СУЧАСНІ ТЕНДЕНЦІЇ ВИКОРИСТАННЯ ЦИФРОВИХ КОМУНІКАЦІЙ ПІДПРИЄМСТВАМИ

Abstract

In today's realities, the development of e-business has a positive impact on the world economy, as it accelerates economic growth, reduces inflation, increases productivity and increases employment. Internet commerce is most developed in countries with a high level of readiness for such business (USA, Hong Kong, Singapore, EU countries). The development of e-commerce is based on attracting more and more users to the Internet, so it is not surprising that the share of e-commerce turnover in GDP and the share of e-commerce in retail trade correlates with the level of Internet penetration. Moreover, the growth rate of e-retail will outpace the growth of traditional forms of retail, which will increase the share of online sales in total global retail. The article considers the current trends in the use of digital communications by enterprises, including SEO, paid advertising, content, e-mail communications. It is determined that the share of e-commerce in the country's retail trade naturally increases with the level of Internet penetration and Internet trade, ie the share of buyers of the country who make at least 1 purchase on the Internet during the year. The strategy states the need to adopt a law on online trading, to consider the basic provisions for the operation of online trading platforms and aggregators. The article also identifies and proves that Internet technologies have become widespread and continue to change the processes of customer interaction with the company. The basis of these changes is the emergence of a wide toolkit of Internet communications, which is gradually replacing the traditional channels of communication with customers of the enterprise. The basis of any tool of Internet communications is content: profile articles on the Internet resource, ads for paid search advertising, video content, content in e-mail newsletters or social networks. By analyzing the needs of its potential users, the company tries to provide the most relevant content that would meet their needs. Peculiarities of content perception may manifest themselves differently for different nationalities and segments of the population, so there is a need to study trends.