyscrapers) da sxva formebi
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dainaxon gancalkevebuli fanjara, romelic uaxles videokamerebs asaxavs. brokerebis veb-gverdebze ki, rodesac safondo birJaze aqciaTa fasi 100 an meti punqtiT ecema, Zalian xSirad, Cndeba Johnson&Johnson-is Tavis tkivilis gamayuCebeli saSualebis `tailenolis reklama. Sinaarsobrivi sponsoroba internet-stimulirebis kidev erTi formaa. bevri kompania saxels internetSi sxvadasxva veb-gverdze specialuri Sinaarsis mqone informaciis, kerZod, axali ambebis, finansuri monacemebisa da sxvaTa sponsorobiT imkvidrebs. magaliTad, Advil-i asponsorebs ESPN-is Sport Zone-is Injury Report-s, xolo Generall Mills-i _ AOL-s bavSvTa swraf kvebas. sponsori fuls ixdis garkveuli monacemebis CvenebaSi da, sanacvlod, iRebs aRiarebas, rogorc veb-gverdebze gansakuTrebuli momsaxurebis provaideri. sponsorebisTvis saukeTeso adgilia miznobrivi saitebi, sadac maT SeuZliaT auditorias SesTavazon Sesabamisi informacia an momsaxureba. el-marketologebs onlainze gasvla, aseve, SeuZliaT e.w. mikrosaitebis meSveobiT (sxva saitze SezRuduli formatis saitebis ganTavseba), romelsac marTavs da afinansebs gare kompania. magaliTad, sadazRvevo kompanias manqanebis Sesyidvis saitze SeuZlia Seqmnas mikrosaiti, sadac manqanis myidvelebs SesTavazebs dazRvevasTan dakavSirebul rCevebs da, amavdroulad, miawvdis sarfian sadazRvevo winadadebebs. internet-kompaniebs, aseve, SeuZliaT Seqmnan aliansebi da gaerTianebuli programebi, sadac isini imuSaveben sxva onlain-kompaniebTan erTad, erTmaneTisaTvis reklamis gawevis mizniT. AOL-ma araerTi warmatebuli aliansi Camoayaliba; Sesabamisad, igi am kompaniebis saxelebs Tavis saitze aRniSnavs. Amazon.com-s 350.000-ze meti `Svilobili kompanioni hyavs, romlebic mis banerebs TavianT veb-gverdebze aTavseben. da bolos, onlain-marketologebi iyeneben virusmarketings sityvieri (saWorao) marketingis eleqtronuli versia, rodesac el-fostiT modis iseTi efeqturi marketinguli Setyobineba, rom momxmarebeli TviTon cdilobs megobrebisaTvis mis gadagzavnas. iqidan gamomdinare, rom myidvelebi Setyobinebebsa Tu sareklamo gzavnilebs Tavad avrceleben, virusmarketingi ar aris Zviri, amasTanave, megobrebisgan miRebul informacias adresati ndobiT ekideba da mas umal ecnoba. ideis azri aseTia: `Sens marketings myidvelebi qmnian~, _ aRniSnavs virusmarketingis eqsperti. ganvixiloT Semdegi magaliTebi:36
virusmarketingi (Viral marketing) sityvieri marketingis eleqtronuli versia, rodesac elfostiT mosuli Setyobinebebi Tu sxva marketinguli mesijebi imdenad efeqturia, rom momxmareblebs eqmnebaT maTi megobrebs Soris gavcelebis survili.
Gillette-ma, qalebis sampiriani saparsi `venusis~ wardgenis mizniT, virusmarketingi gamoiyena. specialuri dizainis satvirTo manqanaze ganTavsebuli mowodebiT _ ,,aRmoaCineT qalRmerTi sakuTar TavSi~, romelic floridis sanapiroze studenturi sagazafxulo ardadegebis dros moZraobda, man mniSvnelovnad gaafarTova klientura.
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imis Sesatyobad, Tu Clean&Clear-is romel kosmetikur saSualebebs irCevdnen Tineijeri gogonebi, Johnson&Johnson-ma Seqmna mikrosaiti, saidanac Tineijerebs SeeZloT `megobrebisTvis molaparake baraTis gagzavna. saiti stumrebs exmareboda eleqtronuli misaloci baraTisTvis iseTi dekoraciebis SeqmnaSi, rogoricaa animaciuri yvavilebi an, magaliTad, Setyobineba _ `mudam saukeTeso megobrebi~. momxmarebels, aseve, sTavazobdnen telefonis nomrebs, raTa CaeweraT mokle xmovani Setyobinebebi. megobrebi, romlebic iRebdnen el-fostas, Canawers TavianTi kompiuteris spikerebis saSualebiT ismendnen. Setyobinebis mosmenis Semdeg, maT sTavazobdnen TiTis daWeras Rilakze `kanis analizi, riTac momxmarebeli Clean&Clear-is mTavar veb-gverds ukavSirdeboda. Gillette-ma virusmarketingi qalebis sampiriani saparsis _ Venus-is warsadgenad gamoiyena. kolejis studentTa informirebisaTvis, man Seqmna satvirTo manqana specialuri dizainiT, romelic, mTeli sagazafxulo ardadegebis ganmavlobaSi, floridaSi mogzaurobda da TiTo dRiT sanapiro zolis sxvadasxva adgilebSi Cerdeboda. stumrad misuli qalbatonebi iRebdnen aroma-Terapias, informacias Venusis Sesaxeb, monawileobdnen totalizatorSi saxelwodebebiT àRmoaCineT qalRmerTi sakuTar TavSi~ da qmnidnen cifrul misaloc baraTebs, romlebzec, sanapiros fonze, Tavad iyvnen gamosaxulni. virusmarketingi moqmedebas iwyebda, rodesac isini am cifrul misaloc baraTebs el-fostiT megobrebs ugzavnidnen. es gulisxmobda am ukanasknelTa totalizatorSi avtomaturad CarTvas. Tu el-fostis mimRebi saitze Sevidoda, dainaxavda venus-is saparsis sareklamo gzavnils. konkursSi monawile Venus-is saparsiT dasaCuqrdeboda. saitze stumrobis 20 procenti swored virusmarketingis Sedegi iyo, ramac sakmaod gazarda sanapirodan moziduli auditoria. virusmarketingi kargad muSaobs B2B-is marketologebisTvisac. magaliTad, myidvelTa urTierTobis gasaumjobeseblad, Hewlett-Pochard-ma Tavis qselSi registrirebul myidvelebs el-fostiT informaciuli biuletenebi gaugzavna. isini Seicavda informacias HP-is produqciisa da momsaxurebebis maCvenebelTa optimizaciaze, Tanmxlebi sloganiT _ `kargia, magram ukeTesi axla iwyeba~. sainformacio biuletenebi, aseve, Seicavda Rilaks, romelic myidvelebs biuletenis megobrebisa da kolegebisTvis gagzavnis saSualebas aZlevda. Rilakze TiTis daWeriT myidvelebi Sediodnen veb-gverdze, sadac maT SeeZloT megobris el-fostis misamarTisa da komentaris Cawera, Semdeg ki gagzavna. mogvianebiT, Setyobinebis mimReb axal wevrebs ekiTxebodnen, surdaT Tu ara, rom HP-is sainformacio biuleteni momavalSic mieRoT. am virusmarketingiT HP-ma, zedmeti xarjebis gareSe, miaRwia mizans da Tavis vebgverdebze momxmareblebis sakmaod didi raodenoba miizida; Sedegad, Zalze gazarda gayidvebic. `Cveni el-fostis CamonaTvalSi, im momxmarebelTa ricxvi, romlebic veb-gverdiT Tavdapirvelad sargeblobdnen, 10-15 procents Seadgenda, xolo megobrebisagan Tu kolegebisagan mizidul momxmarebelTa raodenoba _ 25-40 procents~, _ ambobs HP-is aRmasrulebeli.37 onlain-reklamis momavali. onlain-reklama metad saWiro mizans emsaxureba, kerZod ki, sxva marketingul Zalixmevas avsebs. miuxedavad amisa, axlo momavalSi, interneti televiziasa da beWdur medias konkurencias ver gauwevs. bevri marketologi kvlavac eWvis TvaliT uyurebs internet-reklamis efeqturobas. sxva sareklamo mediisagan gansxvavebiT, misi xarjebi marTlac mcirea, magram veb-gverdis momxmareblebs advilad SeuZliaT aseTi reklamebis ignorireba, rasac xSirad akeTeben kidec. Sedegad, stimulirebis kompleqsebis umravlesobaSi veb-reklama sakmaod umniSvnelo rols TamaSobs. SarSan, onlain-reklamaze danaxarjma mxolod 6.6. miliard dolars miaRwia, rac onlainis gareT reklamaze daxarjuli Tanxis mxolod 4%-ia.38 da mainc, onlain-reklama mniSvnelovan rols TamaSobs reklamis araerTi Semqmnelis marketingul kompleqsSi. interaqtiuli sareklamo biuros ukanasknelma gamokvlevebma gviCvena, rom onlain-reklama daikavebs mTeli media-kom-
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pleqsis 10-15 procents iseTi dabali reitingis produqtebis kategoriebSi, rogoricaa SefuTuli saqoneli. Kimberly-Clark-ma aRmoaCina, rom onlainreklamis doneebis gazrda Kleenex SoftPack-is sareklamo kampaniis gavlenas aZlierebda.39 Kimberly-Clarky SoftPack-idan miRebuli biujetis 75 procents satelevizio reklamaze xarjavda, 23 procents _ beWdur reklamaze da mxolod 2 procents _ onlain-reklamaze. miuxedavad amisa, satelevizio reklamebi Kleenex-is miznobrivi auditoriis 42 procents moicavda. onlain-reklamebze danaxarjebis 10 procentamde gazrdis paralelurad, Kimberly-m satelevizio da Jurnalebis reklamebzec izruna. beWduri da onlain-reklamebis kombinaciam SoftPack-is brendis cnobadoba miznobriv auditoriaSi 34.7-dan 42.7 procentamde gazarda, brendis imiji _ 35-dan 41.8 procentamde, SeTavazebis survili _ 43.9dan 55.7 procentamde da Sesyidvis survili _ 24.2-dan 34.0 procentamde. `saocari iyo is zegavlena, romelsac zogierTi brendi axdenda~, _ ambobs Kimberley Clarke-is sareklamo menejeri. zogierTi veb-gverdi, magaliTad Google, efeqturi onlain-reklamis procesebisa da garemo pirobebis SeqmnaSi Zalze warmatebulia (ix. marketingi muSaobis procesSi 14.1). kompaniebi Tavad pouloben veb-reklamisaTvis ufro efeqtur formebsa da gamoyenebebs. isini upiratesobas axal teqnologiebs aniWeben, raTa ufro mkafio, didi gavlenis mqone onlain-reklamebi Seqmnan. magaliTad, mdidruli media-reklamebis gamoyenebas (anu reklama, romelic ekranze moZraobs da sxvadasxva Tanamedrove video-audioteqnologiebs iyenebs) kargi Sedegebi moaqvs. axlaxans, Delta Airlines-ma, ramdenime sportul saitze, swored aseTi reklama gauSva, sadac beisbolis moTamaSea naCvenebi; uacrad, ekranze Cndeba burTi, romelic amsxvrevs fanjaras. reklama sruldeba Semdegi SetyobinebiT: `burTi mizanSi moxvda, iseve rogorc Tqven~. sabolood aRmoCndeba, rom arniSnuli reklama beisbolis gulSematkivrebs sagzurebis mosapoveblad iwvevs, raTa daeswron TavianTi sayvareli gundis sxva qalaqSi TamaSs. aseTi ti pis reklamebi yuradRebas moiTxovs. `SemoqmedebiToba, romelic momxmarebels siamovnebas gvris, marTlac, saocaria,~ _ ambobs onlain-reklamis menejeri. es reklamas aniWebs `cotaoden seqsualurobas, mxiarul elfersa da raRac Sarms, raTa myidvels misi gamocdis survili gauCndes.~40 qseluri sazogadoebis daarseba da masSi monawileoba. veb-forumebisa da jgufebis popularobam gamoiwvia komerciulad dasponsorebuli veb-gverdebis Seqmna saxelwodebiT veb-sazogadoeba, romelic internetSi C2C el-komerciis sivrces aniWebs upiratesobas. msgavsi saitebis meSveobiT, wevrebs SeuZliaT Tavmoyra da, saerTo interesebis mixedviT, Sexedulebebis gacvla. isini warmoadgenen Starbucks-is yavis saxlis eqvivalentur kibersivrces, sadac Tqveni el-fostis misamarTi yvelam icis. magaliTad, iVillage.com-i veb-sazogadoebaa, sadac qalebs SeuZliaT erTmaneTs gauziaron TavianTi Sexedulebebi da miiRon informacia, mxardaWera an rCeva ojaxTan, sakvebTan, fitnesTan, urTierTobebTan, dasvenebasTan, saxlTan, baRTan, axal ambebTan Tu sxva nebismier sasaubro TemasTan dakavSirebiT. gverds, yovelTviurad, 393 milioni msurveli
veb-sazogadoeba (Web communities) veb-gverdebi, sadac wevrebs SeuZliaT Tavmoyra da, saerTo interesebis mixedviT, Sexedulebebis gacvla.
veb-sazogadoeba: iVillage.com aris veb-sazogadoeba qalebisaTvis, romelic veb-reklamirebis idealur garemos qmnis iseTi kompaniebisaTvis, rogorebic arian P&G, Kimberly-Clark, Avon, Hallmark da sxva.
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marketingi muSaobis procesSi
14.1
`gviyvarxarT, Google-is momxmareblebo da Tqvenc _ reklamis ganmcxadeblebo~

