Internet Marketing Tools Research Articles

ANALYSIS AND FORECASTING OF THE COMMODITY MARKET SITUATION TO DETERMINE THE DIRECTIONS OF APPLICATION OF INTERNET MARKETING TOOLS IN PRODUCT PROMOTION

Objective. The objective of the article is theoretical and practical study of the factors influencing the economic situation on the marketing activities of the enterprise and product promotion, in particular, the application of the results of analysis and forecasting of the current state of the relevant product market when determining the directions for the use of Internet marketing tools. Methods. To achieve the goal, general scientific and special research methods are applied, in particular: the method of synthesis and analysis, methods of comparisons, generalizations and analogies, the method of comparative comparison and analysis of scientific publications, tabular and graphoanalytical methods. Results. As a result of the conducted theoretical and practical study of the factors of conjunctural influence on the marketing activity of the enterprise and the promotion of the product, the main directions of application of the results of the analysis and forecasting of the situation of the relevant product market are outlined when determining the directions of application of Internet marketing tools. The need to use Internet marketing tools for promoting goods and services based on preliminary analysis and forecasting of the market conditions is substantiated. The essence and prospects of the use of Internet marketing as a hybrid technology in the conditions of the modern information society are determined. The main components of Internet marketing, divided into targeted marketing, search and Internet promotion of goods, are specified. The main areas of application of digital technologies to attract and retain consumers are outlined. An algorithmic scheme of the relationship between market research and Internet marketing is proposed, which justifies the need to analyze and forecast the market conditions of the relevant product markets before using Internet marketing tools and allows presenting the entire process of marketing communications as a closed system model from the point of view of enterprise interaction and the market.

МЕТОДИЧНИЙ ЗАСАДИ РОЗРОБКИ МАРКЕТИНГОВОЇ СТРАТЕГІЇ ПІДПРИЄМСТВА

The article considers the methodological approach to the development of marketing strategy of the enterprise in the sphere of promotion policy. The purpose of the article is to substantiate the methodological approach and algorithm for developing the marketing strategy of the enterprise. It is determined that due to the rapid change in society there is a need to develop new marketing strategies to promote goods and services to consumers. Information on the development of new marketing strategies is summarized: neuromarketing, event marketing, emotional marketing, internet marketing, content marketing. Due to these strategic directions, the main goal of the enterprise is to meet the needs of consumers. The application of modern directions of development of new marketing strategies is considered on the example of enterprises of the garment industry. It is determined that the work of industrial enterprises, in particular garment enterprises, in the conditions of quarantine restrictions due to the pandemic COVID-19 has undergone significant changes. During the quarantine period of COVID-19, consumer demand for clothing decreased significantly, so garment companies were forced to develop a new list of individual services that they could provide to their customers. The list of new services requires the garment company to develop a new marketing strategy to attract consumers of these services. Modern marketing strategies to promote services to a new market segment are based on the use of Internet marketing tools. It is proved that for garment companies marketing strategies using Internet marketing tools are not common and widely used, so they need theoretical and methodological justification and development of practical tools for Internet marketing. Analysis of the results of financial and economic activities of the garment company for the period 2018-2021 and analysis of the site of the garment company allowed us to conclude that even a properly formed and configured site does not give a 100% guarantee of product sales. An algorithm for the application of targeted advertising through the social network Facebook in order to promote the services of the garment company to the consumer is proposed. Economic efficiency of the introduction of targeted advertising in the marketing activity of company was proved in the article.

