chapter14 - Interneti

� 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


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 ìnforma-

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 àfeTqeba”, 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 ìnformaciul 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


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-


■ 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.


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:

àxali 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: ìnterneti 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:

ès 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-


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.


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.


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.


el-marketingis sfer-

oebi


■ 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


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.


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


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.


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.


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,


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.


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.


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".


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.


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.


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.


el-marketingis war-

moeba


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,


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


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.


■ 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.


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-


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.


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


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


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-


saTvis aseTi `dot-com-ebis cieb-cxeleba~ Cacxra da gamoikveTa ufro realuri

mosazreba. ìnternetis 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 èl-biznesi~ Tu èl-marketingi~ èl~ 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 ìnternetis 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


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


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~.


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.


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.


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


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


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 èl" èl-biznesaa" Tu èl-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


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


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


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.


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.


chapter14 - Interneti

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Transcript of chapter14 - Interneti