rodesac ukan ixedebiT da dot.com-ebis irgvliv warmoqmnil adreul bums ixsenebT, Tqven, albaT, fiqrobT axalgazrda, TviTdajerebuli mewarmeebis wamowyebaze, romlebic Semoqmed da niWier TanamSromlebs muSaobis brwyinvale garemos sTavazobdnen. maT Sorisaa Google _ Web-is saZiebo servisis provaideric. 1998 wlis seqtemberSi, 25 wlis sergei brinisa da lari peijis mier daarsebulma Google-ma saqmianoba daqiravebuli avtofarexidan daiwyo, romelic, amave dros, iyo saSxape, saSrobi da cxeli haeris danadgari. mas Semdeg, TanamSromelTa Stati 3-dan 1000-mde gaizarda. Google gvTavazobs Tavisufal da megobrul garemos, uvlis da inarCunebs saukeTeso TanamSromlebs. Googleplex-Si _ kompaniis saTavo ofisSi, TanamSromlebs, muSaobisas, sTavazoben individualur samuSao dros, masaJists, avtomatur fortepianosa da puris gamocxobasac ki, saTanado ganwyobis Sesaqmnelad. Tumca, es istoria wina dot-com-ebis istoriebis sarkisebuli anareklia, erTi mniSvnelovani gansxvavebiT. maSin, roca sxva dot-com-ebi ibrZodnen, Google fenomenaluri siswrafiT izrdeboda: TveSi, daaxloebiT, 20 procentze metiT. 365 milionze meti gamorCeuli momxmarebeli, TveSi, saSualod, 3-jer iyenebs Google-is saZiebo sistemas da eZebs 3 miliard veb-gverds. isini Google-Si, Tvis ganmavlobaSi, daaxloebiT, 13 milion saaTs atareben. meore adgilze myof yahoo-s am monacemebis mxolod naxevari gaaCnia. Google-is momxmarebeli, yoveldRiurad, 200 milionze met SekiTxvas awarmoebs, pikis saaTebSi ki, zogjer, maTi raodenoba wamSi 2000ia. SekiTxvebis naxevari aSS-is sazRvrebs garedan modis, Sesabamisad, Google-i uzrunvelyofs saZiebo serviss 88 enaze funqcionirebas. ufro gasaocaria is, rom aRniSnuli servisi SekiTxvebze pasuxs wamis meoTxedSi iZleva. aranakleb gasakviria, rom, sxva dot-com-ebisgan gansxvavebiT, Google-i momgebiania. igi 3-jer ufro momgebiania, vidre ganviTarebis imave etapze iyo e-Bay. ra dgas aseTi warmatebis ukan? Google-is teqnologia am gantolebis mniSvnelovani nawilia. peijma da brinma kompaniis Seqmna TavianTi saZiebo teqnologiis PageRank-is gamoyenebiT daiwyes, romelmac internet-ZiebaSi revoluciuri gardatexa moaxdina. Google-is saZiebo sistema iZleva Sedegs, romelic ufro sando da gamosadegia, vidre sxva msgavsi sistemebi. am revoluciuri tqnologiis garda, Google-is warmatebis mizezi gaxldaT is, rom man, Tavisi saZiebo sistemiT, gansakuTrebuli yuradReba dauTmo momxmareblis interesebs. Yahoo-sa da sxva konkurentebisgan gansxvavebiT, Google-ma arCia, yuradReba ar gaemaxvilebina el-fostaze, el-vaWrobasa da sxva servisebze. samagierod, Google-is veb-gverdi TiToeul kiTxvaze swori pasuxis moZebnis araCveulebrivi saSualebaa. sinamdvileSi, kompaniis saxeli aris sityva googol-is gaTamaSeba, romelic maTematikuri terminia da niSnavs ricxv erTs 100 nuliT. es warmoudgenlad didi ricxvia. Google-ma aRniSnuli saxeli Tavisi misiis gamosaxatad airCia, rac imaSi mdgomareobs, rom veb-gverdze ganTavsebuli uamravi informacia xelmisawvdomia yvelasaTvis. mxolod internet-Ziebaze yuradRebis gamaxvilebiT, Gooyle Tavis Tavs warmoadgens, rogorc `msoflios saukeTeso _ zust da gamosayeneblad advil saZiebo sistemas.~ momxmareblebi aRfrTovanebuli arian Google-is martivi, mxolod ZebnisaTvis gankuTvnili gverdiT, e.w. Homepage-iT, romelic ar aris gadatvirTuli axali ambebiTa da sareklamo banerebiT. Google-is yvelaze saukeTeso mxare ki gaxlavT is, rom misi araCveulebrivi servisi momxmareblisaTvis ufasoa; maSin rogor Soulobs Google-i fuls? Google-is Semosavlebis TiTqmis naxevari korporatiul partniorebTan dadebuli kontraqtebidan Semodis. es partniorebi Tavad ewevian saZiebo serviss sakuTari internetsaitebisaTvis. dRes, 130 kompaniaze meti, 30 sxvadasxva qveyanaSi, Google-is Websearch-isa da Sitesearch-is teqnologiebs emyareba, raTa TavianT veb-gverdebze gaaZlieron Ziebis servisi. eseni arian: Yahoo, The Washington Post, Cicso, Red Nat, Palm, Nextel, Virjin, Nestcape, Sony, Cingular Wireless. Google Semosavlebis meore naxevars sareklamo vaWrobidan iRebs. miizida ra msoflios udidesi Ziebis onlain-auditori, Google mimzidveli sareklamo saSualeba gaxda. ai, rogor muSaobs igi: monacemTa mudmivi Ziebis Sedegad, sistema wyvets, Tu romeli terminia ufro popularuli; Semdeg, mimarTavs kompaniebs, romlebic am ti pis produqciis realizacias axdenen da maT, sareklamo SetyobinebebisaTvis, ufaso sivrcesa da kavSirebs (links) sTavazobs; Semdeg, saZiebo terminze reklamis ganmaTavseblebi TavianT safasurs aweseben; umaRlesi safasuris gadamxdels vebgverdze umaRlesi pozicia gamoeyofa. Semdgom, rodesac momxmarebeli Google-iT sponsoris produqtsa Tu servisTan dakavSirebuli Temis Ziebas iwyebs, kompiuteris monitorze, Google-is Sedegebis gverdis Tavze (an kuTxeSi), gamoCndeba saintereso dizainis sareklamo yuTi, romelic Seicavs ganmcxadebelTa mokle sareklamo Setyobinebas da sponsoris veb-saitTan kavSirze miuTiTebs. Tavad scadeT, SediT Googl-is saitze (www. google.com), SeiyvaneT saZiebo sityva an fraza da naxeT, ra sareklamo Setyobineba Tu kavSirebi gamoCndeba ekranze. magaliTad, Tu Disneyland-s eZebT, reklamebsa da
naxulobs. igi gaerTianebulia ligaSi iseT JurnalebTan, rogorebicaa Cosmopolitan, Glamour da Vogue. meore magaliTia MyFamily.com-i, romelic msoflioSi erT-erTi udidesi da yvelaze aqtiuri veb-sazogadoebaa ojaxebisaTvis. misi mizani òjaxebis sakuTar istoriebTan da erTmaneTTan dakavSirebaa. igi gvawvdis ufaso, ojaxis kerZo veb-gverdebs, sadac ojaxis wevrebs SeuZliaT onlain-kavSirebis damyareba, raTa gamarTon ojaxuri diskusiebi, erTmaneTs gauziaron axali ojaxuri ambebi, Seqmnan saojaxo onlain-fotoalbomi, ojaxTan dakavSirebuli TariRebis kalendari, gacvalon
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onlain-Ziebis udidesi auditoriis mqone Google-i reklamis ganTavsebisaTvis Zalze sasurveli sivrce gaxda. misi uaRresad miznobrivi reklama momxmareblamde aRwevs, rodesac isini msgavsi informaciis Ziebis procesSi arian.
kavSirebs Oonlain samogzauro servisebis _ Expedia-sa da Orbitz-is saZiebo siis Tavze naxavT. reklamebi gpirdebaT `70 procentian danazogs Disneyland-is sastumroebSi _ ExpediasTan erTad~ da `warmoudgenlad mimzidvel SeTavazebebs Disneyland-Si _ Orbitiz-sgan.~ moiZieT `barbekius mwvadi~ _ Tqven mogesalmebaT Sears-is maRazia da SemogTavazebT sxvadasxva samwvade mowyobilobebsa da kavSirs www.sears.com. saitis gverdiTi sareklamo yuTebi dagakavSirebT kidev 6 analogiur movaWresTan, maT Soris iseTebTan, rogoricaa GasGrillsDirect.com, grillstuff.com, Woodstroves.com da flaminggrills.com. moZebneT Rolling Stones -i da naxavT reklamebsa da kavSirebs Semdeg kompaniebTan: TicketsNow com, stagefrontticket.co, ticketcity.com da primetimetickets.com. Google-ze reklamebi, rogorc wesi, daxvewili da gamosadegia. erTi reportioris gancxadebiT, `Google-is survilia, yvelaferi, rac veb-gverdze Cndeba, Tqvens ZebnasTan iyos dakavSirebuli. amgvarad, avtomanqanis mwarmoebeli kompania ver moaxerxebs, rom misi reklama Tqvens mier sunamos Zebnisas gamoCndes~. Seril sendbergs _ Google-is reklamebis erTerT aRmasrulebels _ moswons, roca xalxi ambobs, rom isini verc ki acnobiereben, Tu Google-i reklamas akeTebs. igi acxadebs: ès niSnavs, rom maTi sareklamo gamocdileba ar zemoqmedebs maTi kvlevis gamocdilebaze. Cveni mizania, rom reklamireba gaxdes iseTive gamosadegi, rogoricaa Zebnis Sedegebi~. maSin, roca onlain-reklamebis sxva formebi SesaZloa maTi avtorebisaTvis gaurkvevel Sedegebs iZleodes, reklamebi Google-ze zedmiwevniT miznobrivia da aRwevs Sesabamis momxmareblebamde, rodesac isini informaciis Ziebis procesSi arian. ufro metic, Googleis SerCevis procesi reklamis ganmcxadebels saSualebas AaZlevs, sareklamo mesijebi Tu saitebi momxmareblis Ziebis moTxovnebs moargos. Sedegad, Google-Si ganTavsebuli reklamis
reitingi 4-5- jer ufro maRalia, vidre tradiciuli sareklamo banerebisa. Google-i cdilobs, raTa Tavis saitze reklamireba gaxados maqsimalurad efeqturi. Google-is marketologebi afaseben TiToeuli reklamis ganmcxadeblis potencials da zustad miuTiTeben, Tu vin miiRebs mogebas reklamidan da vin vera. praqtikulad, igi atarebs reklamebis monitorings, raTa darwmundes maT warmatebaSi. `xalxi eZebs Sedegebs, _ ambobs Google-is marketologi, _ roca Tqven fuls xarjavT CvenTan, investirebis sapasuxo Sedegi SegiZliaT Cvens saitze gamoxmaurebis raodenobiT gansazRvroT.~ Google reklamebis ganmcxadeblebs imis saSualebasac aZlevs, rom Seityon, Tu sad imuSavebs maTi reklamebi ukeTesad. erT-erTi patara biznesis mflobeli Sokirebuli iyo, rodasac man Google-gan miiRo rCeva reklamis ukan waRebis Taobaze. `Google-ma gamomigzavna el-fosta, romliTac matyobinebda, rom reklamebi CemTvis mxolod fulis fuWi flangva iyo~. sareklamo sivrcis gayidvis am unikalurma midgomam Google-is klientebis loialuroba da kmayofileba gamoiwvia. onlain-reklamis ganmcxadeblebi, rogorebic arian Acura, Expedia, Eddie Bauer, Ernst & Young, REI, Google-s afaseben, rogorc TavianTi onlain-reklamirebisTvis ZiriTad arCevans. es, Tavis mxriv, ganapirobebs Google-is finansur warmatebas. pirveli dRidanve, Google kulturul fenomenad iqca. misi warmateba gamoiwvia daucxromelma Jinma, gamxdariyo mimzidveli rogorc saitis momxmareblis, ise onlain-reklamis ganmcxadeblisaTvis. kompaniis lobistTa centr Mountain View-Si (kalifornia), eqvsfutiani yuTi savsea jildoebiT, romelTa Soris aris `2000 Webby (oskaris eqvivalenti internetisaTvis), romlis damaarseblebmac _ brinma da peijma _ TanamSromlebisaTvis hokeis formisa da gorgolaWebis tarebis ufleba aRiares. maTi gamosasvleli sityva martivi iyo: `gviyvarxarT, Google-is momxmareblebo da Tqvenc _ reklamis ganmcxadeblebo~.
informacia ojaxis istoriaze, erTad Seqmnan ojaxis geneologiuri xe, agreTve, swrafad da advilad iyidon saCuqrebi ojaxis wevrebisaTvis. `xalxi, internetis meSveobiT, saubrobs sazogadoebis Camoyalibebaze, yvelaze Zveli sazogadoeba ki ojaxia,~ _ ambobs sazogadoebis TanadamfuZnebeli pol aleni.41 internetis am samezoblos vizitorebi qmnian sazogadoebriobis myar SegrZnebas. aseTi sazogadoebebi metad mimzidvelia reklamis SemqmnelTaTvis, radgan isini izidaven momxmareblebs saerTo interesebiTa da naTlad gansazRvruli demografiuli monacemebiT. ufro metic, aseTi momxmareblebi
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ufro xSirad stumroben internets da ufro didxans rCebian qselSi CarTulni, riTac reklamis SemnqnelTa Setyobinebis mniSvneloba izrdeba. magaliTad, iVillage-i idealur sareklamo garemos sTavazobs iseT kompaniebs, rogorebic arian P&G, Kimberly-Clark, Avon, Clairol, Hallmark da sxvebi, romlebsac mizanSi mdedrobiTi sqesis momxareblebi hyavT amoRebuli. MyFamily.com-i maspinZlobs The Shops@MyFamily-s, romelSic reklamebs aTavseben kompaniebi: Disney, Kodak, Hallmark, Compaq, Hewlett-Packard da Microsoft da yidian ojaxebze gaTvlil produqtebs. veb-sazogadoeba SeiZleba iyos socialuri an samsaxurebrivi. samsaxurTan dakavSirebuli erT-erTi warmatebuli sazogadoebaa @griculture Onlaine. es saiti gvTavazobs saqonlis fasebs, axal ambebs fermebis Sesaxeb da yvela ti pis `CeTis oTaxebs. soflis mosaxleobas SeuZlia ewvios Electronic Coffee Shop-s, waikiTxos fermis Sesaxeb cxel-cxeli anegdoti an SeuerTdes sxvadasxva Temaze warmoebul diskusias. @griculture Online Zalze warmatebulia; igi, yovelTviurad, 5 milion momxmarebels izidavs; aqedan gamomdinare, qmnis brwyinvale sareklamo garemos iseTi kompaniebisaTvis, rogorebic arian John Deere, Chevy Truck da Farm Bureau, romelTagan TiToeuli saitze saTanadod gamoyofil adgilebs uwevs sponsorobas.42 el-fostis gamoyeneba el-fosta gamoyenebaSi Sevida, rogorc mniSvnelovani el-marketinguli iaraRi. reklamis, brendisa da marketingis menejerTa ukanasknelma gamokvlevebma cxadyo, rom B2B-isa da B2C-is kompaniebis naxevarze metma el-fostis gamoyeneba momxmareblamde miRwevis mizniT daiwyo. rogorc sxva gamokvlevebi aCvenebs, momxmarebelTa TiTqmis 80 procenti, visac internetze daSveba aqvs, reklamebs, el-fostis saSualebiT, sul mcire, dReSi erTxel xedavs. Jupiter Media Metrix-is SefasebiT, 2005 wlidan, kompaniebi el-fostis marketingze, yovelwliurad, 7.3 miliard dolars daxarjaven maSin, rodesac, 1999 wels, es maCvenebeli mxolod 164 milioni dolari iyo.43 el-fostis qaosur garemoSi efeqturad konkurirebisaTvis marketologebi qmnian el-fostis `mdidrul Setyobinebebs _ animaciurs, interaqtiulsa da personificirebuls, romlebic savsea audio da videoCanarTebiT. Semdeg, isini, gansakuTrebuli sifrTxiliT, mizanSi iReben maT, vinc yuradRebas gamoiCens, raTa Semdgomi zemoqmedeba moaxdinon maTze. onlain-marketingis sxva ti pebis msgavsad, kompaniebi frTxilad unda iyvnen, raTa ar gamoiwvion im internet-momxmareblebis guliswyroma, romlebic ukve gadatvirTulni arian ùvargisi el-fostiT~. bolo dros, e.w. spamis anu komerciuli el-fostis arasanqcirebul, arasasurvel SetyobinebaTa matebam el-fostis muSaoba daabrkola, riTac momxmarebelTa imedgacrueba da guliswyroma gamoiwvia (ix. marketingi muSaobis procesSi 14.2). el-fostis marketologebi frTxilad miuyvebian sakmaod viwro gzas momxarebelTaTvis damatebiTi faseulobis Seqmnasa da momabezrebeli xasiaTis aqtivobebs Soris. kompaniebma sifrTxile unda gamoiCinon gaRizianebul momxmarebelTan urTierTobisas da Tavi Seikavon, sakuTari produqtebis stimulirebis mizniT, maTTvis arasasurveli el-fostis gagzavnisagan. Netiquette aris dauwereli wesebi, romliTac imarTeba internetis etiketi. mis Tanaxmad, marketologma, elfostiT marketinguli SeTavazebis gagzavnamde, momxmareblisagan nebarTva unda aiRos; agreTve, adresats, nebismier dros, unda ganemartos, Tu rogor miiRos an aicilos Tavidan stimulireba el-fostis saSualebiT. es midgoma, romelic cnobilia, rogorc nebarTvaze dafuZnebuli marketingi, el-fostis marketingis standartul modelad iqca.
spami (Spam ) arasanqcirebuli, arasasurveli komerciuli el-fostis Setyobineba.
el-komerciis dapirebebi da gamowvevebi