THE EFFECTIVENESS OF INSTAGRAM REELS AS A MODERN INTERNET MARKETING TOOL

The purpose of this article is to study the effectiveness of Instagram reels, one of the modern trends in internet marketing tools. The object of study is the Instagram social platform, and the subject are Instagram reels. As a task, we singled out the study of the advantages of Instagram reels, comparing it with the Tik Tok social platform. The modernity of the topic lies in the fact that the new trend has a fairly wide recognition and opportunities: shooting short videos, simplicity of use, expansion of the target audience, as well as the availability of watching other similar videos; all of this makes this tool more interesting from the scientific point of view. The scientific novelty of the article lies in the fact that as a result of the study, the problems of evaluating the effectiveness of Instagram reels have been identified and criteria have been developed that allow solving those problems. In the article, a comparative analysis was carried out between Instagram reels and Tik Tok social media, which are competitors. The relevance of the topic lies in the fact that the new trend has a fairly wide recognition and opportunities: shooting short videos, simplicity of use, expansion of the target audience, as well as the availability of watching other similar videos; all this makes this tool more interesting from the scientific point of view. In the article, a comparative analysis was carried out between Instagram Reels and Tik Tok social site, whci are demanded competitors.

Efficiency Evaluation of using Internet marketing tools

Efficiency Evaluation of using Internet marketing tools

СЕРВІСНІ ІННОВАЦІЇ ЯК НЕОБХІДНИЙ ЕЛЕМЕНТ РОЗВИТКУ ГОТЕЛЬНОЇ ІНДУСТРІЇ

The article considers the issue of using service innovations as an element for the development of the hospitality industry. It is established that the development of innovative hotel products and the provision of a top-notch services is currently a quite relevant problem, as it contributes to improving the quality of customer service and the efficiency performance of hotels in general. It is stated that the main condition for achieving a high level of the hotel competitiveness is the modernization of services and their compliance with international quality standards. In the course of the research the issue of the essence of service activity in the hotel business has been investigated. The essence, components and structure of the service hotel product are considered. The particularities of innovative servicology in the hotel business are considered. The components of innovational maintenance service in the hotel sphere are analysed. The key aspects of the specifics of the formation, use and implementation of innovative services in the hospitality industry are described. The key directions of increasing the competitiveness of the hotel business on the basis of improving the level of additional services have been identified. It was noted that the effective implementation of innovative hotel services is facilitated by the use of the latest forms of marketing activities, such as the Internet marketing. It is defined that the use of Internet marketing tools contributes to the correct comprehension of consumer behavior and their valuable attitudes; allows to determine the needs of guests and hotel services that are in the greatest demand; create a system of relationships with consumers of hotel services; promotes awareness regarding the hotel and its services; helps to attract the target audience, etc. It is summarized that modern enterprises of the hotel industry should invest more in raising the level of servicology, as the provision of a top-notch services will encourage repeated visits to the hotel and will form a stable customer base of hotel services consumers.

РОЗВИТОК І СТАНОВЛЕННЯ ІНТЕГРОВАНОГО ІНТЕРНЕТ-МАРКЕТИНГУ В УМОВАХ ЦИФРОВОЇ ЕКОНОМІКИ

Abstract. Objective. This article aims to reveal the essence, determine the establishment peculiarities of the integrated Internet marketing concept, and justify its place among other approaches to the marketing theory development. Methods. The theoretical, methodological, and practical basis of the research was the fundamental marketing provisions and scientific works of domestic and foreign scientists on Internet marketing. During the processing and analysis of information, general scientific methods of analysis and synthesis were used (to confirm theoretical propositions), as well as a tabular method (to present data and research results) and a graphic method (to construct a picture). Results. Scientifically based theoretical provisions on the development and establishment of the theory of integrated Internet marketing as a modern concept are disclosed. It was essential to research and analyze the notion of "integrated Internet marketing", the prerequisites for its emergence, and the contemporary interpretation of its essence to identify the possibilities of its application in the current communication policy of the enterprise. The scientific novelty consists in the study of theoretical scientific provisions of the integrated Internet marketing concept. It was found that the emergence of integrated Internet marketing has a dualistic nature, as it is closely related to the development of both Internet technologies and Internet marketing in particular, as well as the philosophy of holistic marketing. The main characteristic features and components of integrated Internet marketing, its levels, and goals that can be achieved by the company using this approach were determined. Practical significance. The development of the digital economy and the change in the marketing landscape encourage businesses to use marketing tools more rationally and systematically. Integrated Internet marketing has a powerful potential for solving such problems. The use of Internet marketing tools makes it possible to take the company to a new level and increase brand loyalty. Keywords. Internet marketing, digital economy, integrated Internet marketing, holistic marketing.

