Choice Of Platform Research Articles

Resonant Fully Dielectric Metasurfaces for Ultrafast Terahertz Pulse Generation

In the framework of optical frequency conversion, metasurfaces have elevated the potential for effective interfacial nonlinear coefficients through various modes of field localization. For the generation of pulsed ultrafast terahertz (THz) signals, metasurfaces present a viable alternative in the domain of surface-scalable sources driven by low-power oscillators (using nJ pulses). However, recent innovations have predominantly relied on surface plasmons (metals) and, more broadly, on excitations within non-transparency windows—conditions that typically impose limitations on applications and the choice of platforms. Here, we demonstrate the utilization of a fully-dielectric, fully transparent semiconductor that exploits surface-nano-structure-mediated resonances alongside its inherent quadratic nonlinear response. Our system exhibits a remarkable 40-fold efficiency enhancement in comparison to the non-decorated substrate.

Transformative Implementation of Android-Based Point of Sale System at Shafira’s Buffet Stall

Shafira’s Buffet Stall is a small eatery located at 37 Gubeng Kertajaya V Raya Street. They offer a diverse range of delicacies, from fried snacks to vegetable dishes. The typical business process at the stall involves customers either dining in or requesting takeaways. After making their selections, the customers proceed to the cashier to have their orders tallied. Observing this process, the idea of developing an Android-based Point of Sale (POS) system struck the author. This system aims to streamline and record all transactions efficiently. The Point-of-Sale system is designed to facilitate seamless transactions and includes a cashier module to record sales. The decision to develop this POS application was driven by the need for accurate transaction records and seamless management. The Android platform was chosen due to its popularity as the most widely used mobile operating system in Indonesia, boasting an impressive 89% market share as of December 28, 2022. Additionally, in urban areas of East Java, around 68.75% of the population utilize mobile phones, further justifying the choice of the Android platform for the system. The application offers features such as login credentials for two types of accounts: cashier and administrator (faktur). It allows access to functions like managing transactions, adding new menu items, listing available menu items, and generating daily and weekly transaction reports. The implementation and testing of the application were performed through two iterations. After incorporating the necessary improvements based on black box testing, all features functioned smoothly. Usability testing resulted in a remarkable 5.73% increase in overall user satisfaction. This Android-based POS application proves to be an invaluable tool for the business owner, providing insights into popular menu items and their daily and weekly sales. It assists in making informed decisions regarding menu restocking and daily sales strategies.

Digitalization and Labor: The Role of Online Education in Global Workforce Development

This research explores the profound impact of digitalization on the labor market and evaluates the role of online education in equipping individuals with the necessary skills for the digital economy. The study focuses on how technological advancements are reshaping job roles, the increasing vulnerability of certain occupations to automation, and the effectiveness of online educational platforms in addressing these emerging skill requirements. Utilizing a qualitative research methodology, the study involved a survey with 105 participants, encompassing various demographics and educational backgrounds. The questionnaire was designed to gather insights into users' experiences, preferences, and perceptions regarding online education, as well as to assess the competitive landscape of online educational platforms. The findings reveal a significant transformation in the labor market due to digitalization, characterized by a growing demand for highly skilled workers and a decrease in opportunities for less educated ones. Online education emerges as a crucial tool in bridging the skill gap, with a wide array of courses catering to the needs of a technology-driven economy. The study also highlights key factors influencing users' choice of online educational platforms, including the quality of course material, platform reputation, and course relevance. Furthermore, the research uncovers a diverse range of user preferences for different online platforms, indicating a trend towards a flexible and multifaceted approach to online learning. This study contributes to understanding the dynamics between digitalization, the labor market, and online education.

“I Hope my Partner Will Keep me up-to-date”: How Couples Navigate News Consumption and Avoidance

ABSTRACT In an era of information overload, understanding individuals’ news consumption and avoidance necessitates an examination of the specific contexts in which these practices occur. While research in journalism studies has mainly underscored consumption habits at the individual level, limited scholarly attention has been given to news avoidance within the structure of dyadic spousal relationships. This study shifts the focus from individual choices to the couple as a unit of analysis, exploring how each partner’s choice of media platform, content, and routines may be shaped by the context of being in a spousal relationship. Drawing on 82 interviews with Israelis, including 14 interviews with both partners of seven heterosexual couples, this study reveals three patterns of news avoidance within the context of a couple’s relationship: avoiding shared news consumption, gender-based news avoidance practices, and a division of media-related responsibilities. This study contributes to a more nuanced understanding of the contextual factors shaping news avoidance by elucidating how media use and non-use unfold within social relationships. It also demonstrates how news avoidance can be perceived as a liberating choice, enabled by partners’ negotiation of preferences, platforms, and routines.

