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� am Tavis Seswavlis Semdeg, Tqven SeZlebT:
11.. gansazRvroT axali cifruli xanis formirebis ZiriTadi Zalebi; 22.. ganmartoT, Tu rogor reagireben kom-
paniebi, TavianTi el-biznesis strategiebiT, internetsa da Zlieri zegavlenis mqone sxva axal teqnologiebze
da ra sargebeli moaqvs maT rogorc myidvelis, ise kompaniisaTvis; 33.. aRweroT el-komerciis oTxi ZiriTadi
sfero; 44.. ganixiloT, Tu rogor marTavs kompania el-komercias momxmareblisaTvis meti faseulobis misawode-
blad; 55.. mimoixiloT el-komerciis samomavlo gamowvevebi da perspeqtivebi.
14mmaarrkkeettiinnggii cciiffrruullxxaannaaSSii
ganvagrZoT marketinguli mogzauroba. Tqven ukve SeiswavleT, rom marketingis
mizani aris momxmareblisTvis garkveuli faseulobebis Seqmna maTgan
saTanado anazRaurebis dabrunebis mizniT. Tqven, aseve, SeiswavleT is
principebi, romelTa saSualebiT marketingulad warmatebuli kompania izi-
davs, inarCunebs da zrdis myidvels, maTi moTxovnilebebis SeswavliT, maTze
gaTvlili marketinguli strategiebis SemuSavebiT, faseulobis mimwodebeli
marketinguli programebis formirebiTa da momxmarebelsa da marketings
Soris partnioruli urTierTobebis agebiT. bolo sam TavSi am principebs sam
gansakuTrebul sferoze ganvavrcobT; esenia _ marketingi cifrul xanaSi,
globaluri marketingi, socialuri pasuxismgeblobebi da marketinguli eTika.
miuxedavad imisa, rom am sakiTxebs, maTi gansakuTrebuli mniSvnelobis gamo,
regularulad vexebodiT TiTqmis yovel wina TavSi, aq, Tqveni mogzaurobis
dasasruls, specialurad maTze gavamaxvilebT yuradRebas. am TavSi marketings
Cven axal, cifrul garemoSi ganvixilavT. ukanaskneli aTwleulis
ganmavlobaSi, marketingulma strategiam da praqtikam warmoudgeneli cvlile-
bebi ganicada. teqnologiurma winsvlam, miT umetes internetma, Zlieri gavlena
iqonia myidvelebsa da maT samsaxurSi myof marketologebze. am axal, cifrul
xanaSi, warmatebis misaRwevad (xSir SemTxvevaSi gadasarCenad), marketologebma
TavianT strategiebs xelaxla unda gadaxedon da dRevandel, axal garemos
moargon isini.
Tavdapirvelad, ganvixiloT Office Depot-i. igi msoflios aTasze met
supermaRaziaSi, yovel wels, miliardobiT dolaris Rirebulebis saofise
saqonels yidis. Tumca, ratom vsaubrobT aseT tradiciul, `Cveulebriv”
sacalo movaWreze im TavSi, romelic marketingis cifrul xanas eTmoba? xom
ar ajobebda, mis nacvlad Amazon.com an Obey gangvexila? amas TandaTan
SevityobT.
veravin yidis met produqts met myidvelze da met qveyanaSi”, _ acxadebs
Office Depot-i, saofise saqonlis mimwodebeli goliaTi sacalo movaWre.
Office Depot-is saofise saqonlis 1 000-ze meti supermaRazia, romlebic 20-ze
met qveyanaSia ganTavsebuli, 11.4 miliard dolarze met wliur Semosavals
iZleva. magram, SesaZloa, gagikvirdeT kidec, rodesac gaigebT, rom Office Depot-isamJamindeli zrdis ZiriTadi mizezi sulac ar aris misi `tradiciuli~,
`Cveulebrivi” arxebi. piriqiT, es internetis meSveobiT xdeba. maSin, rodesac
Office Depot-is maRaziebis gayidvebi, bolos dros, SedarebiT miwynarda, misi ele-
qtronuli vaWroba, sul raRac ori wlis ganmavlobaSi, praqtikulad gaor-
ggzzaammkkvvlleevvii || ideebis kvaldakval
`
480 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
magda. gasul wels, sacalo movaWris veb-ganayofis eleqtronuli gayidvebis
wliuri Semosavali 2.1 miliard dolars gautolda, ramac mTliani gayidvebis
18.5 procenti Seadgina.
yovelives gaTvaliswinebiT, Office Depot-i, dReisaTvis, axali Taobis “virtu-
alur-tradiciuli” kompaniebis saukeTeso magaliTia; kompaniebisa, romlebic,
dRes, el-marketingSi wamyvan rols asruleben. 1998 wels Office Depot-ma Tavisi
sazRvrebi gaafarTova da internetSic gavida; Tavis tradiciul fundaments
virtualuri danamatic moargo, ramac Sedegad ara marto zrda da mogeba,
aramed momxmarebelTan urTierTobebis gaRrmavebac moutana. Office Depot-isbazrisken mimarTuli virtualur-tradiciuli strategiis wyalobiT,TiToeul
momxmarebels ganTavisebuli aqvs kompaniis dapireba: `rac Tqven gWirdebaT;
risi codnac Tqven gsurT.”
eleqtronuli da maRaziaTa qselSi vaWrobis kombinaciiT, Office Depot-imomxmarebels, nebismier adgilasa da dros, uzrunvelyofs sacalo vaWrobis
produqciiTa da,amasTan erTad,uamravi saWiro informaciis xelmisawvdomobiT.
`ara aqvs mniSvneloba, Tavisufali mewarme iqneba es, romelic eleqtronul
Sesyidvas dilis sam saaTze axorcielebs,Sesyidvis agenti,romelic gayidvebis
warmomadgenelTan awarmoebs molaparakebas, Tu administratoris asistenti,
romelmac sadilobis dros maRaziaSi sayidlebze Seirbina”, _ acxadebs kompa-
nia. dRes, Office Depot-i miwodebisa da sakontaqto saSualebebis farTo speqtrs
gvTavazobs. momxmareblebs, internetis meSveobiT, 24 saaTis ganmavlobaSi,
SeuZliaT moZebnon da SeiZinon saofise saqoneli; gadaxedon katalogs da
ganaxorcielon SekveTa faqsis an telefonis saSualebiT; SeCerdnen OfficeDepot-is adgilobriv maRaziasTan, Seiaron masSi da iyidon raime. Semdeg,
SeZenili saqoneli an Tavad waiRon, an moiTxovon misi saxlSi Tu sakuTar
magidasTan mitana. saqonlis dabruneba advilia _ ubralod, darekeT, raTa
wasaRebad mogakiTxon an SenaZeni maRaziaSi Tavad daabruneT.
Office Depot-i, eleqtronuli gayidvebiT, Tavis mcire Tu msxvil
momxmareblebTan ufro Rrma da personalizebul urTierTobebs agebs.
`xelSekrulebiTi momxmareblebisaTvis” (80 000-ze meti msxvili biznesi), rom-
lebsac Office Depot-Tan molaparakebiTi urTierTobebi aqvT, kompania ele-
qtronuli SekveTebis morgebul sistemas uzrunvelyofs, romelic
momxmareblisaTvis specifikur produqtTa CamonaTvalsa da fasebs Seicavs.
magaliTad, iseT kompaniebs, rogorebic arian General Electric da Procter&Gamble,SeuZliaT Seqmnan misaRebi saofise saqonlis CamonaTvali fasdaklebuli
nixrebiT da, Semdeg, kompaniis departamentebs an calkeul TanamSromlebs mis-
cen maTi damoukideblad SeZenis saSualeba. es amcirebs SekveTisaTvis saWiro
xarjebs, zRudavs biurokratiul meqanizmebsa da aCqarebs momxmareblis mier
SekveTis micemis process. amavdroulad, kompaniebs survili uCndebaT, saofise
saqonlis mimwodeblad mxolod Office Depot-i gamoiyenon.
1990 wlis dasawyisidan, Bank of America-s aRmasruleblebma TavianT
TanamSromlebs saSualeba misces, saTanado SekveTebi sakuTari
kompiuterebiT ewarmoebinaT; amisaTvis isini iyenebdnen moZvelebul
sistemas, romelic ZviradRirebuli da samuSaod rTuli iyo.
bankirebma icodnen, rom arsebobda ukeTesi gza, Tumca, sakuTari
ZalebiT verafers gaxdnen. swored am dros, maT monika leCtefildi _
Office Depot-is el-komerciis xelmZRvaneli daukavSirda. man ganmarta,
Tu rogor SeeZlo saofise saqonlis sacalo movaWres Tavisi ele-
qtronuli maRaziis Bank of America-s Siga qselSi CarTva. amiT banks
saSualeba miecemoda, gaego, Tu vis hqonda aRmasruleblis skamis an
fanqrebis kolofis yidvis survili. eleqtronuli SesyidvebisaTvis
leCtefildma maT fasdakleba SesTavaza. es metad momgebiani
wimadadeba iyo. dRes, Office Depot-is wyalobiT, Bank of America Tavisi
momaragebis 85 procents internetiT awarmoebs da amiT weliwadSi
milionobiT dolars zogavs.
Office Depot.com.-is meSveobiT, yvelaze patara kompaniebsa da saxlis
pirobebSi arsebuli ofisebis muSakebsac SeuZliaT morgebuli momsaxurebis
miReba. veb-gverdiT Sesyidva ufro advili da mosaxerxebelia. magaliTad,
xelaxali Sesyidvebis gasamartiveblad saitze winaswari Sesyidvebis siaa
ganTavsebuli. mcire biznes-momxmarebels Office Depot-i uamravi informaciiTa
da momsaxurebiT uzrunvelyofs; kerZod, Tavazobs ufaso yovelkvireul veb-
TTaavvii 1144 marketingi cifrul xanaSi 481
seminars Webinars-s, e.w. eleqtronul OOSHA-s (Office Sapply Home Access), gadasax-
adebis formebsa da rCevebs mcire biznesis samarTavad. Office Depot.com.-is kideverTi damaxasiaTebeli da metad popularuli Strixia: veb-kafe _ eleqtronuli
seminarebis seriebi, sadac mocemulia mcire biznesTan dakavSirebuli
mniSvnelovani sakiTxebis ganxilva qveyanaSi cnobili eqspertebis mier.
mcire biznes-momxmareblebis damatebiTi momsaxurebis mizniT, Office Depot-ma, onlain reJimSi, or aTeulze meti partnioruli urTierToba daamyara. aseTi
servisebi moicavs internet-fostis momsaxurebas (Stamps.com-Tan erTad), veb-
hostings (Microsoft-Tan erTad), gayidvebis mokvlevis monacemebsa
(TrueAdvantege.com) da eleqtronul gaerTianebebs axali biznesebisaTvis
(Business Filings). magaliTad, leCtefildis gancxadebiT, `Business Filings-Tan kom-
paniis partnioroba mcire biznes-klientebs saSualebas aZlevs, imuSaon
rogorc bejiTad, ise gonivrulad. kompaniis valdebulebaa, rom biznes-
momxmareblisaTvis SeTavazebulma codnam da mxardaWeram xeli Seuwyos maT
Semdgom zrdasa da, dRevandel konkurentul bazarze, wanyvani adgilebis
SenarCunebas.” rogorc Office Depot online-is vice-prezidenti qeiT batleri acx-
adebs: `momsaxurebis komponentis damateba Office Depot-is brendis bunebrivigafarToebis sawindaria. Cveni strategiaa Office Depot.com-i vaqcioT
daniSnulebis adgilad mcire biznesebisaTvis.
mniSvnelovania, rom Office Depot-is veb-operaciebi maRaziebSi gayidvebs aramcirebs. piriqiT, biznesis eleqtronuli da samaRazio formebis frTxili
urTierTdakavSirebiT, Office Depot-i axdens `dawkapunebisa” da `tradiciebis”warmatebul Serwymas. realurad, Office Depot.com-is veb-gverdi, gadabirebis
nacvlad, zrdis maRaziaSi momxmarebelTa nakads, exmareba ra maT, moiZion adg-
ilobrivi maRazia da masSi ganTavsebuli produqciis maragi. myidvels
SeuZlia internetiT Seamowmos, aris Tu ara konkretuli saqoneli konkretul
maRaziaSi xelmisawvdomi da mxolod amis Semdeg ewvios mas sayidlad. para-
lelurad, adgilobrivi maRazia, masSi ganTavsebuli kioskebis gamoyenebiT,
axdens veb-gverdis stimulirebas. Tu myidveli saWiro nivTs Taroze ver
moiZiebs, mas SeuZlia, kioskis saSualebiT, veb-gverdze ganaTavsos SekveTa.
amgvarad, sulac ar aris gasakviri, rom cifruli xanis marketingze
saubars Office Depot-is saqmianobis ganxilviT viwyebT. miuxedavad imisa, rom
calsaxad `virtualuri” marketologebi _ Amazon.com., eBay an PriceLine.com,onlain samyaroSi met yuradRebas ipyroben, Office Depot-is msgavsi, integrire-buli, `tradiciul-virtualuri” kompaniebi, dRes, eleqtronuli gayidvebis
ufro met wilobriv maCvenebels floben, vidre mxolod internetze
dafuZnebuli maTi konkurentebi. verc erTi `mxolod virtualuri” an `mxolod
tradiciuli” gamyidveli, calke `dawkapunebiT” an calke maRaziaSi vizitiT,
ver SeZlebs Office Depot-is mier warmodgenili `virtualur-tradiciuli” mod-
elis adeqvaturi moxerxebulobisa da mxardaWeris klientisaTvis SeTavazebas.
dRes, Amazon.com-isa da Dell-is Semdeg, Office Depot-i msoflioSi mesame
umsxvilesi el-movaWrea. Office Depot-is ZiriTadi momxmareblebis naxevarze meti
produqciis SesaZenad eleqtronul qsels iyenebs. es SenaZeni moicavs yve-
lafers, dawyebuli printeris kartrijiTa da damTavrebuli PDA-iT (person-
aluri cifruli mdivani), kompiuterebiTa da sakonferencio magidebiT. ram
ganapiroba Office Depot-is aseTi warmateba internetSi? `Office Depot-i amas imsax-urebs”, _ acxadebs el-komerciis erT-erTi konsultanti. `igi internets
momxmarebelTan mWidro urTierTobebis dasamyareblad iyenebs” da swored
amaSia misi biznesis warmateba. Office Depot-is yofili aRmasrulebeli kompaniis
strategias amgvarad ajamebs: `Tu SegiZlia Sensa da momxmarebels Soris
erTianobis gancdis Seqmna, maSin Sen ukve flob faseulobas; Sen akeTeb bevrad
mets, vidre, ubralod, provaioderoba gulisxmobs. Sen maTi megobari xar . . . da
xalxsac ufro siamovnebs produqciis megobrebisagan yidva.”1
ukanasknelma teqnologiurma winsvlam, gansakuTrebiT internetis farTo
gamoyenebam, Seqmna e.w. axali ekonomika. miuxedavad imisa, rom, bolo wlebSi, amg-
vari ekonomikis maxasiaTeblebze (mis arsebobazec ki) farTo debatebi mimd-
inareobda, Zalian cota Tu SeewinaaRmdegeba im azrs, rom interneti da sxva
axali teqnologiebi marketologebsa da myidvelebze mniSvnelovan gavlenas
axdens. warsulSi arsebuli bevri standartuli marketinguli strategia da
praqtika – masobrivi marketingi, produqciis standartizacia, media-
reklamireba, maRaziebSi sacalo vaWroba da sxva – e.w. Zvel ekonomikaze iyo
482 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
iinnttrraanneettii (Intranet)eleqtronuli qseli,
romelic TanamSrom-
lebs akavSirebs er-
TmaneTTan, kompaniis
SigniT, da, aseve, kom-
paniis qselTan.
eeqqssttrraanneettii (Extranet)eleqtronuli qseli,
romelic kompanias
akavSirebs Tavis mim-
wodeblebsa da
distributorebTan.
iinntteerrnneettii (Internet)farTo sazogadoeb-
rivi qseli _ kompiu-
teruli qselebis
erToblioba, rome-
lic erTmaneTTan
akavSirebs yvela ka-
tegoriis momxmare-
bels mTels msof-
lioSi da qmnis
uzarmazar `informa-
ciul saTavsos".
morgebuli. es strategiebi da praqtika axali ekonomikis pirobebSic
mniSvnelovania; Tumca, marketologebs iseTi axali strategiebisa da praqtikis
ganviTarebac mouwevT, romlebic dRevandel axal garemos ukeTesad moergeba.
Tavdapirvelad, am TavSi, davaxasiaTebT axali cifruli xanis formirebaSi
monawile ZiriTad Zalebs. Semdeg ki ganvixilavT, rogor icvleba marketin-
guli strategiebi da praqtika dRevandeli axali teqnologiebis Sesabamisad.
■❚ mmTTaavvaarrii ZZaalleebbii,, rroommlleebbiicc qqmmnniiaann cciiffrruull eeppooqqaass
msoflio ekonomikis gardaqmnaSi mTavar rols TamaSoben iseTi faqtorebi,
rogorebicaa teqnologia, globalizacia, garemos dacva da sxva. am TavSi
ganvixilavT 4 specifikur Zalas, romlebic axali cifruli epoqis safuZvels
warmoadgens (ix. suraTi 14.1): dijitalizacia da dakavSirebis unari, inter-
netis `afeTqeba”, SuamavalTa axali tipebi, myidvelze morgeba (customization) da
myidvelze delegireba (castomerization).
ddiijjiittaalliizzaacciiaa ddaa ddaakkaavvSSiirreebbiiss uunnaarrii
warsulSi, bevri mowyobiloba da sistema _ satelefono sistemebi, majis
saaTebi, audio-video aparatura, samrewvelo procesebis marTvisa da kontro-
lis sistemebi _ analoguri informaciiT operirebda. analoguri informacia
ganuwyvetliv icvleba fizikuri aRgznebis adeqvaturad. dRes, Tanamedrove
mowyobilobebisa da sistemebis umravlesoba cifrul informaciaze muSaobs,
romelic warmoadgens nulebisa da erTianebis nakads, anu bitebs. teqsti,
monacemebi, bgera da gamosaxuleba bitebis nakadad SeiZleba gardaiqmnas.
magaliTad, leptopi Tavis aTasobiT programaSi bitebiT manipulirebs. pro-
gramuli uzrunvelyofa Seicavs cifrul informacias operaciuli sistemebis,
kompiuteruli TamaSebis, sainformacio sacavebisa Tu sxva daniSnulebisaTvis.
erTi mowyobilobidan an adgilidan meoreze informaciis bitebis saxiT
gadacema moiTxovs dakavSirebis unars _ satelekomunikacio qsels. dRes,
msoflio biznesis udidesi nawili qselebiT imarTeba, romlebic xalxsa da
kompaniebs akavSirebs erTmaneTTan. iinnttrraanneettii aris qseli, romelic
TanamSromlebs akavSirebs erTmaneTTan, kompaniis SigniT, da, aseve, kompaniis
qselTan. eeqqssttrraanneettii aris qseli, romelic kompanias akavSirebs Tavis mimwode-
blebsa da distributorebTan. da bolos, iinntteerrnneettii aris farTo sazogadoe-
brivi qseli _ kompiuteruli qselebis erToblioba, romelic erTmaneTTan
akavSirebs yvela kategoriis momxmarebels mTels msoflioSi da qmnis
uzarmazar `informaciul saTavsos”. interneti aris erTi didi `sainformacio
magistrali,” romelsac SeuZlia erTi adgilidan meoreze informaciis sao-
cari siswrafiT gadacema.
ssuurraaTTii 1144..11
Zalebi, romlebic monaw-
ileoben cifruli xanis
formirebaSi
TTaavvii 1144 marketingi cifrul xanaSi 483
iinntteerrnneettiiss aaffeeTTqqeebbaamsoflio sainformacio qselisa (World Wide Web) da veb-brauzerebis (Webbrowsers) SeqmniT, 1990-ian wlebSi, interneti ubralo sakomunikacio iaraRidan
revoluciur teqnologiaSi gadaizarda. me-20 saukunis bolo aTwleulis
ganmavlobaSi, internet-momxmareblebis raodenoba msoflioSi mniSvnelovnad
gaizarda. 2003 wlis damdegs, internetis SeRwevadobam aSS-Si 67%-s miaRwia.
axla, internets 160 mln-ze meti adamiani iyenebs. yovelTviurad, 2 mln-ze meti
amerikeli pirvelad iwyebs internetiT sargeblobas.2
2000 wlisaTvis, dot-com-ebiT sargeblobam, praqtikulad, kraxi ganicada,
ramac teqnologiuri danaxarjebis ukusvla gamoiwvia. miuxedavad amisa,
gamokvleva cxadyofs, rom internetiT sargebloba msoflios mosaxleobis
mier calsaxad moimatebs. amasTanave, gaizrdeba swrafi internetis
momxmarebelTa ricxvi. uaxlesma gamokvlevebma aCvena, rom aSS-s ojaxebis 31
procenti internetSi CarTulia maRalsiCqariani, farTozolovani kavSirebis
saSualebiT.3
msoflioSi internetis gamoyenebis afeTqebis magvarma zrdam gamoiwvia e.w.
axali ekonomikis arsis formireba. interneti axali aTaswleulis revoluci-
uri teqnologiaa, romelic aZlierebs moxmareblebisa da biznesebis
urTierTkavSirs. axali ekonomikis TiTqmis yvela inovacias Soris, romelTac
bolo aTwleulSi iCines Tavi, internetma yvelaze mniSvnelovani, sxvagvarad
rom vTqvaT, `saukeTeso mxardamWeris” roli Seasrula. interneti momxmare-
blebsa da kompaniebs saSualebas aZlevs, ,,Tagvis’’ erTi `dawkapunebiT~,
moipovon da gaiziaron uzarmazari moculobis informacia.
ukanasknelma gamokvlevebma cxadyo, rom momxmareblebi, mniSvnelovani
cxovrebiseuli gadawyvetilebebis miRebamde, informacias internetis
meSveobiT moipoveben. yoveli sami momxmareblidan erTi maqsimalurad eyrd-
noba internetis informacias iseT qmedebaTa ganxorcielebisas, rogoricaa
skolis SerCeva, manqanis yidva, samsaxuris moZebna, avadmyofobis dadgena Tu
investiciebTan dakavSirebuli gadawyvetilebebis miReba. saSualod, aSS-Si,
internetis momxmarebeli veb-s saxlidan TveSi 30-jer stumrobs, xolo samsax-
uridan _ TveSi 66-jer, TiToeuli aseTi viziti ki 30 wuTi grZeldeba. amdenad,
dRevandel bazrebze konkurentulobis SesanarCuneblad, kompaniebma unda
aiTvison internet-teqnologiebi; winaaRmdeg SemTxvevaSi, isini TamaSs gareT
aRmoCndebian.4
SSuuaammaavvaallTTaa aaxxaallii ttiippeebbiiaxalma teqnologiebma aTasobiT mewarme internet-kompaniebis anu e.w. dot-com-
ebis Seqmnamde miiyvana im imediT, rom oqros sabados miagnebdnen. pirveli
internet-kompaniebis (Amazon.com, Yahoo, Expedia da sxva mravali) saocarma war-
matebam bevri aRiarebuli mwarmoeblisa da sacalo movaWris SiSi gamoiwvia.
magaliTad, Barnes&Noble, romelic wignebs mxolod sacalo maRaziebSi yidda,
sakmaod SeSfoTda Amazon. com-is saSualebiT wignebis onlain-gayidvebis
zrdiT; Toys “R” US-isaTvis ki metad usiamovno iyo, rodesac eToys-masaTamaSoebis myidvelebi web-iT moxibla. TviT udidesma samogzauro saagen-
toebma SiSis TvaliT dauwyes yureba Web-ze momuSave saagentoebs, rogorebic
arian Expedia da Travelocity. maRaziaTa qselebSi wignebiT, musikaluri
produqciiT, yvavilebiTa Tu sxva produqciiT sacalo movaWreebs, agreTve,
samogzauro saagentoebs, safondo birJis brokerebsa da manqanebis dilerebs
realuri safiqrali miecaT,radganac konkurentebma TavianTi produqtebisa da
momsaxurebebis gayidvebi, internetis meSveobiT, arnaxulad gazardes. gaCnda
realuri safrTxe imisa, rom isini ugulebelyofilni iqnebodnen axali el-
movaWreebis mier anu aRmoCndebodnen mniSvnelovani procesebis miRma am axali
tipis Suamavlobis gamo.
SuamavalTa axali tipebis formirebam da arxebiT urTierTobebis axalma
formebma kompaniebi aiZula, gadaexedaT, Tu rogor emsaxurebian isini TavianT
bazrebs. Tavdapirvelad, aRiarebuli, tradiciuli komerciis firmebi
(magaliTad, Staples, Barnes&Nobles, Merrill Hynch) ar Cqarobdnen im imediT,rom agre-
siuli virtualuri (eleqtronuli komerciis) firmebis xana male dasrulde-
boda. Tumca, mogvianebiT, maT mainc mouwiaT gamofxizleba, Sedagad, sakuTari
onlain arxebis Seqmna daiwyes da virtualur-tradiciul konkurentebad iqc-
484 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
■ Customerization (myidvelze morgeba): reflect.com-is saitze momxmareblebi TavianT parfiumerul produqcias qmnian. igi
gvTavazobs: `erT-erTi saxis produqcia erT-erTi TqvenganisTvis." am saits, TveSi, 650 000 adamiani stumrobs.
nen. aRsaniSnavia,rom bevri virtualur-tradiciuli biznes-moTamaSe Tavis vir-
tualur konkurentze matad gaZlierda maSin, rodesac internetisaken mas
swored am ukanasknelma ubiZga. realurad, miuxedavad imisa, rom zogierTi
mxolod virtualuri kompania dResac arsebobs da warmatebebsac aRweves
dRevandel bazarze, erT dros aRiarebulma bevrma dot.com-ma (eToyes, Pets.com,
Garden.com da Mothernature.com) kraxi ganicada, mwiri momgebianobisa da aqciaTa
fasis vardnis gamo.
mmyyiiddvveellzzee mmoorrggeebbaa ddaa mmyyiiddvveellzzee ddeelleeggiirreebbaaZvelma ekonomikam mwarmoebeli kompaniebis irgvliv daiwyo brunva, romelTac,
ZiriTadad, TavianTi warmoebis, produqtebisa da biznes-procesebis standarti-
zaciaze moaxdines koncentrireba. maT didi raodenobiT Tanxa Cades brendis
SeqmnaSi, sakuTari standartizebuli sabazro SeTavazebis upiratesobis damt-
kicebis mizniT. mwarmoeblebs imedi hqondaT, rom standartizaciisa da
brendingis meSveobiT gazrdidnen moTxovnas; aqedan gamomdinare, maT
masStaburi ekonomikis principebs mianiWes upiratesoba; aqtivebis samarTavad
Seqmnes mbrZaneblur-makontrolebel sistemebi, romlis saSualebiTac biznesi
manqanasaviT imarTeba.
sapirispirod, axali ekonomika sainformacio biznesis irgvliv trialebs.
informacias aqvs is upiratesoba,rom advilia misi diferencireba, morgeba, per-
sonifikacia da warmoudgeneli siswrafiT qselSi gaSveba. internetisa da sxva
damakavSirebeli teqnologiebis swrafi progresirebiT, kompaniebi metad dax-
elovndnen individualur myidvelebsa da biznespartniorebze (mimwodeblebi,
distributorebi, sacalo movaWreebi) informaciis mopovebaSi. sanacvlod, maT
metad uwevT TavianTi produqtebis, momsaxurebebis, Setyobinebebisa da mediis
individualizeba.
magaliTad, Dell Computer-i myidvelebs saSualebas aZlevs, zustad
gansazRvron,Tu ra surT TavianTi kompiuterebisgan da SerCeul modelebs maT
sul ramdenime dReSi awvdis. Reflect.com-is veb-gverdze, Procter&Gamble-i xalxs
SesaZleblobas aZlevs, kiTxva-pasuxis saSualebiT, Camoayalibon TavianTi
moTxovnilebebi, magaliTad, SampunTan dakavSirebiT, ris Semdegac, kompania
TiToeuli adamianisaTvis Sampunis unikalur formulas qmnis.
