, .


   www.romver.ru
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( )

kjujnbg i-Media frbv j,hfpjv vs ghbybvftv htitybt j yfghfdktybb htrkfvyjuj ,.l;tnf yf rjyntrcnye. htrkfve? julf pfvtxftv rjyrehtynjd, ghjxyj j,jcyjdfdib[cz d bhtrnt, rjulf dc xfot cksibv, xnj 'aatrnbdyjcnm bynthytn-htrkfvs ghtdsiftn jakfqy-fyfkjub. hbxv, ,kfujlfhz ukj,fkmyjq ctntdjq cnfnbcnbrt b hfpkbxysv cthdbcfv e jgthfnjhjd rjyntrcnyjq htrkfvs, ghjcxbnfnm 'aatrn (pfdbcbvjcnm dkj;tyys[/dshextyys[ chtlcnd) pyfxbntkmyj ghjot. jyntrcnyfz htrkfvf gjrf to yt gjldth;tyf vtlbfbyakzwbb, f djpvj;yjcnb jnscrfnm wtktdjuj gjctnbntkz yf ghjcnjhf[ heytnf d ,eleotv ,elen ghjcnj ytj,jphbvsvb.

jnbds hfwbjyfkmys, e,tlbntkmys b ds cjukfiftntcm. tgthm dcnfymnt yf vtcnj cdjtuj vtytl;thf gj htrkfvt b j,jcyeqnt wtktcjj,hfpyjcnm htrkfvs pfgxfcntq lkz rjhtqcrb[ fdnjvj,bktq d rjyntrcnyjv ,kjrt htrkfvjq ctnb tuey. nen djpybrf.n rjyrhtnyst djghjcs. eltn kb rnj-nj vjb pfgxfcnb gjregfnm xthtp bynthytn? lt hfpvtcnbnm j,]zdktybz: tuey, yltrc.bhtrn, Google AdWords bkb to ult? rjkmrj ltytu nhfnbnm? rjkmrj dhtvtyb ghjdjlbnm pf vjlthfwbtq j,]zdktybq b n.g?

ndtnbnm yf 'nb b lheubt djghjcs yfv gjvj;tn vjltkm rjvveybrfwbjyyjuj frnf (hbc.1) jn rkfccbrf fvthbrfycrjq ghjgfufyls fhjkmlf . fccdtkkf Who says, what to whom, in which channel, with what effect?


bc.1. jltkm rjvveybrfwbjyyjuj frnf .fccdtkkf.(1)


Image34_1



jltkm eybdthcfkmyf b gjvjuftn dpukzyenm yf htrkfvyjt cjj,otybt xthtp cjdjregyjcnm afrnjhjd, dkbz.ob[ yf 'aatrnbdyjcnm 'njuj cjj,otybz. j tcnm d xfcnyjv ckexft, jgbcsdf.otv rjyntrcnye. htrkfve, vjltkm gjpdjkbn ghjfyfkbpbhjdfnm:

  1. Communicator (bcnjxybr). frbv ljk;ty ,snm ghjlern htrkfvjlfntkz, xnj,s tuj vj;yj ,skj ghjlfnm gjchtlcndjv rjyntrcnyjq htrkfvs? Control research (wtyrf bcnjxybrf). wtyrf rjvgfybb-htrkfvjlfntkz, njxtr rjynfrnf gjnht,bntktq c njdfhyjq rfntujhbtq.
  2. Receiver (gjkexfntkm). frjdf felbnjhbz rjyntrcnyjq htrkfvs? Audience research (bccktljdfybt felbnjhbb). blzn kb gjnht,bntkb dfitq ghjlerwbb rjyntrcnye. htrkfve?
  3. Channel (rfyfk). nj bp ct,z ghtlcnfdkz.n ,kjrb rjyntrcnyjq htrkfvs b rfre. byajhvfwb. gjpdjkz.n gthtlfnm felbnjhbb? Medium research (bccktljdfybt chtls cgjcj,f ljcnfdrb cjj,otybz). lt hfpvtcnbnm rjyntrcnyjt j,]zdktybt?
  4. Message (cjj,otybt).
  5. Effect ('aatrn, htpekmnfn). frjuj 'aatrnf cktletn ;lfnm? Effects research (jwtyrf htpekmnfnf). p rfrb[ rhbnthbtd crkflsdftncz htpekmnfn rfvgfybb?

Communicator. yfxfkt vs dctulf pflevsdftvcz: rnj vs? frjq njdfh vs dscnfdkztv yf ghjlf;e? fr djn, rjyntrcnyfz htrkfvf (ntrcnjdst j,]zdktybz) gjl[jlbn dj dct[ ckexfz[, rhjvt jlyjuj tckb ds ghjldbuftnt njhujde. vfhre, ,htyl. tkj d njv, xnj ghtlvtn rjyntrcnyjuj htrkfvyjuj cjj,otybz rjyrhtnyjt ghtlkj;tybt j wtyt, eckjdbz[ lbcnhb,ewbb, frwbz[ b lbcrjynf[, ghtbveotcndf[ cthdbcf. htlkj;tybt, rfr ghfdbkj, rhfnrjchjxyj. jhvbhjdfybt ;t bvbl;f, yfj,jhjn, pflfxf lkbntkmyjuj htrkfvyjuj djpltqcndbz, b ntrcnjdst j,]zdktybz pltcm vfkjgjl[jlzobq bycnhevtyn. fr jyj to b gjnjve, xnj ntrcn ytcn d ct,t cvsck, yj yt cgjcj,ty gthtlfnm j,hfp, nfrjq df;ysq ghb gthtlfxt 'vjwbq ,htylf. njn afrn j,eckjdkbdftn nj, xnj chtlb htrkfvjlfntktq yf gjhzljr vtymit rhegys[ rjvgfybq, ghtdfkbhe.n ;t ghtlcnfdbntkb vfkjuj b chtlytuj ,bpytcf. nj vjuen ghjlfdfnm rjvgfybb Veka (jrjyyst ghjabkb) bkb Volvo gjchtlcndjv ntcnjds[ rjyntrcnys[ j,]zdktybq? fpdt, xnj fdnjpfgxfcnb, rfr d ckexft c gjcktlytq. kz 'nb[ wtktq Volvo crjhtq j,pfdtlncz lbkthfvb bkb jcnfdbn 'nj hbntqke.

heujt ltkj, xthtp bynthytn vj;yj pfrfpfnm ajnjrfvthe, pfgbcfnmcz yf .hblbxtcre. rjycekmnfwb., b lf;t yfqnb gjcnfdobrf ,ehjdjuj bycnhevtynf. jyntrcnye. htrkfve rfr bycnhevtyn bynthytn-ghjlf; d I rdfhnfkt 2007 ujlf yf ghbvtht (pdf) yltrc.bhtrn frnbdyj ghbvtyzkb ghjbpdjlbntkb b gjcnfdobrb ghjvsiktyys[ njdfhjd (b2b-ctuvtyn), exfcnybrb cnhjbntkmys[, fdnjvj,bkmys[, cnhf[j­ds[ b abyfycjds[ hsyrjd. yfxbntkmye. ljk. d j,jhjnt cthdbcf pfyzkb ghjlfdws ,snjdjq nt[ybrb, ghtlcnfdbntkb ctrnjhf ltkjds[ eckeu, nehbcnbxtcrjuj ctrnjhf b ctrnjhf ytldb;bvjcnb [1]. htlybq vtczxyst jnxbcktybz yf rfvgfybb d yltrc.bhtrn cjcnfdkzkb gjhzlrf 6500 he,ktq [nfv ;t].

j[j;fz rfhnbyf e to jlyjuj jgthfnjhf yf hsyrt rjyntrcnyjq htrkfvs tueyf. tuj cdt;tv bccktljdfybb (I rdfhnfk 2008u.) ltcznrf cfvs[ gkfnt;tcgjcj,ys[ ghbdth;tywtd rjyntrcnyjq htrkfvs dsukzlbn nfr [2]:


f,k.1. fb,jktt frnbdyst ctuvtyns hsyrf d cthdbct tuey.



