stable operation of the company and
the implementation of new projects. It is through the optimal combination of communications,
the enterprise can expand and deepen the circle of investors, increase market
share and generally increase its profits. Internet communications play a key
role in this process today, precisely in the field of development.
1.
LITERATURE REVIEW
The
role of strategic management in achieving high performance of the company is
identified in the study by Khmelyarchuk et al. (2019). The list of strategic
positions and model strategies based on content analysis are formed. The model
of strategy selection is developed in the context of unexpected changes in the
external industry environment, which, in contrast to the existing ones, will
allow the destination and business companies to reasonably choose their own
development strategy, taking into account variable environmental factors.
At
the same time, the appropriate attention is not given to the marketing
component, in particular the content component.
The
key role of content strategy as a part of social media strategy is
substantiated in the study by Ramadanty et al. (2020), and Chwialkowska (2019).
This research is aimed at a deeper study of social media strategy with the role
of online advertising as a modern effective tool for transmitting information
to consumers of goods and services.
Mhimed
and Belkhir (2018) developed a conceptual model clarifying the effect of two
main content marketing strategies, brand-oriented content and social-oriented
content strategy, on generating traffic in social media, through the mediation
of consumers’ motivations to create traffic online. Nevertheless, there is
still no definite answer on how to identify alternative sources of web resource
traffic and effectively realize their potential in attracting target groups of
consumers.
The
problems of forming methodological approaches to assessing the communication
system of enterprises based on a combination of quantitative and qualitative
indicators of communication efficiency are studied in order to form
recommendations for the formation of the content strategy of the construction
company (Illiashenko & Shypulina, 2012).
Many
sources have extensively investigated the planning of integrated communications
in the process of project management and implementation (Greenberg et al.,
2011). However, it should be noted that the available publications address the
problems of marketing communications management of enterprises in general.
However, practice shows that domestic companies are increasingly using Internet
technologies in their communication activities, although not always
effectively. Therefore, solving the problems of achieving the effectiveness of
Internet communication in the management system of companies must be overcome
by forming recommendations based on the development of theoretical and
practical principles of this topic.
Thus,
the question of studying the existing practice of using Internet communications
is acute. Theoretical research and practical principles of Internet
communications management need to be developed in order to achieve their
effectiveness.
2.
METHODOLOGY
The
following methods were used in the course of the research:
·
the method
of statistical analysis (for the analysis of the tendency of development of the
real estate market of Ukraine);
·
analysis,
synthesis, logical and theoretical generalization – to specify the factors of
supply and demand in the real estate market;
·
graphical method,
·
table
method (to visualize the results of the study);
·
method of
calculating specific indicators of communicative activity (CPC (Cost Per
Click), CPA (Cost Per Action), CTR (Click Through Rate)) for analysing trends
in traffic to the company's website and identifying alternative sources of
traffic.
An
analysis of trends in the real estate market of Ukraine is carried out based on
official statistics.
3.
RESULTS AND DISCUSSIONS
According to the State Statistics
Service of Ukraine, the growth of construction in 2016 was 17.4%, in 2017 –
26.3%, in 2018 – 8.5%. According to the results of the first half of 2019,
construction works in monetary terms were performed by 32.4% more than in the
same period of the previous year (State Statistics Service of Ukraine, 2019).
In addition, it is necessary to pay attention to a number of negative factors,
namely: low mortgage lending in the country, rising prices for energy and
materials, and despite this, the real estate market continues to grow steadily
and develop (Balabash, 2018; Kuznetsova & Balabash, 2015; Kuznetsova et al., 2019).
The dynamics of construction in
Ukraine in% to the corresponding previous period is shown in Figure 1.
|
|
|
|
Figure 1. Dynamics of construction
of real estate in Ukraine in% to the corresponding previous period
Source: summarized by the authors for State
Statistics Service of Ukraine, 2019
|
Figure 2. General housing price
index
in Ukraine, %
Source: summarized by the authors for State Statistics Service of
Ukraine, 2019
|
In the real estate market of Ukraine
there is a “pent-up demand”, which can be realized through the use of Internet
communications.
