“Theoretical approaches to the definition of Internet marketing: Ukrainian dimension”

Despite the rapid growth rate, the scientific base and theoretical development of Internet marketing in Ukraine requires scientific justification and additional research. This paper highlights the problems associated with the unclear position among scientists and experts in defining the concept of “Internet marketing” because the concept is quite new and practically unexplored, consists of two words, each of which has its meaningful content. The paper aims, based on the analysis of conceptual theoretical approaches of scientists and marketers, to formulate the conceptual definition of “Internet marketing,” considering modern features of Internet marketing activity. The research considers the basic theoretical and practical definitions of “Internet mar-keting” in accordance with the conceptual and categorical approaches. According to the supporters of the descriptive approach, the definition of Internet marketing characterizes, as part of e-commerce, the set of Internet marketing tools, while ignoring the relationship with traditional marketing. Supporters of the conservative approach consider Internet marketing as an integral part of traditional marketing and do not pay due attention to the technical capabilities and limitations of the Internet. To form a comprehensive definition of Internet marketing, which would take into account all aspects of Internet marketing, this paper considers the Internet marketing features, according to the “6I” Internet marketing model of McDonald and Wilson, supplemented by characteristics of the modern conditions of the Ukrainian Internet market, like reactivity, dynamic pricing, innovation, complexity of implementation, and others.


INTRODUCTION
Digital technologies are constantly changing and actively evolving, so marketing professionals need to take these trends into practice.Consumer expectations have never been higher than those that dominate today.The growing rich digital marketing environment is challenging for marketers when it comes to engaging with consumers and attracting their attention.According to a study by the Internet Association of Ukraine, the number of Internet users in 2019 in Ukraine increased by 8%.Thus, today, 22.96 million Ukrainians, or 71%, regularly use the World Wide Web, compared to 63% at the end of 2018.The majority of users are Ukrainians aged from 25 to 44 years (Ukrinform, 2019).
As the Internet as a communication medium is constantly progressing and becoming more complicated, and at the same time the possibili-ties of promotion of the company in the virtual space are expanding, there is a need for a new direction of the general marketing structure, which would be engaged in describing the peculiarities of achieving the marketing goals on the Internet -Internet marketing.
Internet marketing is a new innovative field of social activity, the relevant area of this scientific knowledge is still emerging, so analyzing this phenomenon, it is expedient to consider not only the definitions of Internet marketing provided by scientists in the monographs and researches but also the definition, given by practitioners -Internet marketers of well-known web companies.It is especially important to identify conceptual directions and to trace the mutual impact of scientific and practical views on this problem.
Thus, Wilson (2003) is one of the most respected experts in the world in the field of Internet marketing and e-commerce, author of more than two hundred articles on e-commerce and Internet marketing development, despite the fact that even the title of the book contains the concept of "Internet marketing," does not give its definition (Gayduk, 2009, p. 29).Some of the authors who deal with the problems of Internet marketing adhere to the same principle.For example, Litovchenko (2008), in tutorial "Internet Marketing" does not define the concept, or Kholmogorov (2002), which is probably a consequence of the influence of ideas and views of other authors.The lack of knowledge about this phenomenon and the novelty of this sphere has led to the fact that at present there is no conventional way of writing the term -"internet Marketing" (Yurasov, 2003, p. 280) or "Internet Marketing" (Danko, Zavialova, Diakonova et al., 2003, p. 18).
The term "Internet marketing" first appeared in literature, which is characterized by a certain conceptual distinction of existence, along with Internet marketing of its close synonyms: "web marketing," "electronic marketing," "cyber marketing" (Kotler, 2001).Thus, Ukrainian and foreign experts use a number of terms when writing articles and in search of information about a given field of scientific knowledge (Table 1).According to Yandex (n.d.), the often used by Ukrainian and Russian term is "Internet Marketing."According to Google (n.d.), there are about three terms used in the English-language Internet with the same frequency -online marketing, internet marketing, and digital marketing.Based on the analysis of the scientific works, one can conclude that all the terms include Internet marketing, but some, including e-marketing, involve the use of other e-tools, such as SMS and telephone help desk services.
The scientific works of researchers and marketers enable to distinguish two approaches to defining this term: 1) empirical (descriptive, methodological), which emphasizes the practical approach to marketing, the innovation of the Internet market, special unique tools, and mechanisms of seller-buyer interaction; 2) etymological (conservative, traditional), which focuses on the concept of connecting the term with traditional marketing, its functions, and principles.
Systematization of theoretical and practical definitions for the term "Internet marketing" according to the selected conceptual approaches is given in Table 2.
Table 2.The selected conceptual approaches of scientists and marketers to defining "Internet marketing" (IM) Source: Authors' compilation.