el-komercia, momavlisaTvis, araerT dapirebasa da gamowvevas gvTavazobs. axla, Cven ganvixilavT rogorc el-komerciis dapirebebs, aseve Web-is `bnel mxareebs. el-komerciis mimdinare SesaZleblobebi yvelaze erTguli `mociqulebi~ winaswarmetyveleben im dros, rodesac interneti da el-komercia, rogorc informaciisa da yidvis wyaro, Secvlida Jurnalebs, gazeTebsa da TviT maRaziebsac ki. miuxedavad amisa, umravlesobi-
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saTvis aseTi `dot-com-ebis cieb-cxeleba~ Cacxra da gamoikveTa ufro realuri mosazreba. ìnternetis revoluciaSi meore aqtis droa. pirveli aqti ekuTvnoda dot-com-ebs, romelTac farTo Tvalsawieri da patara sabanko angariSebi hqondaT. axla, maTi adgilebi didma kompaniebma daikaves, romlebic TavianT fabrika-qarxnebs, sawyobebsa da myidvelebs internetisaken mimarTaven~, _ ambobs erT-erTi analitikosi.44 onlain-marketingi warmatebuli biznesmodelia iseTi internet-firmebisaTvis, rogorebic arian Amazon.com-i, eBay, Expedia da Earthlink-i; aseve, pirdapiri marketingis kompaniebisaTvis, rogoricaa, magaliTad, Dell Computer-i. b-ni maikl delis mizania, raTa, erT mSvenier dRes, `yvela myidvelma, globalurad, Tavisi tranzaqciebi internetiT awarmoos.~ miuxedavad amisa, kompaniebis umravlesobisTvis onlain-marketingi rCeba mxolod erT-erT mniSvnelovan midgomad bazarze, romelic muSaobs sxva midgomebis paralelurad, srul integrirebul marketingul kompleqsSi. sabolood, iqidan gamomdinare, rom kompaniebi integrirebul elkomerciaSi met gamocdilebas iReben TavianTi yoveldRiuri strategiiTa da taqtikiT, sityvebs èl-biznesi~ Tu èl-marketingi~ èl~ prefiqsi unda CamovaSoroT. `mTavari SekiTxvaa ara is, davnergoT Tu ara internetis teqnologia (kompaniebs ara aqvT arCevanis saSualeba, Tu surT, darCnen konkurentulni), aramed is, Tu rogor davnergoT igi, _ ambobs biznes-strategiis Seqmneli maikl porteri, _ Cven Tavi unda davaneboT ritorikas internetis industriaze, elbiznesis satrategiebsa da axal ekonomikaze da ganvixiloT, Tu ras warmoadgens interneti sinamdvileSi... es aris mZlavri iaraRebis wyeba, romelic SeiZleba gamoviyenoT Wkvianurad, an uWkuod, TiTqmis nebismier industriaSi, rogorc nawili TiTqmis nebismieri strategiisa.45 Web-is bneli mxare mniSvnelovani SesaZleblobebis garda, internetis marketings `bneli mxarec~ gaaCnia. qvemoT ganvixilavT or ZiriTad sakiTxs: internetis momgebianobas, aseve, mis legalur da eTikur sakiTxebs. internetis momgebianoba. momgebianoba erT-erTi yvelaze mniSvnelovani sakiTxia, gansakuTrebiT ki B2C-is dot-com-ebisaTvis. saocaria, magram momgebiani B2C internet-kompaniac SeiZleba iyos. 456 internet-kompaniidan, romelTa formirebac 1994 wlidan daiwyo, dRes, mxolod 11 procenti aris biznesSi CarTuli da, amavdroulad, momgebiani; maTgan, romlebic kvlavac rCebian biznesSi da sxva kompaniebs ar SeusyidiaT, momgebiani mxolod 40 procentia. erTi analitikosi amas ìnternetis sul patara saidumlos~ uwodebs.46 erT-erTi problema is gaxlavT, rom, miuxedavad swrafi zrdisa, onlainmarketingi mxolod SezRudul bazars aRwevs. am SemTxvevaSi mTavari mimarTulebaa internetis auditoria, Tumca, qselis momxmarebeli ufro ganaTlebuli da gaTviTcnobierebulia, vidre zogadad mosaxleoba. es internets idealurs xdis finansuri servisebis, mogzaurTa momsaxurebis, kompiuteruli teqnikiTa Tu programebiT uzrunvelyofisa da produqciis sxva garkveuli kategoriebis marketingisaTvis. miuxedavad amisa, onlain-marketingi ZiriTadi produqtebis gayidvisTvis naklebefeqturia. ufro metic, produqtis umravles kategoriaTa SemTxvevaSi, momxmareblebi ufro aTvaliereben saitebs da ikvleven produqtebs, vidre yiduloben maT. da bolos, interneti milionobiT veb-gverdsa da gansacvifrebeli moculobis informacias gvTavazobs. amdenad, internetSi orientireba momxmareblebisaTvis SeiZleba gamawbilebeli, Tavbrudamxvevi da drois mflangveli iyos. am qaosur da areul garemoSi bevri veb-reklama da saiti SeumCneveli da gauxsneli rCeba. SemCnevis SemTxvevaSic ki, marketologebs momxmarebelTa yuradRebis mi pyroba uWirT. erT-erTma kvlevam daadgina, rom saitma internetis momxmareblis yuradReba 8 wamSi unda dai pyros, winaaRmdeg SemTxvevaSi, igi sxva saitiT dainteresdeba. es marketologebs TavianTi saqonlis stimulirebisa da gayidvisaTvis Zalian cota dros utovebs. legaluri da eTikuri sakiTxebi. sociologiuri eTikis ufro farTo Tvalsawieridan gamomdinare, internet-marketingma wamoWra eTikuri da
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marketingi muSaobis procesSi
14.2
el-fostiT marketingi: uaxlesi marketinguli garemo Tu milioni myidvelisaTvis Tavis mobezreba mogebis mizniT?
el-fosta uaxlesi marketinguli garemoa. el-fostis reklamebi saocrad didi raodenobiT Cndebian kompiuterebis ekranebze da avseben Cvens eleqtronul safosto yuTebs. dRes, isini aRar hgvanan sada, martiv teqstur mesijebs. axali ti pis elfostis reklamebi Tqvens yuradRebaze gasabatoneblad iqmneba, risTvisac mas mravlad gaaCnia mimzidveli Tvisebebi _ animaciuri figurebi, interaqtiuli kavSirebi, feradi fotoebi, uwyveti video da personalizebuli audio mesijebi. Tumca, el-fostiT marketingis gadametebul gamoyenebas bneli mxarec gaaCnia. es aris Spam-i _ udidesi problema _ didi nakadi arasasurveli (moTxovnis gareSe) komerciuli gzavnilebisa, romlebmac Cveni el-fostis yuTebi gaavses da cxovrebas gvimwareben. dRes, Spam-i mTel msoflioSi yoveldRiurad el-fostiT gagzavnili miliardi gzavnilis 47 procents Seadgens maSin, rodesac gasuli wlis monacemebiT igi mxolod 16 procenti iyo. Tu Tqven el-fostis ti piuri momxmarebeli xarT, yoveldRiurad 3.7-dan da 6.2-mde gzavnilis miReba mogiwevT. amerikis onlainis daaxloebiTi gamoangariSebiT, Spam-is raodenoba ukanasknel eqvs TveSi gaormagda da, axla, miRebuli gzavnilebis 70 procents aRwevs. AOL-i blokavs momxmareblisaTvis yoveldRiurad gagzavnil or miliard Spam-Setyobinebas. aseTi warumatebeli statistikis miuxedavad, swored gamoyenebis SemTxvevaSi, el-fosta SeiZleba iqces ZiriTad, pirdapir marketingul garemod. iseTi warmatebuli marketerebi rogorebic arian Amazon.com, Schwab, Dell, L.L. Bean, Office Depot da sxvebi, mas regularulad iyeneben da sakmaod warmatebiTac. am marketerebs elfosta saSualebas aZlevs, ramdenime centis safasurad, gaugzavnon mkveTrad miznobrivi, metad personificirebuli, urTierTobebis damamyarebeli Setyobinebebi im momxmareblebs, romlebsac am gzavnilis miiReba surT. el-fostis reklamebi, marTlac, yuradRebas iqcevs da momxmarebels moqmedebisken ubiZgebs. realizaciisa da marketingis kvleviTi firma ITM-is specialistebis SefasebiT, kargad gaTvlili RonisZiebebi sareklamo gzavnilebis el-fostiT miRebis survils 10-15 proceniT zrdis. es Zalian kargi Sedegia tradiciuli, pirdapiri fostiT gagzavnil Setyobinebebze miRebul pasuxebTan SedarebiT, rac, saSualod, 0.5-dan 2mde procents Seadgens. ganvixiloT kompania Nintendo, romlisTvisac bunebrivia el-fostaze dafuZnebuli marketinguli saqmianoba. axalgazrda kompiuteruli TamaSebis fanebi mouTmenlad elian Nintando-s el-fostis yovelTviur siaxleebs, romelSic mocemulia cnobebi Zvel Tu axal kompiuterul TamaSebze. rodesac, 2002 wels, kompaniam Tavisi TamaSi Star For Adventure gamouSva, erTi kviriT adre el-fostiT intensiuri kampania daiwyo. es RonisZieba potenciur klientebze gamiznul mravalferovan Setyobinebebs moicavda. angariSsworebaze momuSave aRmasruleblis gancxadebiT, `TiToeul Setyobinebas gansxvavebuli xedva da aRqma hqonda; swored es iwvevda Nintendo-Ti aRfrTovanebas.~ rogori iyo Sedegi? mimRebTa mesamedma elfosta gaxsna da mesijebze Tvalis gadavlebaze metic gaakeTa: maT, saSualod, 10 procentiT metjer daawkapunes Rilakebze, daaxloebiT orma mesamedma ki 30-wuTian videorgols bolomde uyura. Nintedo-m, aseve, Sekriba cnobebi intuiciis mqone momxmarebelTa Sesaxeb, romlebic gamokiTxulTa 20 procents Seadgendnen. kompania SiSobda imis gamoc, rom me-
el-fostiT marketingi: el-fostis axali saxis mimzidveli reklama momxmareblis yuradRebas iqcevs da mas saTanado qmedebisaken ubiZgebs. magram mas negatiuri, bneli mxarec gaaCnia. Spam-i angrevs el-fostis reklamis mdidar SesaZleblobebs im kompaniebisaTvis, romelTac am meTodis gamoiyeneba legalur marketingul saSualebad surT.
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sijebis es xlarTi daRlida da gaaRizianebda momxmarebels. man miiRo kidec ramdenime uaryofiTi gamoxmaureba. Tumca, maT, vinc ar gamoiwera SeTavazebuli TamaSi, mxolod 1 procenti Seadgines. miuxedavad el-fostis marketinguli efeqturobis damamtkicebeli araerTi magaliTisa, kritikosebi amtkiceben, rom komerciuli el-fostis mesijebis umravlesoba, umetes wilad, gamaRizianebeli da usargebloa. el-fostis momxmarebelTa umravlesoba gzavnilebs sruliad usargeblod avrcelebs. am dros ar xdeba arc klienturis Seqmna da arc urTierTobebis Camoyalibeba. ufro metic, xSirad, Spam-is Setyobinebebi saeWvo wyaroebidan modis da arasasurvel produqcias gTavazobs, dawyebuli viagriTa da sxeulis nawilebis gamomkveTi saSualebebiT, damTavrebuli pornografiiTa da saxifaTo investiciebiT. arc Tu iSviaTad, Setyobinebebi naklebi reputaciis mqone marketerebisgan igzavneba. bolo periodSi, aSS-is federaluri savaWro komitetis mier Seswavlili 11 milioni Spam-Setyobinebis 44 procenti satelefono misamarTebidan modioda. nawilobriv, es aris el-fostis ekonomika, romelic pasuxismgebelia Cveni el-fostis gadavsebul yuTebze (inbox-ebze); el-fostiT Setyobinebis gagzavna imdenad advili da iafia, rom amis gakeTeba nebismiers SeuZlia, pasuxis miRebis umniSvnelo Sansis SemTxvevaSic ki. magaliTad, Data Resource Consulting-i el-fostiT, yovelwliurad, 720 milion Setyobinebas agzavnis, ris gamoc kompanias `didi qalaqis pirdapiri marketingis behemoti~ Searqves. sinamdvileSi, es saxlis pirobebSi dafuZnebuli biznesia, romelsac 41 wlis martoxela deda laura beterli xelmZRvanelobs floridis Statis qalaq dunedinSi. Wall Street Journal-is mier Spam-is dedoflad wodebuli beterli gviCvenebs saukeTeso magaliTs imisa, Tu ratom vrceldeba Spam-i ase swrafad. mze Cadioda... beterlim, Tavis eqvsoTaxian saxlSi, gasagzavnad gamzadebul or mesijs gadaxeda, kursori gagzavnis punqtisken mimarTa da daawkapuna. ès Zalze advilia~, _ acxadebs igi. man, sul axlaxans, 500 aTasi Setyobineba gaugzavna ucnobebs, romelTa naxevarmac ixila erT-erTi ZiriTadi fraza: `nu gauSvebT xelidan Sanss, moigoT Lexus RX300, meore naxevarma ki
amoikiTxa Semdegi abza-ci: `moigeT mogzauroba NASCAR-Si~. beterli, Tavisi saxlidan, TveSi, 60 milion amgvar Setyobinebas agzavnis, romelTagan 0.013 procenti gamoxmaurebas povebs. es aris sul 65 pasuxi, TiToeulidan Semosavali ki 40 dolaria. kompania Betterly-im aRmoaCina, rom gagzavnil 10 milion mesijze mas, saSualod, 100 gamoxmaurebis miReba SeuZlia. am SemTxvevaSi, misi gamoangariSebiT, wliuri Semosavali 200 000 dolari iqneba. problema imaSia, rom beterlisaTvis bevrad advilia erTi dawkapunebiT el-fostis milionobiT ucnobisaTvis gagzavna, vidre Tavad adresatisaTvis kompiuteris Sesabamis Rilakze xelis dausruleblad daWera, yoveli miRebuli Setyobinebis wasaSlelad. erTi analitikosis gamoangariSebiT, Betterly-is mier respodentebisaTvis el-fostis gagzavnis xarjebma sakmaod gadaaWarba Tavad 40-dolarian Semosavals, romelsac isini kompaniisaTvis anu beterlisaTvis qmnian. davuSvaT, gamousadegari el-fostis Setyobinebebis moSorebis dro, saSualod, ori wamia. amasTan, Setyobinebis mimRebi Tavisi drois biujets afasebs im saSualo gasamrjelos mixedviT, romelsac mas erT saaTSi uxdian; es eris 14 dolari anu wamSi 0.0039 dolari. es ki gulisxmobs, rom amgvar fuW informaciaze drois xarjviT gamowveuli mTliani xarji iqneba 500 000 gamravlebuli 2 wamze da, Semdeg, 0.0039 dolarze. amgvari kalkulacia ver aRricxavs ganawyenebasa da gaRizianebas, rasac fuWi Setyobinebebis miReba iwvevs. Spam-is momxmarebelze gavlena SemaSfoTebelia. erT-erTi Sefasebis mixedviT, amerikul organizaciebs elfostis fuWi gzavnilebi, weliwa-dSi, 13 miliardi dolari ujdebaT. AOL da sxva internet-servisis provaiderebi momxmarebelTa dausrulebel Civilebs iReben; Spam-i ki el-fostis im did potencials anadgurebs, romlis gamoyenebac kompaniebs legitimur marketingul iaraRad surT. aseT pirobebSi, rogor unda moiqcnen marketerebi? nebarTvaze dafuZnebuli el-fosta problemis gadaWris erT-erTi saSualebaa. kompaniebs elfostiT gzavnilebis gagzavna SeuZliaT mxolod maTTvis, visganac winaswar aqvT nebarTva aRebuli. maT SeuZliaT momxmarebels SesTavazon im gzavnilebis gamoyofa, romelTa miRebac maT Tavad surT. araerTi finan-
suri momsaxurebis firma, rogoric aris, magaliTad, Charles Schwab-i, momxmarebelTa survilis mixedviT, el-fostis cvladi konfiguraciis sistemas iyenebs, romelic momxmarebels arCevanis saSualebas aZlevs; sxvebi ki, rogorebic arian Yahoo Tu Amazon.com-i, SesarCevad gvTavazoben el-fostis yuTebis mTel sias, sxvadasxva kategoriis marketinguli masalebisaTvis. aRniSnuli kompaniebi agzavnian miznobriv reklamebsac, magram maT moculobas zRudaven. ufro metic, TiToeuli mesiji momxmarebels saSualebas aZlevs, survilisamebr,dablokos momavali mesijebi. nebarTvaze dafuZnebuli marketingis Tanaxmad, el-fosta midis masTan, visac amis survili gaaCnia. da mianc, marketerebi unda moeridon privilegiebis gadaWarbebulad gamoyenebas. legitimur el-fostiT marketingsa da Spam-s Soris mkafio zRvaria. kompaniebi, romlebic am zRvars gadadian, male gaiazreben, rom `monawileobaze uaris Tqma~ imedgacruebuli momxmareblis mxridan Rilakze ubralod dawkapunebaa. Tu marketerebi Tavad ar gaiTaviseben Spam-Tan dakavSirebul sakiTxebs, amas sxvebi gaakeTeben. magaliTad, Spam-i 24-ze metma Statma sxvadasxva formiT akrZala. momxmareblis uflebebis damcveli bevri advokati ekamaTeba kongressa da federaluri vaWrobis komisias, raTa isini ufro qmediTebi iyvnen Spam-is sawinaaRmdego kanonebis miRebisas. Spam-is sawinaaRmdego kompiuteruli programis Semqmnelebma da internet-servis-provaiderebma ki miiRes zomebi, rac momxmarebels Spam-is avtomaturad amoRebaSi daexmareba. aRniSnul gadawyvetilebebSi Sedis Spam-is kargad organizebuli gafiltvra, gasaRebi sityvis amocnobis algoriTmebi da sxva. samwuxarod, amgvari gadawyvetilebebis gamo, xSirad, saWiro Setyobinebebic ifiltreba. zogierTma kompaniam spam-is sawinaaRmdegod mimarTul regulirebas Seutia, rogorc Tavisufali sityvis Selaxvas, momxmareblis arCevanis SezRudvasa da biznesisaTvis saziano qmedebebs. Tumca, zogierTi legitimuri el-fostis marketeri aseT kontrols miesalmeba. maTi gancxadebiT, Spam-i, kontrolis gareSe, legitimur el-fostis marketings naklebad efeqturs an uSedegos xdis. AOL-is viceprezident joi baretis gancxadebiT, `Tuki industria Spam-ze kontrols ver daamyarebs, igi el-fostas gaanadgurebs~.
