ANALYSIS OF THE MOST EFFECTIVE FORMATS FOR AN INTERNET MARKETING PROJECT IN KAZAKHSTAN

The analysis of the effectiveness of various types of advertising on the Internet has been made, including the most effective type - search advertising. The calculation of absolute and relative indicators of the use of search engines by users of Kazakhstan using various types of devices was made. The results of the analysis are the basis for choosing the most optimal ways and directions for the development of Internet marketing as part of the implementation of relevant projects in various market sectors.
Purpose of the study. The main objective of the study is to analyze and identify the most effective ways of advertising in the network, ensuring stable competitiveness of participants in economic relations in the transition from traditional methods to electronic formats to attract customers.
The research was aimed at solving a number of problems united by a common, main research issue: an analysis was made of the state and dynamics of indicators of the potential market for Internet search advertising in various fields of activity and the ratio of market shares that provide services in search advertising.
The development trends of the global markets and the advertising market in Kazakhstan were analyzed, and on the basis of a comparative analysis of data from various search engines, the features and distinctive features of business entities involved in the search advertising market and using it actively as a means to promote their own business are considered. The principles of evaluating the effectiveness and coverage of the project model of contextual advertising, applicable for a wide range of participants in economic relations, using various forms of advertising on the Internet.
Research Methodology – In the process of research, general scientific methods, such as analysis, synthesis, induction, deduction and comparison, are applied. A special method of quantitative analysis is also actively involved, including the grouping of primary data and statistical observation.
Originality / value – The scientific value of this work is due to the development and growth of the global Internet advertising market, as well as the substantial spread of the principles of project management in Internet marketing. Based on the statistical observation method, an assessment is made of the effectiveness of search engines in Kazakhstan and the differentiation of users and subjects involved in this area, including the type of devices they use.
Conclusions – The results of the study allow us to conclude about the promise of ways to conduct advertising campaigns in search networks. One of the most relevant methods is the use of search contextual advertising.
The search engine "Google", taking into account a number of aggregate indicators, today has the highest efficiency in terms of marketing when compared with other companies operating in the market. The prevalence and special dynamics of growth in the use of mobile devices among users suggests that advertising for this type of device is the most important and relevant activity in the organization of advertising companies and organizations.

1. Leite, R. A. & Azevedo, A. (2017) The Role of Digital Marketing: A perspective from Porto Hotels’ Managers. International Journal of Marketing, Communication and New Media. Special Number 2 – Marketing and Digital Business, 88-105.

2. Stat: stat.gov.kz (2018) Retrieved 12.12.2018 from http://stat.gov.kz/faces/wcnav_externalId/homeNumbersInformationSociety?lang=ru&_afrLoop=5080195437479407#%40%3F_afrLoop%3D5080195437479407%26lang%3Dru%26_adf.ctrl-state%3Dko8u5oqv9_4

3. Moraga-Gonz´alez, J. L., Z. S´andor, and M. R. Wildenbeest (2015). Consumer search and prices inthe automobile market. Mimeo.

4. Godin A. A. Internet-advertising: Tutorial / A. A. Godin, A. M. Godin, V. M. Komarov: Dashkov & Co, 2012. 168 с.

5. Forecast of the global advertising market from the research group ZenithMedia https://www.zenithmedia.com/wp-content/uploads/2018/03/Adspend-forecasts-March-2018-executive-summary.pdf

6. Study of the dynamics of changes in the advertising market in Russia (2018) http://www.akarussia.ru/press_centre/news/id8423

7. Study of the dynamics of changes in the advertising market in Kazakhstan (2018) http://www.tnsglobal.kz/ru/research/research_smi.php

8. Koulayev, S. (2014). Search for di-erentiated products: Identification and estimation. RAND Journal of Economics 45, 553–575.

9. Leite, R. A. & Azevedo, A. (2017) The Role of Digital Marketing: A perspective from Porto Hotels’ Managers. International Journal of Marketing, Communication and New Media. Special Number 2 – Marketing and Digital Business, 88-105.

10. Kim, J. B., P. Albuquerque, and B. J. Bronnenberg (2010). Online demand under limited consumer search. Marketing Science 29, 1001–1023.

11. Heochsteotter, N., & Koch, M. (2009). Standard parameters for searching behaviour in search engines and their empirical evaluation. Journal of Information Science, 35, 45–65.

12. P D. Lewandowski, F. Kerkmann, S. Ruemmele, S. SeunklerAn Empirical Investigation on Search Engine ad Disclosure, Journal of the association for information science and technology—March 2018.

13. Stat: radar.yandex.ru (2019) Retrieved 09.01.2019 https://radar.yandex.ru/search?tablePeriod=all&period=2017-11-30%3A2018-11-30&group=month&country=159&device-category=5&selected_rows=iHMJ0E%252C8fg2y0

14. B Los Santos, A. Matthijs, R. Wildenbeest, (2012) Testing Models of Consumer Search Using Data on Web Browsing and Purchasing Behavior. American economic review Vol. 102, no. 6.

15. Stat: liveinternet.ru (2018) Retrieved 02.11.2018 liveinternet.ru.

16. Stat: radar.yandex.ru (2019) Retrieved 02.01.2019 https://radar.yandex.ru/search?tablePeriod=all&period=2015-01-01%3A2015-12-31&group=day&country=159&device-category=5&selected_rows=iHMJ0E%252C8fg2y0%252CvDPqTi

17. Stat: radar.yandex.ru (2019) Retrieved 12.01.2019 https://radar.yandex.ru/search?tablePeriod=all&period=2018-01-01%3A2018-12-31&group=day&country=159&device-category=5&selected_rows=iHMJ0E%252C8fg2y0%252CvDPqTi