СУЧАСНІ ТРЕНДИ ІНТЕРНЕТ-МАРКЕТИНГУ У СФЕРІ ОСВІТИ ДОРОСЛИХ

The rapid development of technology has led to the fact that present-day education is not only taking place in just a couple of areas, as it was before but with the help of a broader range of channels. The evolution of computer information systems and automation has allowed the modern education system to develop in a new direction. Now it is possible to create a compelling and high-quality studying procedure by using the most massive source of information – the Internet. The article is devoted to the latest trends in Internet marketing in the field of adult education, which ensure its promotion in the market. Due to the drastic change in the format of education, namely the transition from classrooms to online learning, adult education today has become a key tool that ensures the smooth functioning of many organizations, businesses and educational institutions. However, in the article was found that the popularity of adult education in Ukraine is still not high, so there is an important task to promote adult education, namely through the Internet. Internet marketing is important because it helps to drive more qualified traffic. You reach more leads that are interested in the educational cource or program. The ability to target specific leads helps to drive traffic that takes an interest in the company. The Internet is constantly marketing for the company. People can access the website or social media 24/7. This means that everything is visible to the audience at all times. Internet marketing for adult education is extremely cost-effective. The important part of Internet marketing is that it is affordable and drives a quality return on investment. When the company invests money in these methods, it will get a good return on them. Taking the time to keep up to date with the latest digital marketing trends and technologies will help the company to stay relevant in line of work. The article reveals modern trends in Internet marketing of adult education, which make it possible to choose the right way to convey information to potential consumers. It is noted that with the help of Internet marketing tools to date, most advertising, positioning and promotion of lifelong education should be carried out.

Internet Marketing as a Means of Improving the Efficiency of Activity and Competitiveness of Companies in the Tourism Industry

This article considers the essence and possibilities of using Internet marketing activities for companies in the tourism industry, emphasizes their positive importance, which provides statistics on the volume of the advertising market and Internet advertising, as well as data on the economic effect of using the Internet in a particular domestic travel agency – marketing activities, such as: contextual and banner advertising, search engine optimization, SMM-promotion. It is established that now the Internet has become an integral part of our lives, while the Internet-technology has changed not only the daily life of society, but also called into question the existence of large enterprises and small and medium enterprises. Reasonably, that practically the cardinal changes caused by these changes happened in all industries. A competition became harder, and those companies was able to adapt oneself in new terms got new quality changes, and those that was not able to adapt oneself bore severe losses. Internet marketing is one of the main tools of non-price competition, which is increasingly displacing price competition based on the method of reducing prices. That is why the implementation of Internet marketing tools needs further research. For the implementation of Internet marketing activities it is necessary to determine the target audience, make a portrait of the client, set clear goals and the next step is to choose the channels to attract customers. Internet marketing is suitable for any type of business, it is more profitable than visual advertising has been proven. Internet marketing is developing very quickly, and only those entrepreneurs who can quickly adapt to the new conditions of business start-up will be able to win has been noted.

Mechanisms for Promoting and Monetizing Accounts of Commercial Organizations on Instagram

The authors analyzed and explored the promotion mechanisms as well as looked at the ways of monetizing multimedia content on Instagram. We discovered that organizations are using both the classic techniques for creating communication channels with their audience and most modern ones. The analysis was carried out during the peak of the COVID-19 pandemic in 2020. Eight Russian and foreign Instagram accounts of commercial organizations were taken for the study. The main criterion for choosing blogs was the number of subscribers as of 04/02/20–05/04/2020. We analyzed the marketing strategy of the following accounts: “kingarthurflour”, “intel”, “dictionarycom”, “pyaterochka_official”, “magnitkrd”, “traderjoes”, “respublica_ru”, “sberbank”. This sample is purposefully compiled in such a way as to comprehensively study how old and new Internet marketing tools are used to promote blogs specializing in different goods and services. We described in detail the techniques for promoting audiovisual and textual content. The reasons for the erroneous SMM marketing strategies are explained and examples of effective ones are shown. The main methods of monetization of media production are also presented and typologized. The relevance of this work lies in the need to show the advantage of SMM tools and discover previously unknown ones — for successful marketing in one of the most massive social networks. The study found that the appropriate selection and competent use of SMM technologies have a positive effect on promotion and monetization.

