MODERN TOOLS OF MARKETING INTERNET COMMUNICATIONS

Abstract

The article substantiates the thesis that traditional approaches and methods of marketing communication activities used by enterprises in conventional media are losing their effectiveness on the Internet. This is due to the fact that the Internet space has a different model of information dissemination, as well as the formation of new, unique to the hypermedia environment types of communication, which necessitates the development of new methods and principles of communication management. It is proved that the whole complex of marketing in the Internet environment can be considered as a process that aims to meet the needs of consumers with the use of Internet technologies and management of marketing tools. It is shown that the promotion of goods and services on the Internet is through a set of tools that include search engine optimization, contextual and media advertising, working with bloggers and the media, affiliate marketing, content promotion, company website, content marketing, email marketing and communities in social networks. It is noted that the development of effective marketing Internet communications involves compliance with a number of principles, the main among which are: targeted targeting of specific consumers of goods or services; correspondence of corporate opportunities and selected target communications; development of adaptive capabilities as a result of market research, etc. It is noted that the use of Internet marketing methods is aimed at saving the salaries of employees of the sales department and to expand the company's activities through its transition to national and international markets. Emphasis is placed on the differences between Internet marketing and traditional marketing methods of promotion. It is noted that the promotion of goods and services on the Internet can be done using a wide range of tools. The choice of a tool depends on the type of business, its size and the specific tasks facing marketers. Each tool solves a specific task and can be used at different stages of work with the target audience. It has been shown that the new tools of media advertising are video advertising and advertising on mobile devices. It is noted that advertising on mobile devices is highly effective. This is due to the high degree of user involvement; wide targeting opportunities; not overloaded with mobile Internet advertising; interactive communication with the audience; low cost of contact and click due to low competition.