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legaluri sakiTxebis mTeli wyeba. am Tavis dasawyisSi Cven SevexeT zogierT uaryofiT mxares, romelic internetTan asocirdeba, magaliTad, arasasurvel el-fostasa da ekranze gamoCenili reklamebiT gaRizianebas. qvemoT ganvixilavT momxmarebelTa onlain-konfidencialobisa da onlainusafrTxoebis, aseve, sxva legalur Tu eTikur sakiTxebs. onlain-konfidencialoba da onlain-usafrTxoeba. savaraudod, onlain- konfidencialoba el-komerciis upirvelesi sazrunavia. onlain-marketologebis umravlesoba momxmareblebze detaluri informaciis Segrovebasa da analizSi daxelovnda. marketologebs SeuZliaT moizidon vizitorebi da momxmareblebi, romlebic monawileoben veb-gverdis saqmianobaSi, Sesabamisad, mas vrcel personalur informacias awvdian. es, zogjer, momxmareblebs ubiZgebs, daayenon sakiTxi informaciis gamoyenebis uflebaTa gadaWarbebaze. es im SemTxvevaSi xdeba, Tu kompaniebi daudastureblad isargebleben aRniSnuli informaciiT (TavianTi produqtebis marketingisaTvis) an monacemTa bazebs sxva kompaniebTan gacvlian. bevri momxmarebeli da politikosi wuxs, rom marketologebi ascdnen swor gzas da arRveven momxmarebelTa uflebebs konfidencialobaze. rogorc ukanasknelma gamokvlevam cxadyo, amerikelTa 69 procenti eTanxmeba im azrs, rom `momxmareblebma dakarges yovelgvari kontroli imaze, Tu rogor grovdeba da gamoiyeneba personaluri informacia kompaniebis mier~. meore gamokvleviT ki dadginda, rom 10 momxmareblidan 7 onlain-konfidencialobis sakiTxiT aris dakavebuli.47 bevri momxmarebeli, aseve, ganicdis onlain-usafrTxoebis problemas. maT eSiniaT, rom internet-TaRliTebi Tvals miadevneben maT onlain-tranzaqciebs an miiTviseben maTi sakredito baraTebis monacemebs da ganaxorcieleben arasanqcirebul Sesyidvebs. Tavis mxriv, kompaniebi, romlebic onlain-bizness ewevian, SiSoben, rom sxvebi internets gamoiyeneben, raTa SeiWran maT kompiuterul sistemebSi, komerciuli SpionaJis an, TviT, sabotaJis mizniT. rogorc Cans, grZeldeba konkurencia internetis usafrTxoebis sistemebsa da maT Soris, vinc eZebs sistemaSi TaRliTurad SeWris gzebs. onlain-konfidencialobisa da onlain-usafrTxoebis saWirboroto sakiTxebis gaTvaliswinebiT, aSS-is federalurma mTavrobam araerTi sakanonmdeblo qmedeba ganaxorciela veb-operatorebis mier momxmarebelTa Sesaxeb informaciis mopovebisa da gamoyenebis dasaregulireblad. kongresi yuradRebas amaxvilebs onlain-konfidencialobis kanonproeqtze, romelic onlain-momsaxurebis provaiderebisa da komerciuli veb-gverdebisagan moiTxovs, raTa, mniSvnelovani personaluri informaciis gaxsnamde maT momxmareblisagan miiRon nebarTva. aRniSnuli informacia moicavs finansur, samedicino, eTikur, religiur da poltikur, aseve, sazogadoebrivi usafrTxoebis monacemebs, seqsualuri orientaciis CaTvliT. kanonproeqti federalur savaWro komisias avaldebulebs, daakanonon wesebi, romlebic am moTxovnebs asaxavs rogorc internet-qselSi, ise mis gareT monacemTa Segrovebaze. `Cemi azriT, konfidencialobis Tema bewvze kidia, radgan xalxs ar surs, TavianTi piradi samedicino da finansuri informacia yvelas gaagebinos. eqimma unda icodes, ra gtkivaT, magram saxlis damgiravebeli bankirisaTvis ar aris aucilebeli Seni avadmyofobis codna~, _ ambobs erT-erTi senatori.48 gansakuTrebuli yuradReba eqceva bavSvTa uflebebs konfidencialobaze. 1998 wels, vaWrobis federalurma komisiam bavSvebisaTvis gankuTvnili 212 vebgverdi gamoikvlia. dadginda, rom saitebis 89 procenti personalur informacias bavSvebisgan agrovebda. miuxedavad amisa, maTi 46 procenti ar Seicavda raime miniSnebebs aseTi onformaciis Segrovebasa da gamoyenebaze. Sedegad, kongresma miiRo bavSvTa onlain-konfidencialobis dacvis kanoni, romelic veb-operatorebisgan moiTxovs, maT mier Seqmnil sabavSvo saitebze adgili dauTmon konfidencialobis politikas. maT Segrovebuli informacia unda Seatyobinon mSoblebsac da 13 wlamde asakis bavSvebis personaluri monacemebze maTgan unda miiRon Tanxmoba.49 bevrma kompaniam momxmarebelTa konfidencialobisa da usafrTxoebis sakiTxebs sakuTari qmedebebiT upasuxa. iseTma kompaniebma, rogorebic arian Expedia da E-Loan-i, Caatares wamaxalisebeli auditebi sakuTar konfidencialobisa da usafrTxoebis politikasTan dakavSirebiT. sxva kompaniebSi ki ufro Sorsac wavidnen.
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kanadis samefo banki (RBC) momxmareblebTan grZelvadiani urTierTobebis momxrea. kompaniis kvleva cxadyofs, rom yidvis gadawyvetilebis mastimulirebeli faqtorebidan 7 procenti konfidencialobis sakiTxebs ukavSirdeba. amdenad, RBC-m gamoiyena konfidencialobis progresuli meTodebi, raTa sakuTari Tavi konkurentebisagan ganesxvavebina. bolo 2 wlis ganmavlobaSi, kompaniam ganaxorciela mTeli rigi RonisZiebebi imis dasamtkiceblad, rom misi momxmareblebi daculni arian. man, aseve, danerga mrvalferovani programebi, riTac momxmarebels aCvena, rom mTavrobis mier dawyebuli konfidencialobis regulirebis solidarulia da saamisod sakmaod bevrsac akeTebs. magaliTad, RBC, yovelgvari anazRaurebis gareSe, Tavis klientebs uzrunvelyofs kon- onlain-konfidencialoba da onlain-usafrTxoeba: kanadis samefo banki fidencialobisa da usafrTxoebis (RBS) iyenebs progresul politikas, rac mas konkurentebisagan ganasxvaerTwliani kompiuteruli progra- vebs. RBC samefo banki mowodebulia, daicvas Tqveni piradi informaciis miT, raTa qseliT sargeblobisas maT konfidencialoba da usafrTxoeba. komfortulad igrZnon Tavi. amiT igi usafrTxo kompiuteruli saqmianobis stimulirebas axdens. kompania klientebs, aseve, amaragebs Sesabamisi informaciiT, konfidencialobisa da usafrTxoebis sakiTxebTan dakavSirebuli sazogadoebrivi veb-gverdis saSualebiT.50 sxvebi iyeneben vrcel, industriis momcvel midgomas. 1996 wels daarsebuli kompania TRUSTe arakomerciuli, TviTregulirebadi organizaciaa, romelic muSaobs mTel rig msxvil korporaciul sponsorebTan (Microsoft, AT&T da Intuit-i) da atarebs kompaniebis audits, maTi konfidencialobisa da usafrTxoebis donis Sesafaseblad; agreTve, igi momxmareblebs internetSi usafrTxod gadaadgilebaSi exmareba. kompaniis veb-saitis Tanaxmad _ `Truste-s swams, rom saerTo ndoba da Ria urTierTobebi internets aqcevs Tavisufal, komfortul da Zalze mravalferovan gaerTianebad.~ momxmarebelTa dasarwmuneblad, kompania Tavis niSans aZlevs garkveul veb-gverdebs imis dasturad, rom isini konfidencialobisa da dacvis standartebs akmayofileben.51 miuxedavad amisa, iseTi kompaniebi, romlebic TavianTi myidvelebis personalur informacias TavgamodebiT icaven, Zalze iSviaTia. umoqmedobis xarjebi ki SesaZloa sakmaod didi iyos. Jupiter Media Metrix-i winaswarmetyvelebs, rom, 2006 wels, TiTqmis 25 miliardi dolaris odenobis Semosavali daixarjeba momxmarebelTa konfidencialobis sakiTxebze. ufro metic, am droisaTvis, onlain-gayidvebi 25 procentiT gaizrdeba, Tu momxmarebelTa SeSfoTeba advekaturad iqneba aRqmuli.52 da bolos, Tu veb-marketologebi momxmarebelTa Sesaxeb informaciis borotad gamoyenebis aRsakveTad ar imoqmedeben, amas kanonmdeblobis aRmasruleblebi ganaxorcieleben. sxva legaluri da eTikuri sakiTxebi. onlain-konfidencialobisa da onlainusafrTxoebis garda, momxmareblebi, aseve, dainteresebulni arian internetTaRliTobiT, rac moicavs identurobis moparvas, investiciebSi TaRliTobasa da finansur maqinaciebs. aSS-s internet pretenziebis federalurma centrma (IFCC), mxolod gasul wels, TiTqmis 50 000 internet-TaRliTobasTan dakavSirebuli pretenzia miiRo. amgvari faqtebi biznessa Tu momxmareblebs, yovelwliurad, 22 miliar dolarze meti ujdebaT.53 IFCC-is informaciiT, incidentTa 43 procenti onlain-auqcionebs ukavSirdeba. TaRliTuri saqmianobebi, yvelaze xSirad, veb-gverdebsa da el-fostaze modis, saidanac 70 pro-
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centi el-fostiT tranzaqciebis dros xdeba.54 internetSic arsebobs segmentaciisa da diskriminaciis faqtebi. zogierTi sazogadoebrivi kritikosi da politikosi SeSfoTebulia cifruli dayofiT anu im garRveviT, gnebavT daSorebiT, romelic amJamad arsebobs: sazogadoebis erT nawils SeuZlia internetiTa da uaxlesi sainformacio teqnologiebiT sargebloba maSin, rodesac sazogadoebis danarCeni nawili amas moklebulia. isini acxadeben, rom, dRes, Tanamedrove sainformacio eraSi, informaciis miuwvdomloba SeiZleba ekonomikuri da socialuri barierebis warmomqmneli gaxdes. maTi monacemebiT, internetiT sargeblobs im amerikelTa ojaxebis 80 procenti, romelTa yovelwliuri Semosavali 75 000 dolarze metia; xolo, analogiuri maCvenebeli, uaRresad Raribi ojaxebis SemTxvevaSi, 25 procentia. saerTaSoriso maStabiT Tu ganvixilavT, afrikis ZiriTad qveynebSi mosaxleobis 1 procentze naklebi sargeblobs internetiT.55 aqedan gamomdinare, Raribi mosaxleoba naklebad flobs informacias produqtebze, momsaxurebebsa da fasebze. zogierTi amgvar cifrul dayofas erovnul krizisad miiCnevs, sxvebi ki mas gazviadebul, umniSvnelo sakiTxad ganixilaven. da bolos, internet-marketingis kidev erTi sazrunavia arauflebamosili da upasuxismgeblo jgufebisaTvis veb-qselis xelmisawvdomobis sakiTxi. magaliTad, mozardebze orientirebulma marketologebma aRmoaCines, rom Znelia xelmisawvdomobis SezRudva umcrosi asakis internetvizitorebisaTvis. kerZod, sul cota xnis win, gamyidvelebma, romlebic eBay.com-s iyenebdnen, daadgines, rom isini 14 wlis biWis msxverplni gaxdnen, romelmac myidvelebs sakuTari fasi SesTavaza da, am gziT, 3 milion dolarze meti Rirebulebis antikvariati da xelovnebis iSviaTi nimuSebi SeiZina. eBay-s aqvs mkacrad gansazRvruli wesi: 18 wlamde asakis mozardebs mis auqcionSi monawileoba ar SeuZliaT; Tumca, es patiosan momxmarebelze gaTvlili sistemaa da, samwuxarod, verafers cvlis, raTa kibersivrce daicvas masSi mojiriTe Tineijerebisagan.56 miuxedavad am gamowvevebisa, didi Tu patara kompaniebi swrafad axdenen onlain- marketingis integrirebas TavianT marketingul strategiebsa da kompleqsebSi. sul ufro gavrcelebasTan erTad, onlain-marketingi daamtkicebs, rom igi Zlieri iaraRia myidvelTa urTierTobebis CamoyalibebaSi, gayidvebis gaumjobesebaSi, informaciis gazrdasa da produqtebisa Tu momsaxurebebis ufro efeqturad SeTavazebaSi.
koncefciebis kvaldakval
pirvel or TavSi Tqven gaecaniT marketingisa da marketinguli strategiebis safuZvlebs; am TavSi ki SeityveT marketingis garemoSi zogierTi ZiriTadi cvlilebis Sesaxeb, romlebic zegavlenas axdenen marketingul praqtikaze. teqnologiurma progresma Seqmna axali cifruli xana. am garemoSi sabrZolvelad, marketologebs mouwevT TavianT strategiebsa da taqtikaze axali internet-ideebis damateba. es Tavi warmogidgenT im Zalebs, romlebic ayalibeben axal internet-garemos, da imasac, Tu rogor eguebian am garemos marketologebi. Semdeg TavSi Tvals gadavavlebT im Zalebsa da faqtorebs, romlebic garkveul efeqts axdenen cvalebad da kompleqsur marketingul garemoze. gansazRvraven, aris: dijitalizacia (anu cifrul standartebze gadasvla) da dakavSirebis unari, internetis afeTqeba, SuamavalTa axali ti pebi, myidvelze morgeba da myidvelebze delegireba. dRes, bevri biznesi cifruli informaciiT operirebs, romelic dakavSirebulia sxvadasxva eleqtronuli qselebis meSveobiT. intranetebi, eqstranetebi da interneti, mosaxleobasa da kompaniebs erTmaneTTan da sxva mniSvnelovan informaciasTan dakavSirebis saSualebas aZlevs. interneti iqca axali aTaswleulis revoluciur teqnologiad, romelic, komunikaciebis ayvavebasTan erTad, momxmareblebisa da biznesebis mdgomareobas aumjobesebs. internetma da sxva axalma teqnologiebma Secvales gzebi, romlebiTac kompaniebi TavianT bazrebs emsaxurebian. internet-marketologebisa da gasaRebis arxebis axalma urTierTobebma dRis wesrigSi daayena tradiciul
SeisveneT:
1. gansazRvreT mTavari Zalebi, romlebic qmnian cifrul epoqas. oTxi ZiriTadi Zala, romlebic cifrul epoqas
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marketingSi zogierTi cvlilebis Setanis sakiTxi. axali teqnologiebi marketologebs, aseve, exmareba miznobrivi myidvelebisaTvis efeqturi SeTavazebebis SeqmnaSi da imaSic ki, rom myidvelebs sakuTari marketinguli SeTavazebebis formirebaSi daexmaron. da bolos, axali ekonomikis teqnologiebi arRveven sazRvrebs industriaTa Soris, rac kompaniebs saSualebas aZlevs, gamoiyenon SesaZleblobebi, romlebic safuZvlad udevs ori an meti industriis konvergireba-Serwymas.
2. axseniT, rogor reagireben kompaniebi, Tavisi el-biznesis strategiebiT, internetsa da sxva axal, Zlier teqnologiebze, aseve, ra sargebeli moaqvs am strategiebs myidvelebisa da gamyidvelebisaTvis. axal ekonomikaSi biznesis warmoeba moiTxovs marketinguli strategiisa da praqtikis axali modelis danergvas. kompaniebma unda SeinarCunon is unar-Cvevebi da praqtikuli gamocdileba, romelsac warsulSi iyenebdnen. magram, amasTan erTad, maT unda daamaton axali midgomebi da praqtikuli gadawyvetilebebi, Tu surT axal ekonomikaSi zrdisa da keTildReobis miRweva. el-biznesi gulisxmobs kompaniebis mier biznesis eleqtronuli platformis gamoyenebiT warmoebas. el-komercia gulisxmobs yidva-gayidvis procesebs, romlebic eleqtronuli saSualebebiT xorcieldeba, ZiriTa-dad _ internetiT. igi moicavs el-marketings (el-komerciis gayidvis mxare) da elSeZenas (el-komerciis yidvis mxare). el-komercias sargebeli moqvs rogorc myidvelebis, ise gamyidvelebisaTvis. el-komerciiT yidvis procesi ufro moxerxebuli da konfidencialuria. igi produqtamde miRwevisa da arCevanis ufro karg saSualebas iZleva, misawvdoms xdis produqciis nairsaxeobebsa da yidvis Sesaxeb saWiro informacias. el-komercia interaqtiuli da swrafi procesia, amasTan, myidvels aniWebs upiratesobas, akontrolos yidvis procesi. gamyidvelebisaTvis el-komercia Zlieri iaraRia myidvelebTan urTierTobebis dasamyareblad. igi, aseve, zrdis gayidvebis siCqaresa da efeqturobas, xels uwyobs gayidvis xarjebis Semcirebas. el-komercia gamoirCeva Tavisi moqnilobiTa da globalur bazrebze SeRwevis unariT.
rZobs zrdas. miuxedavad imisa, rom, tradiciul myidvelebTan SedarebiT, onlain-momxmareblebi ufro maRla dganan, Semosavlebis mxriv, da teqnologiaze ufro metad arian orientirebulni, kibersivrcis mosaxleoba sul ufro mniSvnelovani da mravalferovani xdeba. es mzardi mravalferovneba marketologebs miznobrivi SesaZleblobebis mqone axal el-komerciebisaken uxsnis kars. dRes, momxmareblebs, Webis meSveobiT, TiTqmis yvelafris yidva SeuZliaT. B2B (biznesi-biznesisaTvis) el-komercia B2C el-komercias Crdilavs. dRes, biznesebis umravlesoba muSaobs veb-gverdebiT an iyenebs B2B-is savaWro qselebs, auqcionTa saitebs, produqciis onlain-katalogebs, barterul saitebs an sxva onlain-resursebs, raTa moicvan axali momxmareblebi, arsebul myidvelebs ki efeqturad emsaxuron, uzrunvelyon yidvis efeqtianoba da ukeTesi fasebi. biznes-myidvelebi da gamyidvelebi erTmaneTs uzarmazar sabazro sivrceze (Ria savaWro qselebSi) xvdebian, raTa erTmaneTs gauziaron informacia da efeqturad daasrulon tranzaqciebi. aseve, isini qmnian kerZo savaWro qselebs, romlebic maT sakuTar savaWro partniorebTan akavSirebs. C2C (momxmarebeli-momxmareblisaTvis) elkomerciis meSveobiT, momxmareblebs SeuliaT iyidon an gacvalon saqoneli da informacia pirdapir erTmaneTSi. igi moicavs onlain-auqcionebis saitebs, forumebsa da internetis siaxleTa jgufebs. da bolos, C2B (momxmarebeli-biznesisaTvis) el-komerciis saSualebiT, momxmareblebi ufro advilad pouloben internet-gamyidvelebs, iReben informacias maT produqtebsa Tu servisebze da awrmoeben Sesyidvebs. internetis gamoyenebiT, momxmareblebs SeuZliaT tranzaqciebi awarmoon biznesTan erTad da ara sxva gzebiT.
4. ganixileT, rogor SeuZliaT kompaniebs elkomerciis momgebianad warmoeba ise, rom momxmareblebs ufro meti faseuloba mia wodon. dRes, el-komerciaSi CarTulia TiTqmis yvela ti pis kompania. internetma dasabami misca mxolod virtualur dot-com-ebs, romelnic mxolod inter-netSi moqmedeben. garda amisa, bevrma tradiciulma kompaniam, axla, Tavis ZiriTad saqmianobas el-marketinguli operaciebic daumata da virtualur-tradiciuli ti pis konkurentebad Camoyalibda. amJamad, bevri aseTi kombinirebuli kompania ufro met onlain-warmatebas aRwevs, vidre maTi mxolod virtualuri konkurentebi. kompaniebs SeuZliaT el-marketingi awarmoon oTxi variantidan nebismieri gziT. esenia: vebgverdis Seqmna, qselSi reklamebisa da stimulirebis ganTavseba, veb-sazogadoebaTa Camoyalibeba an maTSi monawileoba da onlain
3. aRwereT el-komerciis oTxi ZiriTadi

