Eremenko Yu.A. Selection of Promotion Channels for Organic Products in the Internet Environment

Yuliya A. Eremenko

Institute of Economics and Management, V.I. Vernadsky Crimean Federal University, Simferopol, Russian Federation

Abstract. In Russia the development of the organic product market faces the following limiting factors: high price, insufficient awareness and low physical availability of bioproducts for the population. The use of modern Internet technologies can have a positive impact on solving these problems. Direct selling through online-stores or corporate websites allows to control adequate price markup on products. The variety of social Internet communications can be successfully used in increasing public awareness about organic products and the peculiarities of choosing them. Moreover, bearing in mind the specific character of bioproducts which have a low shelf life, online sales are necessary to ensure filled customer demand.
Thus, the issues of choosing the most optimal channels for promoting organic products in the Internet are important and well-timed.
The purpose of the article is to identify the most effective channels in promoting organic products in the Russian market.The implementation of the set tasks was achieved by means of using general scientific methods: analysis, synthesis.
The statistical methods were also used during processing and synthesis of statistical data and their generalization in the most informative form i.e. tables, figures.
The article identifies the most efficient channels for promoting organic products in the Internet environment from the point of view of an enterprise’s goals. The author defines the KPI assessments of its effectiveness for each online channel.
On the one hand, understanding the peculiarities of using various Internet channels to promote organic products can have a positive impact on the consumer demand in general. On the other hand, it will allow making the most efficient use of Internet technologies in the general strategy of promoting an enterprise.

Key words: organic products, promotion channels in the Internet environment, key performance indicators (KPI), organic traffic, paid traffic, social media marketing, social content, search engines, social networks.

Citation. Eremenko Yu.A., 2019. Selection of Promotion Channels for Organic Products in the Internet Environment. Regionalnaya ekonomika. Yug Rossii [Regional Economy. South of Russia], vol. 7, no. 3, pp. 151-161. (in Russian). DOI: https://doi.org/10.15688/re.volsu.2019.3.16

Attachments: /10_Eremenko.pdf