Author
Author's position 1.Empirical approach Barabanova (2017) IM is a marketing activity of subjects in the electronic market using the Internet tools and formation of new business models Butorina (2020) IT is a profit-driven business based on digital technology and the benefits they bring

Virin (2009)
IM is about building marketing communications over the Internet.This is not a completely independent sphere, but simply a marketing tool that has its special properties.Internet marketing is a tool that solves part of the marketing tasks of a company and no more (p.12)  ІМ is a set of standard marketing activities designed for the online marketplace.Its main purpose is to get the maximum effect from the potential audience on the site EDUGET (2017) ІМ is the science and art of increasing your targeted online audience

AIMS
The aim of this research is based on the analysis of conceptual theoretical approaches of scientists and marketers to formulate the conceptual definition of "Internet marketing," taking into account modern features of Internet marketing activity.

Empirical approach to defining "Internet marketing"
Main characteristics of the empirical approach are the description of Internet marketing tools, an in-dication of its specificity, but at the same time, the descriptive nature and lack of a sufficient level of scientific theoretical understanding, resulting in such definitions being incomplete.This approach is reflected in Internet marketers' views and specific experience. For

Etymological approach to defining "Internet marketing"
The etymological approach has the theoretical and methodological basis that is available in traditional marketing, but it has the limitations after trying to mechanically connect the terms "marketing" and "Internet."Besides, as there is a lack of a common theoretical definition of marketing, it is necessary to clarify what definition of marketing should be taken.
Pankrukhin (2005) considers that: "Internet marketing is a complex of philosophy, strategies and tools marketing and information interaction in computer networks, providing the opportunity to explore the market, effectively structured information environment, promote, buy and sell products, ideas and services" (p.471).He characterizes certain elements separately from each other, not to mention their integration into a coherent system of interaction with each other.
In definition of Uspenskyi (2003): "by the term Internet marketing one understands the theory and methodology of a marketing organization in the hypermedia environment of the Internet" (p.4), the essence of the phenomenon remains hidden, the only thing that follows from the definition -Internet marketing -requires a methodology and theoretical framework that are different from the traditional marketing methodology, and must take into account the peculiarities of Internet activities.Web Building (n.d.) in considering Internet marketing also follow this method: "ІМ is a comprehensive application of classic marketing tools, methods, and principles for advertising on the Internet."This definition is more suitable for online advertising because it does not consider the production function of marketing.The definition also emphasizes the use of traditional marketing for the sake of advertising on the Internet, which does not show all the components of the Internet marketing complex.
"Іnternet marketing is a set of standard marketing activities designed for the online marketplace.Its main purpose is to get the maximum effect from the potential audience on the site" (Logos IT Academy, 2017).This definition of Logos IT Academy is generic and does not determine the use of online marketing tools or strategies.
Among the definitions of the etymological approach, a direction that Internet marketing is not considered as a specific area of marketing can be also pointed out, and in one way or another compare it with a communication channel between the manufacturer and the consumer or marketing tool or marketing function.For example, Tsarev and Kantarovych (2002) state that "Internet marketing a necessary set of measures for researching such a specific market, such as the online Internet market, for the effective promotion and sale of goods (services) using modern Internet technologies ... Internet marketing is a relatively inexpensive worldwide information channel…" (p.165).
Internet marketing cannot be considered as a channel because by any definition, it is an activity, a "set of events" or a theory, but not a communication tool.

