Features of using Internet marketing tools in the restaurant business

• Ким Ангелина Георгиевна

  Angelina G. Kim. Vladivostok State University. Vladivostok. Russia

• Mikhail S. Necheukhin

  Mikhail S. Necheukhin. Vladivostok State University. Vladivostok. Russia

The article identifies some special features of using Internet marketing tools in the restaurant business and suggests measures to evaluate their effectiveness. Special attention is paid to the analysis of the restaurant business development, including in Vladivostok. It can be difficult for restaurants to select proper advertising methods for various Internet sites. Nonetheless, the task is solvable, primarily because restaurants
are increasingly turning to professionals in SMM promotion, and there are services simplifying the ad setup system. Based on the research results, the authors conclude about the most efficient goal-setting system. First, using online marketing, restaurants can maintain constant contacts with their customers and encourage them to repeat visits. Second, email newsletters and social networks contribute to an increase in the average receipt. Third, positive reviews on Google Reviews, TripAdvisor, and Yandex platforms can attract new clients and strengthen their trust in the brand. Online marketing allows restaurants to control their reputation and make efficient management decisions. Analytical tools can be used by restaurants to track customers’ behavior on the site, the level of their involvement in social networks, as well as the effectiveness of advertising campaigns. These measures can allow to optimize marketing strategies and achieve better results. The authors also present a system of revealing efficient digital technologies. They formulate the main requirements for the structure, content, and promotion of the company's website, based on a detailed review of scientific, professional, and reference literature and the sociological study results. The authors suggest ways to evaluate the effectiveness of marketing efforts in social networks and to apply the data obtained to optimize the strategy. Regular monitoring the process and using its results, studying competitors’ successful practices and identifying their
weak points will allow to adjust marketing efforts and achieve better results.
Keywords: features of social media use, client acquisition, service industry, content personalization, advertising campaigns, social networks, audience engagement, community building, evaluating effectiveness, analytics.