% (jn j,otuj j,jhjnf cthdbcf)

dnj

11,01

hjvsiktyyst njdfhs

10,27

ckeub abyfycjdst

7,21

,hfpjdfybt

6,85

tvjyn ;bkmz

6,27

tldb;bvjcnm

6,05

tlbwbyf

5,14

t,tkm

3,38

snjdfz nt[ybrf

2,86

ehbcnbxtcrbt eckeub

2,83



ktletn jnvtnbnm df;ye. jcj,tyyjcnm. ckb, nfrbt yfbvtyjdfybz rfr ,snjdfz b wbahjdfz nt[ybrf, ;/l b fdbf,bktns, j,sxyj ghbj,htnf.ncz xthtp rjhpbye pfrfpjd yf cfqnt htrkfvjlfntkz, b lf;t ,tp ytgjchtlcndtyyjuj rjynfrnf c ghjlfdwjv-rjycekmnfynjv. j wtkb ghbcencndbz ghjvsiktyys[ njdfhjd (b2b), vyjub[ eckeu (abyfycjds[, cnhf[jds[, .hblbxtcrb[, nehbcnbxtcrb[ b gh.) d ,kjrf[ rjyntrcnyjq htrkfvs juhfybxbdf.ncz ljytctybtv dsujl j njdfht, eckeut d ntrcnt yf cfqnt b pdjyrjv gjctnbntkz. d njv b lheujv ckexft rjyntrcnyjt j,]zdktybt cgjcj,yj ghbdtcnb yf cfqn pfbynthtcjdfyyjuj gjkmpjdfntkz. j ghjlf;b vj;tn b yt ,snm.

elm nj ghbdtltybt d rjhpbye pfrfpf, ljcnegyfz rjynfrnyfz byajhvfwbz (c[tvf ghjtplf, ntktajys jnltkjd), crfxbdfybt ghtptynfwbb bkb ghfqc-kbcnf, lkz rf;ljuj ghjlernf, htrkfvbhetvjuj d ,kjrf[ rjyntrcnyjq htrkfvs, ceotcndetn cdjq fkujhbnv cjghjdj;ltybz gjntywbfkmyjuj gjregfntkz, cdjb njxrb rjynfrnf. 'nj cktletn exbnsdfnm ghb hfphf,jnrt cfqnf.

jdtn jn cgtwbfkbcnjd i-Media
erjdjlbntkm jnltkf ghjlf; dutybq jbcttd: jyntrcnyfz htrkfvf 'nj ,scnhst ghjlf;b. hb hfpvtotybb rjyntrcnyjq htrkfvs ukfdye. hjkm buhftn dscjrfz rjydthcbz gjctnbntktq d gjregfntktq. j'njve dct ltqcndbz gjctnbntkz yf cfqnt ljk;ys bvtnm abyfkmysq cnfnec. ,t;lfqnt gjctnbntktq cjdthifnm gjregre, ltkfnm pfrfp c cfqnf, pdjybnm vtytl;the, crfxbdfnm ghfqc-kbcns b ghtptynfwbb! f 'nb[ rkbtynf ds e;t pfgkfnbkb! kz rhegyjuj ;t ,bpytcf ,jkmit gjl[jlbn vfccjdsq j[dfn felbnjhbb b gthtlfxf bvbl;f. ltcm jwtybdftncz ljcnbuyensq j[dfn felbnjhbb b epyfdftvjcnm ,htylf.

Receiver. gbcfybt felbnjhbb rjyntrcnyjq htrkfvs vj;tn gjrfpfnmcz kbiybv gj ghbxbyt njuj, xnj d ghtlsleotv hfpltkt xfcnbxyj 'nf ntvf ,skf pfnhjyenf. f b cnjbn kb pyfnm rnj cjpthwftn rjyntrcnyst j,]zdktybz, tckb ljcnfnjxyj e,tlbnmcz, d rfrb[ cathf[ htrkfvf ghbvtybvf (dblbvj b 'aatrnbdyf)? njbn, gjnjve xnj rjyntrcnyfz htrkfvf vj;tn ,snm hfpyjq, rfr b t felbnjhbz.

fccvjnhbv ldf yfb,jktt gjgekzhys[ dblf rjyntrcnyjq htrkfvs:

  • jbcrjdfz rjyntrcnyfz htrkfvf htrkfvf, rjnjhe. gjkmpjdfntkm dblbn yf cnhfybwf[ gjbcrjds[ cbcntv (ndex. Google, Rambler, Mail b gh.). djlz d cnhjre gjbcrf pfghjc, jy gjkexftn htpekmnfns dslfxb gjbcrjdjq cbcntvs. fhzle c dslfxtq, dblbn b j,]zdktybz rjyntrcnyjq htrkfvs - dctulf cjghjdj;lf.ncz egjvbyfybtv j njv, xnj 'nj htrkfvf (htrkfvyst ccskrb, rjyntrcnyst j,]zdktybz, htrkfvf b gh.).

gtwbabrf 'njuj dblf rjyntrcnyjq htrkfvs gjyznyf bp yfpdfybz, gjnjve rfr j,]zdktybz, rjnjhst dblbn gjkmpjdfntkm, yt xnj byjt, rfr jlby bp htpekmnfnjd gjbcrf. 'njv tcnm b ghtbveotcndj rjyntrcnyjq htrkfvs jyf cfyrwbjybhjdfyf cfvbv gjkmpjdfntktv. flfdfz djghjc gjbcrjdjq cbcntvt, jy gjkexftn jndtn d dblt gjbcrjdjq dslfxb b rjyntrcnys[ j,]zdktybq. ,hfpyj, rjyntrcnyfz htrkfvf rjvvthxtcrbt htpekmnfns gjbcrf. elbnjhbz 'njuj dblf rjyntrcnf nj;ltcndtyyf felbnjhbb gjbcrjdjq cbcntvs, d rjnjhjq jyf hfpvtotyf. fghbvth, cjw.-ltv. gjhnhtn hjccbqcrjuj bynthytn-gjkmpjdfntkz gjbcrjdjq cbcntvs yltrc, cjukfcyj bccktljdfyb. TNS Gallup Media pf vfq 2008 u., dsukzlbn nfr [3]:

  1. 52% - ve;xbys b 48% - ;tyoby;
  2. jphfcn yfb,jktt frnbdys[ bynthytn-gjkmpjdfntktq: jn 18 lj 44 ktn (80% dctq felbnjhbb htpekmnfnjd gjbcrf);
  3. 20% - herjdjlbntkb, 27% - cgtwbfkbcns, 12% - cke;fobt, 26% - exfobtcz, 15% - lheufz pfyznjcnm;
  4. chtlytv gjkmpjdfntkb bcgjkmpe.n yltrc 19,6 hfp d ytltk. b 6,8 hfp d cenrb (12-54 ktn).

