Використання сучасних маркетингових технологій при просуванні товарів та послуг

Abstract

In the face of the present-day situation, Ukrainian economy is going through difficult times. The efficiency of domestic enterprises was rather destructively affected by martial law. In order to realize their goals, enterprises are forced to adapt to changing crisis conditions and find new ways to promote goods and services. High competition forces enterprises to fight for consumers. There is also a problem of finding new effective methods of communication with customers to promote goods and services. Further, there is an increase in people’s dependence on the online space due to restrictions in communication. Therefore, most domestic enterprises have found methods of promotion and marketing through the use of the Internet. Today, use of the Internet for enterprises is one of the most effective forms of communication with consumers. The online space is used by enterprises to optimize their marketing activities. Traditional marketing is no longer as effective compared to the use of modern digital technologies. This article is aimed at substantiating the necessity of using marketing technologies in the activities of domestic enterprises. The article considers existing Internet technologies and identifies specifics of their application in the information society. The essence of the concept of «Internet marketing» is closer defined. The advantages of its use to attract consumers are substantiated. The main marketing processes when using Internet marketing are defined. The existing types of Internet technologies for promoting goods and services in the online space are considered and systematized. The current state of the problem of introduction of marketing technologies in crisis conditions is disclosed. It is shown how the use of marketing technologies affects the improvement of promotion of goods and services on the example of enterprises in the sphere of postal services. It is found that the use of marketing Internet technologies contributes to more intensive promotion and marketing of goods and services even in crisis conditions.