ПРОБЛЕМИ ТА ПЕРСПЕКТИВИ РОЗВИТКУ ІНТЕРНЕТ-КОМУНІКАЦІЙ

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The article examines the state and prospects of development of Internet communications in Ukraine and the world. In particular, popular social networks and communication channels are identified in terms of traffic indicators, as well as the level of income they generate. Thus, more than 70% of e-commerce revenue is generated by organic, paid and direct traffic. The most popular social network is Facebook with 2.7 billion users, and the search network is Google, which generated more than 90% of search traffic. The development of the Internet is analyzed in detail. It was found that in 2020, the growth of Internet users was + 7.3%, which significantly exceeded the growth of the world's population + 1%. One reason for this was the change in user behavior during the COVID-19 pandemic. According to experts, the volume of e-commerce in the world in 2020 reached $2.44 trillion, and in Ukraine ₴107 billion or 9% of total trade, and in 2021 will continue to grow, which is inherent in the global trend. The main trends in the development of the advertising industry in general and Internet communications in particular, show an overall increase in advertising costs. The global market for online advertising in 2020 reached $355.6 billion (+ 6.5% by 2019), and in Ukraine ₴19.91 billion, while experts see a tendency to increase in 2021 by 38% or up to ₴27.5 billion. Thus, advertising in 2021 can be most effective, as prices remain low in combination with more users on the Internet. To effectively use the marketing budget in 2021 you need: 1. View (simplify) the process of buying online. 2. Customize the content to be as relevant as possible to the target audience's queries. 3. Correctly identify advertising channels. 4. Based on the statistics of previous campaigns, specify the target audience. 5. Run an advertising campaign, test and determine the most successful campaign, use it to scale and expand. Thus, such an adaptation of the Internet communications strategy during the crisis can be a stimulus for business and brand growth, and creative ideas and decisions on how to be more effective will eventually lead to a way out of the crisis. At the same time, new restrictions on privacy and the introduction of the IOS14 operating system and FloC technology will affect the algorithms of the largest advertising platforms, such as Facebook and Google. The new rules will provide opportunities to target advertising primarily by interest, respectively, the advertiser will be limited in both the quantity and quality of socio-demographic data about users, which is likely to reduce the effectiveness of advertising.