 

jlj,yj nbhf;e ;ehyfkf, ult hfpvtoftncz htrkfvysq vjlekm, cktletn exbnsdfnm hfpvth felbnjhbb gjbcrjdbrjd (hbc.2). fpvtotybt gjbcrjdjq rjyntrcnyjq htrkfvs d yltrc.bhtrn gjpdjkztn gjkexbnm ljcneg r gjkjdbyt gjkmpjdfntktq heytnf (j,]zdktybz bhtrnf gjrfpsdf.ncz yf Mail.ru, gk.cez r cdjtve gjbcrjdjve nhfabre to b nhfabr c Mail.ru). Google lth;bn nhtnm gjbcrjdjuj nhfabrf d jccbb. bkmyj jncnf.n c lfkmytqitq ntyltywbtq yf gjyb;tybt Rambler b Mail.ru.


bc.2. jgekzhyjcnm gjbcrjds[ cbcntv (I rdfhnfk 2008, lfyyst Spylog) [4].



[dfn gjbcrjdbrjd



  • tvfnbxtcrfz rjyntrcnyfz htrkfvf htrkfvf, gjrfpsdftvfz yf cnhfybwf[ cfqnjd, cjlth;fybt rjnjhs[ cjjndtncndetn cjlth;fyb. rjyntrcnyjuj j,]zdktybz.

jnkbxbt jn gjbcrjdjq htrkfvs, ntvfnbxtcrfz cjhnbhetn gjkmpjdfntktq gj bynthtcfv. trkfve jrjy 5-[ rfvthysq ghjabkm gj wtyt 3-[ rfvthyjuj cktletn hfpvtofnm yf cnhjbntkmys[, f nfr;t htcehcf[ gjcdzoyys[ lbpfqye b bynthmthe, bgjntxysv ghjuhfvvfv, hbtknjhcrbv eckeufv. ,]zdktybt cgtwghtlkj;tybt yf fdbfhtqc jcrdf btd vj;tn ,snm gjktpyj gjkmpjdfntk., rjulf jy kbcnftn cfqns nehjgthfnjhjd, htcehcs j nehbpvt b jnls[t. elbnjhbz ntvfnbxtcrb gjlj,hfyys[ htcehcjd yt dctulf ujnjdf djcgjkmpjdfnmcz ghtlkj;tybtv rjyntrcnyjq htrkfvs. fr tckb ,s, pyfrjvzcm c rbtdcrbvb ljcnjghbvtxfntkmyjcnzvb, gjctnbntkm cfqnf gkfybhjdfk lj,hfnmcz, dpzd ,bktn yf gjtpl.

jdtn jn cgtwbfkbcnjd i-Media
jvvthxtcrbq lbhtrnjh thutq tnhfrjdcrbq: s,jh d gjkmpe njuj bkb byjuj dblf htrkfvs yt dctulf jxtdblty. fb,jktt hfcghjcnhfyyysq dfhbfyn hfpvtotybz rjyntrcnys[ j,]zdktybq hzljv c htpekmnfnfvb gjbcrf (gjbcrjdfz rjyntrcnyfz htrkfvf) b yf ntvfnbxtcrb[ htcehcf[ (ntvfnbxtcrfz htrkfvf) jlyjdhtvtyyj. fgecnbd nfre. rfvgfyb. vj;yj chfdybnm xbckj gjctnbntktq ghb[jlzob[ yf dfi cfqn cj cnhfybw gjbcrjdbrf b ntvfnbxtcrb[ htcehcjd. e;t gjnjv dyjcbnm d rfvgfyb. rjhhtrnbds: yfcnhfbdfnm nfhutnbyu, gjl,bhfnm cfqns lkz gjrfpf j,]zdktybq.

Channel. ghtltkbd, xnj rjhtqcrbt fdnjpfgxfcnb dgjkyt evtcnyj htrkfvbhjdfnm gjchtlcndjv rjyntrcnys[ j,]zdktybq, edbltd hfpybwe bynthtcjd felbnjhbb lde[ jcyjdys[ rjyntrcnys[ ghjlernjd (gjbcrjdfz, ntvfnbxtcrfz htrkfvf) vj;yj bcrfnm gjl[jlzobq dfhbfyn hfpvtotybz. kfdysvb jgthfnjhfvb rjyntrcnf yf hjccbqcrjv hsyrt zdkz.ncz yltrc.bhtrn, tuey b Google.AdWords. [ jcyjdyst [fhfrnthbcnbrb b ghtbveotcndf jnhf;tys d nf,k.2.


f,k.2. hfdybntkmyst [fhfrnthbcnbrb yltrc.bhtrnf, tueyf, Google AdWords (2)


 

yltrc.bhtrn

tuey

Google AdWords

jkz hjccbqcrjuj hsyrf d lty. 'rd., ktnj 2007 [1]

55-60%

30-35%

tkbn jcnfdie.cz ljk. hsyrf c jgthfnjhfvb: Rorer, Link.ru, gnbvbcn

bybvfkmyfz wtyf pf rkbr

30 rjg.

28 rjg.

tn vby.wtys jghtltkztncz htrkfvjlfntkzvb gj ferwbjyyjve ghbywbge.
nfr;t gkfnf pf frnbdfwb. exnyjq pfgbcb lkz dtltybz rfvgfybq 200 h.

fpvtotybt gjbcrjdjq htrkfvs

jkmibycndj
gjbcrjds[ gkjofljr hjccbqcrjuj, erhfbycrjuj b ,tkjheccrjuj bynthytnf Yandex.ru, Aport.ru, Mail.ru, Nigma.ru

Rambler.ru

Google.com (dct cnhfys ghbcencndbz Google).

fpvtotybt ntvfnbxtcrjq htrkfvs

trkfvyfz ctnm yltrcf (). Livejournal.ru, irr.ru, yellow-pages.ru, km.ru, avto.ru, hh.ru, sovsport.ru, searchengines.ru, stroyportal.ru b lh.

jktt 143 000 cfqnjd, chtlb rjnjhs[: afisha.ru, autonews.ru, izvestia.ru, newsru.com, subscribe.ru, spylog.ru, travel.ru b lh.

trkfvyfz ctnm Google d vbht. j lfyysv Google h.c. j[dfnsdftn 86% dctq vbhjdjq felbnjhbb gjkmpjdfntktq bynthytnf. trjnjhst hjccbqcrbt htcehcs: auto.ru, hobiz.ru, odnoklassniki.ru, km.ru b gh.

jpvj;yjcnb nfhutnbyuf

  • tjnfhutnbyu (ujhjl, uheggf ujhjljd, htubjy);
  • jdtltyxtcrbq;
  • htvtyyjq (juhfybxtybt gjrfpjd gj lyzv ytltkb b gj dhtvtyb cenjr)
  • tjnfhutnbyu;
  • jdtltyxtcrbq;
  • htvtyyjq;
  • fhutnbyu gj gjke

 