sfero. kompaniebs SeuZliaT el-komerciis gamoyeneba oTxidan erT-erTi mimarTulebiT an oTxive sferoSi erTad. B2C (biznesi-momxmarebels) elkomercias iyeneben bizmesmenebi da misi meSveobiT saboloo myidvelebs iReben mizanSi. miuxedavad, bolodroindeli ukan daxevisa, rac 1990-iani wlebis damdegs arsebul `dot-com-ebis aRzavebis xanas~ moyva, B2C elkomercia ganag-
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el-fostisa Tu veb-kastingis gamoyeneba. Cveulebriv, pirveli nabijia veb-gverdis Seqmna. korporaciuli veb-gverdi iqmneba momxmarebelTa keTilganwyobis misaRebad da damatebiTi, Tanmxlebi gayidvis arxebis Camosa-yalibeblad da ara kompaniebis produqciis pirdapiri gayidvis mizniT. marketinguli vebgverdebi momxmareblebs abams urTierTqmedebis procesSi, rac maT pirdapir SeZenasTan an sxva merketingul SedegTan aaxlovebs. veb-gverdis Seqmnis garda, kompaniebma unda izrunon saitebis advilad gamoyenebasa da saWiroebis xarisxze, raTa miizidon da SeinarCunon stumrebi, uzrunvelyon iseTi pirobebi, rom momxmareblebi kvlav ewvion maT. el-marketologebs SeuZliaT onlain-reklamis mravalferovani formebis gamoyeneba, raTa Seqmnan TavianTi internet-brendebi an veb-gverdebze stumrebi miizidon. onlain-reklamis garda, onlain-marketingi moicavs sponsorobas, mikrosaitebsa da virusmarketings anu verbaluri marketingis internetversias. onlain-marketerebi, agreTve, monawileoben veb-sazogadoebebSi, rac internetis C2C Tvisebebs aniWebs upiratesobas. da bolos, el-fostis marketingi el-marketingis sruliad axal iaraRad iqca rogorc B2C-is, aseve B2B-is marketologTaTvis.
5. Tvali gadaavleT im SesaZleblobebs da

