ТЕОРЕТИЧЕСКИЕ АСПЕКТЫ И ОСОБЕННОСТИ ПРОДВИЖЕНИЯ ТОВАРОВ НА МАРКЕТПЛЕЙСАХ

Abstract

The article is devoted to the study of the features of the promotion of goods on marketplaces in modern realities. The place and role of marketplaces in the structure of modern trade in Russia are clarified, trends and trends in the e-commerce environment are highlighted, forming special prospects for business entry into online segments. A contradiction is established between the availability of tools for promoting goods on the marketplace and the inefficiency of its use due to its public nature. The solution of the revealed contradiction is based on the preparation of unique strategies for the promotion of goods on the marketplace, which is associated with subjective and objective factors of promotion. It is noted that the promotion of goods on the marketplace depends on external changes and the dynamics of the market itself, which is associated with the possibilities of organizing sales (objective conditions). Promotion also depends on the policy of the marketplace itself, the inclusion of promotion-stimulating algorithms, the availability of additional tools to promote products. Subjective conditions of promotion are based on the use of promotion tools, SEO, targeted and contextual advertising, preparation of unique product cards, descriptions.