TEACHING LITERATURE IN HIGH SCHOOLS: CURRENT CHALLENGES, PLATFORMS AND APPLICATIONS FOR TEACHING, METHODS AND TECHNIQUES

The article considers the problem of implementing the methodology of teaching literature in institutions of higher education through the prism of socio-historical conditions, the choice of platforms, methods, techniques for teaching. The authors determined that the implementation of an effective, safe and interesting educational process and the training of creative teachers are among the main tasks facing us today. In addition to hard skills, the applicant must also possess so-called soft skills, navigate modern methodological trends and be interesting for students. The dominant problem that became the object of research is the description of today's challenges, the selection of methods, tools (applications) for the realization of the goal set in the name of scientific intelligence. The relevance of the study is absolutely determined by modern historical and social events and the demands of employers in the labor market. The article presents an analysis of applications that can help to competently organize the educational process, analyzes the most popular platforms for organizing classes for future teachers of literature MOOC platforms (Coursera, EdX, XuetangX, FutureLearn, Udacity, Canvas Network, Udemy, Khan Academy), Moodle, Zoom, Google Сassroom, Microsoft Teams, CiscoWeb EX, Padlet, Jamboard, Google Handouts, Trello, Flinga Whiteboard, Linoit, Canva ); emphasis is placed on the formats of classes and general forms of organization of the educational process in the conditions of martial law; The most recent methods and methods of studying the methodology of teaching literature in a higher education institution are described separately, among them: interactive class, virtual reality, use of artificial intelligence, blended learning, 3D printing, design thinking, project-based learning, inquiry-based learning, puzzle learning, flipped learning, peer-to-peer learning, virtual crossover, virtual reflection.

APPLICATION OF THE RED PITAYA PLATFORM IN THE TECHNOLOGY OF PROTOTYPING AUTOMATED EDDY CURRENT TESTING SYSTEMS

Automated eddy current non-destructive testing has an important role in the quality inspection system for products made of conductive materials both at the production stage and during their operation. The appearance of novel alloys, the complexity of product geometry and inspection conditions, and the increased requirements for the reliability and accuracy of inspection results stimulate the acceleration process of creating new eddy current inspection tools. The technology of prototyping makes it possible to solve this problem. The purpose of the article is to review the functionality and technical characteristics of Red Pitaya for use in the technology of prototyping eddy current inspection, as well as to create a prototype architecture of an automated eddy current inspection system based on it.The choice of the Red Pitaya platform as a convenient tool for prototyping automated systems was made due to its functionality, reliability, and availability. In general, the article highlights the advantages and prospects of using the Red Pitaya platform in the prototyping of automated eddy current non-destructive testing systems. The aspects of the Red Pitaya hardware and its capabilities for expanding the functionality, which allows to create highly efficient and flexible control systems, are considered in detail. The compatibility of Red Pitaya with other devices and accessories is considered, which significantly increases its versatility and adaptability to various requirements and applications.The article highlights the importance of using the Jupyter Notebook application in combination with Red Pitaya as a convenient tool for software development. This helps to facilitate the process of creating and programmatically implementing complex signal processing algorithms in eddy current control systems, and provides flexibility in creating new software products.Modern trends and prospects for the development of eddy current testing, market needs, and the ability to adapt to different application scenarios are taken into account in the proposed architecture of the prototype automated eddy current testing system.

Virtual Schooling in Dental Undergraduate and Postgraduate Education: A Knowledge, Attitude, and Practice (KAP) Survey.

Aim The purpose of this survey was to appraise the knowledge, attitude, and practice (KAP) of dental undergraduate and postgraduate students in India towards virtual learning and provide an improved understanding of practicing this learning strategy as a complementary tool for the evolution of dental education. Materials and methods A cross-sectional, closed-ended, multiple-choice online questionnaire was distributed on a national scale to undergraduate and postgraduate dental students throughout India. The questions focused on the choice of virtual platforms, learning methods, duration of classes, mental health, pros and cons, and approach to virtual education as a complementary tool in the future. The survey was distributed in the form of a web-based link and quick-response (QR) code via various social platforms. Descriptive statistics was performed to compile the data. Results A total of 2130 students (1318 undergraduate and 812 postgraduate students) participated in the study. The study found that 81.1% of the undergraduate and 92.5% of the postgraduate students were exposed to virtual learning. Zoom and Google Meet were the most widely used platforms for online education. The most common mode of virtual learning was webinars conducted by subject faculties. Ease, comfort of access, and flexibility of time were the most common advantages, while internet connectivity issues along with negative psychological impact are a few common drawbacks. The concept of blended learning was most preferred by the students. Conclusion Undergraduate and postgraduate students showed good knowledge and a positive attitude to virtual schooling and preferred a hybrid model of instruction.

