Klaipėdos universitetas

The image formation and support, reputation-building and active marketing are vital for the existence of the nowadays modern country and its development. Today the country’s nature, history, people and traditions became the exclusive brands that strengthens the economy and cross-border relations, a competitive advantage is obtained. There are many image definitions and classifications, each author analyses it from own perspective. It was found that individual elements make a big influence for a general country’s image. In order to use it effectively systemic attitude is required. Country’s image in the international tourism market is explained by tourist behavioural characteristics: how a person behaves in respect of country, how he or she perceives the country – as a neighbour or distant, closed or open, acceptable or unacceptable, how much the person trusts the provided information, if he or she is ready to travel to the country. Personal characteristics has an influence for perceived location’s image. Despite Lithuania’s efforts to make the image better abroad and inside the country, it’s rank on the international agencies surveys, evaluating country’s political and economic situation in the world context and how famous it is, remains low. There are no innovative strategy for building Lithuania’s image. During the 2006–2015 period, there were no core changes in associations, created for foreigners by the word “Lithuania”. The research found that foreigners imagine Lithuania as underdeveloped, neglected agriculture country, people are closed, not willing to communicate – the same as was imagined in 2006. Lithuania’s touristic image was better after the visit. More facts about Lithuania was known by tourists from neighbouring countries. During the 9 years Lithuania’s touristic image has not changed.

Countries and businesses focus on processes optimization aiming to cut cost and increase profit. The main keyword for achieving it is usually “innovations”. Innovations is one of the most popular trends in most economies and businesses. The paradox is that there is the lack of understanding the concept both in business and science. The term of innovations is not a new topic in the research literature. However, the problem is that the definition of the concept of innovations is constantly evolving and there is no clear definition. The paper aims to define the concept of innovations and identify the changes in the concept by reviewing the scientific literature.Literature analysis revealed that the development of innovations concept started in 1934, approaching the concept from the novelty perspective. Later new perspectives were introduced such as interaction processes, value creation and social progress. Today the concept can be defined as following: innovation is a company or consumer-initiated economic, managerial, psychological or technological process of renewal within a company, which results in greater added value and a competitive advantage.

Advanced internet infrastructure and increasing internet usage both in corporate and home levels broadens opportunities for marketers. The internet as a marketing channel became one of the most important tools for communication between the seller and consumer. More and more companies rely on the internet and increases the budget for the next generation strategies. However, the channels (Search Engines Optimization, Search Engines Marketing, Email Marketing, Invasive Marketing, Syndicated content Marketing, Social Media Marketing and etc.) are chosen intuitively. There is no proven efficiency of different channel or tool. Marketers know the technical description, can calculate budgets but the efficiency differences are unclear. The purpose of the article is to analyse and describe the efficiency of each online marketing channel. Quantitative research method was used to analyse the efficiency of online marketing channels. A survey of Lithuania’s internet users reveals the most acceptable (efficient) online marketing channels. The article scientific aim is to identify which online marketing channels are the most efficient. The findings are valuable at least for Lithuanian market as it reveals the efficiency of different online marketing channels. Companies can make the strategic decisions and choose the most powerful and money efficient channels combination to achieve their marketing goals.

Sparti internetinės rinkodaros plėtra neišvengiamai skatina investicijų šioje srityje augimą, tačiau įmonėms gana sudėtinga prognozuoti internetinės rinkodaros programų atsiperkamumą. Internetinės rinkodaros efektyvumo vertinimo kriterijai ir jo didinimo kryptys mokslinėje literatūroje nepakankamai ištirtos. Tyrimu siekta išanalizuoti internetinės rinkodaros krypčių efektyvumo vertinimo kriterijus ir jo didinimo galimybes. Straipsnyje, atlikus lyginamąją mokslinės literatūros analizę, atskleistos naujausios internetinės rinkodaros tendencijos, siejamos su antros kartos žiniatinkliu, lokalizacija ir daugiaekraniškumu. Pagrindinėmis internetinės rinkodaros kryptimis tampa paieškos sistemų optimizavimas ir rinkodara, elektroninio pašto ir invazinė rinkodara, sindikuotas turinys ir RSS, reitingų tinklalapiai, socialiniai tinklai, forumai, tinklalaidė, tinklaraščiai, valdikliai. Šių krypčių efektyvumas gali būti vertinamas finansiniais ir nefinansiniais rodikliais. Nefinansinių rodiklių pagrindas – vartotojų teikiamos pirmenybės. Finansiniais internetinės rinkodaros efektyvumo rodikliais tampa lankomumo, investicijų pelningumo (ROI) ir konversijos rodikliai.