Internet marketing as a promising direction of marketing communications

Abstract

The article discusses the issues related to conducting marketing activities on the Internet. The authors examine the approaches to conducting marketing activities on the Internet and highlight the main strategies for interaction between organizations based on digital platforms. The interaction of organizations with consumers on the Internet is considered within the framework of providing content, a system of customer relationships, as well as search and display advertising. The authors analyze the main models of payment for media advertising on the Internet and conclude that it is necessary to control the advertising activities carried out within the framework of established key performance indicators.