A set of modern characteristics of Internet marketing activity of the company
For a better understanding of the concept "Internet marketing," it is necessary to consider the features of Internet marketing communications, their differences from the traditional ones.As the Internet and Internet marketing have undergone significant changes over the last 20 years, further details of the components of the MacDonald and Wilson "6I" models will be amended to reflect new technologies and Internet marketing capabilities and complemented by other distinctive Internet marketing features.
1. Interactivity.On the Internet, the company can directly interact with the audience, keep in touch with customers, and monitor the situation.It is the opportunity to engage the target audience in communication; creation and constant updating of the customer database.This is one of the main unique benefits of Internet marketing.The advantages of online marketing include the ability to process incoming requests automatically.For example, chatbots cope with a large number of requests and thus reduce the company's communication costs.

Intelligence.
The Internet can be used as a relatively inexpensive way to conduct market research on technology CAPI (Computer-Assisted Personal Interviewing).The second channel for receiving customer information is the corporative website if it has a web analytics system.The analysis of consumer reactions to various offers allows the company to collect information regarding their requests and immediately make changes to advertising.This is one of the most important advantages of Internet marketing over the "traditional" promotion.

Individualization.
A personalized approach to Internet marketing (personalized, individual, interactive, micromarketing) is a form of interaction between the seller and the buyer, based on the interests, needs and goals of the client.Personalization is closely related to targeting.Targeting is a mechanism that allows selecting only the target audience from the entire available audience and show ads to it.

Integration.
The Internet provides additional opportunities for integrated marketing communications.In this case, integration is manifested simultaneously in cross-instrumentality (combining several marketing communication tools) and cross-spatiality (combining off-line and on-line spaces).Integrated Internet marketing is a combination of marketing activities, several Internet marketing methods that are applied holistically in integration with each other, in accordance with the general marketing strategy of the business.
5. Industry restructuring.The Internet has significantly changed the essence of business relations.Creating a relationship between seller and buyer is the central point of online marketing.Affiliate programs take this concept to the next level.Affiliate marketing is a way of distributing a product with the distribution of income between different parties, depending on their contribution.

Independence of location. Electronic communication tools have expanded the reach of all
Internet users worldwide (Vinokurov, 2013, p. 267).Another feature of Internet marketing is that it allows the companies to freely attract customers from all over the world to their website (of course, where there is access to the network).The location of the consumer does not matter -the advertisement can be sent by e-mail or placed directly on the corporate website."Regular users": Claim that they use the Internet once a month and more often have this opportunity) and 5% "refusers" who do not want to use the Internet under any circumstances.A typical socio-demographic portrait of a "refuser" is as follows: a woman over 55 years of age, low income, living in a small town or village.
12. Technological and technical limitations.Not all users have access to high-speed Internet, so they are limited in their perception of voluminous websites, videos, games, and interactive applications.Thus, approximately 3.2 billion people remain offline, over a billion people live in South Asia and 870 million in Africa (Ukrinform, 2020).
13. Information overload.Web users interact with multiple streams of information every minute, causing them information overload.Thus, according to a survey of the Internet Association of Ukraine, from January to June 2019, the volume of the market for online advertising increased to 1.9 billion UAH, which is 82% more than in the same period last year, and the share of direct sales was 61.4%.From the entire segment of this market, online advertising was divided into the following tools: banner advertising -34%; in-stream video advertising -41%; in-page video ads -11%; other non-standard solutions -9%; sponsorship -5% (UBR, 2019).
Users want to get rid of unnecessary information, such they believe the advertising is.If a person constantly visits the same web resources, he gets an idea of where the webpage is advertising, so he ignores any information that is in the "advertising" area.Browsers are also becoming widespread among the advanced Ukrainian Internet users (StatCounter, n.d.), that block ads (Chrome, Opera) or browser extensions that allow automatically hiding ads on any website (Table 3).
14.The cost of communication.By the CPT (costper-thousand contacts), online advertising in recent years has come in second place in value, behind only advertising on television (AgMarketing, 2018).The average cost per click was UAH 4.53 at the end of 2019, exceeding the results of the previous period by 40% (Figure3) (Ukrainian news, 2020).
In general, the communication cost can also be viewed in terms of advertising market volume and advertising demand.According to an expert assessment of the All-Ukrainian Advertising Coalition (VRK), in the end of 2019, the media advertising market has grown by 25%.Growth is projected to continue in 2020, but growth will slow slightly -up to +18%.Internet advertising continues to lead in terms of growth (VRK, 2020).
15. Dynamic pricing.DynamIc pricing on the Internet has become possible mainly due to the advances made in the IT industry.Progress in this industry has provided the companies not only the ability to easily and quickly change price lists of any complexity but also allowed the marketers to collect and analyze customer information with unprecedented speed and simplicity.The key advantage of a dynamic pricing model compared to a static one is the ability to predict and manage the results of an advertising campaign.
16. Trust in the Internet and online advertising.Some consumers do not trust the Internet,