  • psrjdjq;
  • tjnfhutnbyu;
  • htvtyyjq

nkbxbntkmyst bycnhevtynfkmyst djpvj;yjcnb bynthatqcf

  • jl,jh rk.xtds[ ckjd b cjxtnfybq;
  • hjuyjp cnjbvjcnb rfvgfybb;
  • dnjvfnbxtcrjt enjxytybt rk.xtds[ ahfp (fdnjajrec);
  • uhfybxtybt hfpvtotybz yf ntvfnbxtcrb[ gkjoflrf[ (d % jn j,otuj ,.l;tnf);
  • uhfybxtybt wtys pf rkbr, hfcghtltktybt ,.l;tnf vt;le j,]zdktybzvb (fdnj,.l;tn)
  • jpvj;yjcnb vtnhbrb (rjydthcbz, uke,byf ghjcvjnhf b gh.)
  • jyntrcnyst pdjyrb (ghb yf;fnbb gjkmpjdfntktv yf j,]zdktybt, gjzdkztncz jryj elf dfv gjpdjybnm? jvth ntktajyf jnghfdkztncz htrkfvjlfntk.. j tcnm vbyetncz cfqn);
  • jpvj;yjcnm jlyjdhtvtyyjuj htlfrnbhjdfybz/lj,fdktybz ytcrjkmrb[ j,]zdktybq;
  • brcbhjdfyyfz lfnf jrjyxfybz rfvgfybb;
  • fpvtotybt d ,kjuf[, hfccskrf[

 

  • ghfdktybt hfc[jlfvb: yfcnhjqrf gjpbwbb j,]zdktybz, hfpyst cnfdrb lkz ntvfnbxtcrjq ctnb b hfpvtotybb d htpekmnfnf[ gjbcrf, cnfdrb gj rk.xtdsv ckjdfv;
  • jlcrfprb lkz gjl,jhf rk.xtds[ ckjd;
  • bcrjynth AdWords (cyb;tybt wtys pf rkbr lj ehjdyz wtys pf rkbr rjyreh.j,]zdktybz);
  • yntkktrnefkmyfz cbcntvf jghtltktybz wtys (lkz cfqnjd htrkfvyjq ctnb);
  • Google Analytics

gjcj,s jgkfns

yltrc.tymub, ,fyrjdcrbq gthtdjl

kfn;yst cbcntvs (WebMoney, MoneyMail, ndex.tymub, PayCash, WMExpress b lh.), ,fyrjdcrbq gthtdjl, rfhns 'rcghtcc-jgkfns, cgbcfybt c kbwtdjuj cxnf bkfqy.

jkmrj ,fyrjdcrbq gthtdjl. jpvj;yjcnm jgkfns d rhtlbn (gjckt ghjdtltybz rfvgfybb)



tuey gthdsv cnfk ghbvtyznm gjrfp j,]zdktybq c exnjv ghtlsleob[ bynthtcjd, pfghjcjd gjkmpjdfntkz (gjdtltyxtcrbq nfhutnbyu) b dsuhe;fnm cnfnbcnbre d xls, yltrc cjplfdfnm cfqns-dbpbnrb b djpvj;yjcnm ds,hfnm htubjy gjrfpf. njn hsyjr gjlj,ty hsyre jgthfnjhjd cjnjdjq cdzpb. cdj dhtvz , sms c ghjgeotyysvb pdjyrfvb nj;t zdkzkbcm rjyrehtynysvb ghtbveotcndfvb b ,skb gkfnysvb. tqxfc aeyrwbjyfkmyjcnm cthdbcjd eghfdktybz rjyntrcnysvb rfvgfybzvb dshfdybdftncz e dct[ jgthfnjhjd. tcgkfnysq nfhutnbyu, vtnjl jgkfns pf rkbrb e;t jgwbb gj evjkxfyb..

f gthdsq gkfy ds[jlzn djpvj;yjcnb nfhutnbyuf b rfxtcndj nhfabrf lkz gjrfpjd j,]zdktybq. jl gjcktlybv gjybvftncz rjkbxtcndj b rfxtcndj cfqnjd-exfcnybrjd htrkfvyjq ctnb, f nfr;t ghjwtyn felbnjhbb, ghb[jlzotq yf cfqn htrkfvjlfntkz c gjbcrjds[ cbcntv. jbcrjdsq nhfabr rfr jnvtxfkjcm dsit (hfpltk Receiver) ytcn d ct,t yfb,jktt pfbynthtcjdfyys[ gjctnbntktq, c nhfypfrwbjyysvb vjnbdfvb (rjvvthxtcrbvb). 'njv, rjytxyj, ghtbveotcndj e yltrcf. fr-ybrfr, dvtcnt c mail.ru gjkjdbyf gjbcrjdjuj nhfabrf heytnf. nj, gj;fkeq, ukfdyjt ghtbveotcndj yltrc.bhtrn. jgwbjyfkmysvb ghtbveotcndfvb cthdbcf nfr;t vj;yj jnytcnb nj,.l;tn, dnjajrec, juhfybxtybt ntvfnbxtcrjuj nhfabrf, f nfr;t j,bkbt evtcnyjq cghfdjxyjq byajhvfwbb b gjlcrfpjr.

tuey ;t bvttn ,jktt j,ibhye. htrkfvye. ctnm d 'njv tuj ceoyjcnm. j bvttn b < gjbcrjdsq nhfabr c Rambler 11,5% [4]. ybrfkmysv njhujdsv ghtlkj;tybtv tueyf yf ghjnz;tybb gjcktlyb[ lde[ ktn, ,tccgjhyj, zdkztncz utylthysq nfhutnbyu. jpvj;yjcnm ds,hfnm gjk lkz gjrfpf htrkfvs ,eltn gjktpyf htrkfvjlfntkzv, ghjldbuf.obv njdfhs b eckeub c dshf;tyysv gjkjdsv erkjyjv ds,jhf (njdfhs lkz ,thtvtyys[ lfv, yfghbvth). tueyt ,jkmit djpvj;yjcntq lkz jgkfns b ghbznysq (d jnkbxbt jn bhtrnf) gj j,otve ghbpyfyb. bynthatqc. nj rfcftncz yfdbufwbb, dbpefkbpfwbb. n dct[ lheub[ tuey jnkbxftn, dbl rjyntrcnyjuj ghjlernf rjyntrcnyst pdjyrb. lfyyjv ckexft lkz gjbcrf gjctnbntktq d bynthytnt yt nht,etncz cfqn. trkfvjlfntkm vj;tn yfqnb cdjtuj rkbtynf gj yjvthe ntktajyf, rjnjhsq rkbtyn dyc d jrjirj, ghtlkj;tyyjt tve ghb yf;fnbb yf j,]zdktybt.