TTaavvii 1144 marketingi cifrul xanaSi 485
mmyyiiddvveellzzee ddeelleeggiirreebbaa
(Customerization)calkeul momxmare-
bels aZlevs saSua-
lebas, Tavad Camoa-
yalibos marketinguli
SeTavazeba anu es
aris Sansi klien-
tisaTvis, iyos pro-
duqtis ara mxolod
momxmarebeli, aramed
Semqmnelic.
eell--bbiizznneessii (E-business)kompaniis biznesis
warmarTva eleqtro-
nuli platformis -
internetis, eqxtra-
netisa da intrane-
tis gamoyenebiT.
myidvelze morgeba (Customization) gansxvavdeba mmyyiiddvveellzzee ddeelleeggiirreebbiissaaggaann
(castomerization).. myidvelze morgeba gulisxmobs mwarmoeblis mier iniciativis
sakuTar Tavze aRebas, raTa moxdes sabazro SeTavazebis momxmarebelze
morgeba. magaliTad, Levi’s-is warmomadgeneli iRebs zomebs, kompania ki, ukve
klientze morgebul jinsebs, qarxanaSi keravs. myidvelze delegirebisas kompa-
nia dizainis Seqmnas individualur myidvels andobs. magaliTad, jinsis myid-
velebs SeuZliaT Tavad aiRon zomebi da sfecifikuri niSnebi daamaton mod-
els, kerZod, feradi naWris CanarTebi an sxva ram.5
■❚ mmaarrkkeettiinngguullii ssttrraatteeggiiaa cciiffrruull eeppooqqaaSSii
axal, cifrul epoqaSi biznesis warmoeba marketinguli strategiisa da saqmi-
anobis axal models moiTxovs. strategiis erT-erTi specialisti aRniSnavs:
`axali teqnologiebiT, kerZod ki internetiT waxalisebuli korporacia
radikalur transformacias ganicdis, rac sxva araferia,Tu ara axali indus-
triuli revolucia... am saukuneSi, gadarCenis mizniT, menejerebs axali wesebis
gacnobiereba uwevT. XXI saukunis korporacia unda Seeguos `menejments Web-is gavliT~.6 meore strategi ki dasZens: `interneti revoluciurad cvlis im
gzebs, romelTa saSualebiT Cven vagebT urTierTobebs mimwodeblebsa da
myidvelebTan, vqmniT maTTvis faseulobebs da am procesebiT viRebT garkveul
materialur sargebels. sxvagvarad rom vTqvaT, es marketingis revoluciaa”.7
zogierTi strategi elodeba dRes, rodesac yidva-gayidva kompaniebsa da
myidvelebs Soris mTlianad pirdapiri eleqtronuli komunikaciebiT ganxor-
cieldeba. axalma modelma fundamenturad Secvala myidvelze morgebis,
siCqaris, fasis, produqtze informaciis Seqmnisa da momsaxurebis mcnebebi.
momxmarebelTa es axleburi aRqma TiToeul biznesze axdens gavlenas. adarebs
ra internetsa da sxva axal marketingul teqnologiebTan Seguebas aeron-
avtikis pirvel dReebs, Amazon.com-is generaluri direqtori jef bezo ambobs:
`es eleqtronuli komerciis Kitty Hawh-is (Zveleburi TviTmfrinavis modeli)
eraa.~ yvelaze frTxili winaswarmetyvelnic ki adastureben, rom, momavalSi,
cifrul teqnologiebs biznes-strategiebze udidesi zegavlena eqneba. faqtia,
rom, dRes, marketingi warmoadgens Zveli da axali ekonomikuri azrovnebisa da
qmedebebis nazavs. kompaniebs,umeteswilad,sWirdebaT im unarebisa da praqtikis
SenarCuneba, romliTac warsulSi xelmZRvanelobdnen. magram, maT, aseve,
dasWirdebaT axali kompetenciebisa da normebis SeTvisebac, axal garemo
pirobebSi gazrdisa da warmatebis miRwevis mizniT. kompaniis axali strate-
giis CamoyalibebaSi marketingma wamyvani roli unda Seasrulos.
eelleeqqttrroonnuullii bbiizznneessii,, eelleeqqttrroonnuullii kkoommeerrcciiaa ddaa eelleeqqttrroonnuullii mmaarr--
kkeettiinnggii cciiffrruull eeppooqqaaSSiieell--bbiizznneessii gulisxmobs kompaniis biznesis warmarTvas eleqtronuli plat-
formis _ intranetis, eqstranetisa da internetis gamoyenebiT. interneti da
sxva axali teqnologiebi kompanias exmareba biznesis ufro swrafad da
xarisxianad marTvaSi, ufro xangrZlivad da ufro did sivrceze.
kompaniebis umravlesobam, informaciis gavrcelebisa da sakuTari pro-
duqtis Tu momsaxurebis stimulirebis mizniT, veb-gverdebi Seqmna. sxvebi veb-
gverdebs iyeneben, raTa myidvelebTan ufro axlo kontaqtebi daamyaron.
magaliTad, SefuTuli samomxmareblo saqonlis mwarmoebelTa 70%-ze meti veb-
gverdebs, produqtis gayidvis xelSewyobis garda, im mizniTac iyenebs, rom
daukavSirdes da maqsimaluri informacia miawodos momxmarebels. kompaniebi
aseve qmnian intranets, raTa TanamSromlebs erTmaneTTan dakavSirebasa da kom-
paniis kompiuterul sistemaSi arsebuli informaciis miRebaSi daexmaron.
magaliTad,P&G-is intranetsa da mNet-s, treiningisa da msoflio marketinguli
siaxleebis gamokvlevis mizniT, regularulad, 14 000 TanamSromeli iyenebs.8
mTavar mimwodeblebTan da distributorebTan saurTierTobod kompaniebi eqs-
tranets mimarTaven, raTa ganaxorcielon iseTi manipulaciebi, rogoricaa
informaciis gacvla, SekveTebi, tranzaqciebi, gadasaxadebis dafarva da sxva.
iseTi kompaniebi,rogorebic arian Cisco, Microsoft da Oracle, TiTqmis mTel saqmi-
486 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
anobas el-biznesiT marTa-ven _
angariSfaqturebis, moxsenebiTi
baraTebis, sainJinro naxazebis, gayidve-
bis Tu marketinguli monacemebisa da,
saerTod, nebismieri informaciis gacv-
la aq internetis (da ara qaRaldis) me-
SveobiT mimdinareobs.9
eell--kkoommeerrcciiaa ufro specifikuria,
vidre el-biznesi. el-biznesi moicavs
nebismieri saxis eleqtronuli infor-
maciis gacvlas kompaniebsa da myid-
velebs Soris. misgan gansxvavebiT, el-
komercia internetiT uzrunvelyofili
yidva-gayidvis procesia. el-bazari
aris `bazris sivrce” da ara, ubralod,
bazris fizikuri adgili. gamyidvelebi
el-bazrebs iyeneben, raTa TavianTi pro-
duqti Tu momsaxureba onlainiT
SesTavazon momxmareblebs. myidvelebi
ki maT iyeneben informaciis moZiebis,
sakuTari survilebis identificirebisa
da SekveTebis ganTavsebis mizniT, kred-
itisa Tu el-gadaxdebis sxva formebis
gamoyenebiT.
el-komercia moicavs eleqtronul
marketings da eleqtronul Sesyidvas.
eell--mmaarrkkeettiinnggii aris el-komerciis marketinguli mxare _ kompaniis mier pro-
duqtis Sesaxeb informaciis gavrceleba da saqonlisa Tu momsaxurebis
internetiT gayidva. Amazon.com, Schwab.com da Dell.com el-marketings TavianT
veb-gverdebze awarmoeben. el-marketingis paralelurad unda ganvixiloT el-
Sesyidva, romelic aris el-komerciis yidvis mxare da romlis saSualebiTac
kompaniebi saqonels, momsaxurebasa Tu informacias onlain-mimwodeblebisagan
iZenen.
yidvis iseT modelSi, rogoricaa biznesi biznesisaTvis, el-marketologebi
da el-Semsyidvelebi el-komerciis uzarmazar qselSi iyrian Tavs. magaliTad,
Global exchange Services (GXS) msoflioSi erT-erTi udidesi B2B-is el-komerciis
qselia (www.gxs.com). Tavdapirvelad General Electric-is mier dafuZnebuli, axla ki
damoukideblad arsebuli GXS, 58 qveyanaSi, 100.000-ze met savaWro partniors
aerTianebs; maT Soris iseT gigantebs, rogorebic arian General Electric, FedEx,DaimlerChrysler JCPenny, Sara Lee da Unilever. GXS, yovelwliurad, 1 miliardamde
tranzaqcias asrulebs, rasac 1 trilioni dolaris Rirebulebis saqoneli da
momsaxureba Seesabameba. GXS, aseve, moqmedebs erT-erT udides kerZo bazarze
msoflioSi - GE Global Supplier Network,, romelic GE-is biznes-erTeulebsa da maTi
savaWro partniorebis umravlesobas emsaxureba.
el-komerciasa da internets bevri sargebeli moaqvs rogorc myidvelebis,
ise gamyidvelebisaTvis. modiT, ganvixiloT zogierTi mTavari sargebeli.10
ssaarrggeebbeellii mmyyiiddvveelleebbiissaaTTvviissinternetiT yidvas araerTi sargebeli moaqvs rogorc saboloo, ise biznes-
myidvelebisaTvis. upirveles yovlisa, igi mosaxerxebelia, radgan myidvelebs
ar uwevT xalxmravlobiT gamowveuli winaaRmdegobebis gadalaxva, manqanis
gasaCerebeli adgilis Zebna da maRaziis seqciebSi dausrulebeli siaruli
sasurveli produqtis moZiebisa da gasinjvis mizniT. veb-gverdebis
saSualebiT maT eZlevaT SedarebiTi vaWrobis SesaZlebloba. amasTan, veb-mar-
ketologebi arasodes gixuraven kars. yidva advilia da privatuli: myidvelebi
yidvisas nakleb barierebs awydebian, ar upirispirdebian gamyidvelebs, maT ar
uxdebaT gamyidvelis mxridan darwmunebisa da sxva emociuri svlebis sakuTar
Tavze gancda. biznes-myidvelebi ki produqtisa Tu momsaxurebis Seswavlasa
da yidvas gamyidvelebis molodinisa da maTTan drois kargvis gareSe
axerxeben.
eell--kkoommeerrcciiaa
(E-commerce)yidva-gayidvis pro-
cesi, uzrunvelyofi-
li eleqtronuli
saSualebebiT, Ziri-
Tadad, internetiT.
eell--mmaarrkkeettiinnggii
(E-marketing)el-komerciis marke-
tinguli mxare _
kompaniis mier pro-
duqtis Sesaxeb in-
formaciis gavrce-
leba da saqonlis
Tu momsaxurebis
internetiT gayidva.
■ el-komerciis qselebi: globaluri gacvlis servisi (GXS), 58 qveyana-
Si, 100 000-ze met savaWro partniors aerTianebs. GXS-i, yovel wels, 1
miliard tranzaqcias axorcielebs, rasac 1 trilioni dolaris Rire-
bulebis saqoneli da servisi Seesabameba.
TTaavvii 1144 marketingi cifrul xanaSi 487
garda amisa, xSirad, interneti produqtebis meti xelmisawvdomobiTa da
SerCevis meti SesaZleblobiT uzrunvelyofs myidvelebs. am eleqtronuli
obobis (Web-i) limiti, samyaros farglebSi, amouwuravia. fizikuri sazRvrebiT
SeuzRudav kibergamyidvelebs TiTqmis yovelmxrivi arCevanis SeTavazeba
SeuZliaT. SevadaroT veb-vaWrebis mier warmodgenili daujereblad farTo
arCevani, tradiciuli maRaziebis SedarebiT mwir asortiments. magaliTad,
Amazon.com-i, mxolod wignebSi, 3 milionze meti dasaTaurebisagan Semdgar
saZiebels gvTavazobs, rac wignis taradiciul maRaziebSi warmodgenil rao-
denobas 15-jer aRemateba. Rvinis veb-gverdi www.wine.com-i Tavis kiberTaroebze
Siga da importirebuli Rvinoebis 2500 dasaxelebaze mets aerTianebs,
Tanmxlebi sakvebis saxeobebsa da Rvinis Sesabamis aqsesuarebTan erTad.
produqtebisa da gamyidvelebis farTo arCevanis garda, elkomerciis
arxebi myidvels saSualebas aZlevs, gaecnon SedarebiT informacias kom-
paniebze, produqtebsa da konkurentebze. xSirad, kargi saiti met informacias
gvawvdis (ufro xelsayreli formiT), vidre yvelaze mzrunveli gamyidveli.
magaliTad, Amazon.com-i gvTavazobs aTi mTavari produqtis CamonaTvals,
TiToeuli maTganis srul aRweras, eqspertebisa da momxmareblebis mimoxil-
vasa da rekomendaciebs.
da bolos, onlain-yidva swrafi da interaqtiulia. xSir SemTxvevaSi, myid-
vels urTierToba aqvs gamyidvelis saitTan, raTa Seqmnas sasurveli informa-
ciis, produqtisa Tu momsaxurebis konfiguracia, gaakeTos SekveTa da adg-
ilzeve miiRos SenaZeni. ufro metic, interneti klients aZlevs kontrolis
ufro met saSualebebs. misi gamoyebiT momxmarebeli bevrad ufro Zlieria,
vidre manamde iyo. dRes, manqanebis myidvalTa 27% veb-gverds stumrobs, raTa
manqanebsa da maT fasebze manamde miiRos informacia, sanam dilerebTan
daiWers saqmes. es momxmarebelTa mxridan kontrolis axali SesaZleblobaa.11
ssaarrggeebbeellii ggaammyyiiddvveelleebbiissaaTTvviissel-komercias gamyidvelebisTvisac bevri sargebeli moaqvs. pirveli _ inter-
neti Zlieri iaraRia myidvelebTan urTierTobis dasamyareblad. erTi-erTze
urTierTobis SesaZleblobisa da interaqtiuli bunebis gamo, kompaniebs
SeuZliaT myidvelTan dakontaqteba onlain reJimSi, raTa Seityon ufro meti
maTi specifikuri saWiroe-
bebisa da moTxovnilebebis
Sesaxeb. sanacvlod, myid-
velebs SeuZliaT onlainiT
SekiTxvebis dasma da, saku-
Tari nebiT, gamyidvlebTan
ukukavSiris damyareba. ase-
Ti urTierTkavSiri kompani-
ebs saSualebas aZlevs, raTa
gazardon myidvelis faseu-
loba da kmayofileba pro-
duqtebisa da momsaxurebis
ganaxlebis saSualebiT.
internetsa da sxva ele-
qtronul arxebs, aseve, SeuZ-
liaT Seamciron xarjebi da
gazardon siCqare da efeq-
turoba. iseTi korporaci-
ebi, rogorebic arian DellComputer da General Electric, mim-wodeblebTan, mwarmoebleb-
Tan, distributorebsa da
myidvelebTan pirdapiri da-
kavSirebis mizniT, internets
mimarTaven, riTac amcireben
xarjebs, danazogs ki myidve-
lebisaTvis iyeneben. el-mar-
ketologebi Tavs arideben
■ internetiT yidva advili da konfidencialuria: saboloo myidvels SeuZlia saxl-
idan gausvlelad, martivad SeiZinos saqonli msoflios nebismier kuTxeSi; biznes-
myidvels ki _ Seiswavlos da moipovos produqcia Tu informacia gamyidvelebTan
drois kargvis gareSe.
488 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
maRaziis qiris, dazRvevisa da mowyobilobebis xarjebs. el-marketingis
Sedegad, myidvelebisa da gamyidvelebis pirdapiri urTierTobidan gamomd-
inare, kompaniis xarjebi sagrZnoblad mcirdeba, gasaRebis arxebisa da lojis-
tikuri funqciebis efeqti ki umjobesdeba, SekveTis miRebis, inventaris marTvis,
miwodebisa da vaWrobis stimulirebis mxriv. da bolos, el-komunikacia, xSirad,
ufro nakleb danaxarjebs moiTxovs, vidre Cveulebrivi fostiT komunikacia.
kerZod, kompanias cifruli katalogebis warmoeba gacilebiT naklebi ujdeba,
vidre nabeWdi masalebis fostiT dagzavna.
aseve, el-marketingi gansakuTrebulad moqnilia, rac marketologs
SeTavazebebisa da programebis koreqtirebis saSualebas aZlevs. magaliTad,
beWdviTi katalogis SemTxvevaSi, produqtebi, fasebi da katalogis sxva
informacia fiqsirebulia manam, sanam momdevno gamocema ar gaegzavneba
saboloo momxmarebels Tu biznes-myidvels. amis sapirispirod, onlain-katal-
ogis koreqtireba SesaZlebelia yoveldRiurad an, sulac, saaTebis mixedviT;
amgvarad, operatiulad xdeba produqtis asortimentis, fasebisa da stimulire-
bis adaptireba bazris cvalebad pirobebTan.
da bolos, interneti marTlac globaluri garemoa, romelic myidvelebsa
da gamyidvelebs saSualebas aZlevs, erTi dawkapunebiT, wamebSi gadavidnen
qveynidan qveyanaSi. GXS-is qseli biznes-myidvelebs akavSirebs mimwodeblebTan
58 qveynidan, dawyebuli aSS-Ti da gaerTianebuli samefoTi, damTavrebuli
honkongiTa da filipinebiT. veb-gverdis stumars, parizidan da stambulidan,
iseve swrafad SeuZlia L.L Bean-is katalogze informaciis miiReba, rogorc,
vTqvaT, frifortis _ menis StatSi macxovreb sacalo movaWres. ase rom, dRes,
globaluri bazrebi xelmisawvdomia TviT yvelaze patara el-marketologe-
bisvisac.
■❚ eell--mmaarrkkeettiinnggiiss ssffeerrooeebbii
el-marketingis oTxi ZiriTadi sfero naCvenebi da ganxilulia suraTze 14.2.
esenia: B2C (biznesi_momxmareblisaTvis),B2B (biznesi_biznesisaTvis),C2C (momx-
marebeli _momxmareblisaTvis) da C2B (momxmarebeli_biznesisaTvis).
B2C ((bbiizznneessii __ mmoommxxmmaarreebblliissaaTTvviiss))popularuli presa gansakuTrebul yuradRebas uTmobs B2C--is el-komercias
anu saqonlisa Tu momsaxurebis onlain-gayidvas saboloo momxmarebelze.
miuxedavad zogierTi uaryofiTi winaswarmetyvelebisa, yidvis procesi onlain-
momxmareblebis mier sagrZnobi tempiT izrdeba. SarSan, momxmareblebma
msoflios masStabiT onlainze 167 miliard dolardze meti daxarjes. 2004
wels, es ricxvi 428 miliard dolaramde gaizarda. danaxarjebi onlainze,
ZiriTadad, Semdeg kategoriebze modis: mogzaurobis momsaxureba, tansacmeli,
kompiuterebi da programebi, samomxmareblo eleqtronika, wignebi, musika da
video,janmrTelobisa da silamazis produqcia, saxlisa da baRis atributebi,
yvavilebi, saCuqrebi, sportisa da fitnesis mowyobilobebi, saTamaSoebi.12
qqsseelluurrii mmoommxxmmaarreebblleebbii.. warsulSi, internets kompiuteris fanebi an axal-
gazrda, teqnologiebis mcodne, maRalprofesionali mamakacebi iyenebdnen.
qselis ganviTarebasTan erTad, internetis demografia mniSvnelovnad
Seicvala. dRes, internets aSS-s ojaxebis ori mesamedi iyenebs. iqidan gamomd-
inare, rom sul ufro meti raodenobis adamiani iwyebs internetis gamoyenebas,
kibersivrcis mosaxleoba sul ufro mravalferovani xdeba.
B2C-iiss ((bbiizznneessii--mmoommxx--mmaarreebblliissTTvviiss))
eell--kkoommeerrcciiaa
B2C (business-to-consumer) e-commerceel-qseliT saqon-
lisa da servisis
gayidva saboloo
myidvelze.
ssuurraaTTii 1144..22
el-marketingis sfer-
oebi
TTaavvii 1144 marketingi cifrul xanaSi 489
■ B2C veb-gverdebi: dRes, xalxi onlain-qselSi Sedis, raTa SeukveTos farTo asortimentis saqoneli da servi-
si _ cocxali yvavilebiT dawyebuli da saxlebis giraoTi damTavrebuli.
sul ramdenime wlis win, internet-momxmareblebis umravlesoba
xsenebul jgufSi iyrida Tavs. isini iyvnen Zlierebi, mamakacurebi,
Zalian axalgazrdebi, ganaTlebulebi, gansakuTrebiT axali teqnolo-
giebis ganxriT. dro gavida. dRes, internet-momxmareblebis aRmoCena
yvela segmentSi SeiZleba, TviT axal teqnologiebze gvian adaptire-
bul da naklebad SeZlebul ojaxebSic ki. es Sereuli portreti
qselis momxmarebelTa Zveli imijisgan (aranormaluri biWebi,
teqnofilebi, romlebic gzas e.w. ,,CeT-oTaxebis’’ gavliTa da
gancxadebaTa dafebiT miikvlevdnen) sruliad gansxvavdeba. im
droidan moyolebuli, veb-qselis sazogadoeba gaizarda.
marketologTaTvis, axla, interneti warmoadgens sxvadasxva saxis
adamianebis, xatovnad rom vTaqvaT, moZrav fiestas (bazrobas), romleb-
sac onlain-gamocdileba gaaCniaT. amdenad, mSvidobiT `aranormaluro
biWebo~! urTierTdakavSirebul amerikelTa bolo Taoba ufro imaT
hgavs, vinc adgilobriv Wal-Mart-s stumrobs.13
amgvarad, interneti el-marketologebs demografiuli segmentebis farTo
diapazonze SeRwevis sul ufro met SesaZleblobas aZlevs. magaliTad, erT-
erTma uaxlesma gamokvlevam gviCvena, rom im momxmareblebis saSualo
Semosavali weliwadSi, romlebic sul mcire 6 wlis ganmavlobaSi yidulobd-
nen el-qselis meSveobiT,79.000 dolars aWarbebs. aqedan 34% qalia, 57% ki kole-
jis diploms flobs. maTgan gansxvavebiT, saSualo Semosavali im momxmare-
blebisa, romlebic weliwadze naklebi drois ganmavlobaSi vaWrobdnen
qseliT, 52. 000 dolaria. maTgan 57% qalia, 39%-s ki kolejis diplomi gaaCnia.14
dRes, internetis qselSi CarTulia TiTqmis yvela:
oklendSi (kalifornia) mcxovrebi 51 wlis 2 Svilis deda _
doral maini, romelic erT-erTi dabalSemosavliani kompaniis meneje-
ria, Tavis Zvirfas dros internet-vaWrobis meSveobiT zogavs. misi 73
490 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
wlis mama _ el-samyaroSi axalbeda Carlzi, romelic xis figurebs
amzadebs, internetiT yidulobs saWiro masalebs Tavisi hobisTvis.
misi 11 wlis disSvili _ katrinac ki xalisobs el-qselis meSveobiT:
igi Disney.com-is saitze saCuqrebs arCevs. `es miCvevaa~, _ ambobs mainiinternetze. ra Tqma unda, interneti mxolod teqnikis fanebs aRar
ekuTvnis.15
internetis mzardi mravalferovneba marketologTaTvis el-komerciaze
gamiznul axal SesaZleblobebs warmoaCens. magaliTad, sadReisod, interneti
momxmareblebis yvela asakobriv jgufs moicavs; yvelaze metad ki internetiT
bavSvebi da Tineijerebi sargebloben _ 10-14 wlamde asakis warmomadgenelTa
65% da 14-17 wlamde jgufis 75%;16 ase rom, `qselis bavSvebma~ da TineijerTa
segmentebma gansakuTrebulad miiqcies el-marketologTa yuradReba.
asakobrivi speqtris meore bolo _ anu momxmareblebi, romelTa asaki 50
weli an metia, onlainis klientTa TiTqmis 20%-s Seadgens. 2007 wlisaTvis ki
mosalodnelia, rom internetSi 65 wels gadacilebulebic CaerTvebian,
romelTa ricxvi 16 milioni iqneba. da es mxolod amerikaSi. Tu axalgazrda
momxmareblebi internetiT erTobian da urTierToben, moxuci internet-klien-
tebi mas ufro seriozuli saqmeebisaTvis iyeneben. magaliTad, am jgufis 24%
internets investirebis mizniT iyenebs maSin, rodesac analogiuri mizniT el-
qsels 25-29 wlis momxmarebelTa mxolod 3% mimarTavs. amgvarad, SedarebiT
asakovani adamianebi momxibvlel bazars qmnian veb-biznesisaTvis, dawyebuli
meyvavileobidan da avtomaturi sacalo vaWrobidan, damTavrebuli samogzauro
servisiTa da finansuri momsaxurebiT.17
internet-momxmareblebi tradiciuli momxmareblebisagan gansxvavdebian
yidvisadmi midgomiTa da marketingisadmi damokidebulebiT. internetis
meSveobiT, gacvliTi procesi ufro myidvelis mxridan momdinare da kon-
trolirebadi gaxda. adamianebi, romlebic iyeneben internets, metad afaseben
informacias da negatiurad pasuxoben Setyobinebebs, romlebic gaTvlilia
mxolod gayidvaze. tradiciuli marketingi mizanSi, garkveulwilad, pasiur
auditorias iRebs. amis sapirispirod, el-marketingi umiznebs iseT adamianebs,
romlebic aqtiurad arCeven, Tu romel veb-gverds estumron, ra saxis mar-
ketinguli informaciis miReba surT TiToeul produqtze da ra pirobebSi.
amdenad, el-komerciis axali samyaro axal marketingul midgomebs moiTxovs.
B2C--iiss vveebb--ggvveerrddeebbii.. momxmareblebs SeuZliaT miagnon veb-gverds TiTqmis nebis-
mier produqtze, romlis yidvac SesaZlebelia bunebaSi. interneti
gansakuTrebiT xelsayrelia im SemTxvevaSi, rodesac myidvelebi produqtebsa
■ B2C veb-gverdebi: dRes, xalxi onlain-qselSi Sedis, raTa SeukveTos farTo asortimentis saqoneli da servisi _ cocxali
yvavilebiT dawyebuli da saxlebis giraoTi damTavrebuli.
TTaavvii 1144 marketingi cifrul xanaSi 491
RRiiaa ssaavvaaWWrroo
ggaaccvvlleebbii (Opentrading exchanges)uzarmazari el-
bazrebi, romlebSic
B2B myidve-lebi da
gamyidvelebi, inter-
netis qselis meS-
veobiT, onlain-
reJimSi pouloben
erTmaneTs, cvlian
informacias da efe-
qturad awarmoeben
tranzaqciebs.
B2B--iiss ((bbiizznneessiibbiizznnee--ssiissaaTTvviiss)) eell--kkoommeerrcciiaa
B2B (business-to-business) e-commercefirmebi iyeneben B2B-is savaWro qselebs,
auqcionTa saitebs,
produqtebis onlain-
katalogebs, barte-
rul saitebsa da
sxva qselur resur-
sebs, raTa moicvan
axali myidvelebi,
ufro efeqturad mo-
emsaxuron arsebul
klientebs da miaR-
wion yidvis efeq-
turobasa da ukeTes
fasebs.
Tu SekveTebze informacias eZeben moxerxebulobisa da dabali fasis mixedviT
an cdiloben produqciis maxasiaTeblebisa da fasebis Sedarebas. aris
SemTxvevebi, rodesac momxmareblebi internets naklebad saWirod miiCneven,
magaliTad, winaswar gasasinji an Sesamowmebeli produqciis yidvisas. Tumca,
aqac arsebobs gamonaklisebi. magaliTad, vin ifiqrebda, rom xalxi
ZviradRirebul kompiuterebs naxvisa da gasinjvis gareSe SeukveTavda Dell-s anGateway-s?
dRes, xalxi qselebiT aTasgvari produqtis SesakveTad sargeblobs:
tansacmeli _ Gap-idan Tu L.L. Bean-idan, wignebi da eleqtronika _ Amazon.com-
idan, aveji _ EthenAllen-idan, sxvadasxvagvari produqcia _ Sears-idan, yvavilebi _
Calyx-Corolla-dan, dagiravebuli saxlebi _ Quicken loans-idan da sxva.