FEATURES OF MODERN TOOLS OF INTERNET MARKETING

The article considers modern tools of Internet marketing as a set of actions aimed at attracting attention to the product or service sold by the company, and promoting the site in order to successfully sell the product. Theoretical foundations of Internet marketing and application of Internet marketing tools are defined and analyzed. Recommendations on introduction of innovative trends of Internet marketing in the operation of modern enterprises are developed. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, i.e. search engine promotion; E-mail; advertising on social networks (SMM); contextual advertising, one of the most popular advertising methods on the Internet; banner advertising, graphic image is located on the website page Publisher; traffic arbitrage, purchase by a webmaster of traffic at a certain price for resale on better terms. The main trends that dominate the field of Internet marketing are identified and analyzed, namely: dynamic activation of mobile marketing, active use of web analytics, advertising in video format, influencer marketing (a strategy that requires special people to reach the desired audience), Email marketing, content marketing, Instagram promotion, chatbots and messengers, the transition from individualism to collaborative creativity. It has been determined that the use of Internet marketing tools helps to promote the brand, attract customers, conduct market research and perform many other processes. Conversely, significantly more resources would be necessary in an offline environment. It is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, at the same time Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to the new business conditions are catching up with new trends and think of a quality marketing strategy.

ANALYSIS OF THE USE OF PROJECT MANAGEMENT TOOLS BY UKRAINIAN COMPANIES

The article defines the essence of Internet advertising, analyzes the current state and volume of Internet advertising in comparison with other types of media advertising; the essence and types of Internet promotion, application of Internet promotion tools are considered and their comparison is made. The main indicators of the Internet advertising market in Ukraine are analyzed and the most popular types of online advertising are identified. The main tasks of Internet advertising as an important tool of marketing strategy for any activity are revealed. The classification of advertising on the Internet has been improved, the main types are grouped according to eleven selected features. The essence of each type of advertising is revealed, the theoretical understanding of which will allow the advertiser to make an effective decision on the appropriateness of advertising tools, settings, minimize risks in promotion, rational use of advertising budget, increase performance after the show. Also, a comparative assessment and features of the most popular types of advertising, revealed the advantages and disadvantages of Internet advertising in order to improve its theoretical analysis. The article discusses the theoretical foundations of Internet marketing, analyzes the use of Internet marketing tools, investigates the introduction of innovative Internet marketing trends in the activities of modern enterprises. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, ie search engine promotion; E-mail; advertising on social networks (SMM); contextual advertising, one of the most popular advertising methods on the Internet; banner advertising, graphic image is located on the website page Publisher; traffic arbitrage, purchase by a webmaster of traffic at a certain price for resale on better terms. The main trends that dominate the field of Internet marketing are identified and analyzed, namely: dynamic activation of mobile marketing, active use of web analytics, advertising in video format, influencer marketing (a strategy that requires special people to reach the desired audience), Email marketing, content marketing, Instagram promotion, chatbots and messengers, the transition from individualism to collaborative creativity. It is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, and Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to new business conditions are catching up with new trends, think of a quality marketing strategy.