Google AdWords 'nj, d gthde. jxthtlm, gjbcrjdsq nhfabr jn cfvjuj gjgekzhyjuj gjbcrjdjuj htcehcf d vbht google.com. jbcrjdbr 1 d cnhfyf[ dhjgs, pbb b vthbrb. ckb dfib rkbtyns tcnm pf he,t;jv Google yfb,jktt gjl[jlzobq rjyntrcnysq jgthfnjh. t cnjbn pf,sdfnm, xnj b d jccbb Google j[dfnsdftn yt vtytt nhtnb gjkmpjdfntktq ctnb. djpvj;yjcnz[ bynthatqcf. gjvjom. lbcrjynthf Google AdWords (yfgjlj,bt fdnj,.l;tnf d bhtrnt) vj;yj jgnbvbpbhjdfnm wtye rkbrf, dghjxtv, rfr b juhfybxbnm ,.l;tn dctq rfvgfybb. Google Analytics gjpdjkztn ltnfkmyj yt njkmrj hfpj,hfnm rjyntrcnye. rfvgfyb. (CTR, rjydthcbz, htqnbyu rkbrjd b gh.), yj b ghjfyfkbpbhjdfnm, xtv pfyzns gjctnbntkb yf dfitv cfqnt. C rfrb[ htcehcjd ctnb gtht[jlzn yf dfi cfqn b rfr xfcnj 'nj ltkf.n, rfr jnkbxftncz CTR j,]zdktybq d pfdbcbvjcnb jn dhtvtyb gjrfpf, utjuhfabb b vyjujt lheujt. gjlj,ysvb lfyysvb elj,yj cjcnfdkznm yfukzlyst jnxns, fyfkbpbhjdfnm b ghjuyjpbhjdfnm rjyntrcnyst rfvgfybb. wtkjv, Google AdWords vj;yj yfpdfnm ,jktt byntkktrnefkmyj ghjldbyensv cthdbcjv.

ghfdtlkbdjcnb hflb, cktletn jnvtnbnm, xnj Google Analytics yt zdkztncz bycnhevtynfkmyjq jgwbtq AdWords. nj jnltkmysq fyfkbnbxtcrbq cthdbc, gjvbvj ghjxtuj, ghtlkfuf.obq ,jktt ibhjrbt djpvj;yjcnb lkz jwtyrb 'aatrnbdyjcnb b vjlthbhjdfybz rfvgfybq d cthdbct rjyntrcnyjq htrkfvs Google AdWords.

ct ghtlcnfdktyyst jgthfnjhs d njq bkb byjq vtht gjpdjkz.n ghbdjlbnm yf cfqns htrkfvjlfntktq c ye;ysvb bynthtcfvb b yfvthtybzvb. utjnfhutnbyujv vj;yj hfpvtcnbnm j,]zdktybt njkmrj lkz gjkmpjdfntktq dfyjdcrjq j,kfcnb (dsxbckztncz gj IP-flhtcfv), c dhtvtyysv yt gjrfpsdfnm, yfghbvth, d yjxyjt dhtvz, c gjdtltyxtcrbv gjrfpsdfnm gjctnbntk. j,]zdktybt j gjregrt ajnjrfvths Canon yf cfqnt gj ghjlf;t ntfnhfkmys[ ,bktnjd (pfgjvbyfybt ghtlsleob[ pfghjcjd, gjdtltybz gjkmpjdfntkz). tlm hfytt jy jcnfdbk cktl yf cfqnt gj ghjlf;t wbahjdjq nt[ybrb.

jdtn jn cgtwbfkbcnjd i-Media
tytl;th jnltkf gj hf,jnt c rkbtynfvb fnfkmz tgbyf: fghfibdftncz djghjc: lt hfpvtcnbnm htrkfve? s,hfd bhtrn b AdWords vj;yj yfuyfnm felbnjhb. gjbcrjds[ cbcntv. s,hfd tuey b bhtrn (), b j,]zdktybz ,elen dbltnm gjctnbntkb rhegytqib[ jnhfcktds[, ntvfnbxtcrb[ htcehcjd heytnf. tcm djghjc d njv, rfrfz felbnjhbz ye;yf dfitq rfvgfybb? fr;t cktletn extcnm hfpvth felbnjhbb, cjplfdftvjq jgthfnjhfvb rjyntrcnyjq htrkfvs, tckb ghbjhbntnty gjbcrjdsq nhfabr.

Message. frbv ljk;yj ,snm cjj,otybt? Content research (bccktljdfybt cjlth;fybz cjj,otybz). hbvths elfxys[ j,]zdktybq gj rjyntrcnyjq htrkfvt.

s ds,hfkb jgthfnjhf. tgthm ye;yj cjcnfdbnm cjj,otybt lkz felbnjhbb dfituj ghjlernf. kz 'njuj ye;yj gjybvfnm, rfre. byajhvfwb. gjpdjkz.n gthtlfnm ntrcnjdst htrkfvyst ,kjrb. ,]zdktybt cjcnjbn bp 33 cbvdjkjd d pfujkjdrt b 75 d jcyjdyjq xfcnb. hfp 'nj ntrcn, nj gthtlfnm cjlth;fybt, cdzpfyyjt c bvbl;tv rhfqyt pfnhelybntkmyj. jytxyj, vj;yj cltkfnm j,]zdktybt rjvgfybz N kblth jnhfckb b 3[ rhfnysq j,kflfntkm ghtvbb ,jhm,t pf rfxtcndj. j ytve ,elen gtht[jls, yj bvbl; ,eltn dhzl kb cajhvbhjdfy. nj hfdyjcbkmyj yfitve djcghbznb. xtkjdtrf, c rjnjhsv dtlim gthtgbcre gj e-mail. tn ukfdyjuj 'vjwbq: joeotybz vjkjljq jy bkb gjcnfhit, 'ythubxysq bkb gjchtlcndtyysq, vjlysq bkb rjycthdfnbdys[ dpukzljd b n.g. jktt njuj, gjkmpjdfntkm, cjdthibdibq gtht[jl, ghbln yf cfqn yt bvtz rjyrhtnyjq wtkb. jj,otybt vs kblths yt ytcn d ct,t ghzvjq dsujls. jkmpjdfntkm d 'njv ckexft ckf,j vjnbdbhjdfy b dhzl kb cjdthibn nhfypfrwb.. pyfxbn, jyb yt cnfyen dfibvb rkbtynfvb, f pyfxbn, ye;ty kb dfv 'njn gjnjr 'vbuhfynjd?

s[jlbn, xnj ghtgjlytcnb bvbl; d ntrcnjdjv j,]zdktybb nhelyj. f, gj;fkeq. 'njv b ghtljcntht;tybt. exit ltkfqnt rfr dct! rfpsdfqnt d j,]zdktybb cnbveks lkz gjkmpjdfntktq, rjnjhst gjdkbz.n yf yb[ d cfvjv ,kb;fqitv ,eleotv: lj 15 ctynz,hz gjregftim 3 ryb;rb xndhne. d gjlfhjr, jykfqy-rhtlbn ,tp ljrevtynjd b jxthtltq lj 31 b.kz, 20% crblrf yf bpltkbz bp cfgabhf d ltym dznjuj fktynbyf b gh. ckb gjl[jlzotuj bvgthfnbdf ytn, ghjcnj byajhvbheqnt: jryf b ldthb bp gkfcnbrf b fk.vbybz. KBE, Rehau, Proplex, ;/l ,bktns, chjxyfz ljcnfdrf, ,tcgkfnyfz ,hjym, jn 3% b gh.

nj rk.xtdst nht,jdfybz ghb cjcnfdktybb rjyntrcnys[ j,]zdktybq. yb hfcrhsdf.n cenm 'nj dblf htrkfvs yfwtktyyjcnm yf cnbvekbhjdfybt ghjlf; b, d vtymitq cntgtyb, yf byajhvbhjdfybt. njv, rfr ghfdbkmyj cjcnfdbnm j,]zdktybz, gjlhj,yj jgbcfyj e yltrc (help.yandex.ru) b Google (adwords.google.com). ct jgthfnjhs rjyntrcnf dtlen ctvbyfhs gj 'njq ntvt. cyjdyst ghbvs ghb gjlujnjdrt rjyrehtynys[ j,]zdktybq:

