The Modern Tendencies of Development of Digital Marketing in Ukraine

Abstract

The article is aimed at analyzing and identifying tendencies in the formation and development of the market of Internet advertising. The world experience of development of the market of Internet advertising together with tendencies of growth of expenses for Internet advertising are considered. Internet advertising instruments and their interaction with each other are characterized; Ukrainian market of Internet advertising, audience of its consumers and users are investigated; preferences regarding the online shopping among Ukrainians are considered. It is identified that the Internet facilitates changes in the balance between the variants of applying the marketing mix. In this case a website can serve as a channel for promotion of articles or services and be a place of sale. Also, based on the concept of «7С», the site is a physical element for interaction with consumers. To identify consumer preferences in the sphere of Internet advertising in terms of trade, as well as the degree of its influence and perception, the authors have carried out several marketing researches. According to the survey data, the respondents’ opinions concerning the place and frequency of purchases are identified; the most significant factors influencing the choice of online shops are defined; the average amount of purchases is defined; attitude of respondents towards different types of Internet advertising. The list of parameters for respondents is selected and it is suggested to allocate the following important parameters of Internet shops: level of prices, site design, navigation convenience, delivery of articles, payment for articles, quality of consultation.

Keywords

• Internet advertising
• audience
• consumers
• online shopping
• marketing mix
• marketing
• research
• survey
• respondents