VIRAL MARKETING AS THE MAIN TYPE OF INTERNET MARKETING

Abstract

Introduction. Practically all modern companies have representation in the Internet in the form of a full-fledged resource, blog, site, pages in social networks. However, by simply creating a network resource and even filling it with information content, we will not provide increase of sales and increase of popularity of the enterprise. For this purpose it is necessary to apply the tools of communication policy and bases of Internet marketing. As a result of rapid development of information technologies, social networks and new media, the role of widespread use of viral marketing is increasing. Purpose of the research. Research of viral marketing and revealing its advantages for modern business. Research method. The methodological basis of this research is scientific concepts and theoretical developments of domestic and foreign scientists in the field of analysis of enterprises activity, marketing, laws of Ukraine. Methods of theoretical generalization, analysis and synthesis, system and complex approach, statistical methods, logical generalization method were used to achieve the set goal. Results. In the work carried out analysis of causes and consequences of increase of popularity of viral advertising. The criteria that attract manufacturers to use Internet marketing in their policy are defined. Evaluation of the status and spread of viral advertising in the world and in Ukraine was carried out. Provides information to explain the increased demand for use of viral advertising. The problems of using viral marketing in modern Ukrainian realities were outlined and the main barriers preventing its progress, introduction and use in the activities of domestic organizations were mentioned. Developed recommendations on improvement of marketing actions in the Internet space. The importance of viral marketing is proved, thanks to which you can increase the rating of your company, goods, brands, make a brand. Even one event can have a positive impact on the development of events. Free marketing is an innovation aimed at significantly increasing the efficiency of the enterprise. Perspectives. With the use of viral marketing, sales at the enterprise are improved. Free marketing is now a promising means of promotion of products on the market, and in the near future will be one of the most influential means of advertising in the world.