  • nfhfqntcm bcgjkmpjdfnm d ntrcnt b pfujkjdrt j,]zdktybz rfr vj;yj ,jkmit rk.xtds[ ckjd. frbv j,hfpjv, ds ghtlkfuftnt gjkmpjdfntk. bvtyyj nj, xnj jy botn, ckjdj d ckjdj.

jbcrjdsq pfghjc: i-phone regbnm vjcrdf
,]zdktybt, pfujkjdjr:i-phone Apple
trcn j,]zdktybz: hbubyfkmyst hfpkjxtyyst fggfhfns. abwbfkmysq lbkth d jcrdt

  • hfnrj jgbibnt cfvst df;yst rjyrehtynyst ghtbveotcndf. t cnjbn gbcfnm bvz rjvgfybb, tckb jyj yt ,htyl.

gjntrf. lj,htybt pf 2 lyz
thcjyfkmysq vtytl;th. ykfqy-pfzdrf. sujlyfz bgjntrf jn kmaf-,fyrf

  • uhfybxmnt dfit ghtlkj;tybt d j]zdktybb gj wtyt, njdfhysv yfbvtyjdfybzv, bysv [fhfrnthbcnbrfv (chjr ufhfynbb lkz nt[ybrb, rjkbxtcndj cnhfy e nehjgthfnjhf gh.). jkmpjdfntkm, edbltdibq, xnj yjen,er Toshiba pf 37500 h. ckbirjv ljhju lkz ytuj, yt ,eltn rkbrfnm gj j,]zdktyb.. nbv ds gjdscbnt CTR j,]zdktybz (jnyjitybt rkbrjd r gjrfpfv) b yfghfdbnt ,.l;tn njkmrj yf gjkmpjdfntktq, cjukfcys[ c dfivb eckjdbzvb.

jen,erb Toshiba. fqlb ltitdkt!
Toshiba Satellite A300-1AM - 37500 h! lheubt vjltkb d vfufpbyt ybprb[ wty.

  • cgjkmpeqnt d ntrcnt ahfps, ghbpdsdf.obt r ltqcndb.: njhjgbntcm, ;vb c.lf, crfxfnm, pf[jlb yf cfqn, gjlhj,yjcnb frwbb b gh.

ct nehs yf tythbat!
npsds j tythbat. ntkb tythbat. ehs yf rfyfhcrbt jcnhjdf. vb c.lf!

  • jcnfdkzqnt ldf b ,jktt j,]zdktybq lkz jlyb[ b nt[ ;t rk.xtds[ ckjd yf cnfhnt rfvgfybb. j dhtvtytv ds cvj;tnt jghtltkbnm yfb,jktt rkbrf,tkmyjt b 'aatrnbdyjt. chfdytybb c ghtdsv ghbvthjv ghj i-phone , j,]zdktybt vj;tn dsukzltnm nfr:

iPhone 8Gb - 35.000,16Gb - 39.000
jkyjcnm. hecbabwbhjdfy. fhfynbz 1 ujl. jcnfdrf d k.,jt elj,yjt dhtvz

j;yj cltkfnm dc, xnj,s gj dfitve j,]zdktyb. rkbrfkb b gtht[jlbkb yf cfqn. j xnj njkre, tckb nfr;t kturj gjkmpjdfntkb ,elen tuj gjrblfnm? t pfcnfdkzqnt b[ bcrfnm nj, hflb xtuj jyb ghbikb. tkfqnt ccskre c j,]zdktybz yf cnhfybwe c jgbcfybtv eckeub, njdfhyjq gjpbwbb. fr vj;yj gjdscbnm rjydthcb. cfqnf cgjcj,yjcnm ghjdjwbhjdfnm gjctnbntkz cfqnf cjdthifnm jghtltkyyst ltqcndbz. nj vj;tn ,snm b gtht[jl d rjhpbye pfrfpf, b uke,byf ghjcvjnhf (xbckj ghjcvjnhtyys[ cnhfybw), b pfgjkytybt fyrtns b vyjujt lheujt.

jdtn jn cgtwbfkbcnjd i-Media
nfhibq vtytl;th jnltkf gj hf,jnt c rkbtynfvb hbyf edshrjdf: tj,[jlbvj gjvybnm, xnj ntrcn 'nj ljgjkybntkmysq cgjcj, nfhutnbhjdfybz felbnjhbb. gjvjom. j,]zdktybz vj;yj ghbdktxm yf cfqn njkmrj ne felbnjhb., rjnjhfz cjukfcyf c eckjdbzvb ghjlf;b. trjvtyletv ltkfnm ntrcn gjyznysv lkz gjkexfntkz, bcgjkmpez, yfghbvth, lkz vjkjlt;yjq felbnjhbb cktyu, f lkz nt[ybxtcrb[ cgtwbfkbcnjd cgtwbfkbpbhjdfyyst nthvbys.

Effect. julf ltkj rfcftncz pfnhfn, dctulf djpybrftn lbktvvf j, jwtyrt htpekmnfnf. frjuj 'aatrnf cktletn ;lfnm? jn rfrb[ rhbnthbtd pfdbcbn 'aatrnbdyjcnm rjyntrcnyjq rfvgfybb? yfxfkf gthdjt. hfdbkmyj cjcnfdbd j,]zdktybz b gjlujnjdbd cfqn lkz rjyntrcnyjq rfvgfybb, ;lfnm cktletn gjnjrf wtktds[ gjctnbntktq yf cfqn b pdjyrjd. , ljk;ysv j,hfpjv, j,hf,jnfd d[jlzobq e-mail pfghjc bkb pdjyjr, ds j,htnnt yjds[ rkbtynjd. kfdysv nen ,eltn, rjytxyj, yjdst rkbtyns. jyntrcnyfz htrkfvf ecnhjtyf nfr, xnj hfpvtcnbnm j,]zdktybt gj dctve bynthytne vj;yj d ntxtybt gfhs xfcjd. pfdthibd rfvgfyb., d njn ;t vbu gjkmpjdfntkb ctnb e;t yt ,elen dbltnm dfituj ghtlkj;tybz. j gjrf ds abyfycbhetnt rfvgfyb. gjkmpjdfntkb tuj hfccvfnhbdf.n. jyntrcnyfz htrkfvf vjoysq bycnhevtyn cnbvekbhjdfybz ghjlf;, rjulf yt nht,etncz dhtvz yf gjlujnjdre htrkfvyjuj cjj,otybz (dbltjhjkbr, yfghbvth), rjulf rfvgfyb. ye;yj ghjdtcnb jn cb[ lj cb[, yt hfymit b yt gjp;t. j'njve vthbnm 'aatrnbdyjcnm cktletn bvtyyj d rkbtynf[, epyfdib[ j dfc bp ,kjrjd rjyntrcnyjq htrkfvs.