■ Calyx & Corolla _ `yvavilebis moyvarulTa yvavilebis kompania~ _ cocxal yvav-
ilebs pirdapir momxmarebelze yidis. myidvelebs SeuZliT feradi kata-
logidan SearCion Taigulebi Tu mcenareebi, Semdeg ki, ufaso satelefono
nomerze (1_800_877_0998) darekviT, SeukveTon isini; an SekveTa ganaTavson
C&C-is veb-gverdze (www. calyxandcorolla.com). SekveTebi myisve igzavneba C&C-isqselis yvavilebis 25 mwarmoeblidan erT-erTTan,romelic maT arCevs,fuTavs
da agzavnis FedEx-is meSveobiT. adgilze mitanisas yvavilebi arnaxulad
gamoiyureba da aTjer met xans Zlebs, vidre maRaziis sacalo
movaWreebisgan SeZenili Taigulebi. C&C Tavis warmatebas uzrunvelyofs
daxvewili informaciuli sistemiTa da Zlieri kavSirebiT FedEx-sa da yvav-ilebis mwarmoeblebTan.
■ mas, visac sesxis aReba surs, saitze Quicken Loans (www.quickenloans.com) erTi
SesvliT miiRebs kompetentur da maRalteqnologiur rCevebs giraoTi
Sesyidvebis Sesaxeb. veb-gverdis vizitorebs SeuZliaT gamoikvlion saxlis
dafinansebisa da xelaxla dafinansebis mravali varianti, moiTxovon girao
da miiRon kreditis swrafi damtkiceba. rac mTavaria, es yvelaferi saxlidan
gausvlelad xdeba. veb-gverdi gvTavazobs interaqtiul meqanizmebsa da
saSualebebs, romlebic msesxebels exmareba sxvadasxva gadawyvetilebis
miRebaSi; magaliTad, Tu rogori saxli iyidos, saxli iyidos Tu iqiraos,
daafinansos Tu ara arsebuli girao xelaxla da a.S. myidvels rCevis
miReba SeuZlia telefoniT an qseliT e.w. `CeTingis~ meSveobiT, sadac gae-
saubreba giraos 1700 eqspertidan erT-erTs, Semdeg ki, eleqtronuli xelis
moweriT, daudasturebs saTanado garigebas. Quicken Loans-ma, 2003 wels, 15 mil-
iard dolarze meti giravnobis krediti gasca.18
B2B ((bbiizznneessii __ bbiizznneessiissaaTTvviiss))miuxedavad imisa, rom popularuli presa met yuradRebas B2C-is veb-gverdebsuTmobs, B2B-is el-komerciis mier, el-qselis meSveobiT, samomxmareblo saqon-
lis gayidvis maCvenebeli sul ufro izrdeba. 2003 wels, msoflioSi, B2B-is el-
komerciam, TiTqmis, 4 trilion dolars miaRwia maSin, rodesac, 2003 wels, es
maCvenebeli mxolod 282 mlrd dolars Seadgenda. erT-erTi kvlevis Sedegebi
gviCvenebs, rom 2005 wlisaTvis, el-komercias gamoiyenebs 500 000 mewarmeze meti,
rogorc myidveli,ise gamyidveli,an orive erTad. sxva kvlevis Tanaxmad ki, 2006
wels, mTeli amerikis B2B-is danaxarjebis erTi mesamedi el-qselze mova.19 es
firmebi iyeneben B2B-is savaWro el-qselebs, auqcionTa saitebs, produqtebis
onlain-katalogebs, barterul saitebsa da sxva eleqtronul qselur resur-
sebs, raTa moicvan axali myidvelebi, ufro efeqturad moemsaxuron arsebul
klientebs da miaRwion yidvis efeqturobasa da ukeTes fasebs.
dRes, B2B--is marketologTa umravlesoba momxmarebelTa uzrunvelyofasa
da myidvelTa mxardamWer momsaxurebebs, aseve, informacias produqtebze inter-
netis qselis meSveobiT gvTavazobs. magaliTad, korporatiul myidvelebs
SeuZliaT esturmon Sun Microsystem-is veb-gverds (www.sun.com), SearCion Sun-isproduqtebis detaluri aRwerilo-bebi, gaecnon gadawyvetilebebs, moiTxovon
gayidvisa da momsaxurebis informacia da iqonion urTierToba momsaxure
personalTan. zogierTi msxvili kompania TiTqmis mTel bizness internetis
qselis meSveobiT awarmoebs. qseluri mowyobilobebisa da programebis mwar-
moebeli Cisco Systems Tavisi SekveTebis 80%-ze mets internetis saSualebiT
iRebs.
B2B-is el-komercia, garkveulwilad, RRiiaa ssaavvaaWWrroo ggaaccvvlleebbSSiicc ikidebs fexs.
es aris uzarmazari el-bazrebi, sadac myidvelebi da gamyidvelebi, internetis
qselis meSveobiT,onlain-reJimSi pouloben erTmaneTs,cvlian informacias da
492 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
efeqturad awarmoeben tranzaqciebs. aq moyvanilia
B2B-is Ria gacvlis magaliTi: Covisint-i aris avtoin-dustriis sazogadoebrivi gacvlis saiti. igi,
erToblivi ZalisxmeviT, daaarsa samma uzarmazarma
avtomwarmoebelma _ Daimler Chrysler-ma, Ford-ma da GeneralMotors-ma. axla, saiti 11 avtomwarmoebels msoflios
5000 mimwodebelTan akavSirebs. Covisint-ma, gasul wels,
avtonawilebze 50 mlrd dolarze meti Rirebulebis
SekveTebi miiRo. avtomwarmoeblebis Sesyidvis mene-
jerebi SekveTebs Covisint-is auqcionis inJinrebs
gadascemen, romlebic, Tavis mxriv, specauqcionebs
awyoben. yvelaze didi auqcioni 4 dRes gagrZelda,
romelzec Daimler Chrysler-ma 2.6 mlrd. dolaris avton-
awilebi Seisyida. SeadareT es maCvenebeli eBay-is(momxmarebelTa yvelaze warmatebuli auqcioni) veb-
gverds, romelic, cota xnis win, iuwyeboda, rom gayid-
vebidan miRebulma Tanxam, erT kvartalSi, 2.4 miliardi
dolari Seadgina.20
miuxedavad amgvari el-bazrebis gamoyenebisa,
internetis Semswavleli erT-erTi firma askvnis, rom
B2B-is el-komerciis 93% kerZo saitebze modis.
qseluri gamyidvelebi sul ufro xSirad qmnian kkeerrZZoo
ssaavvaaWWrroo qqsseelleebbss.. Ria savaWro gacvlebi, rogoricaa
Covisint-i, tranzaqciebs uzrunvelyofs mravali kate-
goriis qselur myidvelsa da gamyidvels Soris.
maTgan gansxvavebiT, kerZo savaWro gacvlebi
akavSirebs konkretul gamyidvels mis sakuTar
savaWro partniorTan.
tranzaqciebis ganxorcielebis garda, kerZo
gacvlebi gamyidvels produqciis prezentaciis kon-
trolis SesaZleblobas aZlevs da xels uwyobs,
faseuloba-damatebuli servisebis organizebiT,
myidvelebTan da gadamyidvelebTan daamyaros ufro
mWidro urTierTobebi. magaliTisaTvis aviRoT kompa-
nia Trane _ kondicionerebisa da gaTbobis sistemebis
mwarmoebeli firma.
gasuli Semodgomidan moyolebuli, Trane-s B2B-isuamravi internet-warmomadgeneli ukavSirdeba. B2B-isTiToeul jgufs,romelic samSeneblo konstruqciebis
industrias umiznebs, Trane-Tan TanamSromloba surs. `gvikavSirdeba
Construction.com, NyPlant.com, MyFacility.com da bevri sxva _ kviraSi xuTze met
satelefono zars viRebT~, _ ambobs Trane-is el-biznesis ganyofilebis ufrosi
jeims birkempi. Tumca, ismis SekiTxva: ras gvTavazoben aRniSnuli el-bazrebi
iseTs, risi gakeTebac kompanias Tavad ar SeuZlia. amdenad, maisSi, Trane-maSeqmna sakuTari kerZo gacvlis qseli, romelic mis 5000 dilers saSualebas
aZlevs, Tvali gadaavlon infirmacias, iyidon danadgarebi, dagegmon adgilze
mitana da awarmoon saTanado garantiebi. saiti SesaZlebels xdis,raTa Trane-maimuSaos efeqturad da moawesrigos procesis Tanmxlebi xarjebi, amasTanave,
akontrolos sakuTari brendis prezentacia da konkurencia gauwios metoqeebs.
`raSi gvWirdeba mesame mxare klientebTan saurTierTobod?~, _ kiTxulobs
birkempi.21
C2C ((mmoommxxmmaarreebbeellii __ mmoommxxmmaarreebblliissTTvviiss))C2C ((mmoommxxmmaarreebbeellii __ mmaammxxmmaarreebblliissTTvviiss)) eell--kkoommeerrcciiiissaa da komunikaciebis
udidesi nawili internetSi im mxareebs Soris gvxvdeba, romlebic produqte-
bisa da sagnebis farTo asortimentiT arian dainteresebulni. zogierT
SemTxvevaSi, interneti yidvis, saqonlisa Tu informaciis uSualod erTmaneTSi
gacvlis brwyinvale saSualebebaa. magaliTad, eBay, Amazon.com Auctions da
auqcionTa sxva saitebi gvTavazoben popularul sabazro sivrceebs nebis-
mieri produqciis gasayidad, dawyebuli xelovnebis nimuSebiT, antikvariatiT,
monetebiT, markebiT, ZvirfaseulobiT, kompiuterebiT da damTavrebuli samomx-
■ savaWro qselebi: Covisint-i aris avtoindustriis sa-zogadoebrivi gacvlis saiti. igi Seqmnilia, erTob-
livad, 3 didi avtomwarmoeblis mier. axla, saiti 11
avtomwarmoebels msoflios 5000 mimwodebelTan akav-
Sirebs. gasul wels, misi saSualebiT 50 miliardi
dolaris Rirebulebis avtonawilebis SekveTebi ganx-
orcielda.
C2C--iiss ((mmoommxxmmaarreebbeellii
-- mmoommxxmmaarreebblliissTTvviiss))
eell--kkoommeerrcciiaa C2C -(consumer-to-consumer) e-commercesaboloo momxmare-
blebs Soris saqon-
lisa da informa-
ciis gacvla
onlain-reJimSi.
kkeerrZZoo ssaavvaaWWrroo qqsseelleebbii
(Private tradingnetworks (PTNs))B2B-is savaWroqseli, romelic
akavSirebs konkre-
tul gamyidvels mis
sakuTar savaWro
partniorTan.
TTaavvii 1144 marketingi cifrul xanaSi 493
C2B ((mmoommxxmmaarreebbeellii --
bbiizznneessiissaaTTvviiss)) eell--
kkoommeerrcciiaa.. C2B(consumer-to-business) e-commercegacvla onlain-
reJimis saSualebiT,
rodesac momxmare-
beli eZebs gamyid-
vels, swavlobs mis
SemoTavazebebs da
awarmoebs Sesyidvas;
zogjer, Tavad aris
saTanado garigebe-
bis wamomwyebi.
mareblo eleqtronikiT. eBay-is C2Conlain savaWro sazogadoebam, romelic
42 milionze met registrirebul momx-
marebels aerTianebs, gasul wels, 15
miliardi dolaris Rirebulebis
produqciiT ivaWra. kompaniis veb-
gverdze, nebismier dRes, 27.000-ze met
kategoriaSi, 16 milionze meti sagania
CamoTvlili. EBay-s, aseve, gaaCnia auq-
cionis saitebi sazRvargareTis ramden-
ime qveyanaSi, maT Soris iaponiaSi,
gaerTianebul samefosa da germaniaSi.22
msgavsi C2C saitebi xalxs saSualebas
aZlevs, daukavSirdes ufro farTo
auditorias, vidre adgilobrivi patara
bazrebis an sagazeTo klasifikatore-
bis saSualebiT ukavSirdeba (rom-
lebic, sxvaTa Soris, aseve el-qselSi
gadian).
sxva SemTxvevebSi, C2C gulisxmobs
informaciis urTierTgacvlas forume-
bisa da internet-siaxleTa jgufebis
meSveobiT, romlebic konkretul
interesTa specifikuri jgufebiskenaa
mimarTuli. msgavsi saqmianoba SeiZleba
ganxorcieldes komerciuli an arakomerciuli miznebisaTvis. internetforumi
aris sadiskusio jgufebi iseT komerciul qselur momsaxurebebze, rogoricaa
AOL da CompuServe. forumma SeiZleba miiRos biblioTekis an `saWorao oTaxis”
forma (realur droSi Setyobinebebis gasacvlelad) an TviT klasificire-
buli sareklamo sacnobaros saxe. magaliTad, AOL-s 14 000 ,,saWorao’’ oTaxiT
moaqvs Tavi, romelTa angariSze misi wevrebis onlain-drois mesamedi modis.
igi, aseve, gvawvdis `megobarTa sias~, romelic wevrebs megobris qselSi CarTvas
atyobinebs, raTa swrafad gacvalon Setyobinebebi.
siaxleTa jgufebi forumis internet-versias warmoadgens. isini, veb-
biblioTekebisa Tu veb-konferenciebis gamarTvis nacvlad, specifikur Temaze
Setyobinebebis gagzavniTa da wakiTxviT Semoifarglebian. internetis momx-
mareblebs siaxleTa jgufebSi monawileoba gawevrianebis gareSec SeuZliaT.
arsebobs aTobiT aTasi siaxleTa jgufi, romelic exeba nebismier SesaZlo
Temas, dawyebuli jansaRi kvebiTa da iaponuri juja xeebis movliT, dam-
Tavrebuli retromanqanebis SegrovebiTa da sapnis operebis garSemo STa-
beWdilebaTa gaziarebiT.
C2C-is Tanaxmad, onlain-vizitorebi produqtebze informacias ara marto
iTviseben, aramed qmnian kidec; isini uerTdebian dainteresebul jgufebs, raTa
erTmaneTs gauziaron informacia, ris Sedegadac ,,veb-komunikacia~ erwymis
`sityvier komunikacias~, rac Sesyidvebze mniSvnelovani zegavlenis faq-
toria. kargi kompaniisa da produqtis Sesaxeb informacia umal vrceldeba,
cudi kompaniisa da produqtebis Sesaxeb ki _ kidev ufro swrafad. bevri
saiti, rogoricaa eComplaints.com, ConsumerReview.com da BadDealings.com, Seqmnilia
swored im mizniT, rom momxmareblebs SesTavazos forumi, sadac isini
erTmenTs gauziareben TavianT problemebsa da STabeWilebebs ama Tu im pro-
duqtisa Tu momsaxurebis Sesaxeb.
C2B ((mmoommxxmmaarreebbeellii __ bbiizznneessiissaaTTvviiss))da bolos, el-komerciis sferos kidev erTi saxea C2B (mmoommxxmmaarreebbeellii--
bbiizznneessiissaaTTvviiss) eell--kkoommeerrcciiaa.. dRes, internetis wyalobiT, momxmareblebs bevrad
ufro uadvildebaT kompaniebTan urTierToba. am ukanasknelTa umravlesoba
iwvevs eqspertebsa da momxmareblebs, raTa kompaniis veb-gverdebis meSveobiT
miiRon maTi rCevebi da SekiTxvebi. amasTan, nacvlad imisa, rom daelodon
miwvevas, momxmareblebs SeuZliaT qselSi moZebnon gamyidvelebi, Seiswavlon
maTi SemoTavazebebi, uxelmZRvanelon Sesyidvebs da dauWiron maT mxari;
■ C2C el-komercia: gasul wels, eBay-is C2C onlain savaWro sazoga-
doeba 42 milion registrirebul momxmarebels aerTianebda msoflioSi,
romlebmac 15 miliardi dolaris savaWro garigebebi ganaxorcieles.
494 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
qselis gamoyenebiT, momxmareblebs SeuZliaT awarmoon garigebebi TviT
biznesTan. magaliTad, Priceline.com-is gamoyenebiT, myidvelebi kompaniebs sakuTar
fass sTavazoben TviTmfrinavis bileTebze, sastumro oTaxebze, dasaqiravebel
manqanebsa Tu saxlebze; gamyidvelebi ki wyvitaven, miiRon Tu ara maTi
SemoTavazeba.
aseve, momxmareblebs SeuZliaT gamoiyenon veb-gverdebi, rogoricaa
PlanetFeedback.com, raTa dasvan SekiTxvebi, Camoayalibon sakuTari winadadebebi,
gamoxaton uaryofiTi Sexedulebebi an, piriqiT, Seaqon kompaniebi. saiti
momxmarebelTaTvis, kompaniasTan dasakavSireblad, gvawvdis werilis
Sablonebs, romlebic maTi xasiaTisa da miznebis gaTvaliswinebiT aris
Seqmnili. mogvianebiT, igi am werilebs gadascems kompaniebis momxmarebelTa
momsaxurebis menejerebs da pasuxebis miRebaSi exmareba maT. gasul wels,
PlanetFedback.com-ma,Tavis saitze, 330.000 momxmareblis werili miiRo. aqedan, erTi
meoTxedi momxmarebelTa madlierebas gamoxatavda, xolo erTi mexuTedi _
momxmarebelTa rCevebs produqtisa Tu momsaxurebis gaumjobesebis Taobaze.23
■❚ eell--kkoommeerrcciiiiss wwaarrmmooeebbaa
dRes, el-komerciaSi TiTqmis yvela tipis kompaniaa CarTuli. Tavis am nawilSi,
Tavdapirvelad, ganvixilavT el-marketologTa sxvadasxva tips, rac naCvenebia
suraTze 14.3; Semdeg ki imas,Tu rogor awarmoeben kompaniebi marketings qselis
meSveobiT.
mmxxoolloodd vviirrttuuaalluurrii kkoommppaanniieebbii vviirrttuuaalluurr--ttrraaddiicciiuullii eell--mmaarrkkeettoolloo--ggeebbiiss wwiinnaaaaRRmmddeegg internetma dasabami misca el-marketologTa axal saxes _ mxolod virtualur
dot-com-ebs, romlebic muSaoben mxolod qselSi, yovelgvari tradiciuli
bazris gareSe. garda amisa, dRes, tradiciuli saxis bevrma kompaniam aiTvisa
el-marketinguli operaciebi, riTac virtualur-tradiciul konkurentebad
gardaiqmnen.
mmxxoolloodd vviirrttuuaalluurrii kkoommppaanniieebbii.. arsebibs sxvadasxva formisa Tu zomis
mmxxoolloodd vviirrttuuaalluurrii kkoommppaanniieebbii.. isini aerTianeben e-tailers-sa da dot-com-ebs,rom-
lebic produqtebsa da momsaxurebebs, internetis meSveobiT, pirdapir saboloo
myidvelze yidian. CvenTvis kargad nacnobi e-tailer-ebi moicavs Amazon.com-s,
ssuurraaTTii 1144..33
el-marketologebis
tipebi
mmxxoolloodd vviirrttuuaalluu--
rrii kkoommppaanniieebbii (Click-only companies)e.w. dot.com-ebi, rom-
lebic operireben
mxolod onlain-
rejimSi, tradiciuli
(brick-and-mortar) baz-
ris gamoyenebis gareSe.
TTaavvii 1144 marketingi cifrul xanaSi 495
Expedia-sa da Wine.com-s. mxolod virtualuri kompaniebi, aseve, Seicaven
saZieblebsa da portalebs _ Google, Yahoo da Excite, romlebic, Tavdapirvelad,
mxolod saZieblebs warmoadgendnen, mogvianebiT ki iseTi momsaxurebebic
SeiTavses, rogorebicaa axali ambebi, amindis prognozi, aqciebi da garToba, im
imediT, rom am gziT internetSi pirvelebi gaxdebodnen.
internetservisis provaiderebi (ISP), rogorebic arian CompuServe da
Earthlink, mxolod virtualuri kompaniebi arian, romlebic, garkveuli safasuris
sanacvlod, el-fostisa da internet-kavSirebs gvawvdian.
tranzaqciis (garigebebis) saitebi, rogoricaa auqcionis saiti eBay, iRebssakomisios im tranzaqciebisaTvis, romlebic maT saitebze iwarmoeba.
Sinaarsobrivad mravalferovani content saitebi, rogorebicaa New York Times-isveb-gverdi (www.nytimes.com), ESPN.com da Encyclopedia Britannica Online, gvawvdian
finansur, kvleviT da sxva saxis informacias. da bolos, SesaZleblobebis
saitebi (enabler sites) gvamarageben kompiuteruli programebiT, romlebic inter-
net-komunikaciasa da komercias udevs safuZvlad.
aRzevebis fonze, virtualuri kompaniebis qseluri biznesis gamoyenebam
piks 1990-iani wlebis bolos, e.w. `dot-com-is oqros periodSi~ miaRwia, rodesac
gaumaZRarma investorebma dot.com-ebis aqciaTa fasebi warmoudgenlad gazardes.
miuxedavad amisa, investorTa gaSmageba 2000 wlisaTvis Cacxra da bevri maRla
mfrinavi, gadaWarbebuli fasebis mqone dot-com-i miwaze daenarcxa. yvelaze
Zlieri da momxibvleli e-tailer-ebic ki _ eToys.com, Pets.com, Furniture.com,
Mothernature.com, Garden.com, Living.com da ValueAmerica.com _ bankrotebad iqcnen.gadarCenilebma, rogorebic arian Amazon.com da Priceline.com, dainaxes, rom maTi
aqciebis fasi daeca. `erT dros aTasobiT axali ideiT aRsavse momxmarebelTa
qseli Ramis bazars daemsgavsa~, _ ambobs erT-erTi analitikosi.24
Dot-com-ebis marcxi bevri mizeziT iyo ganpirobebuli. zogierTi bazarze
saWiro kvlevisa Tu dagegmvis gareSe SeiWra. xSirad, maTi mTavari mizani iyo
sawyisi sazogadoebrivi SeTavazebis ubralod gaSveba manam, sanam bazari
,,duRda~. bevri zedmetad endoboda gazviadebul reklamas, imis nacvlad, rom
SeeqmnaT myari marketinguli strategiebi. investorebis fuliT ganebivrebuli
dot-com-ebi Zalian bevrs flangavdnen qselis miRma masobriv marketingze, raTa
SeeqmnaT brendis saxeebi da myidvelebi TavianT saitebze miezidaT. magaliTad,
1999 wlis meoTxe kvartalSi, saSualo e-tailer-i Tavisi gayidvebis 109%-s (rac
gakvirvebas iwvevs) marketingsa da reklamaze xarjavda.25 dot-com-ebi misdevdnen
tendencias, romlis Tanaxmad iyenebdnen maqsimalur Zalisxmevas axali myid-
velebis mosazidad, imis nacvlad,
rom moepivebinaT arsebuli myid-
velebis loialoba da SeeqmnaT
mravaljeradi yidvis survili.
rogorc industriis erT-erTma
eqspertma daaskvna, bevrma dot-com-ma
marcxi ganicada, radgan `maT air-
Cies gaurkveveli (SeiZleba iTqvas
,,WuWyiani~) biznes-modeli da ara
imitom, rom, TiTqos, internets aRar
SeuZlia myidvelebis aqamde war-
modgenili gzebiT moxibvla.~26
Pets.com-i _ cxovelebis ukve
ararsebuli qseluri maRazia _
naTeli magaliTia imisa, Tu rogor
ganicades dot-com-ebma kraxi bazarze.
dasawyisSi, Pets.com-i cdi-lobda, gza gaekvlia qseluri
warmatebebisken Zalze dabali
fasebiTa da gazviadebuli mar-
ketinguli aqtivobiT, ramac, sa-
bolood, ar gaamarTla. operi-
rebis pirvel wels, Pets.com-ma
sul raRac 5.8 miliondolar-
■ sxva dot-com-ebis msgavsad, Pets.com-i arasodes angariSobda, Tu rogor gaeke-
Tebina fuli veb-sivrceSi. sxva dot-com-ebis marcxis kvaldakval, erT dros
warmatebulma el-movaWrem pensiaze gauSva Tavisi simbolo _ molaparake
ZaRlis Tojina da kibersivrcis virtualuri kari wynarad miixura.
496 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
ian gayidvaze 61.8 milioni dolari dakarga; kerZod, 13.4 milioni
dolari im saqonelSi gadaixada, romelic mxolod 5.8 milion
dolarad gayida; anu TiToeul dolarze, romelsac Pets.com-i mim-wodeblebs _ Purina-sa (ZaRlis sakvebi) da United Parcel Service-s(gadazidvebi) uxdida, myidvelebisagan mxolod 43 centi miiRo. ufro
metic, 1999 wlis adre gazafxulze, Pets.com-ma marketingsa da rekla-
maze 21 milioni dolari daxarja, raTa Seeqmna individualuroba da
amiT cxovelTa patronebi Tavis saitze gadaebirebina. misi
brendingis kampania efuZneboda Zalze popularul Sock Puppet-ispersonaJs _ TeTr ZaRls Savi laqebiT. Sock Puppet-i, niu-orkSi, Macy-smadlierebis dResTan dakavSirebul alRumzec gamoCnda. es iyo 36
futi simaRlis gasaberi ZaRli. momRerali Tilisma, aseve, gamosaxuli
iyo superTasis reklamebze, rac Pets.com-s 2 milion dolarze meti
daujda. Tavidan, investorebma Pets.com-is `mtacebluri~ strategia
gaiTavises, debdnen ra Zalian did investiciebs aqciebis Sesasyidad,
Semdeg ki, eZebdnen mogebis miRebis gzebs. miuxedavad imisa, rom
Pets.com-ma 570.000 myidveli moxibla, mas arasodes gamouTvlia, Tu
rogor gaekeTebina fuli dabali marJis biznesSi, sadac gadazidvis
xarji maRalia. misi aqciebis fasi, 1999 wlis Tebervlidan moyole-
buli 2000 wlis bolomde, 14 dolaridan 22 centamde daeca. 2001 wlis
dasawyisSi, erT dros warmatebulma el-movaWrem Tavisi simbolo _
molaparake ZaRlis Tojina _ daiTxova da kibersivrcis virtualuri
kari wynarad miixura.27
yvelafris miuxedavad, bevri mxolod virtualuri kompania kvlavac arse-
bobs da sakmaod warmatebulic aris dRevandel bazarze. maTgan, vinc ngrevas
gadaurCa, 50 procenti, gasuli wlis bolosTvis, momgebiani iyo. Tumca, bevri dot-com-i, maT Soris iseTi internetgigantebi, rogoricaa Amazon.com-i, fulis
keTebaze ar muSaobs. kompaniebma, romlebic el-komerciaSi
arian CarTulni, TavianT investorebs unda aRuweron, Tu
rogor miiReben saboloo mogebas da gansazRvron
Semosavlisa da mogebis modeli. cxrili 14.1 gviCvenebs, rom
dot-com-is Semosavlebi SeiZleba saTaves ramdenime wyarodan
iRebdes.
vviirrttuuaalluurr--ttrraaddiicciiuullii kkoommppaanniieebbii Tavdapirvelad, bevri
aRiarebuli kompania swrafad miikvlevda gzas Ria veb-
gverdebisken, gvawvdida ra informacias sakuTari servisebisa
Tu produqtebis Sesaxeb. miuxedavad amisa, maTi umravlesoba
sakuTari saitebisaTvis el-komerciis damatebis winaaRmdegi
iyo. isini SiSobdnen, rom amas SeeZlo gamoewvia arxebis kon-
fliqti _ sakuTari produqtebisa da momsaxurebebis
qseluri gayidva konkurencias gauwevda araqselur sacalo
movaWreebsa da saagentoebs. magaliTad, Hewlett-Packard-ivaraudobda, rom misi sacalo movaWreebi uars ityodnen HP-is kompiuterebze, Tu kompania maT pirdapir internetis
qselis meSveobiT gayidda. Merrill Lynch-i Tavs ikavebda
aqciebiT onlain-vaWrobis SemoRebaze,E-Trade-is,Charles Schwab-isa da sxva qseluri brokerebisaTvis konkurenciis gawevis
mizniT, raTa sakuTari brokerebi ar ajanyebodnen. wignebiT
tradiciulma movaWrem Barnes&Noble-mac ki, Amazon.com-is gamo,
gadado Tavisi qseluri veb-gverdis gaxsna.
es kompaniebi fiqrobdnen, Tu rogor ewarmoebinaT
qseluri gayidva sakuTari maRaziebis, gadamyidvelebisa Tu
savaWro agentebis gayidvebis Sekvecis gareSe. Tumca, maT
male gaacnobieres, rom riski qselur konkurenciaSi bizne-
sis dakargvisa bevrad ufro didi iyo, vidre gayidvis tradi-
ciuli arxebis partniorTa ganrisxebisa. Tu isini Tavad ar
SezRudavdnen tradiciul gayidvebs, amas qseluri
konkurentebi gaakeTebdnen. amgvarad, tradiciuli kompaniebis
■ virtualur-tradiciuli marketingi: visac
Schwab-Tan biznesis keTeba surs, SeuZlia mis
agents daukavSirdes telefoniT, Sevides kom-
paniis veb-gverdze an ewvios Schwab-is erT-erTadgilobriv ofiss. swored es gaxlavT kom-
paniis sareklamo mowodebis mTavari azri:
`dareke,daawkapune an ewvie Schwab-is investiciebs".
