GLOBAL INTERNET MARKETING TRENDS IN THE ERA OF MEDIALISATION OF SOCIETY
Abstract
Rapid scientific and technological progress and the growing popularity of information technologies in business have significantly influenced the strategies of many enterprises, causing the emergence of new forms of marketing activity. One such result of scientific and technical progress is the emergence of Internet marketing. The article is devoted to the consideration of the main global trends in the development of Internet marketing, taking into account the digitalization and medialization of society. General scientific research methods were used to study the development of Internet marketing in the world: analysis, synthesis, comparison, and generalization. It was determined that Internet marketing tools allow you to capture and attract a larger audience, improve communication with customers, increase brand loyalty, and increase business profits. The main principles of Internet marketing are outlined, which include efficiency, personalization and relevance. The main trends of Internet marketing for 2024–2025 have been determined. These include video marketing, artificial intelligence and machine learning, voice search optimization, user-generated content, chatbots and conversational marketing. Optimizing voice search is one of the global marketing trends for expanding the user audience, optimizing behavioural factors, and increasing conversion. Artificial intelligence and machine learning are increasingly being used to optimize and personalize digital marketing efforts, particularly in areas such as search engine optimization (SEO), content creation and advertising. Using user-generated content has benefits for both the companies that receive unique ideas and content, as well as for the users themselves. The latter get the opportunity to show their creative abilities and, in addition, can receive discounts or rewards. Sales through social networks and the further expansion of their functionality as a convenient channel for purchases is one of the key trends in marketing for 2024-2025. Developer companies are working hard to expand shopping opportunities on social networks, predicting even deeper integration with e-commerce. In general, the trends of the rapid development of Internet marketing will continue, will transform by the events in the world and will scale, gaining more and more branching and adapting to the new realities of modernity. Effective use of innovative Internet marketing tools is an important prerequisite for the successful transition of companies and brands to the global digital space.
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