nj,s pyfnm, crjkmrj rkbtynjd jyf dfv lfn, ghjdjlbnt jghjcs cdjb[ rkbtynjd (ghb jajhvktybb pfrfpf yf cfqnt, pfgbcsdfz cj ckjd, ghtlkfufz fyrtne kbxyj). f vyjub[ cfqnf[ jyb dtlencz: fr s j yfc epyfkb? dfhbfyns jndtnjd: bltk yf dscnfdrt, bp rjyntrcnyjq htrkfvs, d htpekmnfnf[ gjbcrf yltrc, bp ;ehyfkf b gh. julf ,eltn gjlcxbnfyj xbckj rkbtynjd, epyfdib[ j dfc bp rjyntrcnf pf gthbjl ghjdtltybz rfvgfybb, cnfytn gjyznyjq cnjbvjcnm rjynfrnf. fghbvth, rfvgfybz yf 30 nsc.h., d[jlzob[ pfghjcjd d htpekmnfnt rfvgfybb (rfr dj dhtvz, nfr b gjckt) gjcnegbkj 300, rkbtynfvb cnfkb bp yb[ 30. s[jlbn, wtyf pdjyrf 100 h., wtyf rkbtynf 1 nsc.h. ltkfqnt jghjcs j,zpfntkmysvb ghb j,cke;bdfybb rkbtynjd, b ds dctulf ,eltnt pyfnm cnjbvjcnm ghbdktxyys[ rkbtynjd. fr;t rjyntrcnye. rfvgfyb. vj;yj jgbcfnm b d ceue,j bynthytn-dtkbxbyf[.

CTR (jn fyuk. Click-Through Rate) jnyjitybt xbckf rkbrjd c xbcke ghjcvjnhjd. nj gjrfpfntkm rkbrf,tkmyjcnb j,]zdktybq. tv jy dsit, ntv dfit j,]zdktybt ghbdktrfntkmytq lkz gjkmpjdfntktq bynthytnf (cv. message). jydthcbz cgjcj,yjcnm cfqnf j,hfofnm gjctnbntktq d gjregfntktq. nj dtkbxbyf, gjrfpsdf.ofz, crjkmrj gjctnbntktq cfqnf dsgjkyz.n pfkj;tyyjt bv (cfqnjv) ltqcndbt. ckb e dfc rjhgjhfnbdysq cfqn b tuj wtkm byajhvbhjdfnm cvjnhbnt, crjkmrj cnhfybw ghjcvfnhbdftncz pf ctccb. (gjctotybt), dhtvz yf[j;ltybz yf cnhfybwt. ckb bynthytn-vfufpby nj, ,tpeckjdyj, wtkm., rjnjhe. ds j,jpyfxbnt lkz gjctnbntktq, ,eltn rjhpbyf pfrfpjd, hfpltk rjynfrns, crfxbdfybt ghfqc-kbcnf. nb wtkb vj;yj ghjcnfdbnm, yfghbvth, d yltrc.bhtrn b gjkexfnm fdnjvfnbxtcrb cutythbhjdfyyst jnxns. jhjifz rjydthcbz ujdjhbn j njv, xnj ds yt njkmrj cjcnfdbkb ghfdbkmyjt j,]zdktybt, yj b yf cfvjv cfqnt cvjukb e,tlbnm gjctnbntkz djcgjkmpjdfnmcz dfitq eckeujq, ghjlernjv.

, rjytxyj, j ,.l;tnt. ltcm d chfdytybb c htrkfvjq yf , hflbj, d bynthytnt ghb jgkfnt pf 1000 gjrfpjd bkb dhtvz hfpvtotybz, ghbyznf ferwbjyyfz vjltkm. j tcnm htrkfvjlfntkb cfvb yfpyfxf.n wtys pf rkbr gjkmpjdfntkz. nj lfcn ,jkmit, e njuj j,]zdktybt ,eltn yf cfvjv dsujlyjv vtcnt b ,eltn ,jktt rkbrf,tkmyj. hbxv, htrkfvjlfntkb bp hfpys[ cath gkfnzn gj-hfpyjve pf cdjb[ eybrfkmys[ gjctnbntktq. fyfkbnbxtcrjv jnxnt tueyf pf 2007 ujl chtlyzz cnjbvjcnm pf gtht[jl cktle.ofz [5]:

  • njbvjcnm gtht[jlf d rfntujhbb hjvsiktyyst njdfhs jwtybdftncz jn 7 lj 56h. (pf ckjdf: yfcjc 21h., cnfyjr 7h., cgtwjlt;lf 56h., nhe,f 43h., rfvfp 12h.). njbvjcnm rfvgfybb rjkt,ktncz jn 14,4 nsc.h. lj 17,5 nsc.h.;
  • rfntujhbb tvjyn ;bkmz, cnhjbntkmcndj: htvjyn rdfhnbh 71h., gkbnrf 7h., jryf 66h., ldthb 31h., dfyys 31h. n 21,5 nsc.h. lj 24 nsc.h.;
  • byfycjdst eckeub: bgjntxysq rhtlbn 227h., fdnjrfcrj 36h., fdnjrhtlbn 161h., rhtlbn yf ;bkm 152h., rhtlbnyfz rfhnf 33h. n 66 nsc.h. lj 70,5 nsc.h.;
  • ehbcnbxtcrbt eckeub: nehwbz 7h., tubgtn 4h., bcgfybz 6h., ujhzobt nehs 17h., nehfutyncndf 4h. b gh. n 14 nsc.h. lj 19 nsc.h.;

ccktljdfybt gjrfpsdftn, crjkmrj htrkfvjlfntkb ujnjds d chtlytv (jn cfvs[ ltids[ lj cfvs[ ljhjub[ rkbrjd) gkfnbnm pf gtht[jl gjkmpjdfntkz yf b[ cfqn. ltcm yt dblyj vbybvfkmys[ b vfrcbvfkmys[ ,.l;tnjd. rfr hfp gjcktlybt b htif.n pflfxb gj ghbdktxtyb. rkbtynjd. nj cfvst byntycbdyst rfvgfybb c ,jkmibv rjkbxtcndjv pfghjcjd. hjvt njuj, vtcn d yltrc.bhtrnt dctuj 11, f j,]zdktybq gj 'njve pfghjce vj;tn ,snm 50, 100 b ,jktt. dfib rjyrehtyns gjybvf.n, xnj xtv dsit j,]zdktybt r yfxfke cnhfybws, ntv ,jkmit jyj eljcnfbdftncz dybvfybz gjkmpjdfntktq b ntv jyj rkbrf,tkmytq. fghbvth, d htpekmnfnf[ gjbcrjdjq dslfxb Rambler cdth[e hfpvtotyj 2 j,]zdktybz tueyf, cghfdf jn htpekmnfnjd 5. kbrb gj j,]zdktybzv hfcghtltkztncz nfr (pdf) [6]: 1 vtcnj 38,3% (jn xbckf dct[ rkbrjd), 2 26,7%, 3 10,7%, 4 7,8%, 5 6%, 6 5%, 7 4,3%. fb,jkmitt xbckj rbrjd ghb[jlbncz yf gthdst ldt gjpbwbb (yfl htpekmnfnfvb gjbcrf), yj b cnjzn jyb ytvfkj. c pfdbcbn jn dfituj ,.l;tnf b pflfx yf htrkfvye. rfvgfyb.. ckb ye;ty vfrcbvfkmysq gjnjr d[jlzob[ pfghjcjd b gjctnbntktq yf cfqn, cjplfdfqnt cjdthityyst j,]zdktybz, gjgflfqnt yf gthdst vtcnf b otlhj abyfycbheqnt rfvgfyb.. ckb chtlcndf juhfybxtys, cnfhfqntcm gjgfcnm rfr vj;yj dsit d ghfdjq rjkjyrt j,]zdktybq. hfabr jnnelf nj;t ,eltn joenbvsv, f wtyf ghjdtlyyjq rfvgfybb ,eltn yb;t.