Blended Teaching Practice of Public Physical Education Courses in a Vocational College in China

Modern education is rapidly evolving, with various levels of learning taking place through different mediums. To adapt to these technological advancements and enhance students' learning experiences, the current model of physical education in colleges and universities must keep pace with emerging pedagogies. While many institutions prioritize practical aspects of physical education, some overlook information teaching methods within traditional teaching modes. Therefore, educational administrators and policymakers should actively explore blended teaching methods, encompassing both online and offline components, with a focus on recording online resources, student participation, choice of learning platforms, and the development of an assessment framework. Using a descriptive comparative research approach, the study concludes that the delivery of blended learning is of excellent quality, primarily focusing on short-term academic progress. To address long-term goals, such as physical and emotional development, the study suggests interventions to further enhance the educational experience.

The complex landscape of TMS devices: A brief overview.

The increasing application of TMS in research and therapy has spawned an ever-growing number of commercial and non-commercial TMS devices and technology development. New CE-marked devices appear at a rate of approximately one every two years, with new FDA-approved application of TMS occurring at a similar rate. With the resulting complex landscape of TMS devices and their application, accessible information about the technological characteristics of the TMS devices, such as the type of their circuitry, their pulse characteristics, or permitted protocols would be beneficial. We here present an overview and open access database summarizing key features and applications of available commercial and non-commercial TMS devices (http://www.tmsbase.info). This may guide comparison and decision making about the use of these devices. A bibliometric analysis was performed by identifying commercial and non-commercial TMS devices from which a comprehensive database was created summarizing their publicly available characteristics, both from a technical and clinical point of view. In this document, we introduce both the commercial devices and prototypes found in the literature. The technical specifications that unify these devices are briefly analysed in two separate tables: power electronics, waveform, protocols, and coil types. In the prototype TMS systems, the proposed innovations are focused on improving the treatment regarding the patient: noise cancellation, controllable parameters, and multiple stimulation. This analysis shows that the landscape of TMS is becoming increasingly fragmented, with new devices appearing ever more frequently. The review provided here can support development of benchmarking frameworks and comparison between TMS systems, inform the choice of TMS platforms for specific research and therapeutic applications, and guide future technology development for neuromodulation devices. This standardisation strategy will allow a better end-user choice, with an impact on the TMS manufacturing industry and a homogenisation of patient samples in multi-centre clinical studies. As an open access repository, we envisage the database to grow along with the dynamic development of TMS devices and applications through community-lead curation.

Free apps and paid apps: monetization strategies for health apps in the Portuguese market

PurposeThe rapid advancement of technology has transformed the health-care industry and enabled the emergence of m-Health solutions such as health apps. The viability and success of these apps depends on the definition of a monetization model appropriate to their specificities. In this sense, the purpose of this paper is to study the mechanisms of monetization of health apps, to stablish how alternative revenues determine if a health app is to be free or paid.Design/methodology/approachProbability models are used to identify the factors that explain if a health app is free or paid.FindingsResults show that the presence of alternative monetization mechanisms negatively impacts the likelihood of a health app being paid for. The use of personal data to customize advertising (the monetization of “privacy capital”) or the inclusion of ads on the app are alternative means of monetization with potential to decrease the likelihood of a health app being paid for. The possibility of in-app purchases has a lower negative impact on the probability of a health app being paid for. The choice of platform to commercialize an app is also a strategic decision that influences the likelihood of an app being paid for.Originality/valueThis work stands out for bringing together the two largest platforms present in Portugal and for focusing on the perspective of revenue and monetization of health apps and not on the perspective of downloads.