The object of study of the problem
of efficiency of Internet communications in the management system is the
enterprise “Micromegas”, the main economic
activity of which is the construction of residential and non-residential
buildings. The enterprise's activities are aimed at making a profit and meeting
the social and economic interests and social needs of the real estate market.
We will analyse the communicative
efficiency of the WEB-system of a construction company.
The dynamics of traffic site of the
construction company in 2017-2018 is presented in Figure 3.
Also, it is necessary to analyse the
sources of traffic site of the construction company, the data are presented in
Figure 4. It is important to note that among the sources of traffic during the
analysed period, the largest% is occupied by direct traffic. Direct traffic
consists of any visitors who go directly to the site (Site“Google Analytics”,
2019). This indicates a lack of realization of the potential of other sources
of traffic, such as search engines, conversions from other sites and networks.
.files/image008.gif)
Figure 3: Dynamics of traffic site indicators of the construction company in
2018-2019
Source: summarized by the authors for Site “Google
Analytics”, 2019
.files/image010.jpg)
Figure 4: Sources of traffic of the site of the
construction company in 2018-2019,%
Source: summarized by the authors for Site «Google
Analytics», 2019
Work
in this direction is important for promotion in the market, because, today, SEO
(promotion activities) is already a full-fledged science, a set of complex
works to improve the relevance of the site with search engines that are
constantly improving (Site “Google Analytics”, 2019). Quantitative
parameters of traffic visits (including the number, content of requests,
characteristics of visitors, etc.) also differ. The most popular pages on the
site were: home, pages of new buildings and contacts.
The analysis of the communicative
efficiency of the enterprise web-system revealed insufficient realization of
the potential of such traffic sources as search engines, transitions from other
sites and networks. The implementation of which would intensify the promotion
on the Internet.
Today, the following real estate
search engines are presented on the Internet: DOM.RIA.com and LUN.
Registering on these search engines
and creating real estate pages is free. Comparative characteristics of real
estate search engines are presented in Table 1.
Table 1: Comparative characteristics of real estate search engines
|
Name
|
Audience (daily visitors)
|
Cost of 1000 impressions,
UAH
|
Benefits
|
|
DOM.RIA
|
88000
|
3.5
|
Free geo-targeting, additional advertising modules
|
|
Lun
|
150 000
|
4.0
|
LUN partner network - 10 real estate sites, a set of business news
sites (Channel 24, Correspondent, UkrPravda, etc.)
|
Source: summarized by the authors for
Site «DOM.RIA», 2019; Site“Lun”, 2019
Based on the value of 1000
impressions, we consider it appropriate to choose cooperation with the real
estate search engine: DOM.RIA.com.
The ScreenGlide advertising module
is a small banner that is displayed to a site visitor when the page loads. The
banner opens to its full size when you hover the mouse cursor over it. The
content of the page is closed. When you move the mouse cursor from the
advertising module, the banner takes its original form. The MPU banner consists
of several Flash-videos, one of which is the master that controls the
interaction of the panels and the script.
The cost of making banners, as well
as additional advertising modules, is presented in
Table 2.
Table 2: Calculation of the cost of placing advertising banners on DOM.RIA.com
|
Type of advertising
|
Banner format
|
Cost of 1000 impressions,
UAH
|
Number of impressions
|
Discount amount
|
Additional advertising
modules
|
Surcharge for additional
advertising modules
|
Total cost, UAH
|
|
On search pages
|
700х150
|
3.5
|
2000
|
10 %
|
MPU (multipanel banner)
|
25 %
|
7875
|
|
On the pages of ads
|
200x150
|
3.0
|
4000
|
15 %
|
advertising module ScreenGlide
|
27%
|
12954
|
|
Total
|
|
20829
|
Source: summarized by the authors for Site“DOM.RIA”,
2019
The clients of the
construction company are citizens of other countries, first of all Israelis,
Canadians, Belarusians and others. Therefore, it is advisable to promote the
enterprise's services in the international market. To do this, it is advisable
to enter into agreements with international real estate brokers such as
“VillaCarte”, “Tranio”, as well as registration on the international real
estate portal “Prian”.