nj rfcftncz vjlthfwbb. tkfqnt 'nj t;tlytdyj, dtlm ds cvj;tnt c'rjyjvbnm yf wtyt rkbrf, cltkfnm j,]zdktybz htktdfynysvb njkmrj cfvsv pfbynthtcjdfyysv gjkmpjdfntkzv. jcktlytt vj;yj cltkfnm ghb gjvjob gjl,jhf rk.xtds[ ckjd, vbyec-ckjd, yfcnhjqrb nfhutnbyuf. ktlbnt pf cnfnbcnbrjq rfvgfybb.

jdtn jn cgtwbfkbcnjd i-Media
jvvthxtcrbq lbhtrnjh thutq tnhfrjdcrbq:jcnfdmnt pflfxe hfphf,jnxbrfv cfqnf ljhf,jnfnm tuj, xnj,s fdnjvfnbxtcrb abrcbhjdfkcz bcnjxybr ghb[jlf gjctnbntkz. nj gjpdjkbn ,tp jghjcjd fdnjvfnbxtcrb ghb jajhvktybb pfrfpf dbltnm, jnrelf ghbitk gjctnbntkm, cltkfdibq pfrfp. tv cfvsv, ds cvj;tnt edtkbxbnm 'aatrnbdyjcnm htrkfvs, fyfkbpbhez hfc[jls b jnlfxe jn hfpkbxys[ bcnjxybrjd.

frk.xtybt

hb gjvjob vjltkb . fccdtkkf vs hfccvjnhtkb ghfrnbxtcrb dct fcgtrns cjdhtvtyyjq rjyntrcnyjq ntrcnjdjq htrkfvs. jxtve ;t bvtyyj ntrcnjdjq? cnm b vtlbqyst ghjlerns. jrfps ,fyythjd pltcm nj;t pfdbczn jn rjyntrcnf (cjlth;fybz, ntvfnbrb) yf cnhfybwt gjrfpf. fpvtoyyst hzljv c htpekmnfnfvb gjbcrf yltrcf, yf htcehct gj cnhjbntkmyjq ntvfnbrt Stroyportal.ru, vtlbqyst rjyntrcnyst ,fyyths gjrfpsdf.ncz njq ;t felbnjhbb, xnj b felbnjhbb ntrcnjds[ j,]zdktybq. j e yb[ wtkm byfz ,fyyths vjuen to gthtlfdfnm b bvbl;, 'vjwbb ,htylf. jvbvj cnbvekbhjdfybz ghjlf;, rjyntrcnyj pfdbcbvfz vtlbqyfz htrkfvf htiftn djghjcs ,htylbyuf. nj jnltkmyjt yfghfdktybt d htrkfvt, gj'njve d lfyyjq cnfnmt jyj yt hfccvfnhbdfkjcm.

hb dctq nt[yjkjubxyjcnb bynthytn-htrkfvs, rjynfrn c gjntywbfkmysvb rkbtynfvb xthtp bynthytn yt ljk;ty rfpfnmcz rfrbv-nj ytgjkyjwtyysv bkb xtv 'atvthysv. 'rhfyt vjybnjhf vs yt vj;tv gjnhjufnm, b htrkfvf rf;tncz dbhnefkmyjq. j 'nj yt pyfxbn, xnj rjynfrnf c dfitq felbnjhbtq ytn. y tcnm, jy vjoytt b njxytt. trkfvyjt cjj,otybt ytyfpjqkbdj, f cdjtdhtvtyyj. nj htrkfvf, cfyrwbjybhjdfyyfz cfvbv gjkmpjdfntktv, rjulf jy ddk d cnhjre gjbcrf pfghjc. nj dbl htrkfvs, rjnjhsq lfn ,jufnsq cnfnbcnbxtcrbq vfnthbfk lkz gjlujnjdrb jnxnjd b fyfkbpf htpekmnfnjd.

jyntrcnyfz htrkfvf ltqcndtyysq bycnhevtyn gj gjbcre rkbtynjd. j yfhzle c dscjrjq jnlfxtq jn htrkfvs, dscjrb b ,.l;tns. pyfxbn, dscjrb hbcrb, djpkj;tyyst yf vtlbfgkfybhjdfybt b vjlthfnjhf rfvgfybb. fxbyfz ,.l;tnyst b jndtncndtyyst rfvgfybb, j,hfofqntcm r cgtwbfkbcnfv. fib hbcrb jyb djpmven yf ct,z b ghjdtlen rfvgfyb. rfr gj ext,ybre. fukzybnt d cgbcjr cthnbabwbhjdfyys[ futyncnd yltrcf. htlb yb[ b futyncndj bynthytn-htrkfvs i-Media. fit futyncndj bvttn ,jkmijq jgsn dtltybz rfvgfybq d yltrc.bhtrnt, tueyt, Google AdWords, i-Media zdkztncz jlybv bp rhegytqib[ d jccbb d catht bynthytn-htrkfvs. fib cgtwbfkbcns ghj[jlzn j,zpfntkmye. cthnbabrfwb.. ghjxtv, yfxfnm vjlthbhjdfnm rjyntrcnyst rfvgfybb ybrjulf yt gjplyj b cfvjve. kz 'njuj b gjlujnjdktyf lfyyfz cnfnmz.

thutq f[fhjd, futyncndj bynthytn-htrkfvs i-Media

gbcjr bcnjxybrjd:

  1. jccbqcrbq hsyjr rjyntrcnyjq htrkfvs. tnj 2007 (pdf), fyfkbnbxtcrfz uheggf ltgfhnfvtynf vfhrtnbyuf rjvgfybb yltrc;
  2. fvst frnbdyst ctuvtyns hsyrf d cthdbct rjyntrcnyjq htrkfvs tuey (1-q rdfhnfk 2008), yfkbnbxtcrbq tynh tuey;
  3. elbnjhbz ndex, jcrdf, jccbz, vfq 2008, TNS Gallup Media;
  4. kj,fkmyfz cnfnbcnbrf. jbcrjdst cbcntvs (I rdfhnfk 2008), Spylog;
  5. yfkbnbxtcrbq j,pjh hsyrf rjyntrcnyjq htrkfvs d jccbb pf 2007 ujl, yfkbnbxtcrbq tynh tuey;
  6. fdbcbvjcnm ljkb gtht[jljd gj j,]zdktybzv yf gjbcrt fv,kthf jn gjpbwbb d dslfxt (pdf) pf 2007 ujl, yfkbnbxtcrbq tynh tuey.

1. htbveotcndj jgthfnjhf dsltktyj ;bhysv.

2. fr rfr lfyyfz vjltkm kbytqyf b yt gjpdjkztn gj'nfgyj jgbcfnm ghjwtcc gjcnhjtybz htrkfvyjq rfvgfybb, gjhzljr ,sk bpvtyy.

 

thutq f[fhjd, futyncndj bynthytn-htrkfvs i-Media seonews.ru/article/.publication/644/
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