TTaavvii 1144 marketingi cifrul xanaSi 497
umravlesoba, dRes, warmatebulad saqmianobs, rogorc vviirrttuuaalluurr--ttrraaddiicciiuullii
kkoommppaanniiaa.
virtualur-tradiciul marketologTa umravlesobam arxebis
konfliqtTan dakavSirebuli problemebis gadaWris gza ipova. magaliTad,
Gibson Guitars-ma aRmoaCina, rom misi dilerebi, miuxedavad gitarebis maT gareSe
pirdapir momxmareblebze realizebiT ukmayofilebisa, ar ewinaaRmdegebodnen
gitaris simebisa Tu sxva aqsesuarebis pirdapir gayidvebs. Liberty Mutual-i Tavis
qselur myidvelebs ekiTxeba: ra urCevniaT _ iyidon pirdapir Tu finansur
mrCevelTa daxmarebiT. igi mimarTavs dainteresebul myidvelebs da iRebs
informacias maT moTxovnilebebze, rasac, Semdgom, awvdis mrCevlebs, riTac
arxis partniorebs axali biznesebis kargi wyaroebiT uzrunvelyofs.
Tavdapirvelad, Avon-i SiSobda, rom pirdapir qselur gayidvebs SeeZlo Avon-isdistributori qalbatonebis biznesis Seferxeba, romelTac myidvelebTan
mWidro urTierTobebis damyarebas didi Zalisxmeva moandomes. sabednierod,
Avon-is gamokvlevebma arsebuli myidvelebisa da potenciuri veb-myidvelebis
mcireodeni damTxveva aCvena. Avon-ma es aRmoCena gauziara warmomadgenlebs da
mxolod Semdeg gadavida el-marketingze. amasTan, damatebiTi waxalisebis
mizniT, man Tavis warmomadgenlebs SesTavaza TanamSromloba sakuTari veb-
gverdis Sesaqmnelad.
miuxedavad gasaRebis arxebis konfliqtis potenciuri arsebobisa, dRes,
bevri virtualur-tradiciuli kompania ufro met onlain-warmatebas aRwevs,
vidre maTi mxolod virtualuri konkurentebi. 50 mowinave sacalo movaWris
saitebis gamokvlevam cxadyo (romlebic dalagebulni iyvnen momxmarebelTa
ccxxrriillii 1144..11 el-komerciis Semosavlebis wyaroebi
Semosavali produqciisa bevri el-komerciuli kompania Tavisi Semosavlebis did nawils iRebs im saqonlisa da
da momsaxurebis gayidvidan da momsaxurebis fasnamatiT, romelsac yidis onlainiT.
sareklamo Semosavali onlainis sareklamo sivrcis gayidvebi SeiZleba warmoadgendes Semosavlebis ZiriTad
wyaros. Google yidis Tavis saZieblebis gverdze ganTavsebul sareklamo sivrces,
romelic mTavar saZiebel sityvebs ukavSirdeba.
sponsorobis Semosavali dot-com-ebs SeuZliaT sponsorebTan Suamdgomloba da Sesabamisi Tanxebis mogroveba,
xarjebis dafarvis mizniT.
aliansis Semosavali onlain-kompaniebs, veb-gverdebis SeqmnisaTvis saWiro xarjebis gaziarebis mizniT,SeuZliaT
biznes-partniorebis mowveva, Semdeg ki maTTvis saitze ufaso reklamebis SeTavazeba.
wevroba da saabonento veb-marketologebs SeuZliaT TavianTi saitis gamoyenebisaTvis saabonento gadasaxadis
Semosavali daweseba. bevri onlain-gazeTi (WallStreet Journal da Financial Times) onlain-momsaxureobis-
aTvis saabonento gadasaxads moiTxovs. Auto-By-Tel-i Semosavals im abonentebisgan iRebs,
romelTac manqanebze uaxlesi informaciis miReba surT.
Semosavali miznobrivi veb-gverdebs, romelTac Seqmnes monacemTa bazebi, romlebic, Tavis mxriv, Seicaven calk-
jgufebis profilis euli miznobrivi jgufebis profilebs,SeuZliaT am profilebis gayidva im SemTxvevaSi, Tu
gayidvidan miiReben Sesabamis nebarTvas. miuxedvad amisa, myidvelTa Sesaxeb informaciis gamoyeneba da
gayidva eTikuri da samarTlebrivi normebiT imarTeba.
tranzaqciaTa sakomisio zogierTi dot-com-i awesebs sakomisio gadasaxadebs tranzaqciebze sxva mxareebs Soris,
da gadasaxadebi romlebic saqonels maTi veb-gverdebis saSualebiT cvlian. magaliTad, eBay myidvelebs ak-
avSirebs gamyidvelebTan da iRebs 1,25-dan 5 pricentamde sakomisios TiToeuli tranzaqciidan.
bazris kvleva da sain- SesaZlebelia kompaniebs daekisroT gansakuTrebuli gadasaxadebi bazris Sesaxeb in-
formacio gadasaxadebi formaciisa da sxva inteleqtualuri monacemebis miRebisaTvis. magaliTad, NNewsLibrary, misiarqividan amoRebuli masalisaTvis, momxmareblebs 1 an 2 dolars axdevinebs. LifeQuotedazRvevis msurvelebs aZlevs 50 sxvadasxva sadazRvevo kompaniis fasebis Sedarebis
saSualebas, Semdeg ki, sakomisios saxiT, iRebs im kompaniis wliuri premiis 50 procen-
ts, romelic momxmarebelma airCia.
mimarTulebiTi Semosavali kompaniebs SeuZliaT Semosavlebis mobilizeba, rodesac maT sxva kompaniis myidvelebi
mimarTaven. Edmunds-i iRebs e.w. `moZebnis gadasaxads" yovelTvis, rodesac myidveli avsebs
Auto-By-Tel-is formas mis veb-gverdze, miuxedavad imisa,dasruldeba Tu ara es SeTanxmeba.
vviirrttuuaalluurr--ttrraaddii--
cciiuullii kkoommppaanniieebbii
(Click-and-mortarcompanies)tradiciuli kompa-
niebi, romlebmac Ta-
vianT saqmianobas el-
marketingi daamates.
498 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
raodenobis mixedviT), rom, ganxilul kompaniebs Soris, 56 procenti virtu-
alur-tradiciuli sacalo movaWre iyo, xolo danarCeni 44 procenti _
mxolod internetiT sacalo movaWre.28
ra aniWebs virtualur-tradiciul kompaniebs upiratesobas? iseT
aRiarebul kompaniebs, rogorebic arian Charles Schwab-i, Office Depot-i da Gap-i,icnoben da maTi brendis saxelebsa da did finansur resursebs ubralod
endobian. maT gaaCniaT myidvelTa didi baza, industriis Rrma codna da
gamocdileba, agreTve, ZiriTad mimwodeblebTan kargi urTierTobebi. qseluri
marketingisa da manamde arsebuli tradiciuli operaciebis gaerTianebiT, maT
SeuZliaT myidvelebs SesTavazon ufro meti SesaZleblobebi. magaliTad, momx-
mareblebs SeuZliaT airCion dReSi 24-saaTiani onlain-vaWrobis moxerxebu-
loba da asortimenti, maRaziaSi vaWrobis ufro metad personaluri da
praqtikuli gamocdileba an orive erTad. myidvelebs SeuZliaT iyidon inter-
netis meSveobiT, arasasurveli saqoneli ki uproblemod daabrunon uaxloes
maRaziaSi. magaliTad, mas, visac Charles Schwab-Tan TanamSromloba surs,SeuZlia
telefoniT dakavSirdes Schwab-is agents, estumros kompaniis veb-gverds an adg-ilobriv sainvesticio centrs. es Schwab-s saSualebas aZlevs, sakuTari
reklamisTvis Seqmnas Zlieri mowodeba: `darekeT, daawkapuneT an estumreT
Charles Schwab-s~.
SeCerdiT da Tqveni Zrava cotaoden gaagrileT. dafiqrdiT mxolod vir-
tualuri, tradiciuli da virtualur-tradiciuli sacalo vaWrobis
SedarebiT upiratesobebsa da SezRudvebze.
■ ewvieT saits Amazon.com. moZebneT ganskuTrebuli wigni an DVD _iseTi, romelic ar aris cnobili da mihyeviT yidvis process.
■ axla ewvieT www.bn.com-s da iyideT igive wigni Tu videofiri. Semdeg,
amave mizniT, ewvieT Barnes&Noble-is maRazias.
■ ra upiratesoba gaaCnia Amazon.com-s Barnes&Noble–Tan SedarebiT? daa-
saxeleT misi uaryofiTi mxareebic. rogor muSaobs Tqveni adgilo-
brivi, damoukidebeli wignis maRazia am ori konkurentis fonze?
SSeerrwwyymmaakkoonncceeffcciieebbiiss
ssiiCCqqaarriiss
SSeemmzzRRuuddaavvii
eell--mmaarrkkeettiinnggiiss wwaarrmmooeebbaanaTelia, rom, dRes, yvela kompaniam unda ifiqros el-marketingze. kompaniebs
el-marketingis warmoeba SeuZliaT nebismieri gziT im oTxidan, romelic 14.4
suraTzea naCvenebi: veb-gverdis Seqmna, internetis qselSi reklamebis
ganTavseba, veb-jgufebis Camoyalibeba an maTSi monawileoba da onlain el-fos-
tis gamoyeneba an veb-kastingi.
vveebb--ggvveerrddiiss SSeeqqmmnnaa.. kompaniebis umravlesobisaTvis el-marketingis warmoebis
pirveli nabiji veb-gverdis Seqmnaa. Tumca, amis garda, marketologebma unda
izrunon saitis saintereso dizainze da ipovon gza, raTa miizidon da
SeinarCunon klientebi, amasTan, Seqmnan gansakuTrebuli pirobebi imisaTvis,rom
momxmarebeli SemdgomSic estumros am veb-gverds.
vveebb--ggvveerrddiiss ttiippeebbii.. veb-gverdebi erTmaneTisgan Sinaarsobrivad da mizno-
brivad gansxvavdebian. veb-gverdis yvelaze mTavari tipi korporaciuli veb-
gverdia. igi iqmneba myidvelis keTilganwyibis Sesaqmnelad _ ufro rogorc
gayidvis sxva arxebis damatebad, vidre kompaniis produqciis pirdapiri
gayidvisaTvis. magaliTad, benjerrys.com-ze Tqven ver SeZlebT nayinis yidvas,
magram SeZlebT gaigoT yvelaferi Ben&Jerry-is kompaniis msoflmxedvelobaze,
produqciasa Tu adgilmdebareobaze. Tqven, gaugzavniT megobars ufaso el-
baraTs, SearCevT SesaniSnavi desertis recepts, gamoiwerT Chunk Mail-is sain-formacio biuletens an gaerTobiT iseTi onlain-TamaSebiT, rogorebicaa
Scooper Challenge Tu Virtual checkers.
kkoorrppoorraacciiuullii vveebb--
ggvveerrddii (Corporate Website)veb-gverdi, romelic
iqmneba myidvelis ke-
Tilganwyobis Sesaq-
mnelad _ ufro ro-
gorc gayidvis sxva
arxebis damatebad,
vidre kompaniis pro-
duqciis pirdapiri
gayidvisaTvis.
TTaavvii 1144 marketingi cifrul xanaSi 499
Cveulebriv, korporaciuli veb-gverdebi gvTavazoben mravalferovan
informaciasa da sxvadasxva maxasiaTeblebs, raTa upasuxon myidvelTa
SekiTxvebs, daamyaron maTTan ufro axlo urTierTobebi da kompaniis Sesaxeb
Seuqmnan saukeTeso warmodgena. isini, ZiriTadad, gvawvdian informacias kom-
paniis istoriaze, misiaze msoflmxedvelobaze, produqtebsa da momsaxurebebze.
maT, aseve,SeiZleba mogvawodon informacia mimdinare movlenebze, kompaniis per-
sonalze, finansur maCveneblebsa da dasaqmebis SesaZleblobebze. korporaci-
uli veb-gverdebis umravlesoba gvawvdis gasarTob masalasac, raTa miizidon
da SeinarCunon saitis stumrebi. da bolos, saitma myidvelebisTvis unda
uzrunvelyos SesaZleblobebi, raTa maT dasvan SekiTxvebi an, saitis datove-
bamde, el-fostis meSveobiT, gaakeTon komentarebi.
sxva kompaniebi qmnian mmaarrkkeettiinngguull vveebb--ggvveerrddeebbss. am tipis saitebis
meSveobiT, momxmareblebi erTvebian urTierTqmedebaSi, rac maT aaxlovebs pir-
dapir SeZenasa Tu sxva marketingul SedegebTan. aseTi saitebi SesaZloa
Seicavdes katalogebs, savaWro etiketebsa da mastimulirebel niSnebs,rogore-
bicaa kuponebi, gayidvebTan dakavSirebuli movlenebi Tu konkursebi.
magaliTad, SonyStyle.com-is stumrebs SeuZliaT arCevani gaakeTon Sony-s aTobiT
kategorias Soris, mimoixilon detaluri maxasiaTeblebi da konkretuli sag-
nebis saTanado specifikacia, waikiTxon produqciis eqspertTa mimoxilvebi da
Seiswavlon uaxlesi, cxel-cxeli informacia. maT, internetis meSveobiT, Sony-ssasurvel produqciaze SeuZliaT ganaTavson SekveTa da gadaixadon sakredito
baraTiT _ es yvelaferi ki kompiuteris Tagvze ramdenime dawkapunebiT xdeba.
kompaniebi TavianT marketingul veb-gverdebs agresiulad uWeren mxars,
akeTeben ra reklamas beWdviTi saSualebebiT, banerebiTa Tu teleradio-
mauwyeblobiT, agreTve, sxva veb-gverdebis gamoyenebiT.
Toyota-s marketinguli veb-gverdis misamarTia www. toyota.com. Tu potenci-
urma myidvelma erTxel mainc daawkapuna Tagvze, manqanis mwarmoebeli kompania
Zal-Rones ar iSurebs, raTa am dainteresebas yidva moyves. saiti gvTavazobs
uzarmazari moculobis saWiro informaciasa da virtualur ,,avtofarexs’’
gayidvisaTvis mniSvnelovani iseTi interaqtiuli TvisebebiT, rogoricaa Toyota-sarsebuli modelebis detaluri specifikacia, informacia dilerebis mdebare-
obasa da momsaxurebebze, specialuri ruqebisa da dilerTa internet
kavSirebis TanxlebiT. stumrebs, romlebic ufro Sors midian, SeuZliaT
mimarTon Shop@Toyota-s, SearCion modeli an mowyobiloba da Seafason igi,
Semdeg, daukavSirdnen dilers da mimarTon TviT kreditisTvisac ki. agreTve,
SesaZlebelia onlain-SekveTis formis Sevseba (saxeli, misamarTi, telefonis
nomeri, elfostis misamarTi) broSurebisa da ufaso interaqtiuli CD-ROM-
ebisaTvis, romelic Toyota-s modelebis Tvisebebs gviCvenebs. umjobesia, Tu adg-
ilobrivi dileri, CD-ROM-is Camosvlamde, SeZlebs myidvelisaTvis manqanis
testirebis SeTavazebas. dRes, Toyota-s veb-gverdi momxmareblebTan saqmiani
urTierTobebis warmoebaSi pirvelia.
marketingiuli veb-gverdebiT warmatebulad sargebloben B2B-is marke-tologebic. magaliTad, GE Plastics-is veb-gverdis vizitorebs SeuZliaT 1500-
gverdiani informaciis naxva, raTa miiRon pasuxi kompaniis produqciis Sesaxeb
nebismier drosa da msoflios nebismieri kuTxidan. FedEx-is veb-gverdi
(www.fedex.com) myidvelebs saSualebas aZlevs,Seadginon sakuTari gadazidvebis
gegma, moiTxovon SefuTvis SerCeva da fexdafex misdion TavianTi produqciis
tranzits.
mmaarrkkeettiinngguullii vveebb--
ggvveerrddii (Marketing Website)veb-gverdi, romelTa
meSveobiT momxmare-
blebi erTvebian ur-
TierTqmedebaSi, rac
maT aaxlovebs pir-
dapir SeZenasa Tu
sxva marketingul
SedegebTan.
ssuurraaTTii 1144..44
el-marketingis war-
moeba
500 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
mmiimmzziiddvveellii vveebb--ggvveerrddeebbiiss SSeeqqmmnnaa.. veb-gverdis Seqmna sakiTxis erTi mxarea,
xalxis dasaTvaliereblad mizidva ki _ meore. mTavaria, sakmarisi faseulo-
bisa da aRtacebis Seqmna, raTa aiZulo myidveli, estumros veb-gverds,
SeinarCuno igi da Seuqmna iseTi pirobebi, rom kvlav daubrundes mas.
internetis erTguli stumrebis ukanasknelma gamokvlevam cxadyo, rom
xalxis molodinma onlainTan dakavSirebiT, bolo ramdenime wlis
ganmavlobaSi, piks miaRwia. dRevandeli veb-gverdis momxmareblebi swrafad
gadadian sxva saitebze, Tu pirveli maT moTxovnebs ar akmayofilbs. `ara aqvs
mniSvneloba, ra mizeziT stumrobs adamiani veb-gverds _ samsaxurebrivi Tu
piradi. maTgan, vis molodinsac saiti ar daakmayofilebs, ori mesamedi mas
aRarasodes ewveva. gvestumrebian, migvatoveben, Tqven ki amis Sesaxeb verafers
gaigebT. amas Cven vuwodebT internetis sasikvdilod dasjas~, _ ambobs kvlevis
avtori.29
maSasadame, kompaniam mudmivad unda ganaaxlos Tavisi saiti, raTa igi iyos
moqmedi, axali da mimzidveli. es ki saWiroebs drosa da xarjebs. xarji
aucilebelia, Tu el-marketologs surs, gza gaikvlios internetis qselis
mzard qaosSi. garda amisa, bevri onlain-marketologi Zalian did Tanxebs xar-
javs karg Zvelmodur reklamasa da sxva marketingul saqmianobebze onlainis
miRma, raTa gazardos Tavisi saitis vizitorTa ricxvi. `dRes, realurad,
brendis mxolod internetis meSveobiT Seqmna SeuZlebelia. Tqven unda
gascdeT onlainis farglebs~, _ ambobs erT-erTi analitikosi.30
zogierTi tipis produqtisaTvis veb-gverdze stumrebis mozidva advilia.
momxmareblebisaTvis, romlebic yiduloben axal manqanebs, kompiuterebs an
finansur momsaxurebebs, xelmisawvdomi xdeba saWiro informacia da gamyid-
velebis marketinguli aqtivobebi. Tumca, SedarebiT naklebad mimzidveli pro-
duqtebis marketologebi, veb-gverdiT stumrebis dainteresebis mizniT,
SesaZloa sirTuleebs waawydnen. `kompiuteris yidvisas, xedavT baners
warweriT: iyideba 12 saukeTeso kompiuteri da Tqvenc mzad xarT, xeli
daaWiroT mas, magram romel baners SeuZlia momxmareblis imdenad waxaliseba,
rom dentafloss.com-s estumros?~ _ kiTxulobs erT-erTi veterani.31
aseTi dabali dainteresebis mqone produqciisaTvis kompanias SeuZlia
korporaciuli veb-gverdis Seqmna, raTa upasuxos myidvelTa SekiTxvebs, uzrun-
velyos keTildReobisa da aRfrTovanebis SegrZneba, gamyidvelis Zalisxmeva
Seavsos sxva arxebis meSveobiT da, amgvarad, miiRos myidvelTa mxardaWera.
magaliTad, miuxedavad imisa, rom Kraft Food’s-is LifeSavers-is tkbileulobis veb-
gverdi tkbileuls ar yidis, igi momxmarebelTa aRfrTovanebas iwvevs da amiT
gayidvas uWers mxars.
Zalze saxaliso LifeSavers-is Candystand.com-is veb-gverdma, romel-
sac Tan axlavs ufaso videoTamaSebi, didi raodenobiT gamocanebi,
totalizatori da sxvadasxva SeTavazebebi, sruliad axali saxe misca
brends, romelic patara momxmareblebma, erT dros, aRiqves, rogorc
mosawyeni, mZime nawarmi didebisaTvis. dRes, veb-gverdis stumrebs _
ZiriTadad bavSvebsa da Tineijerebs _ sxvagan gaxedva aRar surT.
isini awkapuneben Tagvze da saSualod 27 wuTiT rCebian Foul ShotShootout-is, Stingin’Red Ants Run-is, Arctic 3D Racer-isa da sxva
TamaSebisaTvis. amvdroulad, isini Tavidan fexebamde eflobian pro-
duqtebis Sesaxeb informaciaSi. `Cveni filosofiaa iseTi mimzidveli
onlain-gamocdilebis Seqmna, romelic aisaxeba sixarulsa da
xarisxSi, rac, Tavis mxriv, asocirdeba LifeSaver-is brendTan. satele-
vizio sivrcis dasakaveblad saWiro Tanxebis akumulirebisaTvis, Cven
vflobT marketingul gunds, romelic muSaobs dReSi 24 saaTs,
kviraSi 7 dRe da weliwadSi 365 dRe~,_ ambobs kompaniis axali mediis
menejeri. maSin, rodesac Condystand.com-s ar gauyidia arc erTi
tkbileuli pirdapir, saitis mier Seqmnili aJiotaJi mas sasurveli
gzavnilebis idealur gadamtanad aqcevs. igi, Cveulebriv
SeTavazebasTan erTad, qmnis pirvel, myisier STabeWdilebas, sTavazobs
ra momxmareblebs axali produqtebis ufaso nimuSebis el-fostiT
miRebas. garda amisa,LifeSavers-is warmomadgenlebi saits iyeneben gayid-
vebis mizniTac da molaparakebebs awarmoeben sacalo movaWreebTan,
TTaavvii 1144 marketingi cifrul xanaSi 501
raTa daxmarebis xeli gauwodon distribucias. saiti LifeSavers-is efe-qturi arxia, myidvelTa reaqciis miRebis mizniT. mas Semdeg, rac, 6
wlis win, saiti daarsda, mis Tematur kiTxvas _ `ras fiqrob Sen?~ _
asobiT aTasi gamoZaxili moyva. `es aris swrafi komunikacia, romel-
sac Cveni brendis momxmareblebs pirdapir vawvdiT~, _ ambobs mene-
jeri. veb-gverdebze Tavmoyrilma komentarebma gamoiwvia, erTis mxriv,
produqtis SefuTvis gaumjobeseba, meores mxriv ki, produqtebis mivi-
wyebuli Tvisebebis aRdgena. dRes, Candystand. com-i, samomxmareblo
saqonlis SefuTvis sferoSi, wamyvani veb-gverdia. igi, yovelTviurad,
2,3 milion stumars izidavs, rac orjer aRemateba rigiT meore veb-
gverdis maCvenebels.32
mTavaria, Seqmna iseTi veb-gverdi, romelic, erTi SexedviT, momxibvleli da
sainteresoa,rac waaxalisebs saitze ganmeorebiT vizitebs. adreuli,teqstebze
dafuZnebuli veb-gverdebi, bolo wlebSi, grafikulad daxvewilma veb-gverdebma
Secvala, romlebic uzrunvelyofilia teqstiT, xmiTa da animaciiT
(magaliTad, ixileT www.sonystyle.com, www.can.com an www.nike.com). axali stumre-
bis mosazidad da SesanarCuneblad, erT-erTi eqspertis varaudiT, el-marke-
tologebma gansakuTrebuli yuradReba unda miqcion Svidi C-s princips, racganapirobebs efeqturi veb-gverdebis Seqmnas:33
■ konteqsti (Context): veb-gverdis gegma da dizaini.
■ Sinaarsi (Content): teqsti, suraTebi, xma da video, romelTac veb-gverdi
moicavs.
■ sazogadoeba (Community): saSualeba, romliTac veb-gverdi uzrunvelyofs
momxmarebelTa komunikacias.
■ myidvelze morgeba (Customization): veb-gverdis unari, miesadagos mravalfer-
ovan momxmarebels an saSualeba misces maT, raTa veb-gverds mianiWon per-
sonaluroba.
■ komunikacia (Communication): saSualeba,romliTac veb-gverdi ganapirobebs veb-
gverdisa da momxmareblis, momxmareblisa da veb-gverdis, an orTave saxis
komunikacias.
■ kavSiri (Connection): done, romelzec erTi veb-gverdi ukavSirdeba meores.
■ komercia (Commerce): veb-gverdis SesaZleblobani, komerciuli tranzaqciebis
ganxorcielebis TvalsazrisiT.
veb-gverdi, sul mcire, gamosayeneblad sasiamovno da advili, amasTan, sain-
tereso, saWiro da gamomwvevi unda iyos. es yvelaferi iZleva veb-gverdis
Sinaarsis faseulobas, rac miizidavs stumrebs, aiZulebs maT, ufro met xans
darCnen saitze da araerTxel daubrundnen mas. efeqturi veb-gverdebis
Sinaarsi moicavs Rrma da saWiro informacias, urTierTqmedebis iaraRebs, rac
myidvelebs exmareba, i povon da Seafason maTTvis saintereso produqtebi,
agreTve, daukavSirden Sesabamis veb-gverdebs. veb-gverds unda hqondes mastim-
ulirebel SeTavazebaTa cvlis saSualeba da saTanado gasarTobi
maxasiaTeblebi, rac momxmareblis aRfrTovanebas iwvevs.
magaliTad, xelsayreli onlain-Sesyidvis garda, Clinique.com-i gvTavazobs
siRrmiseul informacias kosmetikaze, rCevebs eqspertebisagan da Sesabamis
fasebs; aseve, myidvelis kanis tipis gansazRvris mizniT, silamazis receptebis
biblioTekasa da kompiuterul programebs; maTTan erTad, gancxadebaTa dafas,
saxelmZRvanelos patarZlebisaTvis, axali produqciis sarCevsa da sxva.
