VIRTUAL PROMOTION KNOWLEDGE MANAGEMENT TECHNOLOGY

Abstract

The article presents a new concept of “Management of knowledge about virtual promotion” on the Internet. Usually a real produ ct or service is being divided into four components (product, price, promotion and place) in accordance with the theory of marketing. One of the components is a product promotion. But now this element is becoming a fully virtual tool. It is necessary to consider product promotion as an image or a copy of a real product in a virtual space that lives in parallel on the network. Therefore, the objective of the paper is the presentation of a new object of research based on the experience of more than thirty real projects performed in Ukraine, USA, Europe and Canada. We regard the promotion as a software product, which works according to principles of knowledge management and machine learning. It is proposed that virtual promotion is characterized by four views: customer or user, data, technology and marketing. Thus, the structure of virtual promotion business process was presented. It includes four steps: selection of hypertext sources, knowledge representation and extraction, semantic kernel building and quality criterion evaluation to stop the process. Based on the process structure the research tasks were identified. The central task is semantic kernel forming. Then the software architecture was developed. IT solution contains CRM system as accounting tool and Web site as an image of virtual promotion. CRM plays main role as a commander center. Here we form semantic kernel and then send it via marketing channels such as Web site, telegram or viber accounts. Another part of IT solution is Web service such as Bing API or Google API. They help us to build the kernel. Also the paper demonstrates the list of future tasks that should be solved and the example of real project of proposed approach.