Marketing technologies of promoting products on the internet

Abstract

In the course of the present research the authors conducted a literary review of 16 scientific publications, including 2 textbooks, 2 monographs, 3 articles in international journals Scopus, 4 articles in journals recommended by CQASHE of MSHE of the RK, 5 articles in the database Google Scholar. As an analysis of the literature shows, the issues of tools and technologies for promotion in the Internet environment remain open and debatable. One of the most important digital solutions for product promotion are virtual exhibitions, which, however, have not been sufficiently studied and reflected in modern scientific literature on marketing. Therefore, virtual exhibitions are the subject of study in this paper. The purpose of the study is to develop practical recommendations for organizing and holding virtual exhibitions as an effective tool for the successful promotion of goods and services on the market. The main directions of the research are the study of world, Russian and domestic experience in carrying out online exhibition activities for its use in the activities of Kazakh enterprises. The idea of the study is to create a virtual platform in Kazakhstan to assist national firms in holding virtual exhibitions. The results of the study are that the authors have developed a model of marketing technologies for promoting products on the Internet, and offered practical recommendations for the creation and operation of a specialized exhibition company for organizing virtual exhibitions. Kazakh companies can use the authors’ recommendations for holding virtual exhibitions to successfully promote their products. In addition, the results of the study will be used to teach courses in «Digital Marketing» and «Marketing Communications».