Internet Marketing as a Modern Enterprise Communication Tool

I Fomichenko,K Kosik,A Dykan,S Barkova,K Kozlova

doi:10.12958/1817-3772-2020-4(62)-97-102

Abstract

The article identifies the need for the use of Internet marketing technologies to promote goods and services in a modern domestic enterprise. Based on the analysis, the need to improve the marketing, sales and communication policy of domestic enterprises using the Internet is substantiated. The main marketing processes that are implemented using Internet marketing technologies, which include marketing research on the Internet, marketing communications on the Internet and promotion and marketing of products over the Internet. The main types of Internet marketing at a modern enterprise are studied. Current trends in Internet marketing communications are identified. The advantages of the use of Internet technologies in the marketing activities of enterprises are substantiated, which also affect the efficiency (or empowerment) not only in marketing activities, but also in other areas of the enterprise.

Highlights

An inseparable chain of relationships under the influence Internet technology creates its own system of interaction with the external environment
In the middle of the enterprise, the relationships formed under the influence of Internet technology, allow decisionmaking at different levels, while taking into account the whole complex of marketing in the enterprise
The change in the field of marketing due to Internet technology leads to the fact that the exchange and receipt of relevant information becomes technically diverse and acquires new properties

Summary

Introduction

These authors considered the types and tools of Internet marketing, explored their benefits for consumers and producers, approaches to assessing the effectiveness of marketing tools for the promotion and sale of goods and services, modern directions are defined implementation of Internet technologies in the marketing activities of enterprises. One of the forms of effective communication of the enterprise is the Internet, which companies use to optimize their marketing and other activities, search for new methods and ways of selling and promoting goods. The need to use Internet marketing technologies to promote goods and services is due to the fact that the effectiveness of traditional marketing techniques is constantly declining, and the implementation of modern hybrid digital technologies in the marketing activities of the enterprise gives tangible results.

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Methods

Conclusion