COMMUNICATION TOOLS OF THE INTERNET ENVIRONMENT AS A MODERN MEANS OF BUSINESS PROMOTION

Abstract

For the successful sale of goods and services in a modern digital society, there is a need to transfer marketing to the Internet environment. The main tools of marketing communications are advertising, PR, sales promotion and direct marketing, each of which is implemented in the online space in its own way. One of the most popular methods of online advertising today is contextual advertising, which in turn can be divided into search and advertising in networks. One of the main PR methods is social media marketing (SMM). work with the brand house in social networks, simplification of communication between the company and the consumer, content creation, involvement of the masses in the life of the company. Direct marketing is building direct marketing communication personally with each consumer, which is carried out through such tools as email newsletters, mailings on social networks and instant messengers, push notifications. Examples of sales promotion (sales promotion) are: a discount for a repost or a coupon for a product / service for a review on a website or any feedback platform. Conducting online events, competitions, distribution of prizes, etc., can also serve as a sales promotion technique. The paper also highlights the question of the degree of importance of the company’s own website, as well as an account on a social network for the development and promotion of business in the Internet space. Purpose. Analytical analysis of the four components of communication marketing, as well as solving the problem of choosing between traditional and modern methods of business promotion. Methodology of this article is the analysis of scientific literature in the field of business promotion, followed by a synthesis of the data obtained. Results: conclusions about the advantages of modern methods of promotion using Internet technologies. Practical implications: results obtained can be applied in the field of marketing of both small and medium-sized businesses to select the most effective model for promoting an enterprise.

Keywords

• company
• business
• promotion
• website
• internet environment
• network
• advertising
• social networks