Burpee.com-i mowadinebul mebaReebs uzrunvelyofs informaciiT, raTa maT
SeZlon sakuTari baRebis saukeTesod mowyoba. aTasobiT Teslisa da nergis
gayidvis garda, saiti gvTavazobs informaciis warmoudgenel resurss; maT
Soris e.w. ,,baRis jadoqars’’, romelic axalbeda mebaReebs, specifikuri mzisa
da niadagis pirobebSi, saukeTeso mcenareebis SerCevaSi exmareba; agreTve,
Burpee-is mebaReTa skolas (onlain-gakveTilebi mcenareebsa da maT movlaze) da
statiaTa arqivs Sesabamis servisebze, romelic momxmarebels saSualebas
aZlevs, gamoiweros sainformacio
biuleteni mebaReobis saidumlo-
ebaTa Sesaxeb.
periodulad, kompaniam Tavisi
veb-gverdis momxibvleloba da
saWiroeba unda gadaamowmos. amisi
erT-erTi saSualebaa saitis dizai-
nis eqspertTa mowveva da maTi
azrebis Sejereba. Tumca, umjobesia
sakuTriv momxmareblis Sexedule-
bis gaziareba saitis dadebiTi da
uaryofiTi mxareebis Sesaxeb.
magaliTad, Otis Elevator Compony-sveb-gverdi 20000 registrirebul
myidvels emsaxureba, maT Soris
arqiteqtorebs, mTavar kontraq-
torebs, mSeneblobis menejerebsa
da liftebiT dainteresebul ada-
mianebs. saiti, romelic 52 qveyanaSi
moqmedebs, 26 enaze gvawvdis
uzarmazari moculobis informa-
cias modernizaciaze, profilaq-
tikur RonisZiebebsa da usafrT-
xoebaze; aseve, gvTavazobs Otis-ismravalferovani modelebis nax-
azebs. Otis-i, Tavisi kompleqsuri
saitiT momxmarebelTa kmayofile-
bis Sesafaseblad, informaciis 2
wyaros iyenebs. Tavdapirvelad,
potenciuri problemebis gamovlenis mizniT, igi iTvlis klientebis mier
saitze gatarebul dros, stumrobis sixSirisa da im gverdebis Tanmimdevrobis
mixedviT, romlebsac momxmarebeli stumrobs; paralelurad ki awarmoebs 200
myidvelis satelefono gamokiTxvas im qveynebSi, sadac saqmianobs. myidvelTa
kmayofilebis gansazRvris Sedegad, Otis-is bevri saiti gaumjobesda.
magaliTad, Otis-ma aRmoaCina, rom zogierTi myidvelisaTvis Zneli iyo Otis-isadgilobrivi ofisis povna, ase rom, kompaniam saits daamata Semdegi Strixi _
ofisis adgilmdebarobis ganmsazRvreli.34
rreekkllaammeebbiissaa ddaa ssttiimmuulliirreebbiiss ggaannTTaavvsseebbaa oonnllaaiinn--qqsseellSSii el-marketologebs,
internet-brendebis Seqmnisa da TavianT veb-gverdebze stumrebis mozidvis
mizniT, SeuZliaT gamoiyenon oonnllaaiinn--rreekkllaammaa. qvemoT Cven ganvixilavT onlain
reklamisa da stimulirebis formebsa da maT momavals.
oonnllaaiinn rreekkllaammiissaa ddaa ssttiimmuulliirreebbiiss ffoorrmmeebbii.. onlain-reklamebi kompiuteris
ekranze Cndeba,rodesac internet-momxmareblebi qselSi arian CarTulni. aseTi
reklamebi moicavs sareklamo banerebsa da e.w. ticker-ebs (niSnulebs) anu ekranis
gaswvriv moZrav banerebs. veb-gverdis momxmarebeli an America Online-is abo-nenti, romelic TviTmfrinavebis ganrigsa da mgzavrobis safasurs
aTvalierebs, SesaZloa ekranze waawydes kaSkaSa baners: `daiqiraveT manqana
Alamo-sgan da isargebleT ufasod 2 dRis ganmavlobaSi!” stumarTa sakuTar
gverdze misazidad Toyota asponsorebs veb-banerebis reklamas sxva saitebze,
dawyebuli ESPN SportZone-iT (www.espn.com) da damTavrebuli Parent Soup-iT(www.parentsoup.com). reklamis Semqmnelebi sareklamo baneris ESPN.com-is
saSinao gverdze 24 saaTis ganmavlobaSi gamosaqveyneblad 100.000-dolars
ixdian.35
sxva onlain-reklamis formatebi moicavs e.w. skyscraper-ebs _ mcocavebs
(maRali, viwro reklamebi veb-gverdis kideze), da e.w. rectangle-ebs _ marTkuTxa
reklamebs (yuTebi, romlebic gacilebiT didia, vidre banerebi). Interstitial-i aris
onlain-reklama, romelic ekranze veb-gverdis cvlilebebis SualedebSi
Cndeba. www.msnbc.com-is sportuli gverdis stumrebma, SesaZloa, moulodnelad,
■ efeqturi veb-gverdi: Burpee.com-is gverdi savsea sasargeblo informaciiT,
sxvadasxva saSualebebiTa da gasarTobi TvisebebiT, rac aRfrTovanebas iw-
vevs. igi mowadinebul mebaReebs uzrunvelyofs mdidari sainformacio re-
sursiT, maT Soris Burpee-is mebaRis skoliTa da programuli e.w. `baRis ja-
doqriT~, romelic maT, specifikuri pirobebisaTvis, saukeTeso mcenareebis
moZiebaSi exmareba.
oonnllaaiinn--rreekkllaammaa
(Online advertising)reklamebi, romlebic
Cndeba kompiuteris
ekranze, rodesac
momxmarebeli veb-
qselSi gadaadgil-
deba, maT Soris
gvxvdeba sareklamo
banerebi, moZravi ba-
nerebi (tickers), mco-
cavi viwro rekla-
mebi (skyscrapers) da
sxva formebi
502 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
dainaxon gancalkevebuli fanjara, romelic uaxles videokamerebs asaxavs.
brokerebis veb-gverdebze ki, rodesac safondo birJaze aqciaTa fasi 100 an
meti punqtiT ecema, Zalian xSirad, Cndeba Johnson&Johnson-is Tavis tkivilis
gamayuCebeli saSualebis `tailenolis” reklama.
Sinaarsobrivi sponsoroba internet-stimulirebis kidev erTi formaa.
bevri kompania saxels internetSi sxvadasxva veb-gverdze specialuri
Sinaarsis mqone informaciis, kerZod, axali ambebis, finansuri monacemebisa da
sxvaTa sponsorobiT imkvidrebs. magaliTad, Advil-i asponsorebs ESPN-is SportZone-is Injury Report-s, xolo Generall Mills-i _ AOL-s bavSvTa swraf kvebas. spon-
sori fuls ixdis garkveuli monacemebis CvenebaSi da, sanacvlod, iRebs
aRiarebas, rogorc veb-gverdebze gansakuTrebuli momsaxurebis provaideri.
sponsorebisTvis saukeTeso adgilia miznobrivi saitebi, sadac maT SeuZliaT
auditorias SesTavazon Sesabamisi informacia an momsaxureba.
el-marketologebs onlainze gasvla, aseve, SeuZliaT e.w. mikrosaitebis
meSveobiT (sxva saitze SezRuduli formatis saitebis ganTavseba), romelsac
marTavs da afinansebs gare kompania. magaliTad, sadazRvevo kompanias man-
qanebis Sesyidvis saitze SeuZlia Seqmnas mikrosaiti, sadac manqanis myid-
velebs SesTavazebs dazRvevasTan dakavSirebul rCevebs da, amavdroulad,
miawvdis sarfian sadazRvevo winadadebebs. internet-kompaniebs, aseve, SeuZliaT
Seqmnan aliansebi da gaerTianebuli programebi, sadac isini imuSaveben sxva
onlain-kompaniebTan erTad, erTmaneTisaTvis reklamis gawevis mizniT. AOL-maaraerTi warmatebuli aliansi Camoayaliba; Sesabamisad, igi am kompaniebis sa-
xelebs Tavis saitze aRniSnavs. Amazon.com-s 350.000-ze meti `Svilobili” kom-
panioni hyavs, romlebic mis banerebs TavianT veb-gverdebze aTavseben.
da bolos, onlain-marketologebi iyeneben vviirruussmmaarrkkeettiinnggss – sityvieri
(saWorao) marketingis eleqtronuli versia, rodesac el-fostiT modis iseTi
efeqturi marketinguli Setyobineba, rom momxmarebeli TviTon cdilobs
megobrebisaTvis mis gadagzavnas. iqidan gamomdinare, rom myidvelebi
Setyobinebebsa Tu sareklamo gzavnilebs Tavad avrceleben, virusmarketingi
ar aris Zviri, amasTanave, megobrebisgan miRebul informacias adresati
ndobiT ekideba da mas umal ecnoba. ideis azri aseTia: `Sens marketings myid-
velebi qmnian~, _ aRniSnavs virusmarketingis eqsperti. ganvixiloT Semdegi
magaliTebi:36
vviirruussmmaarrkkeettiinnggii
(Viral marketing)sityvieri marketin-
gis eleqtronuli
versia, rodesac el-
fostiT mosuli Set-
yobinebebi Tu sxva
marketinguli mesi-
jebi imdenad efeq-
turia, rom momxmare-
blebs eqmnebaT maTi
megobrebs Soris
gavcelebis survili.
TTaavvii 1144 marketingi cifrul xanaSi 503
■ Gillette-ma, qalebis sampiriani saparsi `venusis~ wardgenis mizniT, virusmarketingi gamoiyena. specialuri dizainis satvir-
To manqanaze ganTavsebuli mowodebiT _ ,,aRmoaCineT qalRmerTi sakuTar TavSi~, romelic floridis sanapiroze studentu-
ri sagazafxulo ardadegebis dros moZraobda, man mniSvnelovnad gaafarTova klientura.
504 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
imis Sesatyobad, Tu Clean&Clear-is romel kosmetikur saSualebebs
irCevdnen Tineijeri gogonebi, Johnson&Johnson-ma Seqmna mikrosaiti,saidanac Tineijerebs SeeZloT `megobrebisTvis molaparake baraTis
gagzavna”. saiti stumrebs exmareboda eleqtronuli misaloci
baraTisTvis iseTi dekoraciebis SeqmnaSi, rogoricaa animaciuri yvav-
ilebi an, magaliTad, Setyobineba _ `mudam saukeTeso megobrebi~. momx-
marebels, aseve, sTavazobdnen telefonis nomrebs,raTa CaeweraT mokle
xmovani Setyobinebebi. megobrebi, romlebic iRebdnen el-fostas,
Canawers TavianTi kompiuteris spikerebis saSualebiT ismendnen.
Setyobinebis mosmenis Semdeg, maT sTavazobdnen TiTis daWeras
Rilakze `kanis analizi”, riTac momxmarebeli Clean&Clear-is mTavar
veb-gverds ukavSirdeboda.
Gillette-ma virusmarketingi qalebis sampiriani saparsis _ Venus-iswarsadgenad gamoiyena. kolejis studentTa informirebisaTvis, man
Seqmna satvirTo manqana specialuri dizainiT, romelic, mTeli
sagazafxulo ardadegebis ganmavlobaSi, floridaSi mogzaurobda da
TiTo dRiT sanapiro zolis sxvadasxva adgilebSi Cerdeboda. stum-
rad misuli qalbatonebi iRebdnen aroma-Terapias, informacias Venus-is Sesaxeb, monawileobdnen totalizatorSi saxelwodebebiT
`aRmoaCineT qalRmerTi sakuTar TavSi~ da qmnidnen cifrul misaloc
baraTebs, romlebzec, sanapiros fonze, Tavad iyvnen gamosaxulni.
virusmarketingi moqmedebas iwyebda, rodesac isini am cifrul misa-
loc baraTebs el-fostiT megobrebs ugzavnidnen. es gulisxmobda am
ukanasknelTa totalizatorSi avtomaturad CarTvas. Tu el-fostis
mimRebi saitze Sevidoda, dainaxavda venus-is saparsis sareklamo gza-
vnils. konkursSi monawile Venus-is saparsiT dasaCuqrdeboda. saitze
stumrobis 20 procenti swored virusmarketingis Sedegi iyo, ramac
sakmaod gazarda sanapirodan moziduli auditoria.
virusmarketingi kargad muSaobs B2B-is marketologebisTvisac. maga-
liTad, myidvelTa urTierTobis gasaumjobeseblad, Hewlett-Pochard-ma Tavis
qselSi registrirebul myidvelebs el-fostiT informaciuli biuletenebi
gaugzavna. isini Seicavda informacias HP-is produqciisa da momsaxurebebismaCvenebelTa optimizaciaze, Tanmxlebi sloganiT _ `kargia, magram ukeTesi
axla iwyeba~. sainformacio biuletenebi, aseve, Seicavda Rilaks, romelic myid-
velebs biuletenis megobrebisa da kolegebisTvis gagzavnis saSualebas
aZlevda. Rilakze TiTis daWeriT myidvelebi Sediodnen veb-gverdze, sadac maT
SeeZloT megobris el-fostis misamarTisa da komentaris Cawera, Semdeg ki
gagzavna. mogvianebiT, Setyobinebis mimReb axal wevrebs ekiTxebodnen, surdaT
Tu ara, rom HP-is sainformacio biuleteni momavalSic mieRoT. am
virusmarketingiT HP-ma, zedmeti xarjebis gareSe, miaRwia mizans da Tavis veb-
gverdebze momxmareblebis sakmaod didi raodenoba miizida; Sedegad, Zalze
gazarda gayidvebic. `Cveni el-fostis CamonaTvalSi, im momxmarebelTa ricxvi,
romlebic veb-gverdiT Tavdapirvelad sargeblobdnen, 10-15 procents Seadgenda,
xolo megobrebisagan Tu kolegebisagan mizidul momxmarebelTa raodenoba _
25-40 procents~, _ ambobs HP-is aRmasrulebeli.37
oonnllaaiinn--rreekkllaammiiss mmoommaavvaallii.. onlain-reklama metad saWiro mizans emsaxureba,
kerZod ki, sxva marketingul Zalixmevas avsebs. miuxedavad amisa, axlo
momavalSi, interneti televiziasa da beWdur medias konkurencias ver gauwevs.
bevri marketologi kvlavac eWvis TvaliT uyurebs internet-reklamis efeq-
turobas. sxva sareklamo mediisagan gansxvavebiT, misi xarjebi marTlac
mcirea, magram veb-gverdis momxmareblebs advilad SeuZliaT aseTi reklamebis
ignorireba, rasac xSirad akeTeben kidec. Sedegad, stimulirebis kompleqsebis
umravlesobaSi veb-reklama sakmaod umniSvnelo rols TamaSobs. SarSan,
onlain-reklamaze danaxarjma mxolod 6.6. miliard dolars miaRwia, rac
onlainis gareT reklamaze daxarjuli Tanxis mxolod 4%-ia.38
da mainc, onlain-reklama mniSvnelovan rols TamaSobs reklamis araerTi
Semqmnelis marketingul kompleqsSi. interaqtiuli sareklamo biuros ukanas-
knelma gamokvlevebma gviCvena, rom onlain-reklama daikavebs mTeli media-kom-
TTaavvii 1144 marketingi cifrul xanaSi 505
pleqsis 10-15 procents iseTi dabali reitingis produqtebis kategoriebSi,
rogoricaa SefuTuli saqoneli. Kimberly-Clark-ma aRmoaCina, rom onlain-
reklamis doneebis gazrda Kleenex SoftPack-is sareklamo kampaniis gavlenas
aZlierebda.39
Kimberly-Clarky SoftPack-idan miRebuli biujetis 75 procents
satelevizio reklamaze xarjavda, 23 procents _ beWdur reklamaze da
mxolod 2 procents _ onlain-reklamaze. miuxedavad amisa, satele-
vizio reklamebi Kleenex-is miznobrivi auditoriis 42 procents
moicavda. onlain-reklamebze danaxarjebis 10 procentamde gazrdis
paralelurad, Kimberly-m satelevizio da Jurnalebis reklamebzec
izruna. beWduri da onlain-reklamebis kombinaciam SoftPack-is brendiscnobadoba miznobriv auditoriaSi 34.7-dan 42.7 procentamde gazarda,
brendis imiji _ 35-dan 41.8 procentamde, SeTavazebis survili _ 43.9-
dan 55.7 procentamde da Sesyidvis survili _ 24.2-dan 34.0 procen-
tamde. `saocari iyo is zegavlena, romelsac zogierTi brendi
axdenda~, _ ambobs Kimberley Clarke-is sareklamo menejeri.
zogierTi veb-gverdi, magaliTad Google, efeqturi onlain-reklamis proce-
sebisa da garemo pirobebis SeqmnaSi Zalze warmatebulia (ix. marketingi
muSaobis procesSi 14.1). kompaniebi Tavad pouloben veb-reklamisaTvis ufro
efeqtur formebsa da gamoyenebebs. isini upiratesobas axal teqnologiebs
aniWeben, raTa ufro mkafio, didi gavlenis mqone onlain-reklamebi Seqmnan.
magaliTad, mdidruli media-reklamebis gamoyenebas (anu reklama, romelic
ekranze moZraobs da sxvadasxva Tanamedrove video-audioteqnologiebs
iyenebs) kargi Sedegebi moaqvs. axlaxans, Delta Airlines-ma, ramdenime sportulsaitze, swored aseTi reklama gauSva, sadac beisbolis moTamaSea naCvenebi;
uacrad, ekranze Cndeba burTi, romelic amsxvrevs fanjaras. reklama sruldeba
Semdegi SetyobinebiT: `burTi mizanSi moxvda, iseve rogorc Tqven~. sabolood
aRmoCndeba, rom arniSnuli reklama beisbolis gulSematkivrebs sagzurebis
mosapoveblad iwvevs, raTa daeswron TavianTi sayvareli gundis sxva qalaqSi
TamaSs. aseTi tipis reklamebi yuradRebas moiTxovs. `SemoqmedebiToba,
romelic momxmarebels siamovnebas gvris, marTlac, saocaria,~ _ ambobs
onlain-reklamis menejeri. es reklamas aniWebs `cotaoden seqsualurobas, mxi-
arul elfersa da raRac Sarms, raTa myidvels misi gamocdis survili
gauCndes.~40
qqsseelluurrii ssaazzooggaaddooeebbiiss ddaaaarrsseebbaa ddaa
mmaassSSii mmoonnaawwiilleeoobbaa.. veb--forumebisa da
jgufebis popularobam gamoiwvia ko-
merciulad dasponsorebuli veb-gverde-
bis Seqmna saxelwodebiT veb-sazoga-
doeba, romelic internetSi C2Cel-komerciis sivrces aniWebs upirate-
sobas. msgavsi saitebis meSveobiT, wev-
rebs SeuZliaT Tavmoyra da, saerTo
interesebis mixedviT, Sexedulebebis
gacvla. isini warmoadgenen Starbucks-isyavis saxlis eqvivalentur kibersivr-
ces, sadac Tqveni el-fostis misamarTi
yvelam icis.
magaliTad, iVillage.com-i veb-sazoga-
doebaa, sadac qalebs SeuZliaT erT-
maneTs gauziaron TavianTi Sexedule-
bebi da miiRon informacia, mxardaWera an
rCeva ojaxTan, sakvebTan, fitnesTan, ur-
TierTobebTan, dasvenebasTan, saxlTan,
baRTan, axal ambebTan Tu sxva nebismier
sasaubro TemasTan dakavSirebiT. gverds,
yovelTviurad, 393 milioni msurveli
■ veb-sazogadoeba: iVillage.com aris veb-sazogadoeba qalebisaTvis, rome-
lic veb-reklamirebis idealur garemos qmnis iseTi kompaniebisaTvis,
rogorebic arian P&G, Kimberly-Clark, Avon, Hallmark da sxva.
vveebb--ssaazzooggaaddooeebbaa (Webcommunities)veb-gverdebi, sadac
wevrebs SeuZliaT
Tavmoyra da, saerTo
interesebis mixed-
viT, Sexedulebebis
gacvla.
506 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
rodesac ukan ixedebiT da dot.com-ebisirgvliv warmoqmnil adreul bums
ixsenebT, Tqven, albaT, fiqrobT axal-
gazrda, TviTdajerebuli mewarmeebis
wamowyebaze, romlebic Semoqmed da
niWier TanamSromlebs muSaobis
brwyinvale garemos sTavazobdnen. maT
Sorisaa Google _ Web-is saZieboservisis provaideric. 1998 wlis
seqtemberSi, 25 wlis sergei brinisa
da lari peijis mier daarsebulma
Google-ma saqmianoba daqiravebuli
avtofarexidan daiwyo, romelic, ama-
ve dros, iyo saSxape, saSrobi da
cxeli haeris danadgari. mas Semdeg,
TanamSromelTa Stati 3-dan 1000-mde
gaizarda. Google gvTavazobs Tavisu-
fal da megobrul garemos, uvlis da
inarCunebs saukeTeso TanamSrom-
lebs. Googleplex-Si _ kompaniis saTa-
vo ofisSi, TanamSromlebs, muSaobi-
sas, sTavazoben individualur
samuSao dros, masaJists, avtomatur
fortepianosa da puris gamocxoba-
sac ki,saTanado ganwyobis Sesaqmnelad.
Tumca, es istoria wina dot-com-ebisistoriebis sarkisebuli anareklia,
erTi mniSvnelovani gansxvavebiT. ma-
Sin, roca sxva dot-com-ebi ibrZodnen,Google fenomenaluri siswrafiT iz-
rdeboda: TveSi, daaxloebiT, 20 pro-
centze metiT. 365 milionze meti ga-
morCeuli momxmarebeli, TveSi,
saSualod, 3-jer iyenebs Google-issaZiebo sistemas da eZebs 3 miliard
veb-gverds. isini Google-Si, Tvis gan-
mavlobaSi, daaxloebiT, 13 milion
saaTs atareben. meore adgilze myof
yahoo-s am monacemebis mxolod naxe-
vari gaaCnia. Google-is momxmarebeli,
yoveldRiurad, 200 milionze met Se-
kiTxvas awarmoebs, pikis saaTebSi ki,
zogjer, maTi raodenoba wamSi 2000-
ia. SekiTxvebis naxevari aSS-is sazR-
vrebs garedan modis,Sesabamisad,Google-iuzrunvelyofs saZiebo serviss 88
enaze funqcionirebas. ufro gasao-
caria is, rom aRniSnuli servisi Se-
kiTxvebze pasuxs wamis meoTxedSi
iZleva.
aranakleb gasakviria, rom, sxva
dot-com-ebisgan gansxvavebiT, Google-imomgebiania. igi 3-jer ufro momgebi-
ania, vidre ganviTarebis imave etapze
iyo e-Bay. ra dgas aseTi warmatebis
ukan? Google-is teqnologia am ganto-
lebis mniSvnelovani nawilia. peijma
da brinma kompaniis Seqmna TavianTi
saZiebo teqnologiis PageRank-is ga-moyenebiT daiwyes, romelmac inter-
net-ZiebaSi revoluciuri gardatexa
moaxdina. Google-is saZiebo sistemaiZleva Sedegs, romelic ufro sando
da gamosadegia, vidre sxva msgavsi
sistemebi.
am revoluciuri tqnologiis
garda, Google-is warmatebis mizezigaxldaT is, rom man, Tavisi saZiebo
sistemiT, gansakuTrebuli yuradReba
dauTmo momxmareblis interesebs.
Yahoo-sa da sxva konkurentebisgangansxvavebiT, Google-ma arCia, yuradRe-ba ar gaemaxvilebina el-fostaze,
el-vaWrobasa da sxva servisebze. sa-
magierod, Google-is veb-gverdi TiToe-
ul kiTxvaze swori pasuxis moZebnis
araCveulebrivi saSualebaa. sinam-
dvileSi, kompaniis saxeli aris sit-
yva googol-is gaTamaSeba, romelic ma-
Tematikuri terminia da niSnavs
ricxv erTs 100 nuliT. es warmoud-
genlad didi ricxvia. Google-ma aR-niSnuli saxeli Tavisi misiis gamo-
saxatad airCia,rac imaSi mdgomareobs,
rom veb-gverdze ganTavsebuli uam-
ravi informacia xelmisawvdomia yve-
lasaTvis. mxolod internet-Ziebaze
yuradRebis gamaxvilebiT, Gooyle Ta-
vis Tavs warmoadgens, rogorc `msof-
lios saukeTeso _ zust da gamosa-
yeneblad advil saZiebo sistemas.~
momxmareblebi aRfrTovanebuli
arian Google-is martivi, mxolod Zeb-
nisaTvis gankuTvnili gverdiT, e.w.Homepage-iT, romelic ar aris gadat-
virTuli axali ambebiTa da sarek-
lamo banerebiT.
Google-is yvelaze saukeTeso mxa-
re ki gaxlavT is, rom misi araCveu-
lebrivi servisi momxmareblisaTvis
ufasoa; maSin rogor Soulobs Google-ifuls? Google-is Semosavlebis TiT-
qmis naxevari korporatiul partnio-
rebTan dadebuli kontraqtebidan Se-
modis. es partniorebi Tavad ewevian
saZiebo serviss sakuTari internet-
saitebisaTvis. dRes, 130 kompaniaze
meti, 30 sxvadasxva qveyanaSi, Google-isWebsearch-isa da Sitesearch-is teqnolo-
giebs emyareba, raTa TavianT veb-gver-debze gaaZlieron Ziebis servisi.
eseni arian: Yahoo, The Washington Post,Cicso, Red Nat, Palm, Nextel, Virjin, Nestcape,Sony, Cingular Wireless.
Google Semosavlebis meore naxe-
vars sareklamo vaWrobidan iRebs.
miizida ra msoflios udidesi Ziebis
onlain-auditori, Google mimzidveli
sareklamo saSualeba gaxda. ai, ro-
gor muSaobs igi: monacemTa mudmivi
Ziebis Sedegad, sistema wyvets, Tu
romeli terminia ufro popularuli;
Semdeg, mimarTavs kompaniebs, romle-
bic am tipis produqciis realiza-
cias axdenen da maT, sareklamo Set-
yobinebebisaTvis, ufaso sivrcesa da
kavSirebs (links) sTavazobs; Semdeg,
saZiebo terminze reklamis ganmaTav-
seblebi TavianT safasurs aweseben;
umaRlesi safasuris gadamxdels veb-
gverdze umaRlesi pozicia gamoeyo-
fa. Semdgom, rodesac momxmarebeli
Google-iT sponsoris produqtsa Tu
servisTan dakavSirebuli Temis Zie-
bas iwyebs, kompiuteris monitorze,
Google-is Sedegebis gverdis Tavze (an
kuTxeSi), gamoCndeba saintereso di-
zainis sareklamo yuTi, romelic
Seicavs ganmcxadebelTa mokle
sareklamo Setyobinebas da sponso-
ris veb-saitTan kavSirze miuTiTebs.
Tavad scadeT, SediT Googl-is sa-
itze (www. google.com), SeiyvaneT saZie-
bo sityva an fraza da naxeT, ra sa-
reklamo Setyobineba Tu kavSirebi
gamoCndeba ekranze. magaliTad, Tu
“Disneyland”-s eZebT, reklamebsa da
`̀ggvviiyyvvaarrxxaarrTT,, Google-iiss mmoommxxmmaarreebblleebboo ddaa TTqqvveenncc __
rreekkllaammiiss ggaannmmccxxaaddeebblleebboo~~
14.1mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii
naxulobs. igi gaerTianebulia ligaSi iseT JurnalebTan, rogorebicaa
Cosmopolitan, Glamour da Vogue. meore magaliTia MyFamily.com-i, romelic
msoflioSi erT-erTi udidesi da yvelaze aqtiuri veb-sazogadoebaa
ojaxebisaTvis. misi mizani `ojaxebis sakuTar istoriebTan da erTmaneTTan
dakavSirebaa.” igi gvawvdis ufaso, ojaxis kerZo veb-gverdebs, sadac ojaxis
wevrebs SeuZliaT onlain-kavSirebis damyareba, raTa gamarTon ojaxuri
diskusiebi, erTmaneTs gauziaron axali ojaxuri ambebi, Seqmnan saojaxo
onlain-fotoalbomi, ojaxTan dakavSirebuli TariRebis kalendari, gacvalon
TTaavvii 1144 marketingi cifrul xanaSi 507
kavSirebs Oonlain samogzauro ser-
visebis _ Expedia-sa da Orbitz-is saZie-bo siis Tavze naxavT. reklamebi
gpirdebaT `70 procentian danazogs
Disneyland-is sastumroebSi _ Expedia-sTan erTad~ da `warmoudgenlad mim-
zidvel SeTavazebebs Disneyland-Si _Orbitiz-sgan.~ moiZieT `barbekius mwva-
di~ _ Tqven mogesalmebaT Sears-is ma-Razia da SemogTavazebT sxvadasxva
samwvade mowyobilobebsa da kavSirs
www.sears.com. saitis gverdiTi sarek-
lamo yuTebi dagakavSirebT kidev 6
analogiur movaWresTan, maT Soris
iseTebTan,rogoricaa GasGrillsDirect.com,grillstuff.com, Woodstroves.com daflaminggrills.com. moZebneT “Rolling Stones” -ida naxavT reklamebsa da kavSirebs
Semdeg kompaniebTan: TicketsNow com,stagefrontticket.co, ticketcity.com daprimetimetickets.com.
