The Advertising in Enterprises Marketing Communications Activity in the Internet

Abstract

The communication activities of enterprises are becoming a priority direction in the marketing development in the context of Internet technologies implementation. The development, daily and comprehensive dissemination of Internet technologies make changes of technological and substantive nature in all enterprise management areas. Therefore, it is important to consider the impact of Internet technologies usage on advertising. Advertising products of enterprises on the Internet has features, which are the subject of deep and comprehensive researches by scientists and practitioners from Ukraine, Europe, Japan, and the USA. Summarizing, the study of domestic and foreign experiences is significant and relevant. Key words. Marketing communications, advertising, contextual advertising, Internet advertising, mobile device, Internet technologies. DOI: 10.15276/mdt.4.2.2020.7 Statista. Available at: https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales (accessed 21 April 2020). Kotler F. (2018) Marketing 4.0. View traditional to digital. Kyiv: Vidavnitstvo Kraina mriy. Oklander, M.A., Oklander, T.O., & Yashkina, O.I. (2017). Tsyfrovyi marketynh – model marketynhu ХХІ storichchia [Digital Marketing – The Marketing Model of the 21st Century]. Oklander, M.A. (Ed.). Odesa. [in Ukrainian] 4. Oklander, Oklander T., Yashkina O., Pedko I., Chaikovska M. (2018) Analysis of technological innovations in digital marketing. Eastern-European Journal of Enterprise Technologies, no. 5/3 (95), pp. 80–91. Oklander, M.A., & Romanenko, O.O. (2015). Spetsyfichni vidminnosti tsyfrovoho marketynhu vid Internet-marketynhu. [Specific differences between digital marketing from Internet marketing]. Ekonomichnyi visnyk Natsionalnoho tekhnichnoho universytetu Ukrainy «Kyivskyi politekhnichnyi instytut» [Zbirnyk naukovykh prats - Economic Herald of the National Technical University of Ukraine "Kyiv Polytechnic Institute". Collection of scientific works], no. 12, pp. 362–371. (in Ukrainian) Shafaliuk, O.K. (2017). Metodolohichni problemy i mozhlyvosti rozvytku Internet-marketynhu [Methodological problems and possibilities of development of Internet marketing]. Marketynh i tsyfrovi tekhnolohii [Marketing and digital technology], no. 1, pp. 55-73. (in Ukrainian) 7. Natorina, A.O. (2019) Tranzytyvna biznes-model tsyfrovoho biznesu: sutnist ta mekhanizm rekonfihuruvannia [Transitive business model of digital business: the nature and mechanism of reconfiguration]. Visnyk ahrarnoi nauky Prychornomoria [Ukrainian Black Sea region agrarian science], vol. 3 (103), pp. 36– Available at: https://visnyk.mnau.edu.ua/statti/2019/n103/ n103v3r2019natorina.pdf (in Ukrainian) (accessed 10 May 2020). Pylypchuk V.P. (2018) Socialjni merezhi v procesi prosuvannja poslugh pidpryjemstva [Social networks in the process of promoting enterprise services]. Scientific Bulletin of Mukachevo State University, vol. 2, no. 10, pp. 60–65. 9. Vox recode: Available at: https://www.recode.net/2018/3/26/17163852/online-internet-advertisers-outspend-tv-ads-advertisers-social-video-mobile-40-billion-2018 (accessed 21 April 2020). Digital Marketing Trends in 2020. URL: https://www.business2community.com/ infographics/digital-marketing-trends-in-2020-infographic-02283628 (accessed 21 April 2020). Gartner Special Reports. URL: http://www.gartner.com/technology/research/digital-business/ (accessed 21 April 2020). The digital-report-2019. URL: https://wearesocial.com/global-digital-report-2019 (accessed 12 May 2020). Digital Marketing by the Numbers: Stats, Demographics & Fun Facts. URL: https://www.omnicoreagency.com/digital-marketing-statistics/ (accessed (25 April 2020). 14. Pometun, A.G. (2017). Marketing po lyubvi. 70 sposobov zapoluchit serdce klienta navsegda [Love marketing. 70 ways to get a customer's heart forever]. Moskow: Eksmo. (in Russian)