FEATURES OF USING SMM FOR EFFECTIVE MANAGEMENT OF RESTAURANT BUSINESS ENTERPRISES

The article highlights the problem of using social networks, which is due to the active development of marketing, both worldwide and in Ukraine. Competition in the global market is intensifying, and therefore companies need to spend more money to promote their product so that it is not lost among many others. At the same time, the pandemic caused by Covid-19 has reduced marketing budgets. However, there is a growing need to find cost-effective and efficient ways to communicate with consumers. Businesses are encouraged to pay special attention to Internet marketing tools that promote the restaurant product, the restaurant business itself, and its brand through using social media, the content of which is created or updated through the efforts of owners and visitors, namely social media marketing. Competition is also intensifying, so only those companies that know and understand their consumers and competitors well, pursue effective communication policies, will succeed in the market. The shift of interests from mass to targeted marketing, as well as the dynamic development of communication channels and promotion tools have set new challenges for marketers. The article examines the existing methods of SMM promotion for use in the restaurant business, among which were targeted advertising, SEO promotion, interaction with users, competitions, advertising in communities. The main tasks of SMM, its advantages/disadvantages were highlighted. The main attention was paid to the method of evaluating the effectiveness of promotion and communication effectiveness of SMM for restaurant businesses. Several measures for the effective implementation of SMM in restaurants are proposed.

Digital Transformation of Small Enterprise Activities in the Context of Economic Security

Aim. The presented study aims to develop recommendations for improving the existing mechanisms of adaptation of small enterprises to the uncertain conditions of the external environment associated with digitalization processes in the economy.Tasks. The author analyzes the existing mechanisms of adaptation of small enterprises to the conditions of uncertainty; substantiates the connection between the digitalization of business processes and the economic security of enterprises; proposes an original approach to the content of the mechanism of adaptation of small enterprises to the processes of digitalization.Methods. The author uses general and special scientific methods and techniques. General scientific methods include analysis and synthesis, comparison and generalization, modeling, literature review, observation, and expert assessment. Special scientific methods include factor analysis and process analysis.Results. The author substantiates the introduction of digital tools provided by Industry 4.0 and step-by-step digitalization of small enterprises in the form of original diagrams demonstrating the content of the mechanism of adaptation of enterprises to the processes of digitalization, individual elements of this mechanism (Internet marketing and its technologies), and prospects for the development of the mechanism in the form of a diagram of its integration into a large digital ecosystem (region, cluster, etc.). The most significant elements of the proposed adaptation mechanism are the mechanism of digitalization and the mechanism of economic security of small enterprises as well as their relationship and balance of interests. The study examines practical approaches to the step-by-step digitalization of small enterprise activities by assessing the efficiency of introducing certain Internet marketing tools in the activities of a small enterprise that does not directly operate in online mode (a chain of driving schools). A relevant investment project is assessed, showing the efficiency of all proposed scenarios. The author also considers the prospects of integrating small enterprises into a single digital ecosystem of a larger structure or entity (region, cluster, etc.) for a large-scale socio-economic synergetic effect that would serve as a mutual benefit for all participants of the system.Conclusions. In spite of the lack of a clear model for the digitalization of the economy in Russia and many obstacles to the successful digital transformation of small enterprises, practical digitalization mechanisms are already being developed, offering a set of step-by-step actions for small enterprises with allowance for their limited resources and prospects for development in each market. One of the success factors of digitalization is the correlation and balance between digitalization mechanisms and the economic security of enterprises. By adopting international approaches to Internet marketing technologies, a modern small enterprise gains a significant strategic advantage in the long term.