gamowvevebs, romlebsac el-komercia samomavlod gvpirdeba. samomavlod, el-komercia did SesaZleblobebs gvpirdeba. kompaniebis umravlesobisaTvis onlain-marketingi integrirebuli marketinguli kompleqsis mniSvnelovani nawili gaxdeba. sxvebisaTvis igi iqneba mTavari saSualeba bazris momsaxurebis mizniT. sabolood, winsarTi èl" èl-biznesaa" Tu èl-marketings" CamoSordeba, gamomdinare iqidan, rom kompaniebi TandaTan mieCvevian el-komerciis TavianT yoveldRiur strategiasa da taqtikaSi integrirebas. amavdroulad, el-komercia dadgeba araerTi gamowvevis winaSec. erT-erTi gamowvevaa el-komerciis momgebianoba _ saocrad cota kompania iyenebs internets momgebianad. meore gamowveva gaulisxmobs legalur da eTikur sakiTxebs anu onlain-konfidencialobasa da onlain-usafrT-xoebas, kerZod, internetTaRliTobasa da cifrul dayofas. miuxedavad am gamowvevebisa, didi Tu patara kompaniebi swrafad moaxdenen onlain-marketingis integrirebas TavianT marketingul strategiebsa da kompleqsebSi.
TavSi gamoyenebuli terminebi

