Abstract
The relevance and role of using instant messengers in the promotion of goods and services of enterprises are substantiated in the research. The advantages (affordability, variability of content, loyalty, high efficiency) and disadvantages (lack of API, lack of popularity, lack of legislative regulation and the difficulty of controlling mailings) of using messenger marketing in the enterprise’s Internet marketing system are presented. The trends in the use of instant messengers in Ukraine and the features of using each of the instant messengers at the present stage of development of Internet marketing are considered. An overview of the tools of such popular instant messengers in Ukraine as WhatsApp, Viber, Telegram, Facebook Messenger, Skype is provided and their comparative characteristics are compiled. The main stages of the instant messenger’s implementation and the benefits for the company with a reasonable choice of an instant messaging service in Internet marketing are described.
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