ВПЛИВ ІНТЕРНЕТ-ТЕХНОЛОГІЙ НА МАРКЕТИНГОВІ КОМУНІКАЦІЇ ПІДПРИЄМСТВ

Abstract

Modern entrepreneurship cannot be imagined without the use of Internet technologies in marketing communications. This study is devoted to analyzing the impact of these technologies on the strategies, tools and effectiveness of marketing of enterprises. With the rapid development of the Internet and the widespread use of digital devices, the way companies interact with consumers has fundamentally changed. The purpose of this study is to identify and analyze the key effects of Internet technologies on marketing communications in enterprises. The study examines various aspects, including the advantages of Internet technologies in marketing communications. Additionally, the article can analyze potential challenges and limitations of use Internet technologies in marketing, such as privacy issues data, oversaturation of advertising and instability of virtual platforms. This will help readers get more a complete view of a wide spectrum opportunities and challenges associated with the use of Internet technologies in marketing communications. The expected results of this study will substantiate the growing importance of Internet technologies in marketing communications and will provide practical recommendations for enterprises on the effective use of these technologies. Analyzing current trends, it can be expected that Internet technologies allow businesses to attract more target audiences, communicate with them in real time and maintain constant interaction. It may be achieved through use social media, email, websites, blogs and other communication tools. Further use of Internet technologies in marketing communications can lead to increased competitiveness of enterprises, improved interaction with consumers, increased sales and improved overall brand image. In addition, the study highlights the importance of integration and synergy between traditional and Internet marketing communication channels. This highlights the need for connected and consistent messaging across platforms to maintain brand identity and engage customers. The research will contribute to the understanding and identification of the most effective strategies of use Internet technologies in marketing communications and providing recommendations for the practical application of this knowledge in the field of business.