Basic approaches to the creation of websites in the context of digital communication and interaction with consumers

Bondarenko Olena
PhD of Philosophy Sciences, associate professor, associate professor Department of Marketing and International Logistics, Odesa National Economic University, Odesa, Ukraine, E-mail:7871996@gmail.com, ORCID ID: https://orcid.org/0000-0001-9853-5051

Striy Lyubov
Doctor of Economics Sciences, Professor, Professor Department of Marketing and International Logistics, Odesa National Economic University, Odesa, Ukraine, E-mail:striyla@ukr.net, ORCID ID: https://orcid.org/0000-0003-4683-1806

Cite this article:

Bondarenko O., Striy L., (2024) Basic approaches to the creation of websites in the context of digital communication and interaction with consumers. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Osnovni pidhody do stvorennja sajtiv u konteksti digital-komunikacii ta vzajemodii zi spozhyvachamy; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 9 (322), pp. 81-92.

Abstract

The purpose of this article is to provide a detailed study of various technological solutions and methods for creating websites that optimize customer interaction in the digital space. The paper presents an overview of popular platforms and tools used for website development, including Content Management Systems (CMS), Software as a Service (SaaS), website builders, as well as the services of web studios and freelancers. The advantages and disadvantages of each approach are analyzed, focusing on their effectiveness in achieving different business goals, particularly increasing customer satisfaction and engagement in the online environment. In conducting the research, methods of structural-logical analysis, comparison, and summarization of previous research results were applied. The methodological and informational basis of the work consists of scientific papers, materials from periodicals, and various online resources that provide up-to-date information on web development technologies. The choice of website development method should be based on a comprehensive understanding of your business's specifics, available budget, strategic goals, and available resources. The approach to creating the site should be clearly aligned with the digital communication strategy aimed at maximizing the effectiveness of your brand's representation online. The article discusses critical aspects affecting business success in the digital age and provides practical recommendations for selecting the optimal platform for website development that will maximize business benefits.The scientific novelty of the article lies in the systematization of modern approaches to website creation in the context of digital communication and consumer interaction, significantly improving the effectiveness of business processes in the digital age. The research focuses on examining popular platforms and tools, including Content Management Systems (CMS), SaaS solutions, website builders, and the services of web studios and freelancers. Practical significance of the article lies in the analysis of important aspects related to website development that directly impact the performance results of businesses in the digital environment. A proper approach to website creation can significantly improve user experience, optimize platform selection, enhance conversion rates, and strengthen the brand. The results of the study may be useful for entrepreneurs, marketers, and web developers who seek to implement innovative solutions for successful operations in the field of digital communications.

Keywords

site, digital communications, consumer behavior, content management systems (CMS), SaaS platform (Software as a Service), site designers.

JEL classification:М 300; М310; DOI: https://doi.org/10.32680/2409-9260-2024-9-322-81-92

UD classification:366.322(477)

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