International real
estate brokers are intermediaries between the developer and the investor in the
international real estate market. They assist in the selection of the object,
conduct an audit of the object and the legal purity of the transaction, organize
demonstrationsandprovide full legal support of the
transaction and after-sales service and management.
“Prian” is the largest
real estate portal abroad, bringing together hundreds of companies and private
individuals representing their properties in more than 50 countries on all
continents except Antarctica. Partners are leading developers, real estate
agencies, consultants, professional investors.
Registration on the
portal is free, but promotion to the TOP position is paid.
.files/image012.gif)
Figure 5: Search activity of visitors to the
site of the construction company in 2018-2019
Source: summarized by the authors for Site “Google
Analytics”, 2019
Analysis of data on search activity
of site visitors in 2018-2019 (Figure 5) reveals a significant increase in the
number of visits since June with a peak of visits in December. As the number of
site visits increases, so does the average number of pages viewed and the time
spent on the site. We believe that this is due to the seasonality of demand in
this area.
On the basis of the conducted
analysis we will make the plan-schedule of carrying out of actions for
management of Internet communications of the construction company for 3-4
quarter of 2020 (Table 3).
This will allow you to evenly distribute
traffic sources and achieve maximum effect based on the expected trends in
traffic to the company's website.
Because communication measures are
developed and implemented in a complex, it complicates the analysis of the
effectiveness of some of them and their isolated impact on overall sales growth
(Lu & Miller, 2019).
Table 3: Plan-schedule of measures for implementation of the
content strategy of PE “Mikromegas”
|
The
name of the measure
|
June
2020
|
July
2020
|
August
2020
|
September
2020
|
October
2020
|
November
2020
|
December
2020
|
|
Registration
on the portal “Prian”
|
|
|
|
|
|
|
|
|
Promotion
to the TOP position
|
|
|
|
|
|
|
|
|
Registration
on DOM.RIA
|
|
|
|
|
|
|
|
|
Registration
in the search engine LUN
|
|
|
|
|
|
|
|
|
Production
of banners and advertising modules
|
|
|
|
|
|
|
|
|
Banner advertising of
DOM.RIA
|
|
|
|
|
|
|
|
Source:
created by the author
In
this regard, it is relevant and promising in the future to analyse the
dependence of sales on the funds invested in individual communication
activities to determine the most effective of them.
4.
CONCLUSIONS
1) Trends
in the construction industry of Ukraine identified in order to substantiate the
need for the formation of the content strategy of the construction company and
increase the efficiency of management of its activities. The volumes of construction
works and the dynamics of the housing price index in Ukraine are analysed.
Factors of supply and demand in the real estate market are highlighted.
2) The
analysis of communicative efficiency of the web-system of the construction
company is carried out on the basis of indicators of traffic site, the number
of unique visitors, etc., as a result of low realization of potential of such
traffic sources as search engines, transitions from other sites and networks.
3) Measures to form and implementation the content strategy of
the construction company have been developed. Options for promotion on the
Internet based on the analysis of comparative characteristics of real estate
search engines are substantiated. The analysis of indicators of search activity
of visitors of the site of PE “Micromegas” is carried out that allowed to
reveal tendencies of its visits, growth of activity since June with the peak of
visits falling on December is established. The average number of pages viewed
and the time spent on the site were analysed. On the basis of which the
schedule of carrying out of actions for management of communications of the
construction company is made.
4) The analysis of dependence of sales
volumes on the funds invested in separate communicative actions for establishment
of the most effective of them is actual and perspective further.
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CONTENT
STRATEGY IN MANAGEMENT OF COMMUNICATIONS