ЕВОЛЮЦІЯІНСТРУМЕНТІВ ІНТЕРНЕТ-МАРКЕТИНГУ

Abstract

The article is dedicated to the development of internet-marketing tools. The development of information and communication technologies has led to an increase of their role not only in the lives of consumers, but also in marketing activities, in the form of multi-channel interaction with customers. E-marketing can be thought of as any marketing activity that uses electronic interactive tools in combination with data on customer’s behavior and characteristics. Digital marketing can use traditional marketing tools, or it can use only virtual ones. Internet-marketing has a priority goal - maximizing the effect of the potential audience of the Internet network. Studying the evolution of internet-marketing allows marketers to understand what tools were popular in the past and why, how they evolved, and how those changes have affected the way marketing is done today. In addition, studying the evolution of internet-marketing helps marketers anticipate future trends and plan their marketing strategies accordingly. The article discusses new digital marketing tools (a blog, mobile business applications, fan pages, bots and more). This article describes the advantages and disadvantages of using new internet-marketing tools for companies. The relationship between traditional and new internet-marketing tools is presented. The article depicts the matrix of the Internet marketing’s evolution, that represents the gradual changes in the people’s interaction with the digital world. The article describes the influence of internet-marketing tools on the marketing strategies of a small company.