B2B (biznesi biznesisaTvis) el-komercia B2C (biznesi momxmarebliconsaTvis) el-komercia C2B (momxmarebeli biznesibusisaTvis) el-komercia C2C (momxmarebeli momxmareblisTvis) el-komercia el-biznesi el-komercia el-marketingi eqstraneti interneti intraneti B2B (business-to-business) e-commerce B2C (business-tosumer) e-commerce C2B (consumer-toness) e-commerce C2C (consumer-to-consumer) e-commerce E-business E-commerce E-marketing Extranet Interet Intranet veb-sazogadoeba virtualur-tradiciuli kompaniebi virusmarketingi kerZo savaWro gacvla korporaciuli veb-gverdi marketinguli veb-gverdi myidvelze delegireba mxolod virtualuri kompaniebi spami (fuWi informacia) onlain-reklamireba Ria savaWro gacvla Web communities Click-and-mortar companies Viral marketing Private trade exchanges Corporate web site Marketing web site Customerization Click-only companies Spam Online advertising Open trading exchanges
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imogzaureT
gansaxilveli sakiTxebi 1. ganixileT gansxvavebebi intranetebs, eqstranetebsa da internets Soris. ra mizniT emsaxureba TiToeuli maTgani bizness? 2. ra sargebeli moaqvs el-komercias myidvelebisa da gamyidvelebisaTvis? daasaxeleT el-komerciis uaryofiTi mxareebi rogorc myidvelebis, ise gamyidvelebis poziciidan. 3. romel arxebs Soris SeiZleba gamoiwvios konfliqti virtualuri kompaniebis gamocdilebam? rogor unda daviyvanoT konfliqti minimumamde? moiyvaneT magaliTi. 4. rogor SeuZlia Svid "C"-s waaxalisos kompaniis veb-gverdze klientis xelaxali stumroba? aris am faqtorebidan iseTi, romelic sxvaze ufro mniSvnelovania? ratom? 5. erTmaneTisgan ganasxvaveT onlain-reklamisa da stimulirebis sxvadasxva forma. ra faqtorebi unda miiRos kompaniam mxedvelobaSi am gansxvavebul formebs Soris gadawyvetilebis misaRebad? gamoyenebiTi SekiTxvebi 1. aris Tu ara momxmarebelTa mizidva (raTa maT kompaniis veb-gverdebze garkveul dro dahyon da SemdgomSi maT araerTxel ewvion) vebgverdis dizainis kritikuli mizani? veb-dizainis romeli funqciebisa da maxasiaTeblebis gamoyeneba SeuZlia kompanias, raTa daiyolios momxmareblebi veb-gverdis stumrobasa da daTvalierebaze? gansazRvreT ori veb-gverdi _ erTi, romelic, Tqveni azriT, Tavis saqmes kargad akeTebs da meore, romelic, piriqiT, cudad maSaobs. risi gadaReba SeuZlia cud veb-gverds kargisagan? 2. ewvieT target.com-s. Tvali gadaavleT veb-gverds da ganixileT SemoTavazebuli maxasiaTeblebi da produqtebi. ra miiyvans momxmarebels gadawyvetilebamde, produqti SeiZinos internetis saSualebiT da ara tradiciul sacalo movaWresTan? ra safrTxe SeiZleba daemuqros momxmarebels qseliT yidvisas, romelic tradiciul sacalo movaWreTa maRaziaSi ar elis? 3. myidvelze morgeba gulisxmobs kompaniis mier iniciativis aRebas, raTa bazris SeTavazebebi moargos momxmareblebs, maSin rodesac, myidvelze delegirebisas, kompania SeTavazebis formirebis privilegias individualur myidvelebs aniWebs. Tqveni azriT, produqtis romeli ti pebi moergeba yvelaze ukeT myidvelze delegirebas da romeli ara? SeiZleba Tu ara, rom myidvelze delegireba, samomxmareblo saqonlisaTvis, internetze dafuZnebuli veb-SekveTis sistemad gardaiqmnas? ra barierebi unda iqnas gadalaxuli?
teqnologiur samyaroSi
Adware-is programebi akontroleben veb-gverdebs, romlebsac SeuZliaT daprogramebul iyvnen konkurenti kompaniebis veb-gverdebis gasaSvebad, rodesac maT vizitori stumrobs. bevrma momxmarebelma arc ki icis sakuTar kompiuterebSi maTi arsebobis Sasaxeb, radgan isini, Cveulebriv, momxmareblis mier gadmotvirTul programebs axlavs. axlaxan, kompania U-Haul-i iZulebuli gaxda, sasamarTlo gadawyvetilebiT, Seewyvita WhenU.com-ze sxva konkurenti kompaniebis vebgverdebis Cveneba. gamoangariSebulia, rom WhenU.com-is programa 30 milion kompiuterSia dayenebuli. 1. ras fiqrobT swraf internet-reklamebze? Tqveni azriT, gamosadegia es Tu ara? 2. dasaSvebia Tu ara Adware-is programebi, raTa momxmarebels SeZenis alternativa hqondes? Tqveni azriT, es programa momxmareblis arCevans zrdis Tu kompaniis uflebebs arRvevs? 3. Tqveni azriT, onlain-reklamis romeli formaa yvelaze sasiamovno an piriqiT? rogor fiqrobT, arsebobs Tu ara negatiuri ganwyoba im kompaniebis mimarT, romlebic onlain-reklamebis metad arasasurvel formebs iyeneben?
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eTikis samyaroSi
rogorc am TavSi aRvniSneT, bevri momxmareblisaTvis piradi informacia, usafrTxoeba da konfidencialoba yvelaze mTavaria. ufro metic, aman SeiZleba aiZulos momxmarebeli, Tavi aaridos onlain-tranzaqciebs. imisaTvis, rom auxsnas momxmarebels, Tu rogor gamiiyenebs an, piriqiT, ar gamoiyenebs mis Sesaxeb informacias, bevri kompania sakuTar veb-gverdze sakuTar konfidencialobis politikas aqveynebs. SediT Amazon.com-ze da waikiTxeT misi konfidencialobis politikis Sesaxeb (CaiyvaneT kursori gverdis bolomde da daawkapuneT `konfidencialobaze). yuradRebiT gaecaniT maT mier avtomaturad Segrovebuli informaciis specifikur ti pebs _ informacias, romelsac isini Tqveni TanxmobiT iReben da informacias, romelsac, Tqven Sesaxeb, mesame pirisgan agroveben. maTi konfidencialobis politikis wakiTxvis Semdeg, upasuxeT Semdeg kiTxvebs: 1. rogoria Tqveni reaqcia konfidencialobis politikaze? 2. rogorc teqstSi iyo aRniSnuli, TRUSTe akmayofilebs veb-gverdTa usafrTxoebisa da konfidencialobis standartebs. ewvieT TRUSTe-s vebgverds (www.truste.org/consumers/users_how.html) da gaecaniT onlain-konfidencialobis oTx princi ps. rogor esadageba Amazon.com-is konfidencialurobis politika maT? 3. Tqveni azriT, unda gatardes Tu ara damatebiTi RonisZiebebi, raTa dacul iqnas 18 welze naklebi asakis pirTa konfidencialoba? ra saxis damatebiT nabijebs SemogvTavazebdiT?
ucxouri biznessituacia
iwon.com-is biznessituacia moTavsebulia wignis bolos, danarT 1Si.
qarTuli biznessituacia
www.jobs.ge moxaliseobidan biznesamde uamravi wigni daiwera, iwereba da kvlav daiwereba imis Sesaxeb Tu rogor unda SeifuTos produqti Tu momsaxureba, rom igi kargad gaiyidos. me ki msurs mogiyveT sakuTari gamocdilebis Sesaxeb, Tu rogor Sevqmeni yvelaze warmatebuli komerciuli proeqti qarTul internet-sivrceSi. Cemi SemTxvevis unikaluroba imaSi mdgomareobs, rom Cemi proeqti dinamiurad viTardeboda misi arsebobis garemos internetis ganviTarebasTan erTad. me ar mqonda ganaTleba onlain marketingisa Tu onlain biznesis warmoebis sferoSi (im momentSi am specifiuri saxis ganaTlebis miReba praqtikulad SeuZlebeli iyo) da Cemi erTaderTi mamoZravebeli Zala daxmarebis gulwrfeli survili da intuicia iyo. yvelaferi es daiwyo ideiT, romelic Seqmna moTxovnilebam. rogorc wesi, warmatebuli proeqtebis didi nawili swored rom moTxovnilebis safuZvelze warmoSobili ideebiT iqmneba. 1998 wels, Tbilisis saxelmwifo universitetis (Tsu) saerTaSoriso samarTlis fakultetis me-4 kursis students leqso xubulavas gamimarTla erTi wlis Zebnis Semdeg samsaxuri movi pove erT-erT amerikul humanitarul organizaciaSi. samsaxuris povna maSin gacilebiT ufro Zneli iyo, vidre axla. miuxedavad imisa, rom saerTaSoriso organizaciebSi 2 wlis muSaobis sakmaod mimzidveli gamocdileba mqonda, samsaxuris ZebnaSi erTi weli davxarje. problema imaSi mdgomareobda, rom ar arsebobda erTi adgili, sadac adamiani mividoda da miiRebda informacias arsebuli vakansiebis Sesaxeb. amis gamo me piradad mixdeboda or kviraSi erTxel TiToeuli potenciuri damqiraveblis ofisSi misvla da kiTxva, hqondaT Tu ara raime vakansia. internetisa da el-fostis gamoyeneba elementarul doneze ukve vicodi. visargeble ra imiT, rom Cemi axali samsaxuris ofisSi periodulad modioda informacia sxva saerTaSoriso organizaciebSi arsebuli vakansiebis Sesaxeb, daviwye am vakansiis gancxadebebis el-fostiT dagzavna megobrebisTvis. male, amis Sesaxeb Seityves maTma megobrebma da sruliad ucnobma adamianebma, da Cemi adresatebis sia sagrZnoblad gaizarda. paralelurad Sevqmeni sruliad primitiuli dizainis saiti, sadac igive gancxadebebi qveyndeboda, da igi male gaxda popularuli internetis qarTvel momxmareblebs Soris. gancxadebebis mopoveba da ganTavseba sakmao dros marTmevda arc Tu ise iSviaTad mixdeboda faqsiT gamogzavnili teqstebis xeliT akrefva. saitis ganaxleba xdeboda
Tavi 14
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kviraSi erTxel an orjer, ramdenadac amis saSualebas internetis gamoyenebis SezRuduli grafiki maZlevda. aRsaniSnavia, rom es saiti, romelsac dasawyisSi gansxvavebuli saxelwodeba hqonda da grZelmisamarTian ufaso serverze iyo ganTavsebuli, Seiqmna sruliad spontanurad, saWiroebis gamo, da enTuziazmze moqmedebda. aravis dauweria am saitis Seqmnis strategia an biznes-gegma, da aravis uzrunia mis reklamaze da momxmareblebis mozidvaze. saiti TavisTavad viTardeboda da primitiuli dizainis miuxedavad, sul ufro da ufro popularuli xdeboda, radgan masze qveyndeboda saWiro informa cia. saiti erTgvar gatacebad gadaiqca CemTvis, miuxedavad imisa, rom sakmao dros marTmevda da arc raime Semosavali mohqonda. ubralod vicodi, rom igi saWiro iyo da mis ganaxlebas ganvagrZobdi. saitis dizaini droTa ganmavlobaSi daixvewa. me SeviZine misamarTi www.jobs.ge da saiti gadavitane komerciul serverze, raTa misi moxmareba ufro moxerxebuli yofiliyo. saiti ukve metnaklebad srulyofili iyo da sakuTari adgili hqonda qarTul veb-sivrceSi. mTeli am wlebis ganmavlobaSi me mudmivad vmuSaobdi amerikul saerTaSoriso organizaciebSi, mqonda fiqsirebuli xelfasi da paralelurad arasamTavrobo seqtorSic vaqtiurobdi. mowodebiT moxalise viyavi. mzad viyavi da Tavs movaled vTvlidi sakuTari SesaZleblobebis farglebSi xeli momekida saqmisTvis, romelic vinmes rameTi daexmareboda. es mowodeba dRemde SemomrCa. rac Seexeba biznesSi gadasvlas, azradac ar gamivlia. vTvlidi, rom es Cemi stiqia ar iyo. fiqsirebuli xelfasi da stabiluri samuSao CemTvis ufro mimzidveli iyo, vidre bazris cvalebadobaze damokidebuli da araprognozirebadi biznesi. Tumca, aRmoCnda rom vcdebodi. 2003 wlis bolos Cemi amerikeli megobris, mark malenis mowodebuli idea gadamwyveti aRmoCnda imisTvis, rom me Cems cxovrebaSi erT-erTi yvelaze mniSvnelovani nabiji gadamedga - 2004 wlis dasawyisSi www.jobs.ge biznesi gaxda. saitis mflobeli gaxda Cems mier erTpirovnulad dafuZnebuli kompania jobs.ge. es sakmaod gabeduli nabiji iyo, vinaidan 1998 wlidan 2004 wlamde saitze gancxadebebis ganTavseba ufaso iyo, xolo 2004 wlidan ki es momsaxureba fasiani gaxda. iyo seriozuli riski imisa, rom klientebis garkveuli raodenoba uars ityoda momsaxurebaze, Tu isini gadawyvetdnen rom es momsaxureba ar Rirda imad, rom masSi fuli gadaexadaT. sabednierod, kompaniam ara Tu ar dakarga klientebi, aramed maTi odenoba sagrZnoblad gaizarda (diagrama 1). bunebrivia, momsaxurebis safasuris dawesebasTan erTad sagrZnoblad gaumjobesda momsaxurebis xarisxi, raTa klientebs kidev erTxel egrZnoT, rom amaSi Rirda fulis gadaxda.
diagrama 1
gamoyenebuli gancxadebebis raodenoba 2000-2006 wlebSi
www.jobs.ge- s arsebobis mTels manZilze mxolod erTi SemTxveva iyo, rodesac Cven mcire xniT ganvaTavseT baneri (grafikuli gamosaxuleba, romelsac internetSi reklamis mizniT iyeneben) sxva vebsaitebze. jobs.ge-s faqtobrivad ar sWirdeboda reklama, radgan saqarTvelos internet-sivrce isedac mcire iyo da mis momxmarebelTa umetesobam isedac icoda saitis arsebobis Sesaxeb. saits naxulobdnen umuSevrebi, romlebic samsaxurs eZebdnen; dasaqmebulebi, romlebic eZebdnen samsaxurs axloblebisTvis an ukeTes samsaxurs sakuTari TavisTvis; da bolos, top-menejerebi, romlebic akvirdebodnen samuSao bazris ganviTarebis tendenciebs da konkurent kompaniebSi mimdinare cvlilebebs. jobs.ge -s saiti ara Tu ar saWiroebda reklamas, aramed TviTonve iqca sasurvel adgilad sabanero reklamis ganTavsebis msurvelTaTvis. miuxedavad imisa, rom me ar mqonda raime gamocdileba an ganaTleba biznesis an marketingis sferoSi, jobs.ge dRemde erT-erTi warmatebuli onlain biznesia saqarTveloSi, da igi ganagrZobs ganviTarebas. vfiqrob, rom garda rigi sxva faqtorebisa, mis warmatebaSi garkveuli roli iTamaSes Semdegma gadawyvetilebebma, romlebic sakuTar intuiciaze dayrdnobiT miviRe: 1. jobs.ge-s arc Tu ise iSviaTad akritikebdnen ama Tu im midgomis gamo. kritikis erT-erTi sagani iyo da aris saitis pirveli gverdis struqtura da dizaini. zogierTi miiCnevs, rom rac ufro garTulebuli da datvirTulia saitis pirveli gverdi, miT ufro efeqturi da STambeW-a-via igi. me ki ufro martivi da moxerxebuli struqturis momxre var da SevinarCune pirveli gverdis pirvandeli varianti, anu gancxadebebis ubralo da sada CamonaTvali. mTavari aris, rom gasaTvaliswinebeli iyos saitis Sinaarsi da mizani, da im segmentis interesebi, romelsac igi emsaxu-reba. unda iyos gonivruli balansi efeqturobasa da moxerxebulobas Soris. jobs.ge-s saitis SemTxvevaSi bevr, damabnevel da usargeblo informacias mcire, konkretuli da
520
nawili meoTxe
saWiro informacia varCie.
2. araerTxel movismine rCeva, rom umjobesi iqneboda, Tu jobs.ge-s daemateboda sxva ti pis gancxadebebi yidva-gayidvis, gaqiravebis, sxvadasxva momsaxurebis SeTavazebis da a.S. ris Sedegadac igi gadaiqceoda ufro farTo profilis sainformacio portalad da ufro met Semosavals moitanda, magram me CavTvale rom saits ukve hqonda sakuTari konkretuli niSa, ramac didi roli iTamaSa mis warmatebaSi. me minaxavs araerTi msgavsi portali, romlis mesveurebi ecadnen erTdroulad bevri sxvadasxva sferos aTvisebas, magram sinamdvileSi verc erTi ver aiTvises. maT ubralod realurad ver gaTvales sakuTari roli, SesaZleblobebi da miznobrivi segmentis interesebi. gafarToebas yovelTvis ar moaqvs dadebiTi Sedegi.
3. jobs.ge-ze gamosaqveynebeli gancxadebebi koreqturas eqvemdebareba. am procesSi xandaxan uCveulo pedanturobasac ki viCen SemiZlia erTi wertilis an mZimis gamo, an winadadebis wyobis gaumjobesebis mizniT, Sevasworo ukve gamoqveynebuli gancxadebis teqsti. mowodebul teqstSi aSkara Secdomis aRmoCenis SemTxvevaSi damqiravebels vukavSirdebi da Sesworebuli teqstis mowodebas vTxov. SesaZloa vinmem ifiqros, rom es Cemi problema ar aris da sasacilod moeCvenos, rom gancxadebebis teqstebs ase veloliavebi, magram CemTvis amgvari wvrilmanebi mniSvnelovania, radgan mauwyeblis rolSi Cemi kompania gamodis da es yvelaferi misi prestiJis ambavia. me piradad ar gamaCnia didi warmodgena im kompaniebze, romelTa masalebSi gramatikuli da meqanikuri Secdomebia. es maT daudevrobasa da pasuxismgeblobis dabal doneze metyvelebs. kompania, romelic uyuradRebod epyroba sakuTar saxelsa da reputacias, didad arc klientis interesebze izrunebs.
pirobebSi imyofeba da yvela gancxadebis teqsts erTiani, sada da oficialuri saxe aqvs.
5. albaT nebismieri biznesi garkveul momentSi dgeba arCevanis winaSe airCios keTilsindisieri, magram rTuli gza, an arakeTilsindisieri, magram ioli gza. rom araferi vTqvaT amgvari arCevanis moralur mxareze, wminda pragmatuli TvalsazrisiT swori gza jobs, radgan SesaZloa am arCevanma momavalSi araerTxel SegaxsenoT Tavi. jobs.ge -s yoveldRiuri eleqtronuli biuleteni (subscription list) , romlis saSualebiTac momxmareblebs eleqtronuli fostiT egzavnebaT gancxadebebi, dResdReobiT yvelaze aqtiuri da farTomasStabiani eleqtronuli biuletenia saqarTveloSi. mis momxmarebelTa odenoba wlobiT izrdeboda. marketinguli TvalsazrisiT, amgvari eleqtronuli biuletenis arseboba biznesisTvis Zalian mogebiania. Teoriulad Cven SegveZlo ramdenime aseul dolarad Segvesyida el-fostis momxmarebelTa aTasobiT misamarTi da siaSi Cagvesva, rasac arc Tu ise iSviaTad mimarTaven. magram Cven sxva midgoma avirCieT Cvens eleqtronul biuletenSi gawevrianeba xdeba mkacrad mxolod momxmareblis TxovniT, ris Semdegac mas egzavneba eleqtronuli mowveva, romelsac igi eleqtronulad adasturebs. Tu momxmareblis eleqtronuli misamarTi uqmdeba, biuletenis sistema mas avtomaturad amoiRebs dagzavnis siidan. SedegiT yvela kmayofilia. 6. Zalian mniSvnelovania arsebul momentSi sakuTari SesaZleblobebis saRad Sefaseba. bevr adamians aqvs survili da ambicia, rom wamoiwyos saqme, romlis gansaxorcieleblad realurad arc dro aqvs, arc resursebi da arc codna. reputacia ki iseTi ramaa, rom erTma Cavardnam SesaZloa mravali miRweva gadafaros. me piradad mirCevnia mravaljer gavzomo da gavTvalo da Semdeg erTxel gavWra. magaliTad, SemiZlia Sevqmna samuSaos mZebnelTa monacemTa baza, romelic ara marto Zalian saWiroa, aramed Cemi ti pis kompaniisTvis marketinguli TvalsazrisiT Zalian mogebiania. amgvari bazis Seqmna teqnikurad sirTules ar warmoadgens, magram misi mudmivi Sevseba da ganaxleba seriozul Zalisxmevas moiTxovs. ubralod monacemebis Seyvana sakmarisi ar aris saWiroa am monacemebis gadamowmeba, swori daxarisxeba, imis uzrunvelyofa, rom es monacemebi periodulad ganaxldeba, ganaxlebebis gadamowmeba, da a.S. miuxedavad imisa, rom msgavsi bazis Seqmnaze didi xania vfiqrobT, mirCevnia saTanadod movemzadoT da mxolod amis Semdeg ganvaxorcieloT es saqme, vidre moumzadeblad wamoviwyoT igi da Sedegad fiasko ganvicadoT.
4. Zalian mniSvnelovania erTianobis SegrZneba. jobs.ge -ze gamoqveynebuli yvela gancxadeba logikur, erTian formatSi eqceva. mizani is aris, rom saitze Semomsvlelma adamianma drois minimalur monakveTSi SeZlos misTvis saWiro maqsimaluri informaciis miReba. standartuli dasaxelebebi da frazebi mudam erTi da imave saxiT iwereba. yvelaze mniSvnelovani informacia damqiraveblis da vakansiis dasaxelebebi, xelfasis odenoba da ganacxadis Semotanis saboloo vada mudam msxvili SriftiT iwereba. Tu romelime klienti am wesidan gadaxvevas moindomebs (magaliTad, ramdenime kompaniam moiTxova misi dasaxelebis mTavruli da xazgasmuli SriftiT miTiTeba), mas Tavazian uars veubnebiT. am mxriv yvela klienti Tanabar
Tavi 14
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vfiqrob, marketingis erT-erTi yvelaze qmediTi meTodi nebismier biznesSi aris swori komunikacia da klientebis kargi mopyroba. klienti cnobierad Tu qvecnobierad xSirad am or faqtors fasis faqtorze ufro maRla ayenebs. CemTvis gaugebaria im kompaniebis pozicia, romlebic did Tanxebs deben reklamaSi, magram naklebad zrunaven momsaxurebis gaumjobesebaze. me, rogorc klients, ar mainteresebs Tu ramdeni gadaixada reklamaSi im supermarketma, sadac me momsaxurebiT ukmayofilo davrCi. meoris mxriv, mzad var gadavixado Cveulebrivze odnav meti im dawesebulebaSi, sadac Cems, rogorc momxmareblis, interesebs pativs scemen da iTvaliswineben. rac Seexeba Cems kompanias, igi ganagrZobs ganviTarebas da momavalSi mraval siaxles SesTavazebs Tavis klientebsa da momxmareblebs,
romlebic kompaniis erT-erT yvelaze mniSvnelovan faseulobas warmoadgenen. SekiTxvebi (davalebebi):
1. CamoTvaleT qarTul internet-sivrceSi saitis marketingis yvelaze efeqturi meTodebi, adgilobrivi Taviseburebebis gaTavliswinebiT. daasabuTeT Tqveni mosazrebebi. 2. CamoTvaleT yvelaze farTod gavrcelebuli Secdomebi, romelTac uSveben onlain marketingis procesSi. 3. CamoTvaleT onlain biznesis is magaliTebi, romlebiT am sawyis etapze warmatebiT imuSaveben saqarTveloSi. daasabuTeT Tqveni mosazrebebi.