Google-ze reklamebi, rogorc wesi,
daxvewili da gamosadegia. erTi re-
portioris gancxadebiT, `Google-issurvilia, yvelaferi, rac veb-gver-
dze Cndeba, Tqvens ZebnasTan iyos da-
kavSirebuli. amgvarad, avtomanqanis
mwarmoebeli kompania ver moaxer-
xebs, rom misi reklama Tqvens mier
sunamos Zebnisas gamoCndes~. Seril
sendbergs _ Google-is reklamebis erT-
erT aRmasrulebels _ moswons, ro-
ca xalxi ambobs, rom isini verc ki
acnobiereben, Tu Google-i reklamas
akeTebs. igi acxadebs: `es niSnavs,
rom maTi sareklamo gamocdileba ar
zemoqmedebs maTi kvlevis gamocdi-
lebaze. Cveni mizania, rom reklami-
reba gaxdes iseTive gamosadegi, ro-
goricaa Zebnis Sedegebi~. maSin, roca
onlain-reklamebis sxva formebi Se-
saZloa maTi avtorebisaTvis gaur-
kvevel Sedegebs iZleodes, reklamebi
Google-ze zedmiwevniT miznobrivia da
aRwevs Sesabamis momxmareblebamde,
rodesac isini informaciis Ziebis
procesSi arian. ufro metic, Google-is SerCevis procesi reklamis ganmc-
xadebels saSualebas AaZlevs, sarek-
lamo mesijebi Tu saitebi momxmareblis
Ziebis moTxovnebs moargos. Sedegad,
Google-Si ganTavsebuli reklamis
reitingi 4-5- jer ufro maRalia, vid-
re tradiciuli sareklamo banerebisa.
Google-i cdilobs, raTa Tavis
saitze reklamireba gaxados maqsima-
lurad efeqturi. Google-is marketo-logebi afaseben TiToeuli rek-
lamis ganmcxadeblis potencials da
zustad miuTiTeben, Tu vin miiRebs
mogebas reklamidan da vin vera.
praqtikulad, igi atarebs reklamebis
monitorings, raTa darwmundes maT
warmatebaSi. `xalxi eZebs Sedegebs, _
ambobs Google-is marketologi, _ ro-
ca Tqven fuls xarjavT CvenTan, in-
vestirebis sapasuxo Sedegi SegiZ-
liaT Cvens saitze gamoxmaurebis
raodenobiT gansazRvroT.~ Googlereklamebis ganmcxadeblebs imis sa-
Sualebasac aZlevs, rom Seityon, Tu
sad imuSavebs maTi reklamebi uke-
Tesad. erT-erTi patara biznesis
mflobeli Sokirebuli iyo, rodasac
man Google-gan miiRo rCeva reklamis
ukan waRebis Taobaze. `Google-ma ga-momigzavna el-fosta, romliTac mat-
yobinebda, rom reklamebi CemTvis
mxolod fulis fuWi flangva iyo~.
sareklamo sivrcis gayidvis am
unikalurma midgomam Google-is klien-
tebis loialuroba da kmayofileba
gamoiwvia. onlain-reklamis ganmcx-
adeblebi, rogorebic arian Acura,Expedia, Eddie Bauer, Ernst & Young, REI,Google-s afaseben, rogorc TavianTi
onlain-reklamirebisTvis ZiriTad
arCevans. es, Tavis mxriv, ganapirobebs
Google-is finansur warmatebas. pirveli dRidanve, Google kultu-
rul fenomenad iqca. misi warmateba
gamoiwvia daucxromelma Jinma, gamx-
dariyo mimzidveli rogorc saitis
momxmareblis, ise onlain-reklamis
ganmcxadeblisaTvis. kompaniis lo-
bistTa centr Mountain View-Si (kali-
fornia), eqvsfutiani yuTi savsea
jildoebiT, romelTa Soris aris
`2000 Webby” (oskaris eqvivalenti
internetisaTvis), romlis damaarse-
blebmac _ brinma da peijma _ Tanam-
SromlebisaTvis hokeis formisa da
gorgolaWebis tarebis ufleba aRia-
res. maTi gamosasvleli sityva mar-
tivi iyo: `gviyvarxarT, Google-is mom-
xmareblebo da Tqvenc _ reklamis
ganmcxadeblebo~.
onlain-Ziebis udidesi auditoriis mqone Google-i reklamis ganTavsebisaTvis
Zalze sasurveli sivrce gaxda. misi uaRresad miznobrivi reklama momxma-
reblamde aRwevs, rodesac isini msgavsi informaciis Ziebis procesSi arian.
informacia ojaxis istoriaze, erTad Seqmnan ojaxis geneologiuri xe, agreTve,
swrafad da advilad iyidon saCuqrebi ojaxis wevrebisaTvis. `xalxi, inter-
netis meSveobiT, saubrobs sazogadoebis Camoyalibebaze, yvelaze Zveli sazo-
gadoeba ki ojaxia,~ _ ambobs sazogadoebis TanadamfuZnebeli pol aleni.41
internetis am samezoblos vizitorebi qmnian sazogadoebriobis myar
SegrZnebas. aseTi sazogadoebebi metad mimzidvelia reklamis SemqmnelTaTvis,
radgan isini izidaven momxmareblebs saerTo interesebiTa da naTlad
gansazRvruli demografiuli monacemebiT. ufro metic, aseTi momxmareblebi
508 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
ssppaammii (Spam )arasanqcirebuli,
arasasurveli komer-
ciuli el-fostis
Setyobineba.
ufro xSirad stumroben internets da ufro didxans rCebian qselSi
CarTulni, riTac reklamis SemnqnelTa Setyobinebis mniSvneloba izrdeba.
magaliTad, iVillage-i idealur sareklamo garemos sTavazobs iseT kompaniebs,
rogorebic arian P&G, Kimberly-Clark, Avon, Clairol, Hallmark da sxvebi, romlebsac
mizanSi mdedrobiTi sqesis momxareblebi hyavT amoRebuli. MyFamily.com-i
maspinZlobs The Shops@MyFamily-s, romelSic reklamebs aTavseben kompaniebi:
Disney, Kodak, Hallmark, Compaq, Hewlett-Packard da Microsoft da yidian ojaxebze
gaTvlil produqtebs. veb-sazogadoeba SeiZleba iyos socialuri an samsax-
urebrivi. samsaxurTan dakavSirebuli erT-erTi warmatebuli sazogadoebaa
@griculture Onlaine. es saiti gvTavazobs saqonlis fasebs, axal ambebs fermebis
Sesaxeb da yvela tipis `CeTis” oTaxebs. soflis mosaxleobas SeuZlia ewvios
Electronic Coffee Shop-s, waikiTxos fermis Sesaxeb cxel-cxeli anegdoti an
SeuerTdes sxvadasxva Temaze warmoebul diskusias. @griculture Online Zalze
warmatebulia; igi, yovelTviurad, 5 milion momxmarebels izidavs; aqedan
gamomdinare, qmnis brwyinvale sareklamo garemos iseTi kompaniebisaTvis,
rogorebic arian John Deere, Chevy Truck da Farm Bureau, romelTagan TiToeuli
saitze saTanadod gamoyofil adgilebs uwevs sponsorobas.42
eell--ffoossttiiss ggaammooyyeenneebbaa el-fosta gamoyenebaSi Sevida, rogorc mniSvnelovani
el-marketinguli iaraRi. reklamis, brendisa da marketingis menejerTa
ukanasknelma gamokvlevebma cxadyo, rom B2B-isa da B2C-is kompaniebis naxe-varze metma el-fostis gamoyeneba momxmareblamde miRwevis mizniT daiwyo.
rogorc sxva gamokvlevebi aCvenebs, momxmarebelTa TiTqmis 80 procenti, visac
internetze daSveba aqvs, reklamebs, el-fostis saSualebiT, sul mcire, dReSi
erTxel xedavs. Jupiter Media Metrix-is SefasebiT, 2005 wlidan, kompaniebi el-fos-
tis marketingze, yovelwliurad, 7.3 miliard dolars daxarjaven maSin, rode-
sac, 1999 wels, es maCvenebeli mxolod 164 milioni dolari iyo.43
el-fostis qaosur garemoSi efeqturad konkurirebisaTvis marketolo-
gebi qmnian el-fostis `mdidrul” Setyobinebebs _ animaciurs, interaqtiulsa
da personificirebuls, romlebic savsea audio da videoCanarTebiT. Semdeg,
isini, gansakuTrebuli sifrTxiliT, mizanSi iReben maT, vinc yuradRebas
gamoiCens, raTa Semdgomi zemoqmedeba moaxdinon maTze.
onlain-marketingis sxva tipebis msgavsad, kompaniebi frTxilad unda iyv-
nen, raTa ar gamoiwvion im internet-momxmareblebis guliswyroma, romlebic
ukve gadatvirTulni arian `uvargisi el-fostiT~. bolo dros, e.w. ssppaammiiss anu
komerciuli el-fostis arasanqcirebul, arasasurvel SetyobinebaTa matebam
el-fostis muSaoba daabrkola, riTac momxmarebelTa imedgacrueba da
guliswyroma gamoiwvia (ix. marketingi muSaobis procesSi 14.2). el-fostis
marketologebi frTxilad miuyvebian sakmaod viwro gzas momxarebelTaTvis
damatebiTi faseulobis Seqmnasa da momabezrebeli xasiaTis aqtivobebs Soris.
kompaniebma sifrTxile unda gamoiCinon gaRizianebul momxmarebelTan
urTierTobisas da Tavi Seikavon, sakuTari produqtebis stimulirebis mizniT,
maTTvis arasasurveli el-fostis gagzavnisagan. Netiquette aris dauwereli
wesebi, romliTac imarTeba internetis etiketi. mis Tanaxmad, marketologma, el-
fostiT marketinguli SeTavazebis gagzavnamde, momxmareblisagan nebarTva
unda aiRos; agreTve, adresats, nebismier dros, unda ganemartos, Tu rogor
miiRos an aicilos Tavidan stimulireba el-fostis saSualebiT. es midgoma,
romelic cnobilia, rogorc nebarTvaze dafuZnebuli marketingi, el-fostis
marketingis standartul modelad iqca.
■❚ eell--kkoommeerrcciiiiss ddaappiirreebbeebbii ddaa ggaammoowwvveevveebbii
el-komercia, momavlisaTvis, araerT dapirebasa da gamowvevas gvTavazobs. axla,
Cven ganvixilavT rogorc el-komerciis dapirebebs, aseve Web-is `bnel mxareebs.”
eell--kkoommeerrcciiiiss mmiimmddiinnaarree SSeessaaZZlleebblloobbeebbiiyvelaze erTguli `mociqulebi~ winaswarmetyveleben im dros, rodesac inter-
neti da el-komercia, rogorc informaciisa da yidvis wyaro, Secvlida
Jurnalebs, gazeTebsa da TviT maRaziebsac ki. miuxedavad amisa, umravlesobi-
TTaavvii 1144 marketingi cifrul xanaSi 509
saTvis aseTi `dot-com-ebis cieb-cxeleba~ Cacxra da gamoikveTa ufro realuri
mosazreba. `internetis revoluciaSi meore aqtis droa. pirveli aqti ekuTv-
noda dot-com-ebs, romelTac farTo Tvalsawieri da patara sabanko angariSebi
hqondaT. axla, maTi adgilebi didma kompaniebma daikaves, romlebic TavianT
fabrika-qarxnebs, sawyobebsa da myidvelebs internetisaken mimarTaven~, _ ambobs
erT-erTi analitikosi.44
onlain-marketingi warmatebuli biznesmodelia iseTi internet-firme-
bisaTvis, rogorebic arian Amazon.com-i, eBay, Expedia da Earthlink-i; aseve, pir-dapiri marketingis kompaniebisaTvis, rogoricaa, magaliTad, Dell Computer-i. b-nimaikl delis mizania, raTa, erT mSvenier dRes, `yvela myidvelma, globalurad,
Tavisi tranzaqciebi internetiT awarmoos.~ miuxedavad amisa, kompaniebis
umravlesobisTvis onlain-marketingi rCeba mxolod erT-erT mniSvnelovan
midgomad bazarze,romelic muSaobs sxva midgomebis paralelurad, srul inte-
grirebul marketingul kompleqsSi.
sabolood, iqidan gamomdinare, rom kompaniebi integrirebul el-
komerciaSi met gamocdilebas iReben TavianTi yoveldRiuri strategiiTa da
taqtikiT, sityvebs `el-biznesi~ Tu `el-marketingi~ `el~ prefiqsi unda Camova-
SoroT. `mTavari SekiTxvaa ara is, davnergoT Tu ara internetis teqnologia
(kompaniebs ara aqvT arCevanis saSualeba, Tu surT, darCnen konkurentulni),
aramed is,Tu rogor davnergoT igi,_ ambobs biznes-strategiis Seqmneli maikl
porteri, _ Cven Tavi unda davaneboT ritorikas internetis industriaze, el-
biznesis satrategiebsa da axal ekonomikaze da ganvixiloT, Tu ras warmoad-
gens interneti sinamdvileSi... es aris mZlavri iaraRebis wyeba, romelic
SeiZleba gamoviyenoT Wkvianurad, an uWkuod, TiTqmis nebismier industriaSi,
rogorc nawili TiTqmis nebismieri strategiisa.“45
Web-iiss bbnneellii mmxxaarreemniSvnelovani SesaZleblobebis garda, internetis marketings `bneli mxarec~
gaaCnia. qvemoT ganvixilavT or ZiriTad sakiTxs: internetis momgebianobas,
aseve, mis legalur da eTikur sakiTxebs.
iinntteerrnneettiiss mmoommggeebbiiaannoobbaa.. momgebianoba erT-erTi yvelaze mniSvnelovani
sakiTxia, gansakuTrebiT ki B2C-is dot-com-ebisaTvis. saocaria, magram momgebiani
B2C internet-kompaniac SeiZleba iyos. 456 internet-kompaniidan, romelTa
formirebac 1994 wlidan daiwyo, dRes, mxolod 11 procenti aris biznesSi
CarTuli da, amavdroulad, momgebiani; maTgan, romlebic kvlavac rCebian
biznesSi da sxva kompaniebs ar SeusyidiaT, momgebiani mxolod 40 procentia.
erTi analitikosi amas `internetis sul patara saidumlos~ uwodebs.46
erT-erTi problema is gaxlavT, rom, miuxedavad swrafi zrdisa, onlain-
marketingi mxolod SezRudul bazars aRwevs. am SemTxvevaSi mTavari
mimarTulebaa internetis auditoria, Tumca, qselis momxmarebeli ufro
ganaTlebuli da gaTviTcnobierebulia, vidre zogadad mosaxleoba. es inter-
nets idealurs xdis finansuri servisebis, mogzaurTa momsaxurebis, kompi-
uteruli teqnikiTa Tu programebiT uzrunvelyofisa da produqciis sxva
garkveuli kategoriebis marketingisaTvis. miuxedavad amisa, onlain-marketingi
ZiriTadi produqtebis gayidvisTvis naklebefeqturia. ufro metic, produqtis
umravles kategoriaTa SemTxvevaSi, momxmareblebi ufro aTvaliereben saitebs
da ikvleven produqtebs, vidre yiduloben maT.
da bolos, interneti milionobiT veb-gverdsa da gansacvifrebeli mocu-
lobis informacias gvTavazobs. amdenad, internetSi orientireba
momxmareblebisaTvis SeiZleba gamawbilebeli, Tavbrudamxvevi da drois
mflangveli iyos. am qaosur da areul garemoSi bevri veb-reklama da saiti
SeumCneveli da gauxsneli rCeba. SemCnevis SemTxvevaSic ki, marketologebs
momxmarebelTa yuradRebis mipyroba uWirT. erT-erTma kvlevam daadgina, rom
saitma internetis momxmareblis yuradReba 8 wamSi unda daipyros, winaaRmdeg
SemTxvevaSi, igi sxva saitiT dainteresdeba. es marketologebs TavianTi saqon-
lis stimulirebisa da gayidvisaTvis Zalian cota dros utovebs.
lleeggaalluurrii ddaa eeTTiikkuurrii ssaakkiiTTxxeebbii.. sociologiuri eTikis ufro farTo
Tvalsawieridan gamomdinare, internet-marketingma wamoWra eTikuri da
510 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
el-fosta uaxlesi marketinguli ga-
remoa. el-fostis reklamebi saoc-
rad didi raodenobiT Cndebian kom-
piuterebis ekranebze da avseben
Cvens eleqtronul safosto yuTebs.
dRes, isini aRar hgvanan sada, martiv
teqstur mesijebs. axali tipis el-
fostis reklamebi Tqvens yuradRe-
baze gasabatoneblad iqmneba, risTvi-
sac mas mravlad gaaCnia mimzidveli
Tvisebebi _ animaciuri figurebi, in-
teraqtiuli kavSirebi, feradi foto-
ebi, uwyveti video da personalizebu-
li audio mesijebi. Tumca, el-fostiT
marketingis gadametebul gamoyenebas
bneli mxarec gaaCnia. es aris Spam-i
_ udidesi problema _ didi nakadi
arasasurveli (moTxovnis gareSe) ko-
merciuli gzavnilebisa, romlebmac
Cveni el-fostis yuTebi gaavses da
cxovrebas gvimwareben. dRes, Spam-i
mTel msoflioSi yoveldRiurad
el-fostiT gagzavnili miliardi
gzavnilis 47 procents Seadgens ma-
Sin, rodesac gasuli wlis monace-
mebiT igi mxolod 16 procenti iyo.
Tu Tqven el-fostis tipiuri momx-
marebeli xarT, yoveldRiurad 3.7-dan
da 6.2-mde gzavnilis miReba mogi-
wevT. amerikis onlainis daaxloebi-
Ti gamoangariSebiT, Spam-is raodeno-ba ukanasknel eqvs TveSi gaormagda
da, axla, miRebuli gzavnilebis 70
procents aRwevs. AOL-i blokavs mom-
xmareblisaTvis yoveldRiurad gag-
zavnil or miliard Spam-Setyobinebas.
aseTi warumatebeli statistikis
miuxedavad, swored gamoyenebis SemT-
xvevaSi, el-fosta SeiZleba iqces Zi-
riTad, pirdapir marketingul gare-
mod. iseTi warmatebuli marketerebi
rogorebic arian Amazon.com, Schwab,Dell, L.L. Bean, Office Depot da sxvebi, mas
regularulad iyeneben da sakmaod
warmatebiTac. am marketerebs el-
fosta saSualebas aZlevs, ramdenime
centis safasurad, gaugzavnon
mkveTrad miznobrivi, metad person-
ificirebuli, urTierTobebis damam-
yarebeli Setyobinebebi im momxmareb-
lebs,romlebsac am gzavnilis miiReba
surT. el-fostis reklamebi, marT-
lac, yuradRebas iqcevs da momxmare-
bels moqmedebisken ubiZgebs. reali-
zaciisa da marketingis kvleviTi
firma ITM-is specialistebis Sefase-
biT, kargad gaTvlili RonisZiebebi
sareklamo gzavnilebis el-fostiT
miRebis survils 10-15 proceniT zrdis.
es Zalian kargi Sedegia tradiciu-
li, pirdapiri fostiT gagzavnil
Setyobinebebze miRebul pasuxebTan
SedarebiT, rac, saSualod, 0.5-dan 2-
mde procents Seadgens.
ganvixiloT kompania Nintendo, rom-lisTvisac bunebrivia el-fostaze
dafuZnebuli marketinguli saqmia-
noba. axalgazrda kompiuteruli Ta-
maSebis fanebi mouTmenlad elian
Nintando-s el-fostis yovelTviur si-
axleebs, romelSic mocemulia cno-
bebi Zvel Tu axal kompiuterul Ta-
maSebze. rodesac, 2002 wels, kompaniam
Tavisi TamaSi Star For Adventure gamouS-va, erTi kviriT adre el-fostiT in-
tensiuri kampania daiwyo. es RonisZ-
ieba potenciur klientebze gamiznul
mravalferovan Setyobinebebs moicav-
da. angariSsworebaze momuSave aRmas-
ruleblis gancxadebiT, `TiToeul
Setyobinebas gansxvavebuli xedva da
aRqma hqonda; swored es iwvevda
Nintendo-Ti aRfrTovanebas.~ rogori
iyo Sedegi? mimRebTa mesamedma el-
fosta gaxsna da mesijebze Tvalis
gadavlebaze metic gaakeTa: maT, sa-
Sualod, 10 procentiT metjer daaw-
kapunes Rilakebze, daaxloebiT orma
mesamedma ki 30-wuTian videorgols
bolomde uyura. Nintedo-m, aseve, Sek-riba cnobebi intuiciis mqone momxma-
rebelTa Sesaxeb, romlebic gamokiT-
xulTa 20 procents Seadgendnen.
kompania SiSobda imis gamoc, rom me-
eell--ffoossttiiTT mmaarrkkeettiinnggii:: uuaaxxlleessii mmaarrkkeettiinngguullii ggaarreemmoo TTuu
mmiilliioonnii mmyyiiddvveelliissaaTTvviiss TTaavviiss mmoobbeezzrreebbaa mmooggeebbiiss mmiizznniiTT??
14.2
el-fostiT marketingi: el-fostis axali saxis mimzidveli rek-
lama momxmareblis yuradRebas iqcevs da mas saTanado qmedebi-
saken ubiZgebs. magram mas negatiuri, bneli mxarec gaaCnia. Spam-i
angrevs el-fostis reklamis mdidar SesaZleblobebs im kompa-
niebisaTvis, romelTac am meTodis gamoiyeneba legalur marke-
tingul saSualebad surT.
mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii
TTaavvii 1144 marketingi cifrul xanaSi 511
sijebis es xlarTi daRlida da gaa-
Rizianebda momxmarebels. man miiRo
kidec ramdenime uaryofiTi gamoxmau-
reba. Tumca, maT, vinc ar gamoiwera
SeTavazebuli TamaSi, mxolod 1 pro-
centi Seadgines.
miuxedavad el-fostis marketin-
guli efeqturobis damamtkicebeli
araerTi magaliTisa, kritikosebi am-
tkiceben, rom komerciuli el-fostis
mesijebis umravlesoba, umetes wi-
lad, gamaRizianebeli da usargeb-
loa. el-fostis momxmarebelTa um-
ravlesoba gzavnilebs sruliad
usargeblod avrcelebs. am dros ar
xdeba arc klienturis Seqmna da arc
urTierTobebis Camoyalibeba. ufro
metic, xSirad, Spam-is SetyobinebebisaeWvo wyaroebidan modis da arasa-
survel produqcias gTavazobs,dawye-
buli viagriTa da sxeulis nawilebis
gamomkveTi saSualebebiT,damTavrebu-
li pornografiiTa da saxifaTo inves-
ticiebiT. arc Tu iSviaTad,Setyobine-
bebi naklebi reputaciis mqone
marketerebisgan igzavneba. bolo peri-
odSi, aSS-is federaluri savaWro komi-
tetis mier Seswavlili 11 milioni
Spam-Setyobinebis 44 procenti satele-
fono misamarTebidan modioda.
nawilobriv, es aris el-fostis
ekonomika, romelic pasuxismgebelia
Cveni el-fostis gadavsebul yuTebze
(inbox-ebze); el-fostiT Setyobinebis
gagzavna imdenad advili da iafia,rom
amis gakeTeba nebismiers SeuZlia, pa-
suxis miRebis umniSvnelo Sansis
SemTxvevaSic ki. magaliTad, DataResource Consulting-i el-fostiT, yovel-
wliurad, 720 milion Setyobinebas
agzavnis, ris gamoc kompanias `didi
qalaqis pirdapiri marketingis behe-
moti~ Searqves. sinamdvileSi, es
saxlis pirobebSi dafuZnebuli biz-
nesia, romelsac 41 wlis martoxela
deda laura beterli xelmZRvane-
lobs floridis Statis qalaq dune-
dinSi. Wall Street Journal-is mier Spam-isdedoflad wodebuli beterli
gviCvenebs saukeTeso magaliTs imisa,
Tu ratom vrceldeba Spam-i aseswrafad.
mze Cadioda... beterlim, Tavis eqv-
soTaxian saxlSi, gasagzavnad gamza-
debul or mesijs gadaxeda, kursori
gagzavnis punqtisken mimarTa da
daawkapuna. `es Zalze advilia~, _
acxadebs igi. man, sul axlaxans, 500
aTasi Setyobineba gaugzavna
ucnobebs, romelTa naxevarmac ixila
erT-erTi ZiriTadi fraza: `nu
gauSvebT xelidan Sanss, moigoT
Lexus RX300,” meore naxevarma ki
amoikiTxa Semdegi abza-ci: `moigeT
mogzauroba NASCAR-Si~. beterli,
Tavisi saxlidan, TveSi, 60 milion
amgvar Setyobinebas agzavnis,
romelTagan 0.013 procenti gamoxmau-
rebas povebs. es aris sul 65 pasuxi,
TiToeulidan Semosavali ki 40 do-
laria. kompania Betterly-im aRmoaCina,rom gagzavnil 10 milion mesijze mas,
saSualod, 100 gamoxmaurebis miReba
SeuZlia. am SemTxvevaSi, misi gamoan-
gariSebiT, wliuri Semosavali 200 000
dolari iqneba. problema imaSia, rom
beterlisaTvis bevrad advilia erTi
dawkapunebiT el-fostis mili-
onobiT ucnobisaTvis gagzavna, vidre
Tavad adresatisaTvis kompiuteris
Sesabamis Rilakze xelis dausrule-
blad daWera, yoveli miRebuli Set-
yobinebis wasaSlelad. erTi anali-
tikosis gamoangariSebiT, Betterly-ismier respodentebisaTvis el-fostis
gagzavnis xarjebma sakmaod gadaa-
Warba Tavad 40-dolarian Semosa-
vals, romelsac isini kompaniisaTvis
anu beterlisaTvis qmnian.
davuSvaT, gamousadegari el-fos-
tis Setyobinebebis moSorebis dro,
saSualod, ori wamia. amasTan, Setyo-
binebis mimRebi Tavisi drois biu-
jets afasebs im saSualo gasamrje-
los mixedviT, romelsac mas erT
saaTSi uxdian; es eris 14 dolari
anu wamSi 0.0039 dolari. es ki gu-
lisxmobs, rom amgvar fuW informa-
ciaze drois xarjviT gamowveuli
mTliani xarji iqneba 500 000 gamrav-
lebuli 2 wamze da, Semdeg, 0.0039 do-
larze. amgvari kalkulacia ver aR-
ricxavs ganawyenebasa da gaRizianebas,
rasac fuWi Setyobinebebis miReba
iwvevs.
