Інструментарій стратегії інтернет-маркетингу підприємства

Abstract

In today’s business environment, it is important to have effective tools to develop and maintain a successful online marketing enterprise. Strategic use of online resources can significantly increase sales, increase brand awareness, and improve interaction with the audience. Tools for analyzing, planning, and implementing online marketing strategies are becoming key factors in ensuring the competitiveness and sustainability of enterprises in the digital age. This article explores the modern tools of the Internet marketing strategy, highlighting its key components and impact on the successful operation of enterprises in the modern digital world. The article demonstrates the use of Internet marketing on the example of a company specializing in the production of modern facing and insulation materials for facade and interior decoration. It is highlighted that the use of marketing in the Internet environment cannot be a universal template strategy, since each enterprise forms its own strategy by analyzing the target audience, assessing the competitive landscape and taking into account its own business goals. It is found that the definition of an effective Internet marketing strategy is the result of a unique approach of each enterprise to solving its own tasks and meets its specific needs and conditions. In addition, this paper examines the essence of the concept of "Internet marketing", considers various options for interpreting this definition offered in scientific sources. The importance of continuous improvement of marketing strategies for the successful operation of an enterprise in a rapidly changing information environment, introduction of new technologies and increased competition for consumer attention is emphasized. It is noted that this process is continuous and critical for achieving success in modern business.