Selection of Sales Mode for E-Commerce Platform Considering Corporate Social Responsibility

From the perspective of corporate social responsibility (CSR) of the e-commerce platform, this paper investigates the choice of e-commerce platform for wholesale sales, agency sales, and hybrid sales modes when the manufacturer has both an offline retail channel and an e-commerce platform channel. Taking the e-commerce platform as the dominant player and considering factors such as the potential market size of the e-commerce platform, consumers’ sensitivity to CSR input level, and the CSR input cost coefficient, we constructed a Stackelberg game model under the wholesale sales, agency sales, and hybrid sales modes. We explored the impact of the e-commerce platform’s CSR behavior on the choice of its sales modes as well as on the members of the supply chain. The findings indicate that, irrespective of the consumers’ sensitivity to CSR level and CSR input cost coefficient, the e-commerce platform tends to adopt the hybrid sales mode when its potential market size is smaller. Moreover, when the potential market size is larger, the wholesale sales mode is preferred; only when the potential market size is moderate, and consumers are less sensitive to CSR input level or CSR input cost coefficient is higher, the e-commerce platform will choose the agency sales mode. The increase in the potential market size of the e-commerce platform and the consumers’ sensitivity to CSR input level is conducive to the rise in the profits of the e-commerce platform, and the increase in the CSR input cost coefficient makes the profits of the e-commerce platform decrease. At the same time, the demand for the e-commerce platform increases as consumers become more sensitive to CSR input level or as the potential market size of the e-commerce platform increases. In contrast, the reduction in the CSR input cost coefficient negatively affects the demand for the e-commerce platform.

The New Tokenomics of Crowdfunding

AbstractWhether proxied by the amount raised or the probability that this amount exceeds the soft cap, the factors driving the fundraising success of token offerings have changed considerably over the past 4 years. Possible factors include target market capitalization for the token, genuine signals of the venture's public credibility, price and momentum of ether, domicile of the venture and distribution of the token. There is a large previous literature on this topic, rooted in the entrepreneurial finance and crowdfunding literature, with numerous hypotheses based on signalling theory in its broadest sense. But due to substantial differences in samples, which end before 2020, the results are not only mixed but out of date. We have built the largest and most complete dataset on token offerings, spanning 2017 and 2022. The determinants of the amount raised were robust to different subsamples until the market virtually disappeared during the Covid pandemic. But it resumed in early 2021 and within 12 months had reached an all‐time high in terms of number if not market capitalization of new offerings. During this period the market changed completely, with success now depending mostly on the type of token offering and the choice of launchpad platform.

Comparative analysis of lithium niobate and barium titanate material platforms for implementing electro-optically tunable general-purpose photonic processors

The field of general-purpose photonic processors (GPPPs) has been gaining momentum as a promising area for reconfigurable integrated photonic hardware. Among various tuning mechanisms, the electro-optic tuning mechanism can enable the implementation of high-speed GPPPs with faster reconfiguration, larger bandwidth, and reduced dependence on high-performance blocks. Lithium niobate (LN) and barium titanate (BTO) are promising electro-optic platforms that enable electro-optically tunable GPPPs. However, the inherent anisotropy associated with the two materials and polarization domain formation in BTO makes the study and analysis of these effects on device performance essential, as GPPPs involve tunable devices in three different orientations, which must perform similarly. This article explores and comparatively analyzes the potential of using two material platforms to enable the implementation of high-speed GPPPs. Various applications implemented on LN and BTO GPPPs are also discussed and compared. Based on our results, a method to select the optimal device orientation for implementing a high-speed GPPP with all devices performing similarly in the two platforms has been proposed. The results indicate that both platforms have their own pros and cons, and the choice of platform depends on the application.

A-215 Calculated LDL-cholesterol: Comparability of the extended Martin-Hopkins,Sampson-NIH, Friedewald and four other equations in South African patients

