Šiuolaikinės internetinės rinkodaros galimybės verslui ir aukštosioms mokykloms

LTStraipsnyje nagrinėjami verslo įmonių ir aukštųjų mokyklų studijų programų reklamos internetinės rinkodaros aspektai, pabrėžiami skirtingų priemonių privalumai, trūkumai, aptariami pagrindiniai programiniai paketai rinkodaros valdymui, priežiūrai, analizuojami dabartiniai aukštųjų mokyklų studijų rinkodaros būdai bei jų poveikis. Interneto rinkodaros priemonės leidžia panaudoti labai daug įvairių internetinių galimybių studijų programų reklamai. Tinklapio optimizavimas, reklaminiai skydeliai ir užsakomieji straipsniai – tai tik pradžia į internetinės rinkodaros platybes. Yra daug kitų būdų, kurie galėtų geriau pasiekti tikslines grupes. Vieni internetinės rinkodaros būdai veiks abiturientų pasirinkimą, kiti – darbdavius, tėvus, mokytojus.

ENThe article deals with the online marketing aspects of advertising of higher school specialities and businesses; the advantages and disadvantages of different methods are emphasized; basic software packages for management and maintenance are disused; modern marketing methods and their impact on higher schools are analyzed. The online marketing is becoming a serious competitor to traditional marketing. One of its advantages is, that it can reach target groups more successfully than traditional marketing. By this approach the target group may not only be of potential clients, but of students, parents, teachers and employers too. The internet use in the households of Lithuania has increased significantly for the last five years. It is used not only for the news reading but for the socializing, shopping, etc. Young people spend less time watching TV but more in the networked games or on the social networks. So, businesses complying with younger consumers, start allocating more means for the online marketing; while in the higher schools and businesses of Lithuania this field is new and not prominent; more funds are allocated to traditional marketing, as it appears (according to the research) little effective. There is low credibility in the means of online marketing because of the shortage of the information and understanding of the techniques. There is a great variety of the online marketing possibilities but the point here is creativity. The product can be advertised in different ways and not necessarily a positive effect should be elicited. Email, advertising banners sometimes can or cannot work out. The online marketing supplies various tools for the advertising products and specialities. The Internet serves for the opinion formation and fast search of the information.The research revealed that while choosing a product or speciality all visitors use the search engines, hat means the retrieve results may influence on the choice of a particular product or speciality. Today there are still some schools that are not included in the speciality listings because of their insufficient attention to the information technologies. A very similar situation is with the businesses in Lithuania (some of them even do not have a website).Advertising banners, articles on demand, websites – it is only the starting point to the online marketing expanses. There are a lot more ways how to reach target groups. Some methods may influence school leaver‟s choice, the others can have an impact on employers, teachers, parents. The Internet is an excellent tool for positioning the name of a business or of a higher school to all target groups. The basic principle of the online marketing is to supply a customer with the useful information. Upon receiving it, the visitor pays attention to its source, and it is the reason why new and creative methods of the online marketing may replace inefficient methods such as advertising banners, etc. The analysis of practiced methods is one more significant step in the online marketing; as it is impossible to establish the results without the analysis, therefore the allocation of funds becomes useless.