INTERNET MARKETING AS A MEANS OF BRAND PROMOTION

Abstract

In today's digital world, it is impossible to imagine the successful operation of a company without including an online network. This is due to the fact that every year the percentage of Internet users grows, and therefore the number of potential consumers of goods and services increases. Against this background, there is a need to regulate the activity of promoting goods online, which is embodied in the formation of Internet marketing. The purpose of the scientific research is to study the peculiarities of the use of Internet marketing as a tool for brand promotion, through the prism of taking into account modern trends in this field. The tools of analysis and synthesis, systematization, comparison, graphic presentation, induction and statistical observation were used to conduct the research. The article is devoted to consideration of current trends in brand promotion through the use of Internet marketing tools. The role of the Internet for business in modern conditions is defined. The exceptional characteristics of Internet marketing compared to traditional marketing have been established. The main goals of its implementation are presented. A comparison of the brand in the traditional sense and the company's brand on the Internet is made. The cases when the greatest efficiency of Internet marketing is achieved are determined. It has been studied what are the most common methods of brand promotion on the Internet today. Internet marketing tools were systematized into 4 groups: own media, paid media, purchased media, and social media. The procedure for using search optimization has been analyzed in detail, and its advantages have been determined. Features of brand promotion through social media are revealed. The procedure for launching contextual and targeted advertising has been studied. Recommendations are offered that increase the effectiveness of Internet marketing tools. The practical value of the research lies in the possibility of using the research results for companies that want to start using the advantages of Internet marketing to promote their own goods and services, as well as for those that are already working in this direction, but have not achieved the desired results.