ІНТЕРНЕТ-МАРКЕТИНГ ЯК КОМПОНЕНТА ТУРИСТИЧНОГО БІЗНЕСУ В РОЗУМНІЙ ЕКОНОМІЦІ

The article discusses the contemporary issues related to the application of Internet marketing tools in tourism business along with estimating the growth rates of the global cloud computing and hosting market for 2010–2020 and analysing its structural and functional changes in different time periods. Modern tourism industry is viewed as a highly dynamic and fast-growing sector that not only adapts to market needs but also demonstrates new business practices using advanced cloud technology and business models. A special emphasis is put on the argument that the high growth rates of cloud technologies in recent years have been underpinned by the need to use an integrated database to manage business processes in tourism industry. The study provides insights into modern subject areas and marketing research objectives in the context of tourism digitalization as well as explores the fundamental change in the environment, settings and business patterns of tourism sector actors from the Internet marketing perspectives. The authors also present a concept of a system approach to information, technological and marketing support of a tourist product in the framework of business globalization. The findings justify the need to develop up-to-date strategic solutions by tourism enterprises with a focus on advanced knowledge practices in the context of the COVID-19 pandemic subject to the evolution of digital tools in tourism. The study offers an overview of the European Tourism 3.0 policy which provides for its consistent implementation in the concept of the national sustainable development along with identifying the relationships between the key factors to ensure the effective response of the tourism market actors to global competition challenges using Internet technologies. In addition, the article discusses particular applied aspects of tourism startups that have developed effective cloud technologies as well as demonstrates rapidly growing public value of startups and electronic industry advances as innovative idea generators in the tourism industry.

Development of e-commerce in the context of digitalization

In the context of digitalization, there is a rapid growth of e-commerce, so it is a relevant issue. This implies the need to improve digital technologies, develop Internet platforms, set up sales channels and Internet marketing tools for promotion on the online market in order to obtain the planned profit. The subject of the research is organizational and managerial relations and processes that arise in enterprises working in the field of online marketing and e-commerce. The purpose of the research is to substantiate the role and place of e-commerce in the context of digitalization, as well as to analyze the state of the e-commerce market in modern conditions. The article reveals the ever-in- creasing role of e-commerce in the innovative modernization of the Russian economy; substantiates the need for widespread use of Internet marketing opportunities in order to attract consumers of goods and services, as well as market partners for the implementation of business projects. An analysis of the scale of e-commerce has showed that in recent years, the Russian e-commerce market has grown by an average of 29% per year, reaching 2,06 trillion rub. by 2019 in the total volume. Organization of electronic commerce in the market involves the implementation of a number of stages: analysis of the market situation; selection of e-commerce channels, ensuring the effectiveness of sales; controlling and evaluating the effectiveness of online trading. At present, various types of Internet platforms are currently used: stock exchanges, corporate sites, forums and industry clubs, landing pages, informa- tion blogs and magazines, trading platforms, rubrics, bulletin boards, etc., depending on the specific characteristics, features and promotion tools. It has been concluded that the prospects for the devel- opment of e-commerce in modern conditions are associated with the need to develop digital technol- ogies, overcome the digital divide, as well as the integration of small and medium-sized enterprises into the global Internet space.

The digital tools usage in the organization of resource support for small business activity

The paper is devoted to the problems of using digital (digital) marketing tools by small businesses. The essence of digital marketing is clarified, its differences from Internet marketing are analyzed. The tasks of marketing activities of small enterprises in the digital environment are determined. The features of the use of individual digital marketing tools are considered: search engine optimization (SEO), contextual advertising, media context advertising, email marketing, social media marketing (SMM). In addition, the paper examines the main trends in the development of digital marketing in Ukraine and abroad, draws conclusions about the prospects for using various digital technologies in small businesses in the coming years. One of the main tasks of digital marketing is to connect offline audiences to the company's online channels. For example, advertising messages in an offline environment can lead potential customers to the company's website or its page on the social network. Each small business selects communication channels based on the specifics of their own business, available resources and the characteristics of the target audience. For some companies it will be acceptable to use only online tools, for others this direction will be ineffective or unprofitable. Therefore, an important component of the process of developing and implementing digital marketing policy is testing different channels of communication with the consumer. In today's rapidly transforming digital marketing environment, the regular introduction of new information and communication technologies and methods of working with mobile and Internet content to succeed in a highly competitive market, small businesses are no longer enough to use Internet marketing tools. These tools need to be integrated with offline promotion channels and develop comprehensive marketing solutions based on the characteristics and needs of a particular business. These decisions should cover all areas of marketing activities: from market research and product positioning to advertising. Entrepreneurs need to take into account changes in the psychology of consumers of digital information and adjust their marketing campaigns in accordance with the most current trends in the digital environment.