DISCUSSION
After considering the definitions of scientists and marketers, the following similar features can be distinguished for empirical (descriptive, methodological) approach, such as: 1) ignoring the relationship of Internet marketing with traditional marketing, and with its principles, functions, and tools, the perception of Internet marketing as an area or part of e-commerce; 2) consideration of Internet marketing in the context of its advertising opportunities and in relation to websites promotion and ads (as   2) the connection of Internet marketing with traditional marketing is being absolutized; 3) the essence of marketing is not detailed by one or another author; 4) does not take into account the presence of several tools inherent in Internet marketing, features, and goals of their application.
So one can see that the definition of marketing practitioners is given in the first and second approaches.At the same time, there are two interpretations of this concept that do not contradict each other but emphasize different aspects of Internet marketing: the first -on the website promotion (as a virtual projection of the company) and on specific methods of Internet marketing of e-commerce (emphasize the connection of Internet marketing with e-commerce), the second one considers Internet marketing solely as marketing with the use of new technical capabilities (Gayduk, 2009, p. 32).
After analyzing the existing definitions of "Internet marketing", one can conclude that they are limited and not fully reveal the essence of this concept, do not always meet the criteria for the definition, and need to be supplemented and clarified.
Thus, taking into account the peculiarities of marketing development in the modern Internet environment and the concept of the integrated approach, it is possible to form the following definition: Internet marketing is an integrated innovative theoretical and practical activity of using information channels in the virtual space to ensure marketing activities of the company aimed to generate profits, create and support competitive and consumer benefits by developing a complex approach to improving online service delivery to better customer satisfaction and increase their awareness of businesses, brand, products, and services.
This definition can be divided into three semantic parts: • the first part highlights the innovative approach to using a wide range of digital communication channels (blogs, social networks, websites) that a marketer should know and apply in marketing campaigns in conjunction with other tools to provide synergies; • the second part of the definition expresses the idea of attracting new clients and managing relationships with already existing clients as the most important source of enhancing the competitiveness and profitability of the business, which is considered the main objective of Internet marketing; • the third part of the definition deals with the importance of taking a complex strategic approach to ensuring the presence of a company on the Internet.This involves conducting a thorough study of the customer's values, needs, experience, and other important characteristics, as well as selecting the best communication web channels.