Spam-is momxmarebelze gavlena
SemaSfoTebelia. erT-erTi Sefasebis
mixedviT, amerikul organizaciebs el-
fostis fuWi gzavnilebi, weliwa-dSi, 13
miliardi dolari ujdebaT. AOL da
sxva internet-servisis provaiderebi
momxmarebelTa dausrulebel Civilebs
iReben; Spam-i ki el-fostis im did
potencials anadgurebs,romlis
gamoyenebac kompaniebs legitimur mar-
ketingul iaraRad surT.
aseT pirobebSi,rogor unda moiqc-
nen marketerebi? nebarTvaze dafuZne-
buli el-fosta problemis gadaWris
erT-erTi saSualebaa. kompaniebs el-
fostiT gzavnilebis gagzavna SeuZ-
liaT mxolod maTTvis, visganac winas-
war aqvT nebarTva aRebuli. maT
SeuZliaT momxmarebels SesTavazon im
gzavnilebis gamoyofa,romelTa miRe-
bac maT Tavad surT. araerTi finan-
suri momsaxurebis firma,rogoric aris,
magaliTad,Charles Schwab-i, momxmarebel-
Ta survilis mixedviT, el-fostis
cvladi konfiguraciis sistemas iye-
nebs,romelic momxmarebels arCevanis
saSualebas aZlevs; sxvebi ki,rogore-
bic arian Yahoo Tu Amazon.com-i, Sesar-Cevad gvTavazoben el-fostis yuTebis
mTel sias, sxvadasxva kategoriis mar-
ketinguli masalebisaTvis. aRniSnuli
kompaniebi agzavnian miznobriv rekla-
mebsac, magram maT moculobas zRu-
daven. ufro metic,TiToeuli mesiji
momxmarebels saSualebas aZlevs, sur-
vilisamebr,dablokos momavali mesijebi.
nebarTvaze dafuZnebuli marketin-
gis Tanaxmad, el-fosta midis masTan,
visac amis survili gaaCnia. da mianc,
marketerebi unda moeridon privile-
giebis gadaWarbebulad gamoyenebas.
legitimur el-fostiT marketingsa da
Spam-s Soris mkafio zRvaria. kompa-niebi,romlebic am zRvars gadadian,
male gaiazreben,rom `monawileobaze
uaris Tqma~ imedgacruebuli momxmare-
blis mxridan Rilakze ubralod daw-
kapunebaa.
Tu marketerebi Tavad ar gaiTavi-
seben Spam-Tan dakavSirebul sakiT-
xebs, amas sxvebi gaakeTeben. magaliTad,
Spam-i 24-ze metma Statma sxvadasxva
formiT akrZala. momxmareblis ufle-
bebis damcveli bevri advokati eka-
maTeba kongressa da federaluri vaW-
robis komisias,raTa isini ufro
qmediTebi iyvnen Spam-is sawinaaRmdego
kanonebis miRebisas. Spam-is sawinaaR-
mdego kompiuteruli programis Semqm-
nelebma da internet-servis-provaide-
rebma ki miiRes zomebi,rac momxmare-
bels Spam-is avtomaturad amoRebaSidaexmareba. aRniSnul gadawyvetile-
bebSi Sedis Spam-is kargad organize-buli gafiltvra, gasaRebi sityvis
amocnobis algoriTmebi da sxva. sam-
wuxarod, amgvari gadawyvetilebebis
gamo, xSirad, saWiro Setyobinebebic
ifiltreba.
zogierTma kompaniam spam-is sawina-aRmdegod mimarTul regulirebas Seu-
tia,rogorc Tavisufali sityvis Se-
laxvas, momxmareblis arCevanis
SezRudvasa da biznesisaTvis saziano
qmedebebs. Tumca,zogierTi legitimu-
ri el-fostis marketeri aseT kon-
trols miesalmeba. maTi gancxadebiT,
Spam-i, kontrolis gareSe, legitimur
el-fostis marketings naklebad efeq-
turs an uSedegos xdis. AOL-is vice-prezident joi baretis gancxadebiT,
`Tuki industria Spam-ze kontrols
ver daamyarebs, igi el-fostas
gaanadgurebs~.
512 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
legaluri sakiTxebis mTeli wyeba. am Tavis dasawyisSi Cven SevexeT zogierT
uaryofiT mxares, romelic internetTan asocirdeba, magaliTad, arasasurvel
el-fostasa da ekranze gamoCenili reklamebiT gaRizianebas. qvemoT
ganvixilavT momxmarebelTa onlain-konfidencialobisa da onlain-
usafrTxoebis, aseve, sxva legalur Tu eTikur sakiTxebs.
oonnllaaiinn--kkoonnffiiddeenncciiaalloobbaa ddaa oonnllaaiinn--uussaaffrrTTxxooeebbaa.. savaraudod, onlain- konfi-
dencialoba el-komerciis upirvelesi sazrunavia. onlain-marketologebis
umravlesoba momxmareblebze detaluri informaciis Segrovebasa da analizSi
daxelovnda. marketologebs SeuZliaT moizidon vizitorebi da momxmare-
blebi, romlebic monawileoben veb-gverdis saqmianobaSi, Sesabamisad, mas vrcel
personalur informacias awvdian. es, zogjer, momxmareblebs ubiZgebs, daayenon
sakiTxi informaciis gamoyenebis uflebaTa gadaWarbebaze. es im SemTxvevaSi
xdeba, Tu kompaniebi daudastureblad isargebleben aRniSnuli informaciiT
(TavianTi produqtebis marketingisaTvis) an monacemTa bazebs sxva
kompaniebTan gacvlian. bevri momxmarebeli da politikosi wuxs, rom marke-
tologebi ascdnen swor gzas da arRveven momxmarebelTa uflebebs konfiden-
cialobaze. rogorc ukanasknelma gamokvlevam cxadyo, amerikelTa 69 procenti
eTanxmeba im azrs, rom `momxmareblebma dakarges yovelgvari kontroli imaze,
Tu rogor grovdeba da gamoiyeneba personaluri informacia kompaniebis mier~.
meore gamokvleviT ki dadginda, rom 10 momxmareblidan 7 onlain-konfiden-
cialobis sakiTxiT aris dakavebuli.47
bevri momxmarebeli, aseve, ganicdis onlain-usafrTxoebis problemas. maT
eSiniaT, rom internet-TaRliTebi Tvals miadevneben maT onlain-tranzaqciebs
an miiTviseben maTi sakredito baraTebis monacemebs da ganaxorcieleben
arasanqcirebul Sesyidvebs. Tavis mxriv, kompaniebi, romlebic onlain-bizness
ewevian, SiSoben, rom sxvebi internets gamoiyeneben, raTa SeiWran maT kompi-
uterul sistemebSi, komerciuli SpionaJis an, TviT, sabotaJis mizniT. rogorc
Cans, grZeldeba konkurencia internetis usafrTxoebis sistemebsa da maT
Soris, vinc eZebs sistemaSi TaRliTurad SeWris gzebs.
onlain-konfidencialobisa da onlain-usafrTxoebis saWirboroto
sakiTxebis gaTvaliswinebiT, aSS-is federalurma mTavrobam araerTi sakanon-
mdeblo qmedeba ganaxorciela veb-operatorebis mier momxmarebelTa Sesaxeb
informaciis mopovebisa da gamoyenebis dasaregulireblad. kongresi
yuradRebas amaxvilebs onlain-konfidencialobis kanonproeqtze, romelic
onlain-momsaxurebis provaiderebisa da komerciuli veb-gverdebisagan
moiTxovs, raTa, mniSvnelovani personaluri informaciis gaxsnamde maT momx-
mareblisagan miiRon nebarTva. aRniSnuli informacia moicavs finansur, samed-
icino, eTikur, religiur da poltikur, aseve, sazogadoebrivi usafrTxoebis
monacemebs, seqsualuri orientaciis CaTvliT. kanonproeqti federalur
savaWro komisias avaldebulebs, daakanonon wesebi, romlebic am moTxovnebs
asaxavs rogorc internet-qselSi, ise mis gareT monacemTa Segrovebaze. `Cemi
azriT, konfidencialobis Tema bewvze kidia, radgan xalxs ar surs, TavianTi
piradi samedicino da finansuri informacia yvelas gaagebinos. eqimma unda
icodes, ra gtkivaT, magram saxlis damgiravebeli bankirisaTvis ar aris
aucilebeli Seni avadmyofobis codna~, _ ambobs erT-erTi senatori.48
gansakuTrebuli yuradReba eqceva bavSvTa uflebebs konfidencialobaze.
1998 wels, vaWrobis federalurma komisiam bavSvebisaTvis gankuTvnili 212 veb-
gverdi gamoikvlia. dadginda, rom saitebis 89 procenti personalur informa-
cias bavSvebisgan agrovebda. miuxedavad amisa, maTi 46 procenti ar Seicavda
raime miniSnebebs aseTi onformaciis Segrovebasa da gamoyenebaze. Sedegad,
kongresma miiRo bavSvTa onlain-konfidencialobis dacvis kanoni, romelic
veb-operatorebisgan moiTxovs, maT mier Seqmnil sabavSvo saitebze adgili
dauTmon konfidencialobis politikas. maT Segrovebuli informacia unda
Seatyobinon mSoblebsac da 13 wlamde asakis bavSvebis personaluri monaceme-
bze maTgan unda miiRon Tanxmoba.49 bevrma kompaniam momxmarebelTa konfiden-
cialobisa da usafrTxoebis sakiTxebs sakuTari qmedebebiT upasuxa. iseTma
kompaniebma, rogorebic arian Expedia da E-Loan-i, Caatares wamaxalisebeli
auditebi sakuTar konfidencialobisa da usafrTxoebis politikasTan
dakavSirebiT. sxva kompaniebSi ki ufro Sorsac wavidnen.
TTaavvii 1144 marketingi cifrul xanaSi 513
kanadis samefo banki (RBC) mom-
xmareblebTan grZelvadiani urTier-
Tobebis momxrea. kompaniis kvleva
cxadyofs, rom yidvis gadawyvetile-
bis mastimulirebeli faqtorebidan
7 procenti konfidencialobis saki-
Txebs ukavSirdeba. amdenad, RBC-mgamoiyena konfidencialobis progre-
suli meTodebi, raTa sakuTari Tavi
konkurentebisagan ganesxvavebina. bo-
lo 2 wlis ganmavlobaSi, kompaniam
ganaxorciela mTeli rigi Ronis-
Ziebebi imis dasamtkiceblad, rom
misi momxmareblebi daculni arian.
man, aseve, danerga mrvalferovani
programebi, riTac momxmarebels
aCvena,rom mTavrobis mier dawyebuli
konfidencialobis regulirebis so-
lidarulia da saamisod sakmaod
bevrsac akeTebs. magaliTad, RBC,yovelgvari anazRaurebis gareSe,
Tavis klientebs uzrunvelyofs kon-
fidencialobisa da usafrTxoebis
erTwliani kompiuteruli progra-
miT,raTa qseliT sargeblobisas maT
komfortulad igrZnon Tavi. amiT igi
usafrTxo kompiuteruli saqmianobis stimulirebas axdens. kompania
klientebs, aseve, amaragebs Sesabamisi informaciiT, konfidencialobisa da
usafrTxoebis sakiTxebTan dakavSirebuli sazogadoebrivi veb-gverdis
saSualebiT.50
sxvebi iyeneben vrcel, industriis momcvel midgomas. 1996 wels daarse-
buli kompania TRUSTe arakomerciuli, TviTregulirebadi organizaciaa,
romelic muSaobs mTel rig msxvil korporaciul sponsorebTan (Microsoft,AT&Tda Intuit-i) da atarebs kompaniebis audits, maTi konfidencialobisa da
usafrTxoebis donis Sesafaseblad; agreTve, igi momxmareblebs internetSi
usafrTxod gadaadgilebaSi exmareba. kompaniis veb-saitis Tanaxmad _ `Truste-sswams, rom saerTo ndoba da Ria urTierTobebi internets aqcevs Tavisufal,
komfortul da Zalze mravalferovan gaerTianebad.~ momxmarebelTa dasarw-
muneblad, kompania Tavis niSans aZlevs garkveul veb-gverdebs imis dasturad,
rom isini konfidencialobisa da dacvis standartebs akmayofileben.51
miuxedavad amisa, iseTi kompaniebi, romlebic TavianTi myidvelebis person-
alur informacias TavgamodebiT icaven, Zalze iSviaTia. umoqmedobis xarjebi
ki SesaZloa sakmaod didi iyos. Jupiter Media Metrix-i winaswarmetyvelebs, rom,
2006 wels, TiTqmis 25 miliardi dolaris odenobis Semosavali daixarjeba
momxmarebelTa konfidencialobis sakiTxebze. ufro metic, am droisaTvis,
onlain-gayidvebi 25 procentiT gaizrdeba, Tu momxmarebelTa SeSfoTeba
advekaturad iqneba aRqmuli.52 da bolos,Tu veb-marketologebi momxmarebelTa
Sesaxeb informaciis borotad gamoyenebis aRsakveTad ar imoqmedeben, amas
kanonmdeblobis aRmasruleblebi ganaxorcieleben.
ssxxvvaa lleeggaalluurrii ddaa eeTTiikkuurrii ssaakkiiTTxxeebbii.. onlain-konfidencialobisa da onlain-
usafrTxoebis garda, momxmareblebi, aseve, dainteresebulni arian internet-
TaRliTobiT, rac moicavs identurobis moparvas, investiciebSi TaRliTobasa
da finansur maqinaciebs. aSS-s internet pretenziebis federalurma centrma
(IFCC), mxolod gasul wels, TiTqmis 50 000 internet-TaRliTobasTan
dakavSirebuli pretenzia miiRo. amgvari faqtebi biznessa Tu momxmareblebs,
yovelwliurad, 22 miliar dolarze meti ujdebaT.53 IFCC-is informaciiT,
incidentTa 43 procenti onlain-auqcionebs ukavSirdeba. TaRliTuri saqmi-
anobebi, yvelaze xSirad, veb-gverdebsa da el-fostaze modis, saidanac 70 pro-
■ onlain-konfidencialoba da onlain-usafrTxoeba: kanadis samefo banki
(RBS) iyenebs progresul politikas,rac mas konkurentebisagan ganasxva-
vebs. RBC samefo banki mowodebulia,daicvas Tqveni piradi informaciis
konfidencialoba da usafrTxoeba.
514 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
centi el-fostiT tranzaqciebis dros xdeba.54
internetSic arsebobs segmentaciisa da diskriminaciis faqtebi. zogierTi
sazogadoebrivi kritikosi da politikosi SeSfoTebulia cifruli dayofiT
anu im garRveviT, gnebavT daSorebiT, romelic amJamad arsebobs: sazogadoebis
erT nawils SeuZlia internetiTa da uaxlesi sainformacio teqnologiebiT
sargebloba maSin, rodesac sazogadoebis danarCeni nawili amas moklebulia.
isini acxadeben, rom, dRes, Tanamedrove sainformacio eraSi, informaciis miuwv-
domloba SeiZleba ekonomikuri da socialuri barierebis warmomqmneli
gaxdes. maTi monacemebiT, internetiT sargeblobs im amerikelTa ojaxebis 80
procenti, romelTa yovelwliuri Semosavali 75 000 dolarze metia; xolo,
analogiuri maCvenebeli, uaRresad Raribi ojaxebis SemTxvevaSi, 25 procentia.
saerTaSoriso maStabiT Tu ganvixilavT, afrikis ZiriTad qveynebSi mosaxleo-
bis 1 procentze naklebi sargeblobs internetiT.55 aqedan gamomdinare, Raribi
mosaxleoba naklebad flobs informacias produqtebze, momsaxurebebsa da
fasebze. zogierTi amgvar cifrul dayofas erovnul krizisad miiCnevs, sxvebi
ki mas gazviadebul, umniSvnelo sakiTxad ganixilaven.
da bolos, internet-marketingis kidev erTi sazrunavia arauflebamosili
da upasuxismgeblo jgufebisaTvis veb-qselis xelmisawvdomobis sakiTxi.
magaliTad, mozardebze orientirebulma marketologebma aRmoaCines, rom
Znelia xelmisawvdomobis SezRudva umcrosi asakis internet-
vizitorebisaTvis. kerZod, sul cota xnis win, gamyidvelebma, romlebic
eBay.com-s iyenebdnen, daadgines, rom isini 14 wlis biWis msxverplni gaxdnen,
romelmac myidvelebs sakuTari fasi SesTavaza da, am gziT, 3 milion dolarze
meti Rirebulebis antikvariati da xelovnebis iSviaTi nimuSebi SeiZina. eBay-saqvs mkacrad gansazRvruli wesi: 18 wlamde asakis mozardebs mis auqcionSi
monawileoba ar SeuZliaT; Tumca, es patiosan momxmarebelze gaTvlili sis-
temaa da, samwuxarod, verafers cvlis, raTa kibersivrce daicvas masSi
mojiriTe Tineijerebisagan.56
miuxedavad am gamowvevebisa, didi Tu patara kompaniebi swrafad axdenen
onlain- marketingis integrirebas TavianT marketingul strategiebsa da
kompleqsebSi. sul ufro gavrcelebasTan erTad, onlain-marketingi daamt-
kicebs, rom igi Zlieri iaraRia myidvelTa urTierTobebis CamoyalibebaSi,
gayidvebis gaumjobesebaSi, informaciis gazrdasa da produqtebisa Tu momsax-
urebebis ufro efeqturad SeTavazebaSi.
gansazRvraven, aris: dijitalizacia (anu cif-
rul standartebze gadasvla) da dakavSirebis
unari, internetis afeTqeba, SuamavalTa axali
tipebi, myidvelze morgeba da myidvelebze dele-
gireba. dRes, bevri biznesi cifruli
informaciiT operirebs, romelic dakavSire-
bulia sxvadasxva eleqtronuli qselebis
meSveobiT. intranetebi, eqstranetebi da inter-
neti, mosaxleobasa da kompaniebs erTmaneTTan
da sxva mniSvnelovan informaciasTan dakavSire-
bis saSualebas aZlevs. interneti iqca axali
aTaswleulis revoluciur teqnologiad, rome-
lic, komunikaciebis ayvavebasTan erTad, momx-
mareblebisa da biznesebis mdgomareobas
aumjobesebs.
internetma da sxva axalma teqnologiebma
Secvales gzebi,romlebiTac kompaniebi TavianT
bazrebs emsaxurebian. internet-marketologe-
bisa da gasaRebis arxebis axalma urTierTo-
bebma dRis wesrigSi daayena tradiciul
pirvel or TavSi Tqven gaecaniT mar-
ketingisa da marketinguli strate-
giebis safuZvlebs; am TavSi ki Sei-
tyveT marketingis garemoSi zogierTi
ZiriTadi cvlilebis Sesaxeb, rom-
lebic zegavlenas axdenen marketingul praqti-
kaze. teqnologiurma progresma Seqmna axali
cifruli xana. am garemoSi sabrZolvelad, mar-
ketologebs mouwevT TavianT strategiebsa da
taqtikaze axali internet-ideebis damateba. es
Tavi warmogidgenT im Zalebs, romlebic ayal-
ibeben axal internet-garemos, da imasac, Tu
rogor eguebian am garemos marketologebi.
Semdeg TavSi Tvals gadavavlebT im Zalebsa da
faqtorebs, romlebic garkveul efeqts axdenen
cvalebad da kompleqsur marketingul garemoze.
11.. ggaannssaazzRRvvrreeTT mmTTaavvaarrii ZZaalleebbii,, rroommlleebbiicc qqmmnn--
iiaann cciiffrruull eeppooqqaass..
oTxi ZiriTadi Zala, romlebic cifrul epoqas
SSeeiissvveenneeTT::kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall
TTaavvii 1144 marketingi cifrul xanaSi 515
marketingSi zogierTi cvlilebis Setanis
sakiTxi. axali teqnologiebi marketologebs,
aseve, exmareba miznobrivi myidvelebisaTvis efe-
qturi SeTavazebebis SeqmnaSi da imaSic ki, rom
myidvelebs sakuTari marketinguli SeTavazebe-
bis formirebaSi daexmaron. da bolos, axali
ekonomikis teqnologiebi arRveven sazRvrebs
industriaTa Soris, rac kompaniebs saSualebas
aZlevs, gamoiyenon SesaZleblobebi, romlebic
safuZvlad udevs ori an meti industriis kon-
vergireba-Serwymas.
22.. aaxxsseenniiTT,, rrooggoorr rreeaaggiirreebbeenn kkoommppaanniieebbii,, TTaavvii--
ssii eell--bbiizznneessiiss ssttrraatteeggiieebbiiTT,, iinntteerrnneettssaa ddaa
ssxxvvaa aaxxaall,, ZZlliieerr tteeqqnnoollooggiieebbzzee,, aasseevvee,, rraa
ssaarrggeebbeellii mmooaaqqvvss aamm ssttrraatteeggiieebbss mmyyiiddvveellee--
bbiissaa ddaa ggaammyyiiddvveelleebbiissaaTTvviiss..
axal ekonomikaSi biznesis warmoeba moiTxovs
marketinguli strategiisa da praqtikis axali
modelis danergvas. kompaniebma unda
SeinarCunon is unar-Cvevebi da praqtikuli
gamocdileba, romelsac warsulSi iyenebdnen.
magram, amasTan erTad, maT unda daamaton axali
midgomebi da praqtikuli gadawyvetilebebi, Tu
surT axal ekonomikaSi zrdisa da keTild-
Reobis miRweva. el-biznesi gulisxmobs kom-
paniebis mier biznesis eleqtronuli plat-
formis gamoyenebiT warmoebas. el-komercia
gulisxmobs yidva-gayidvis procesebs, romlebic
eleqtronuli saSualebebiT xorcieldeba,
ZiriTa-dad _ internetiT. igi moicavs el-mar-
ketings (el-komerciis gayidvis mxare) da el-
SeZenas (el-komerciis yidvis mxare).
el-komercias sargebeli moqvs rogorc myid-
velebis, ise gamyidvelebisaTvis. el-komerciiT
yidvis procesi ufro moxerxebuli da konfiden-
cialuria. igi produqtamde miRwevisa da arCe-
vanis ufro karg saSualebas iZleva, misawvdoms
xdis produqciis nairsaxeobebsa da yidvis
Sesaxeb saWiro informacias. el-komercia inter-
aqtiuli da swrafi procesia, amasTan, myidvels
aniWebs upiratesobas, akontrolos yidvis pro-
cesi. gamyidvelebisaTvis el-komercia Zlieri
iaraRia myidvelebTan urTierTobebis dasamyare-
blad. igi, aseve, zrdis gayidvebis siCqaresa da
efeqturobas, xels uwyobs gayidvis xarjebis
Semcirebas. el-komercia gamoirCeva Tavisi moq-
nilobiTa da globalur bazrebze SeRwevis
unariT.
33.. aaRRwweerreeTT eell--kkoommeerrcciiiiss ooTTxxii ZZiirriiTTaaddii
ssffeerroo..
kompaniebs SeuZliaT el-komerciis gamoyeneba
oTxidan erT-erTi mimarTulebiT an oTxive
sferoSi erTad. B2C ((bbiznesi-momxmarebels) el-
komercias iyeneben bizmesmenebi da misi meSve-
obiT saboloo myidvelebs iReben mizanSi.
miuxedavad, bolodroindeli ukan daxevisa, rac
1990-iani wlebis damdegs arsebul `dot-com-ebis
aRzavebis xanas~ moyva, B2C elkomercia ganag-
rZobs zrdas. miuxedavad imisa, rom, tradiciul
myidvelebTan SedarebiT, onlain-momxmareblebi
ufro maRla dganan, Semosavlebis mxriv, da
teqnologiaze ufro metad arian orientire-
bulni, kibersivrcis mosaxleoba sul ufro
mniSvnelovani da mravalferovani xdeba. es
mzardi mravalferovneba marketologebs mizno-
brivi SesaZleblobebis mqone axal el-komer-
ciebisaken uxsnis kars. dRes, momxmareblebs,Web-is meSveobiT, TiTqmis yvelafris yidva
SeuZliaT.
B2B (biznesi-biznesisaTvis) el-komercia B2Cel-komercias Crdilavs. dRes, biznesebis umrav-
lesoba muSaobs veb-gverdebiT an iyenebs B2B-issavaWro qselebs, auqcionTa saitebs, produqciis
onlain-katalogebs, barterul saitebs an sxva
onlain-resursebs, raTa moicvan axali momxmare-
blebi, arsebul myidvelebs ki efeqturad emsax-
uron, uzrunvelyon yidvis efeqtianoba da
ukeTesi fasebi. biznes-myidvelebi da gamyid-
velebi erTmaneTs uzarmazar sabazro sivrceze
(Ria savaWro qselebSi) xvdebian, raTa erTmaneTs
gauziaron informacia da efeqturad daasru-
lon tranzaqciebi. aseve, isini qmnian kerZo
savaWro qselebs,romlebic maT sakuTar savaWro
partniorebTan akavSirebs.
C2C (momxmarebeli-momxmareblisaTvis) el-
komerciis meSveobiT, momxmareblebs SeuliaT
iyidon an gacvalon saqoneli da informacia
pirdapir erTmaneTSi. igi moicavs onlain-auq-
cionebis saitebs, forumebsa da internetis
siaxleTa jgufebs. da bolos, C2B (momxmare-
beli-biznesisaTvis) el-komerciis saSualebiT,
momxmareblebi ufro advilad pouloben inter-
net-gamyidvelebs, iReben informacias maT pro-
duqtebsa Tu servisebze da awrmoeben Sesyid-
vebs. internetis gamoyenebiT, momxmareblebs
SeuZliaT tranzaqciebi awarmoon biznesTan
erTad da ara sxva gzebiT.
44.. ggaanniixxiilleeTT,, rrooggoorr SSeeuuZZlliiaaTT kkoommppaanniieebbss eell--
kkoommeerrcciiiiss mmoommggeebbiiaannaadd wwaarrmmooeebbaa iissee,, rroomm
mmoommxxmmaarreebblleebbss uuffrroo mmeettii ffaasseeuulloobbaa mmiiaa--
wwooddoonn..
dRes, el-komerciaSi CarTulia TiTqmis yvela
tipis kompania. internetma dasabami misca
mxolod virtualur dot-com-ebs, romelnic
mxolod inter-netSi moqmedeben. garda amisa,
bevrma tradiciulma kompaniam, axla, Tavis
ZiriTad saqmianobas el-marketinguli opera-
ciebic daumata da virtualur-tradiciuli
tipis konkurentebad Camoyalibda. amJamad,bevri
aseTi kombinirebuli kompania ufro met
onlain-warmatebas aRwevs, vidre maTi mxolod
virtualuri konkurentebi.
kompaniebs SeuZliaT el-marketingi awarmoon
oTxi variantidan nebismieri gziT. esenia: veb-
gverdis Seqmna, qselSi reklamebisa da stim-
ulirebis ganTavseba, veb-sazogadoebaTa
Camoyalibeba an maTSi monawileoba da onlain
516 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
el-fostisa Tu veb-kastingis gamoyeneba.
Cveulebriv, pirveli nabijia veb-gverdis Seqmna.
korporaciuli veb-gverdi iqmneba momxma-
rebelTa keTilganwyobis misaRebad da damate-
biTi, Tanmxlebi gayidvis arxebis Camosa-yal-
ibeblad da ara kompaniebis produqciis
pirdapiri gayidvis mizniT. marketinguli veb-
gverdebi momxmareblebs abams urTierTqmedebis
procesSi, rac maT pirdapir SeZenasTan an sxva
merketingul SedegTan aaxlovebs. veb-gverdis
Seqmnis garda, kompaniebma unda izrunon saite-
bis advilad gamoyenebasa da saWiroebis
xarisxze, raTa miizidon da SeinarCunon stum-
rebi, uzrunvelyon iseTi pirobebi, rom momxmare-
blebi kvlav ewvion maT. el-marketologebs
SeuZliaT onlain-reklamis mravalferovani
formebis gamoyeneba, raTa Seqmnan TavianTi
internet-brendebi an veb-gverdebze stumrebi
miizidon. onlain-reklamis garda, onlain-mar-
ketingi moicavs sponsorobas, mikrosaitebsa da
virusmarketings anu verbaluri marketingis
internetversias. onlain-marketerebi, agreTve,
monawileoben veb-sazogadoebebSi, rac inter-
netis C2C Tvisebebs aniWebs upiratesobas. da
bolos, el-fostis marketingi el-marketingis
sruliad axal iaraRad iqca rogorc B2C-is,aseve B2B-is marketologTaTvis.