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am Tavis Seswavlis Semdeg, Tqven SeZlebT: 1. gansazRvroT axali cifruli xanis formirebis ZiriTadi Zalebi; 2.

marketingi cifrul xanaSi

gzamkvlevi | ideebis kvaldakval

marketingis damatebiTi sakiTxebi

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

mTavari Zalebi, romlebic qmnian cifrul epoqas

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

marketingi cifrul xanaSi

marketinguli strategia cifrul epoqaSi

marketingis damatebiTi sakiTxebi

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

marketingi cifrul xanaSi

el-komerciis Semosavlebis wyaroebi

Semosavali produqciisa da momsaxurebis gayidvidan sareklamo Semosavali

sponsorobis Semosavali aliansis Semosavali

wevroba da saabonento Semosavali

marketingis damatebiTi sakiTxebi

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

marketingi cifrul xanaSi

(Context): veb-gverdis gegma da dizaini.

marketingis damatebiTi sakiTxebi

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

marketingi muSaobis procesSi

`gviyvarxarT, Google-is momxmareblebo da Tqvenc _ reklamis ganmcxadeblebo~

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

spami (Spam ) arasanqcirebuli, arasasurveli komerciuli el-fostis Setyobineba.

el-komerciis dapirebebi da gamowvevebi

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

marketingi muSaobis procesSi

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

marketingi cifrul xanaSi

3. aRwereT el-komerciis oTxi ZiriTadi

marketingis damatebiTi sakiTxebi

5. Tvali gadaavleT im SesaZleblobebs da

TavSi gamoyenebuli terminebi

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

marketingi cifrul xanaSi

marketingis damatebiTi sakiTxebi

saWiro informacia varCie.

marketingi cifrul xanaSi

romlebic kompaniis erT-erT yvelaze mniSvnelovan faseulobas warmoadgenen. SekiTxvebi (davalebebi):

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