Marketing communications, sustainable development during the promotion of home appliances in online stores under wartime conditions

Abstract

Methods. The following methods and tools of scientific research are used in the article: induction and deduction – when analyzing data from a survey of respondents; description and generalization – during the analysis of theoretical and methodological components of product promotion; statistical analysis – during the processing of annual financial reports of company; Google ADS analytics methods – during the analysis of the advertising office, sales funnel of the online store and user interaction; competitive analysis, comparison – when researching products promotion on the market. Results. The sale by categories is characterized. The dynamics are evaluated. The organization of the marketing management system of the enterprise thanks to the CRM system of the European platform Bitrix24 is described taking into account sustainable development principles. The management and marketing problem of the enterprise is defined. Internet marketing management at the enterprise was studied, advertising communication flows through Google ADS through responsible consumption were analyzed. It is established that three types of advertising campaigns are used in the communication policy, such as: search, shopping and video campaigns. Types of Miele brand-architecture, Advertising workspace with sustainability are given. It has been established that the online store is currently in a market period in a phase of intensive growth. This is a period of sharp increase in sales volumes. Novelty. According to the results of the analysis, the increase in sales volumes was determined; the functioning of the CRM system at the enterprise of PE RC «Climat system» in 2023 was simulated; types of Miele brand architecture are outlined. The advertising office and sales funnel of the online store were also analyzed taking into account sustainable development. Practical value. The performed analysis allows to improve the planning and organization of Internet marketing communications of economic agents in the markets of household appliances of Ukraine taking into account sustainable development.