55.. TTvvaallii ggaaddaaaavvlleeTT iimm SSeessaaZZlleebblloobbeebbss ddaa
ggaammoowwvveevveebbss,, rroommlleebbssaacc eell--kkoommeerrcciiaa ssaammoo--
mmaavvlloodd ggvvppiirrddeebbaa..
samomavlod, el-komercia did SesaZleblobebs
gvpirdeba. kompaniebis umravlesobisaTvis
onlain-marketingi integrirebuli marketinguli
kompleqsis mniSvnelovani nawili gaxdeba.
sxvebisaTvis igi iqneba mTavari saSualeba
bazris momsaxurebis mizniT. sabolood,
winsarTi `el" `el-biznesaa" Tu `el-marketings"
CamoSordeba, gamomdinare iqidan, rom kompaniebi
TandaTan mieCvevian el-komerciis TavianT
yoveldRiur strategiasa da taqtikaSi inte-
grirebas. amavdroulad, el-komercia dadgeba
araerTi gamowvevis winaSec. erT-erTi gamowvevaa
el-komerciis momgebianoba _ saocrad cota kom-
pania iyenebs internets momgebianad. meore
gamowveva gaulisxmobs legalur da eTikur
sakiTxebs anu onlain-konfidencialobasa da
onlain-usafrT-xoebas, kerZod, internet-
TaRliTobasa da cifrul dayofas. miuxedavad
am gamowvevebisa, didi Tu patara kompaniebi
swrafad moaxdenen onlain-marketingis inte-
grirebas TavianT marketingul strategiebsa da
kompleqsebSi.
TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii
B2B ((bbiizznneessii bbiizznneessiissaaTTvviiss)) B2B (business-to-business)eell--kkoommeerrcciiaa e-commerceB2C ((bbiizznneessii mmoommxxmmaarreebbllii-- B2C (business-to-conssaaTTvviiss)) eell--kkoommeerrcciiaa sumer) e-commerceC2B ((mmoommxxmmaarreebbeellii bbiizznneessii-- C2B (consumer-to-busissaaTTvviiss)) eell--kkoommeerrcciiaa ness) e-commerceC2C ((mmoommxxmmaarreebbeellii mmoommxxmmaarree-- C2C (consumer-to-con-bblliissTTvviiss)) eell--kkoommeerrcciiaa sumer) e-commerceeell--bbiizznneessii E-businesseell--kkoommeerrcciiaa E-commerceeell--mmaarrkkeettiinnggii E-marketingeeqqssttrraanneettii Extranetiinntteerrnneettii Interetiinnttrraanneettii Intranet
vveebb--ssaazzooggaaddooeebbaa Web communitiesvviirrttuuaalluurr--ttrraaddiicciiuullii Click-and-mortar companieskkoommppaanniieebbii
vviirruussmmaarrkkeettiinnggii Viral marketingkkeerrZZoo ssaavvaaWWrroo ggaaccvvllaa Private trade exchangeskkoorrppoorraacciiuullii vveebb--ggvveerrddii Corporate web sitemmaarrkkeettiinngguullii vveebb--ggvveerrddii Marketing web sitemmyyiiddvveellzzee ddeelleeggiirreebbaa Customerizationmmxxoolloodd vviirrttuuaalluurrii Click-only companieskkoommppaanniieebbii
ssppaammii ((ffuuWWii iinnffoorrmmaacciiaa)) Spamoonnllaaiinn--rreekkllaammiirreebbaa Online advertisingRRiiaa ssaavvaaWWrroo ggaaccvvllaa Open trading exchanges
TTaavvii 1144 marketingi cifrul xanaSi 517
ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii
11.. ganixileT gansxvavebebi intrane-
tebs, eqstranetebsa da internets
Soris. ra mizniT emsaxureba TiTo-
euli maTgani bizness?
22.. ra sargebeli moaqvs el-komercias myid-
velebisa da gamyidvelebisaTvis? daasaxeleT
el-komerciis uaryofiTi mxareebi rogorc myid-
velebis, ise gamyidvelebis poziciidan.
33.. romel arxebs Soris SeiZleba gamoiwvios kon-
fliqti virtualuri kompaniebis gamocdilebam?
rogor unda daviyvanoT konfliqti minimumamde?
moiyvaneT magaliTi.
44.. rogor SeuZlia Svid "C"-s waaxalisos kom-
paniis veb-gverdze klientis xelaxali stum-
roba? aris am faqtorebidan iseTi, romelic
sxvaze ufro mniSvnelovania? ratom?
55.. erTmaneTisgan ganasxvaveT onlain-reklamisa
da stimulirebis sxvadasxva forma. ra faq-
torebi unda miiRos kompaniam mxedvelobaSi am
gansxvavebul formebs Soris gadawyvetilebis
misaRebad?
ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii
11.. aris Tu ara momxmarebelTa mizidva (raTa maT
kompaniis veb-gverdebze garkveul dro dahyon
da SemdgomSi maT araerTxel ewvion) veb-
gverdis dizainis kritikuli mizani? veb-dizai-
nis romeli funqciebisa da maxasiaTeblebis
gamoyeneba SeuZlia kompanias, raTa daiyolios
momxmareblebi veb-gverdis stumrobasa da daTva-
lierebaze? gansazRvreT ori veb-gverdi _ erTi,
romelic, Tqveni azriT, Tavis saqmes kargad
akeTebs da meore, romelic, piriqiT, cudad
maSaobs. risi gadaReba SeuZlia cud veb-gverds
kargisagan?
22.. ewvieT target.com-s. Tvali gadaavleT veb-gverds
da ganixileT SemoTavazebuli maxasiaTeblebi
da produqtebi. ra miiyvans momxmarebels gadaw-
yvetilebamde, produqti SeiZinos internetis
saSualebiT da ara tradiciul sacalo movaW-
resTan? ra safrTxe SeiZleba daemuqros momx-
marebels qseliT yidvisas, romelic tradiciul
sacalo movaWreTa maRaziaSi ar elis?
33.. myidvelze morgeba gulisxmobs kompaniis mier
iniciativis aRebas, raTa bazris SeTavazebebi
moargos momxmareblebs, maSin rodesac, myidvelze
delegirebisas, kompania SeTavazebis formirebis
privilegias individualur myidvelebs aniWebs.
Tqveni azriT,produqtis romeli tipebi moergeba
yvelaze ukeT myidvelze delegirebas da romeli
ara? SeiZleba Tu ara, rom myidvelze dele-
gireba, samomxmareblo saqonlisaTvis, internetze
dafuZnebuli veb-SekveTis sistemad gardaiqmnas?
ra barierebi unda iqnas gadalaxuli?
iimmooggzzaauurreeTT
tteeqqnnoollooggiiuurr ssaammyyaarrooSSii
Adware-is programebi akontroleben
veb-gverdebs, romlebsac SeuZliaT
daprogramebul iyvnen konkurenti
kompaniebis veb-gverdebis gasaSvebad,
rodesac maT vizitori stumrobs. bevrma momx-
marebelma arc ki icis sakuTar kompiuterebSi
maTi arsebobis Sasaxeb, radgan isini, Cveulebriv,
momxmareblis mier gadmotvirTul programebs
axlavs. axlaxan, kompania U-Haul-i iZulebuli
gaxda, sasamarTlo gadawyvetilebiT, Seewyvita
WhenU.com-ze sxva konkurenti kompaniebis veb-
gverdebis Cveneba. gamoangariSebulia, rom
WhenU.com-is programa 30 milion kompiuterSia
dayenebuli.
11.. ras fiqrobT swraf internet-reklamebze?
Tqveni azriT, gamosadegia es Tu ara?
22.. dasaSvebia Tu ara Adware-is programebi, raTa
momxmarebels SeZenis alternativa hqondes?
Tqveni azriT, es programa momxmareblis arCevans
zrdis Tu kompaniis uflebebs arRvevs?
33.. Tqveni azriT,onlain-reklamis romeli formaa
yvelaze sasiamovno an piriqiT? rogor fiqrobT,
arsebobs Tu ara negatiuri ganwyoba im kom-
paniebis mimarT, romlebic onlain-reklamebis
metad arasasurvel formebs iyeneben?
www.jobs.ge – mmooxxaalliisseeoobbiiddaannbbiizznneessaammddee
uamravi wigni daiwera, iwereba da kvlav
daiwereba imis Sesaxeb Tu rogor unda SeifuTos pro-
duqti Tu momsaxureba, rom igi kargad gaiyidos. me ki
msurs mogiyveT sakuTari gamocdilebis Sesaxeb, Tu
rogor Sevqmeni yvelaze warmatebuli komerciuli proe-
qti qarTul internet-sivrceSi. Cemi SemTxvevis
unikaluroba imaSi mdgomareobs, rom Cemi proeqti
dinamiurad viTardeboda misi arsebobis garemos –
internetis – ganviTarebasTan erTad. me ar mqonda
ganaTleba onlain marketingisa Tu onlain biznesis war-
moebis sferoSi (im momentSi am specifiuri saxis
ganaTlebis miReba praqtikulad SeuZlebeli iyo) da
Cemi erTaderTi mamoZravebeli Zala daxmarebis gulwr-
feli survili da intuicia iyo. yvelaferi es daiwyo
ideiT, romelic Seqmna moTxovnilebam. rogorc wesi, war-
matebuli proeqtebis didi nawili swored rom moT-
xovnilebis safuZvelze warmoSobili ideebiT iqmneba.
1998 wels, Tbilisis saxelmwifo universitetis
(Tsu) saerTaSoriso samarTlis fakultetis me-4 kur-
sis students – lleeqqssoo xxuubbuullaavvaass gamimarTla – erTi
wlis Zebnis Semdeg samsaxuri movi pove erT-erT
amerikul humanitarul organizaciaSi. samsaxuris povna
maSin gacilebiT ufro Zneli iyo, vidre axla. miuxe-
davad imisa, rom saerTaSoriso organizaciebSi 2 wlis
muSaobis sakmaod mimzidveli gamocdileba mqonda, sam-
saxuris ZebnaSi erTi weli davxarje. problema imaSi
mdgomareobda, rom ar arsebobda erTi adgili, sadac
adamiani mividoda da miiRebda informacias arsebuli
vakansiebis Sesaxeb. amis gamo me piradad mixdeboda
or kviraSi erTxel TiToeuli potenciuri
damqiraveblis ofisSi misvla da kiTxva, hqondaT
Tu ara raime vakansia.
internetisa da el-fostis gamoyeneba elemen-
tarul doneze ukve vicodi. visargeble ra imiT,
rom Cemi axali samsaxuris ofisSi periodulad
modioda informacia sxva saerTaSoriso
organizaciebSi arsebuli vakansiebis Sesaxeb,
daviwye am vakansiis gancxadebebis el-fostiT
dagzavna megobrebisTvis. male, amis Sesaxeb
Seityves maTma megobrebma da sruliad ucnobma
adamianebma, da Cemi adresatebis sia sagrZnob-
lad gaizarda. paralelurad Sevqmeni sruliad
primitiuli dizainis saiti, sadac igive gancx-
adebebi qveyndeboda, da igi male gaxda popu-
laruli internetis qarTvel momxmareblebs
Soris. gancxadebebis mopoveba da ganTavseba
sakmao dros marTmevda – arc Tu ise iSviaTad
mixdeboda faqsiT gamogzavnili teqstebis
xeliT akrefva. saitis ganaxleba xdeboda
qqaarrTTuullii bbiizznneessssiittuuaacciiaa
518 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
iwon.com-is biznessituacia
moTavsebulia wignis bolos, danarT 1-
Si.
uuccxxoouurrii bbiizznneessssiittuuaacciiaa
rogorc am TavSi aRvniSneT, bevri
momxmareblisaTvis piradi informa-
cia, usafrTxoeba da konfidencia-
loba yvelaze mTavaria. ufro metic,
aman SeiZleba aiZulos momxmarebeli,
Tavi aaridos onlain-tranzaqciebs. imisaTvis,
rom auxsnas momxmarebels,Tu rogor gamiiyenebs
an, piriqiT, ar gamoiyenebs mis Sesaxeb informa-
cias, bevri kompania sakuTar veb-gverdze
sakuTar konfidencialobis politikas aqveynebs.
SediT Amazon.com-ze da waikiTxeT misi konfi-
dencialobis politikis Sesaxeb (CaiyvaneT kur-
sori gverdis bolomde da daawkapuneT `konfi-
dencialobaze”).
yuradRebiT gaecaniT maT mier avtomaturad
Segrovebuli informaciis specifikur tipebs _
informacias, romelsac isini Tqveni TanxmobiT
iReben da informacias, romelsac, Tqven Sesaxeb,
mesame pirisgan agroveben. maTi konfidencialo-
bis politikis wakiTxvis Semdeg, upasuxeT
Semdeg kiTxvebs:
11.. rogoria Tqveni reaqcia konfidencialobis
politikaze?
22.. rogorc teqstSi iyo aRniSnuli, TRUSTe akmay-
ofilebs veb-gverdTa usafrTxoebisa da konfi-
dencialobis standartebs. ewvieT TRUSTe-s veb-gverds (www.truste.org/consumers/users_how.html) da
gaecaniT onlain-konfidencialobis oTx prin-
cips. rogor esadageba Amazon.com-is konfiden-
cialurobis politika maT?
33.. Tqveni azriT, unda gatardes Tu ara
damatebiTi RonisZiebebi, raTa dacul iqnas 18
welze naklebi asakis pirTa konfidencialoba?
ra saxis damatebiT nabijebs SemogvTavazebdiT?
eeTTiikkiiss ssaammyyaarrooSSii
TTaavvii 1144 marketingi cifrul xanaSi 519
kviraSi erTxel an orjer, ramdenadac amis
saSualebas internetis gamoyenebis SezRuduli
grafiki maZlevda.
aRsaniSnavia, rom es saiti, romelsac
dasawyisSi gansxvavebuli saxelwodeba hqonda
da grZelmisamarTian ufaso serverze iyo
ganTavsebuli, Seiqmna sruliad spontanurad,
saWiroebis gamo, da enTuziazmze moqmedebda.
aravis dauweria am saitis Seqmnis strategia an
biznes-gegma, da aravis uzrunia mis reklamaze
da momxmareblebis mozidvaze. saiti TavisTavad
viTardeboda da primitiuli dizainis miuxe-
davad, sul ufro da ufro popularuli xde-
boda, radgan masze qveyndeboda ssaaWWiirroo iinnffoorrmmaa--
cciiaa. saiti erTgvar gatacebad gadaiqca CemTvis,
miuxedavad imisa, rom sakmao dros marTmevda da
arc raime Semosavali mohqonda. ubralod
vicodi, rom igi saWiro iyo da mis ganaxlebas
ganvagrZobdi.
saitis dizaini droTa ganmavlobaSi daixvewa.
me SeviZine misamarTi www.jobs.ge da saiti gadavi-
tane komerciul serverze, raTa misi moxmareba
ufro moxerxebuli yofiliyo. saiti ukve met-
naklebad srulyofili iyo da sakuTari adgili
hqonda qarTul veb-sivrceSi.
mTeli am wlebis ganmavlobaSi me mudmivad
vmuSaobdi amerikul saerTaSoriso organiza-
ciebSi, mqonda fiqsirebuli xelfasi da para-
lelurad arasamTavrobo seqtorSic vaqtiurob-
di. mowodebiT moxalise viyavi. mzad viyavi da
Tavs movaled vTvlidi sakuTari SesaZleblo-
bebis farglebSi xeli momekida saqmisTvis,
romelic vinmes rameTi daexmareboda. es mowo-
deba dRemde SemomrCa. rac Seexeba biznesSi ga-
dasvlas, azradac ar gamivlia. vTvlidi, rom es
Cemi stiqia ar iyo. fiqsirebuli xelfasi da
stabiluri samuSao CemTvis ufro mimzidveli
iyo, vidre bazris cvalebadobaze damokidebuli
da araprognozirebadi biznesi. Tumca, aRmoCnda
rom vcdebodi. 2003 wlis bolos Cemi amerikeli
megobris, mark malenis mowodebuli idea gadam-
wyveti aRmoCnda imisTvis,rom me Cems cxovrebaSi
erT-erTi yvelaze mniSvnelovani nabiji
gadamedga - 2004 wlis dasawyisSi www.jobs.ge biz-nesi gaxda. saitis mflobeli gaxda Cems mier
erTpirovnulad dafuZnebuli kompania “jobs.ge”.es sakmaod gabeduli nabiji iyo, vinaidan 1998
wlidan 2004 wlamde saitze gancxadebebis
ganTavseba ufaso iyo, xolo 2004 wlidan ki es
momsaxureba fasiani gaxda. iyo seriozuli
riski imisa, rom klientebis garkveuli raode-
noba uars ityoda momsaxurebaze, Tu isini
gadawyvetdnen rom es momsaxureba ar Rirda
imad, rom masSi fuli gadaexadaT. sabednierod,
kompaniam ara Tu ar dakarga klientebi, aramed
maTi odenoba sagrZnoblad gaizarda (diagrama
1). bunebrivia, momsaxurebis safasuris dawese-
basTan erTad sagrZnoblad gaumjobesda momsax-
urebis xarisxi, raTa klientebs kidev erTxel
egrZnoT, rom amaSi Rirda fulis gadaxda.
www.jobs.ge-ss arsebobis mTels manZilze
mxolod erTi SemTxveva iyo, rodesac Cven mcire
xniT ganvaTavseT baneri (grafikuli gamosax-
uleba, romelsac internetSi reklamis mizniT
iyeneben) sxva vebsaitebze. jobs.ge-s faqtobrivad
ar sWirdeboda reklama, radgan saqarTvelos
internet-sivrce isedac mcire iyo da mis
momxmarebelTa umetesobam isedac icoda saitis
arsebobis Sesaxeb. saits naxulobdnen
umuSevrebi, romlebic samsaxurs eZebdnen;
dasaqmebulebi, romlebic eZebdnen samsaxurs
axloblebisTvis an ukeTes samsaxurs sakuTari
TavisTvis; da bolos, top-menejerebi, romlebic
akvirdebodnen samuSao bazris ganviTarebis ten-
denciebs da konkurent kompaniebSi mimdinare
cvlilebebs. jobs.ge--ss saiti ara Tu ar
saWiroebda reklamas, aramed TviTonve iqca
sasurvel adgilad sabanero reklamis
ganTavsebis msurvelTaTvis.
miuxedavad imisa, rom me ar mqonda raime
gamocdileba an ganaTleba biznesis an mar-
ketingis sferoSi, jobs.ge dRemde erT-erTi war-
matebuli onlain biznesia saqarTveloSi, da igi
ganagrZobs ganviTarebas. vfiqrob, rom garda
rigi sxva faqtorebisa, mis warmatebaSi
garkveuli roli iTamaSes Semdegma
gadawyvetilebebma, romlebic sakuTar intuici-
aze dayrdnobiT miviRe:
1. jobs.ge--ss arc Tu ise iSviaTad akritikebdnen
ama Tu im midgomis gamo. kritikis erT-erTi
sagani iyo da aris saitis pirveli gverdis
struqtura da dizaini. zogierTi miiCnevs, rom
rac ufro garTulebuli da datvirTulia
saitis pirveli gverdi, miT ufro efeqturi da
STambeW-a-via igi. me ki ufro martivi da mox-
erxebuli struqturis momxre var da
SevinarCune pirveli gverdis pirvandeli vari-
anti, anu gancxadebebis ubralo da sada
CamonaTvali. mTavari aris, rom
gasaTvaliswinebeli iyos saitis Sinaarsi da
mizani, da im segmentis interesebi, romelsac
igi emsaxu-reba. unda iyos gonivruli balansi
efeqturobasa da moxerxebulobas Soris.
jobs.ge--ss saitis SemTxvevaSi bevr,damabnevel da
usargeblo informacias mcire, konkretuli da
ddiiaaggrraammaa 11
gamoyenebuli gancxadebebis raodenoba 2000-2006 wlebSi
saWiro informacia varCie.
22.. araerTxel movismine rCeva, rom umjobesi iqne-
boda, Tu jobs.ge-s daemateboda sxva tipis
gancxadebebi – yidva-gayidvis, gaqiravebis,
sxvadasxva momsaxurebis SeTavazebis da a.S. –
ris Sedegadac igi gadaiqceoda ufro farTo
profilis sainformacio portalad da ufro
met Semosavals moitanda, magram me CavTvale
rom saits ukve hqonda sakuTari konkretuli
niSa, ramac didi roli iTamaSa mis
warmatebaSi. me minaxavs araerTi msgavsi por-
tali, romlis mesveurebi ecadnen
erTdroulad bevri sxvadasxva sferos
aTvisebas, magram sinamdvileSi verc erTi ver
aiTvises. maT ubralod realurad ver
gaTvales sakuTari roli, SesaZleblobebi da
miznobrivi segmentis interesebi. gafarToebas
yovelTvis ar moaqvs dadebiTi Sedegi.
3. jobs.ge-zzee gamosaqveynebeli gancxadebebi kore-
qturas eqvemdebareba. am procesSi xandaxan
uCveulo pedanturobasac ki viCen – SemiZlia
erTi wertilis an mZimis gamo, an winadadebis
wyobis gaumjobesebis mizniT, Sevasworo ukve
gamoqveynebuli gancxadebis teqsti. mowode-
bul teqstSi aSkara Secdomis aRmoCenis
SemTxvevaSi damqiravebels vukavSirdebi da
Sesworebuli teqstis mowodebas vTxov.
SesaZloa vinmem ifiqros, rom es Cemi prob-
lema ar aris da sasacilod moeCvenos, rom
gancxadebebis teqstebs ase veloliavebi,
magram CemTvis amgvari “wvrilmanebi”
mniSvnelovania,radgan mauwyeblis rolSi Cemi
kompania gamodis da es yvelaferi misi
prestiJis ambavia. me piradad ar gamaCnia didi
warmodgena im kompaniebze, romelTa masalebSi
gramatikuli da meqanikuri Secdomebia. es maT
daudevrobasa da pasuxismgeblobis dabal
doneze metyvelebs. kompania, romelic
uyuradRebod epyroba sakuTar saxelsa da
reputacias, didad arc klientis interesebze
izrunebs.
44.. Zalian mniSvnelovania erTianobis SegrZneba.
jobs.ge--zzee gamoqveynebuli yvela gancxadeba
logikur, erTian formatSi eqceva. mizani is
aris, rom saitze Semomsvlelma adamianma
drois minimalur monakveTSi SeZlos misTvis
saWiro maqsimaluri informaciis miReba. stan-
dartuli dasaxelebebi da frazebi mudam
erTi da imave saxiT iwereba. yvelaze
mniSvnelovani informacia – damqiraveblis da
vakansiis dasaxelebebi, xelfasis odenoba da
ganacxadis Semotanis saboloo vada – mudam
msxvili SriftiT iwereba. Tu romelime kli-
enti am wesidan gadaxvevas moindomebs
(magaliTad, ramdenime kompaniam moiTxova misi
dasaxelebis mTavruli da xazgasmuli
SriftiT miTiTeba), mas Tavazian uars
veubnebiT. am mxriv yvela klienti Tanabar
pirobebSi imyofeba da yvela gancxadebis
teqsts erTiani, sada da oficialuri saxe
aqvs.
55.. albaT nebismieri biznesi garkveul momentSi
dgeba arCevanis winaSe – airCios
keTilsindisieri, magram rTuli gza, an
arakeTilsindisieri, magram ioli gza. rom
araferi vTqvaT amgvari arCevanis moralur
mxareze, wminda pragmatuli TvalsazrisiT
swori gza jobs, radgan SesaZloa am arCevanma
momavalSi araerTxel SegaxsenoT Tavi.
jobs.ge--ss yoveldRiuri eleqtronuli biule-
teni (subscription list),, romlis saSualebiTac
momxmareblebs eleqtronuli fostiT egzav-
nebaT gancxadebebi, dResdReobiT yvelaze
aqtiuri da farTomasStabiani eleqtronuli
biuletenia saqarTveloSi. mis momxmarebelTa
odenoba wlobiT izrdeboda. marketinguli
TvalsazrisiT, amgvari eleqtronuli biule-
tenis arseboba biznesisTvis Zalian mogebia-
nia. Teoriulad Cven SegveZlo ramdenime
aseul dolarad Segvesyida el-fostis
momxmarebelTa aTasobiT misamarTi da siaSi
Cagvesva, rasac arc Tu ise iSviaTad
mimarTaven. magram Cven sxva midgoma avirCieT
– Cvens eleqtronul biuletenSi gawevrianeba
xdeba mkacrad mxolod momxmareblis
TxovniT, ris Semdegac mas egzavneba ele-
qtronuli mowveva, romelsac igi eleqtronu-
lad adasturebs. Tu momxmareblis ele-
qtronuli misamarTi uqmdeba, biuletenis
sistema mas avtomaturad amoiRebs dagzavnis
siidan. SedegiT yvela kmayofilia.
66.. Zalian mniSvnelovania arsebul momentSi sa-
kuTari SesaZleblobebis saRad Sefaseba. bevr
adamians aqvs survili da ambicia, rom wamoi-
wyos saqme, romlis gansaxorcieleblad
realurad arc dro aqvs, arc resursebi da
arc codna. reputacia ki iseTi ramaa, rom
erTma Cavardnam SesaZloa mravali miRweva
gadafaros. me piradad mirCevnia mravaljer
gavzomo da gavTvalo da Semdeg erTxel
gavWra. magaliTad, SemiZlia Sevqmna samuSaos
mZebnelTa monacemTa baza, romelic ara marto
Zalian saWiroa, aramed Cemi tipis kompaniis-
Tvis marketinguli TvalsazrisiT Zalian
mogebiania. amgvari bazis Seqmna teqnikurad
sirTules ar warmoadgens, magram misi mudmivi
Sevseba da ganaxleba seriozul Zalisxmevas
moiTxovs. ubralod monacemebis Seyvana sak-
marisi ar aris – saWiroa am monacemebis
gadamowmeba, swori daxarisxeba, imis uzrunve-
lyofa, rom es monacemebi periodulad
ganaxldeba, ganaxlebebis gadamowmeba, da a.S.
miuxedavad imisa, rom msgavsi bazis Seqmnaze
didi xania vfiqrobT, mirCevnia saTanadod
movemzadoT da mxolod amis Semdeg
ganvaxorcieloT es saqme, vidre moumzade-
blad wamoviwyoT igi da Sedegad fiasko
ganvicadoT.
520 nnaawwiillii mmeeooTTxxee marketingis damatebiTi sakiTxebi
vfiqrob, marketingis erT-erTi yvelaze
qmediTi meTodi nebismier biznesSi aris swori
komunikacia da klientebis kargi mopyroba. kli-
enti cnobierad Tu qvecnobierad xSirad am or
faqtors fasis faqtorze ufro maRla ayenebs.
CemTvis gaugebaria im kompaniebis pozicia, rom-
lebic did Tanxebs deben reklamaSi, magram
naklebad zrunaven momsaxurebis gaumjobese-
baze. me, rogorc klients, ar mainteresebs Tu
ramdeni gadaixada reklamaSi im supermarketma,
sadac me momsaxurebiT ukmayofilo davrCi.
meoris mxriv, mzad var gadavixado Cveulebrivze
odnav meti im dawesebulebaSi, sadac Cems,
rogorc momxmareblis, interesebs pativs scemen
da iTvaliswineben.
rac Seexeba Cems kompanias, igi ganagrZobs
ganviTarebas da momavalSi mraval siaxles
SesTavazebs Tavis klientebsa da momxmareblebs,
romlebic kompaniis erT-erT yvelaze
mniSvnelovan faseulobas warmoadgenen.
SSeekkiiTTxxvveebbii ((ddaavvaalleebbeebbii))::
11.. CamoTvaleT qarTul internet-sivrceSi saitis
marketingis yvelaze efeqturi meTodebi, adg-
ilobrivi Taviseburebebis gaTavliswinebiT.
daasabuTeT Tqveni mosazrebebi.
22.. CamoTvaleT yvelaze farTod gavrcelebuli
Secdomebi, romelTac uSveben onlain mar-
ketingis procesSi.
33.. CamoTvaleT onlain biznesis is magaliTebi,
romlebiT am sawyis etapze warmatebiT
imuSaveben saqarTveloSi. daasabuTeT Tqveni
mosazrebebi.
TTaavvii 1144 marketingi cifrul xanaSi 521