Abstract Background Ultracentrifugation for LDL-C (low-density lipoprotein cholesterol) measurement is the gold standard, but it is unsuitable for routine use. Direct LDL-C assays and predictive equations such as the Friedewald equation are thus used as alternatives. The Friedewald equation is known to be error-prone in hypertriglyceridaemic patients, as well as in LDL-C levels < 1.8 mmol/L (70 mg/dL) which has become increasingly attainable with the use of pro-protein convertase subtilisin/kexin type 9 inhibitors. This study evaluates the comparability of the Friedewald, extended Martin/Hopkins, Sampson/NIH and four other equations to a direct LDL-C assay to establish a suitable alternative to the Friedewald equation. Methods We analysed 44 194 lipid profiles from a mixed South African population. The Friedewald, extended Martin/Hopkins and Sampson/NIH LDL-C and four other predictive equations (Vujovic, Puavilai, Delong, Anandaraja) were compared to the Beckman Coulter direct LDL-C assay. Non-parametric statistics were used to analyse the data. Results The extended Martin/Hopkins equation displayed the best correlation with direct LDL-C, having the most values fall within the desirable bias (59%) and total allowable error (89%) specifications. In patients with TG values between 4.5 mmol (400 mg/dL) and 9.0 mmol/L (800 mg/dL), the extended Martin/Hopkins equation was more likely to overestimate LDL-C levels, showing a positive median bias of 7.3%, while Friedewald (−21.2%) and Sampson/NIH (−9.8%) showed larger negative median biases as compared to the direct LDL-C assay. The direct LDL-C assay classified 13.9% of patients in the low LDL-C (1.0–1.8 mmol/L) (39–70 mg/dL) category, in comparison to the Martin/Hopkins equation (13.4%), the Sampson equation (14.6%) and the Friedewald equation (16.0%). The extended Martin/Hopkins equation performed better than Sampson/NIH equation in the cohort. Conclusion We suggest the extended Martin/Hopkins equation as an alternative to Friedewald’s equation and direct LDL-C assay. Careful consideration is advised as the choice of analyser platform for the lipid profile used in the equations may influence their performance.

A Comparative Analysis of Low or No-Code Authoring Tools for Location-Based Games

This article presents a comparative analysis of four low or no-code location-based game (LBG) authoring tools, namely Taleblazer, Aris, Actionbound, and Locatify. Each tool is examined in detail, with an emphasis on the functions and capabilities it provides for the development of LBGs. The article builds on the history and purpose of LBGs, their characteristics, as well as basic concepts and previous applications, placing emphasis both on the technological and pedagogical dimensions of these games. The evaluation of the tools is based on certain criteria, or metrics, recorded in the literature and empirical data collected through the development of prototype games for each tool. The tools are comparatively analyzed in terms of the LBG’s constituent features they incorporate, the fundamental and additional functionality provided to the developer, as well as the existence or absence of features that captivate players in the game experience. Moreover, feedback is provided based on the practical use of the platforms for developing LBGs in order to support prospective developers in making an informed choice of an LBG platform for implementing a specific game. The games were created by taking advantage of as many features of the tools as possible in order to have a more fair and complete evaluation. This study aims to highlight the affordances and limitations of the investigated low or no-code LBG authoring tools, enabling anyone interested in developing an LBG to choose the most appropriate tool taking into account their needs and technological background or designing their own LBG authoring tools.

Analysis and strategy of take-out industry based on Porter's Five Forces model -- taking Meituan Take-out as an example

Based on the Porter’s Five Forces Model’s perspective, Meituan’s takeaway business is analyzed and it is found that Meituan’s takeaway suppliers have the strongest bargaining power. Although consumers are far more sensitive to product prices than product quality, it’s because individual consumers Most of them and there are few platform choices, so consumers have the weakest bargaining power, and there is no threat of substitutes yet. In addition, despite the existence of potential competitors, Meituan Waimai has excellent Internet technology and a strong capital chain, and its marketing model has relatively high barriers. Based on this, the article uses the Porter Five Forces model to analyze the current advantages and competitive threats of Meituan Food Delivery, and proposes strategic improvement measures for its future development.

Social Media Marketing as a tool for promoting services and goods on the internet

This article provides an in-depth analysis of the role of social media as a powerful tool for promoting services and goods on the Internet in the conditions of impressions economy. The authors take a closer look at the role of social media in marketing strategies, its impact on consumers, and the effectiveness of campaigns. The main purpose of the article is to explore various strategies, tactics, and success factors of using social media to support a brand, engage the audience and increase sales. Analyzing various social media marketing strategies, the authors of the article emphasize the importance of creating interesting and meaningful content and engaging with the audience. It reveals the importance of creating a brand identity and supporting it through social media channels. The article also examines the impact of social media on customer purchase, conversion, and loyalty. Among the key success factors of social media marketing, the article identifies the choice of the right platforms, measuring performance, establishing effective interaction with the audience, and analyzing the competitive environment. The authors emphasize the need to combine traditional and digital marketing strategies to achieve the best results. This article is a valuable resource for marketers, entrepreneurs, and marketing professionals looking to increase their online presence and use social media to successfully promote their products and services, taking into account impressions of market subjects. The article provides important tips, strategies, and examples of successful campaigns that contribute to achieving greater success in digital marketing through social media.

