Keywords: internet marketing, marketing activity, internet, information technology, communications, usage levels, benefits, profitability


The article highlights the essence of Internet marketing, its role and opportunities in the distribution of goods and services. I determined the advantages of digital marketing in modern conditions. The purpose of the study is to consider the features of the use of Internet marketing tools, types of distribution channels, interaction with various spheres of consumer life, and to identify features that should be applied in the activities of enterprises. The automated system of information processes is a strategic factor of competition. The tools of interactive marketing are e-mail, promo site, website, mobile messages, and the use of e-commerce. At the current stage of informatization of society, this technology is the most significant in the complex of information solutions and is gradually absorbing all the above-listed information technologies of interaction. Channels that I considered as ways of promoting goods and services in a complex of marketing communications, indicating the advantages of each of them. The main advantages of digital marketing in modern conditions are interactivity; absence of territorial restrictions; easy access to resources; attraction of the target audience; the ability to quickly assess the promotion company being conducted and manage events in real time. The functions of interactive marketing are the study of sales; study of pricing; study of advertising; study of consumer wishes; assortment planning; sales promotion. The use of a system of Internet marketing tools will provide an opportunity to conduct business more effectively on the Internet, that is, to reduce production costs, carry out effective marketing research, automate the processes of buying and selling and informing customers, conduct market analysis, and increase the effectiveness of buyer-seller interaction. Companies large and small, despite the aforementioned difficulties, are quickly including interactive marketing in the list of marketing tools used. In the 21st century, interactive marketing will prove to everyone that it is capable of becoming a powerful tool for creating sustainable relationships with customers, improving sales performance, providing customers with information about the company and the products it manufactures, for more efficient and cheaper delivery of goods and services to end consumers.


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Author Biography

Elena Shcherban, Kharkiv Technological University «STEP», Ukraine, 61010, Kharkiv, Malomyasnytska str. 9/11

PhD in Economics, Associate Professor


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How to Cite
Shcherban, E. (2022). APPLICATION OF INTERNET MARKETING IN ACTIVITY ENTERPRISES. Social Economics, (64), 48-54.