Инструменты продвижения образовательных услуг в сфере охраны труда

Тhe article discusses the tools for promoting educational services in the field of labor protection. The purpose of the work is to analyze the essential technologies for the communication promotion of educational services in the field of labor protection. The article considered the foreign and Russian experience in promoting services in the field of labor protection. Methods used in the analysis: expert interview, observation, case study. Based on the results of the work, it was concluded that, in addition to traditional methods of promotion, Internet marketing tools are used to promote educational services in the field of labor protection.

Current development trends and the choice of Internet marketing tools

The article deals with the issues related to the research of Internet marketing tools, analyzes the factors that affect the development of advertising network technologies. The main market research directions necessary for the optimal set of Internet tools formation for promoting products and services are presented and justified.

СТРАТЕГІЯ ІНТЕРНЕТ-МАРКЕТИНГУ ІТ-ПРОДУКТУ НА РИНКУ B2C

The article discusses the issues of developing an effective strategic approach to promoting IT products via the Internet on a B2C market to attain marketing goals. The study provides insights into the peculiarities and essential differences in marketing activities on a B2B and B2C markets along with revealing the specifics of using Internet marketing tools in a consumer market subject to specific features of an information technology product and a particular phase of a consumer’s purchase decision. The findings demonstrate that IT products are characterized by high degree of innovation and technological complexity which differentiates them from products in other areas of business. It is argued that the promotion of IT products on the Internet imposes a strategic approach to the selection of advertising channels and formats to ensure effective communication and achieving marketing goals. It is important that this process shall rely on the results of marketing research including the research on target audiences, competitors activities, and the effectiveness of particular tools for selecting advertising channels and formats that will ultimately contribute to reaching marketing goals. In this context, using Internet marketing tools for IT products is critical to build an effective communication system in the framework of a customer conversion funnel. It is noted that the use of Internet marketing instruments by software companies also has certain specifics driven by the conversion funnel and differentiation characteristics which make it differ from other areas of the IT market. The study findings highlight a significant role of a video format in building brand knowledge as well as in achieving conversion goals. The research results have important implications to IT companies, in particular to mobile applications developers, which can be utilized in designing product promotion strategies or while launching a new product into the market.

The utilization of Internet marketing communication tools by higher education institutions (on the example of Poland and Ukraine)

PurposeThe purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine.Design/methodology/approachIn the article, the authors used the literature review method to justify the importance of implementing HEI marketing strategy based on marketing communications with Internet users, and thus to justify the relevance of the chosen research topic. Based on the literature review, the authors identified the goals of HEI advertising campaigns on the Internet (branding, recruitment of students, site traffic increase and subscription of Internet users to the university newsletter) and substantiated the analytical study of the two countries. The survey conducted by the authors allowed them to form their conclusions, the validity of which is based on the interpretation of the indicators calculated in the analytical section.FindingsThe hypothesis that the focus of HEI Internet marketing communications, recruitment of students, is universal regardless of the country of origin is proven. There is also no significant differences in Internet marketing communication tool use that is “simpler” and cheaper. University marketing managers widely use Internet advertising tools, but they have difficulty implementing public relations and sales promotion tools. Internet marketing communication is an important component of HEIs' marketing strategies, thus, comparing EU and non-EU HEIs informs future strategies.Practical implicationsThe results of this research are of interest to HEIs that seek to improve the adaptation of their marketing communication strategy to meet the conditions of digitalisation and to strengthen their competitive foothold within the market. Also, the findings can help HEI marketing staff members to improve marketing communication tools used to build and maintain relationships with their online customers.Originality/valueThis study highlights the similarities and differences in approach to Internet marketing communications among EU (Poland) and non-EU HEIs (Ukraine). In conducting a thorough review of research, as well as a survey of 185 HEI marketing staff members, the paper offers insight into the approach HEIs of varying cultural backgrounds take to Internet marketing communications and online recruitment.