CONCLUSION
Consequently, the analysis showed that the use of the Internet and other digital technologies in marketing has given rise to a large number of definitions created by both scientists and marketers.Marketing was called digital, electronic, internet marketing, web marketing.Chaffey, Ellis-Chadwick, Mayer, and Johnston (2006) note that precise definitions of the terms "matter because within the organization or between the business and its customers, clarity is needed to achieve the goals of digital transformation."An analysis of the definitions of Internet marketing by scientists and marketers has shown no single approach to the definition of this concept.The systematization of definitions enabled to distinguish two approaches, namely the empirical (descriptive, methodological) and etymological (conservative, traditional) approach.
Supporters of the empirical (descriptive, methodological) approach consider Internet marketing from the point of view of marketing tools, thereby not paying due attention to the marketing aspects, marketing functions and goals, marketing directions in general.
In turn, supporters of the etymological (conservative, traditional) approach consider Internet marketing as an integral part of traditional marketing, its separate form.However, the features of the Internet environment of marketing activities, specific tools, and features are not considered.
Consideration of two theoretical approaches features, as well as the distinguishing characteristics of marketing activities on the Internet in Ukraine, such as interactivity, intelligence, individualization, integration, industry restructuring, independence of location, reactivity, 24/7 access to a large-paying audience, dynamic pricing, innovation and complexity of Internet marketing implementation and others, allowed formulating a comprehensive definition of Internet marketing.
This definition includes technical Internet characteristics, innovative marketing tools used on the Internet, namely the use of a wide range of digital communication channels, aimed at realizing marketing goals, such as attracting new customers and managing relationships with existing customers, taking into account the specific features of Internet marketing, as well as the importance of a strategic approach to managing the Internet marketing.
The selection of set of modern characteristics of marketing activity of the company on the Internet and the formation of a comprehensive definition of Internet marketing is the basis for the conceptual and categorical apparatus necessary for the modern organization and implementation of Internet marketing at the enterprise.The areas of further research should include consideration and detail of each part of the definition to create a mechanism for effective Internet marketing at the enterprise.

Source:
Built based on Ukrainian news (2020).

Table 1 .
The prevalence of basic concepts to characterize the marketing activity of the company on the Internet, % Source: Authors' calculation based on Yandex (n.d.) and Google (n.d.).

Author Author's position 2. Etymological approach
Malovychko (2014)of marketing that involves the use of traditional and innovative tools and technologies on the Internet to identify and customer satisfaction through exchange for profit and other benefits to the manufacturer (p.65)Malovychko (2014)ІМ is the use of enterprise marketing tools on the Internet to effectively realize its marketing potential in order to achieve goals and profit (p.105)Pankrukhin (2005) ІМ is a complex of philosophy, strategies and tools marketing and information interaction in computer networks, providing the opportunity to explore the market, effectively structured information environment, promote, buy and sell products, ideas and services (p.471) Petryk (2004) ІМ is the theory and methodology of organizing marketing activities in the Internet (p.40) Pleskach (2004) ІМ is a social and managerial process aimed at customer satisfaction on the Internet when creating a supply and exchange of goods services using information and communication technologies (p.192) Smith and Chaffey (2005) ІМ is to achieve marketing goals through digital technology Uspenskiy (2003) ІМ is the theory and methodology of marketing organization in the hypermedia environment of the Internet (p.26) Strauss and Frost (2013) ІМ is the use of electronic data to plan and implement the concept of promoting ideas, products and services for the purpose of sharing that achieve individual and organizational goals Fellenshtein and Wood (2000) ІМ is a transactional, pre-transactional and post-transactional activity carried out by the buyer and seller through the Internet and who have a clear desire to buy or sell Tsarev and Kantarovych (2002) ІМ is a necessary set of measures for researching such a specific market, such as the online Internet market, for the effective promotion and sale of goods (services) using modern Internet technologies ... Internet marketing is a relatively inexpensive worldwide information channel, characterized by high efficiency, purposeful impact, fast enough feedback from potential customers, cheap advertising and marketing activities and programs (p.165) Web Building (n.d.) ІМ is a comprehensive application of classic marketing tools, methods and principles for advertising on the Internet Marketer (2016) ІМ is the marketing of goods or services using digital (Internet) technologies, mostly on the Internet, but also including smartphones, display advertising and any other digital media Logos IT Academy (2017) Dynamics of Internet penetration in Ukraine over the last 10 years 1) the Internet covers 42% of the audience in cities with a population of more than 100,000 people and average income (Figure1); Innovative Marketing, Volume 16, Issue 1, 2020 http://dx.doi.org/10.21511/im.16(1).2020.09 Figure 2.

Table 3 .
Dynamics of browser market share in Ukraine in 2018-2020 Source: Built based on StatCounter (n.d.).