Abstract
In today's environment, the use of digital marketing tools is of great importance for domestic manufacturers, as it allows them to promote their products to the world markets quickly, with a relatively small cost, to provide target audience influence, to form and enhance their own image, as well as the image of their products, etc. The constant updating of the Digital Marketing tools and the disagreement among scientists regarding the systematization and classification of the objects of the digital environment need further consideration. The authors attempt to further develop the classification of digital marketing tools in the terms of identifiing new classification attribute "By type of mediation", which contributes to further systematization of digital tools, deepening understanding of the impact of various tools (direct, indirect), the degree of their specialization and economic interest, that makes possible their effective implementation at different entities. The comparative analysis of the main digital tools is being held resulting in defining their characteristics and the peculiarities of application. It is suggested to determine the importance factor of using each digital tool to promote industrial production by the method of pairwise comparison. It is proposed to consider the importance factor of using a particular digital tool when calculating the cost-effectiveness of using it.
Highlights
IntroductionThe pace of updating of all communication tools is accelerating. In turn, their priority and highest efficiency from application changes, and determination of the best - becomes a constant urgent task for each producer
In our view, the pace of updating of all communication tools is accelerating
In the literature some Scientifics discuss a lot of questions about Internet marketing communications some of them are systematized in this research
Summary
The pace of updating of all communication tools is accelerating. In turn, their priority and highest efficiency from application changes, and determination of the best - becomes a constant urgent task for each producer. Analytics show that most Ukrainian producers are haphazardly formulating and implementing policy on the Internet, which does not allow it to use its potential, and in many cases even denies the very idea of running an online business. In these circumstances, the task of systematizing the tools and methods of Internet communications and developing recommendations on their effective use is relevant. Communication Internet technologies are communication technical (software) methods of creating a communication message, supporting information resources and bringing this information to the target consumer on the Internet (Melnik et al, 2016). In the literature some Scientifics discuss a lot of questions about Internet marketing communications some of them are systematized in this research
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