MODERN TRENDS IN INTERNET MARKETING

Abstract

With the onset of the Covid-19 pandemic, the rapid rise of Internet marketing began. The business was forced to close, moving to an online environment, which contributed to the active use of Internet marketing tools and their development, reaching a new level. Currently, free access to the global network, reaching audiences around the world, growing use of gadgets, convenience and environmental friendliness are key factors influencing the formation of Internet marketing trends. The goal of the article is to study and evaluate current trends in Internet marketing as a set of actions aimed at attracting attention to the product and promoting the site in order to successfully sell the product. The article reviews the theoretical foundations of Internet marketing, analyzes the application of its tools, examines the trends of Internet marketing as of 2022, considering the full-scale war in Ukraine. Internet marketing tools are considered and characterized, such as: SMM, email marketing, influencer marketing, content marketing. Trends of Instagram and TikTok social networks have been identified and investigated in detail, and current tendencies have been analyzed. The leading trends in the field of Internet marketing are highlighted: communication of businesses through social networks, increasing the popularity of Instagram and TikTok, attracting influencers and bloggers, introducing chatbots, creating personalized, gamified emails with customer status surveys, developing informative and relevant content. It has been proven that Internet technologies allow to reach and attract a larger audience, increase trust in the brand, business profits, optimize time and enhance the convenience of interaction with customers. It is concluded that Internet marketing is a system of tools that can be used in the online environment, and which are aimed at advertising, promotion, audience reach, attracting attention to a product or service in order to sell it and / or increase brand awareness. The trend of rapid development of Internet marketing will continue, transform, and scale in the light of military events, gaining momentum and adapting to new conditions of current realities.