ІНСТРУМЕНТИ ІНТЕРНЕТ-МАРКЕТИНГУ

Abstract

The article examinesthe content and tools of Internet marketing. In studying the theoretical foundations of Internet marketing, the semantics of the concept of «Internet marketing» was considered, its purpose was determined, the main advantages of Internet marketing in comparison with the classical concept of marketing and described the tools of Internet marketing. Because of the study of the semantics of the concept of «Internet marketing», it is determined that many scientists who have both common and distinctive features study the content of Internet marketing. In view of this, it is proposed to consider the process of application of Internet information technologies during internet research, development of a marketing complex for maximum satisfaction of consumer needs under Internet marketing. It is established that the main purpose of Internet marketing is to convert visitors to the site or page of the company into buyers (customers) and increase the level of profitability. The main advantages of Internet marketing are substantiated, which significantly distinguish it from classical marketing: interactivity; targeting; web analytics. In accordance with the defined purpose and content of the studied concept, the main tools of Internet marketing were considered and characterized: search marketing, social media marketing, viral marketing, video marketing, analytical marketing, e-mail marketing and Internet advertising.