INTERNET MARKETING AS A MODERN TOOL OF MARKETING COMMUNICATION POLICY OF THE ENTERPRISE

Abstract

The article discusses the issues related to the need to use marketing communications to convey to the consciousness of the target audience the benefits ofusing the company's products or services. It has been established that today one of the most effective ways to increase sales and gain a certain market shareis to use the opportunities of the Internet space. Currently, the use of Internet marketing tools is one of the priority areas of activity of any enterprise. Thedefinition of the concept of Internet marketing is analyzed, and it is found that it can be conditionally divided into three semantic parts. The question of thecorrelation between the spheres of traditional marketing and Internet marketing has been investigated. It was determined that the Internet is an auxiliary, butnot the main tool in the implementation of marketing communication policy. For a more detailed study of the issue of the relationship between traditionalmarketing and Internet marketing, new possibilities of Internet marketing are considered from the standpoint of the 4P marketing complex. For each of theelements of the marketing mix, an analysis was carried out and it was found that a product in Internet marketing means the same goods and services that aredistributed offline, but at the same time, Internet marketing provides ample opportunities for customizing consumers. Such an element of the marketing mixas the price on the Internet has undergone a minimal transformation, but it simplifies some of the processes. Also, the Internet has created new distributionchannels. The element of promotion has undergone the greatest changes, new unique tools for promotion on the Web have appeared. A certain number offeatures that characterize Internet marketing are highlighted. These include: updating the key role of consumers; lack of spatial localization; accelerateddecision making in the communication process; small costs for a communication company with its significant scale; availability of opportunities to receive detailed information about the consumer. A number of advantages of using Internet marketing tools in comparison with traditional marketing are highlighted.It has been determined that there are some difficulties in the implementation of Internet marketing tools. The main tools of Internet marketing are considered,with the help of which enterprises can set up and carry out work to promote products on the Web.