Development of Strategy of Promotion of a Product Offer, Based on the Application of the CPA-Technologies in E-Business

Technologies of CPA Marketing can significantly change the cost-effectiveness of e-business for the better. The aim of this study is to develop a strategic method of promoting commercial offers in e-business, which based on the CPA-model. The object of the research are CPA-marketing technologies in e-business. The subject of the study is a marketing strategy based on the application of the CPA-model. The following problems were solved. The nature and specifics of the CPA-technologies and tools were described based on the review of the application of the Russian experience. The features of a strategy formation for the CPA-model for “wow-item” offers were analyzed. The next step was the clarifying of the marketing communications' components that are distinguished during the construction of the strategies for CPA-solutions. Original approach of organizing activities, through the development of CPA-sales strategy for the “wow-item” offers was suggested. A strategy of promoting commercial offer e-business on the basis of CPA model was implemented. The basis for the theoretical and methodological aspects of the work were the work of domestic and foreign authors, on following topics: demand theory and consumer behavior, questions the theory of communication, marketing and marketing communications expert opinions on the activities of the Russian CPA-networks and relevant areas of work in the trade segment CPA-business. The approach to the organization of activities was proposed to other webmasters involved in traffic arbitration. Implementation of the strategy developed in the electronic operation of the enterprise allows to prove the practical significance of the work.