Would the choice of multiplex platform impact the management of the allergic patient? A first approach focusing on LTPs.

In the Mediterranean area, patients with LTP syndrome who are sensitized to multiple allergens are often tested for sIgE using multiplex platforms. The results obtained from different commercial platforms are not interchangeable, so it is important to compare and validate the platform selected for use. The objective of this study is to compare and validate the performance of the ImmunoCAP ISAC E112i and the macroarray ALEX2 in our daily practice. From August 2021 to March 2022, we tested 20 random serum samples from polysensitized patients using the ALEX2 test (MADx) and ImmunoCAP tIgE and ISAC E112i (Thermo Fisher Scientific). We compared the total IgE (tIgE) and sIgE levels for shared allergens. The heatmap generally showed more intense results for ISAC. The overall correlation was good, but some exceptions were noted. The main discrepancies were found for Ole e 7, which was positive for 11 patients in ISAC but negative for all patients in ALEX2, and for nut LTPs, for which ISAC showed a threefold higher detection rate for Ara h 9 and a fivefold higher detection rate for Cor a 8 and Jug r 3 compared to ALEX2. The regression model showed no interchangeability of tIgE results. Despite our small sample size and the complexity of comparing a quantitative and a semi-quantitative platform, our results suggest that patient diagnosis and management can be influenced by the platform used. Therefore, our findings must be taken into consideration when choosing a platform to use for some profiles of LTP-polysensitized patients, even though more data is needed.

A Cross-Sectional Study to Analyse the Impact of OTT Platforms on Body Modification Choices and Cognizance of Associated Risks

The objective of this study was to assess the prevalence of Over-The-Top (OTT) users and the impact of OTT platforms on their body modification choices (hair colouring, body tattooing and body piercing). It was also aimed to analyse awareness about the medical risks or complications associated with these choices. An online survey was conducted for 3 months (November, 21 to January, 22) predominantly in Delhi, Haryana, Uttar Pradesh and minorly in other states of India. The variables considered in the study were demographics, choice of OTT platforms and time spent on them as viewers, characteristics of hair colouring, body tattoos and piercings, decision-making process before opting for such body modification choices, and knowledge or awareness about the risks associated with them. The Chi-square test was used for testing intergroup comparisons. A positive correlation was found between the time spent on OTT platforms and the level of anxiety or restlessness felt by respondents when they were not able to watch the content on such platforms. A positive correlation was also found between the time spent on OTT platforms and the inspiration taken by the respondents from them while deciding on their next look (r = 0.094). Based on the results obtained from the study, it was found that the prevalence of OTT platforms has gained immense popularity, and 83.6% of respondents were found to be OTT users. Interestingly, 89.6% and 75% of the respondents were aware of the health risks associated with body modification choices like hair colouring and body tattooing, respectively.

INSIGHTS INTO DIGITAL MARKETING MANAGEMENT FRAMEWORK IN MODERN ORGANIZATIONS

The article offers insights into theoretical and applied issues related to digital marketing concept development in the works of foreign and national scholars. It is observed that in most cases digital marketing is primarily viewed as a marketing communication tool but not as an independent element of marketing management in the online environment. This research offers etymology justification to the concepts of digital marketing, Internet marketing, online marketing and digital marketing, since yet there is no clear definition of a digital marketing concept in the international and domestic academic literature (most often it is referred to as equivalent to e-commerce, e-business or e-trade). The paper suggests a digital marketing management framework to be used by businesses in the context of digitalization. It is emphasized that a focus of digital marketing management should be placed towards meeting the online customers’ needs and expectations which ultimately translates into added value of organization's goods or services and contributes to building competitive advantages, eliminating potential conflicts of interest. This paper presents a set of digital marketing tools that integrates the principles of Internet marketing modeling (designed by an outstanding American marketer R. F. Wilson) based on the approach of including an Internet platform element into the P3-Place – a classic marketing mix which enables companies to select an optimal Internet platform within their interaction patterns of communication with target segments. According to the research findings, the digital marketing mix covers the following four classical tools, such as "Product", "Price", "Place" (Distribution), and "Promotion". It is also noted that the Distribution tool includes an Internet platform element. A special emphasis is put that each of the digital marketing mix instruments is adapted to the needs of target audiences. The study argues that the added Internet platform element embedded into the Distribution component is critical in managing digital marketing, since the application of the classic marketing mix in the virtual environment is associated with the choice of optimal Internet platforms for searching and communicating with target audiences of consumers.