ANALYSIS AND FORECASTING OF THE COMMODITY MARKET SITUATION TO DETERMINE THE DIRECTIONS OF APPLICATION OF INTERNET MARKETING TOOLS IN PRODUCT PROMOTION

Abstract

Objective. The objective of the article is theoretical and practical study of the factors influencing the economic situation on the marketing activities of the enterprise and product promotion, in particular, the application of the results of analysis and forecasting of the current state of the relevant product market when determining the directions for the use of Internet marketing tools. Methods. To achieve the goal, general scientific and special research methods are applied, in particular: the method of synthesis and analysis, methods of comparisons, generalizations and analogies, the method of comparative comparison and analysis of scientific publications, tabular and graphoanalytical methods. Results. As a result of the conducted theoretical and practical study of the factors of conjunctural influence on the marketing activity of the enterprise and the promotion of the product, the main directions of application of the results of the analysis and forecasting of the situation of the relevant product market are outlined when determining the directions of application of Internet marketing tools. The need to use Internet marketing tools for promoting goods and services based on preliminary analysis and forecasting of the market conditions is substantiated. The essence and prospects of the use of Internet marketing as a hybrid technology in the conditions of the modern information society are determined. The main components of Internet marketing, divided into targeted marketing, search and Internet promotion of goods, are specified. The main areas of application of digital technologies to attract and retain consumers are outlined. An algorithmic scheme of the relationship between market research and Internet marketing is proposed, which justifies the need to analyze and forecast the market conditions of the relevant product markets before using Internet marketing tools and allows presenting the entire process of marketing communications as a closed system model from the point of view of enterprise interaction and the market.