ANALYSIS OF THE EFFICIENCY OF INTERNET MARKETING IN ENTERPRISE ACTIVITIES

Abstract

The article is devoted to the analysis of modern Internet marketing tools and their impact on consumer behavior. In the conditions of a dynamic market environment characterized by increasing uncertainty, effective management of the company's activities requires the implementation of all components of Internet marketing. Thanks to the rapid development of technology and the spread of the Internet, businesses have a unique opportunity to engage, connect and communicate with their target audience on a new level. An important aspect is also the use of Internet marketing as one of the modern marketing tools, which allows enterprises to establish effective interaction with buyers. This approach provides an opportunity to provide individual service, establish effective feedback and receive marketing information in real time. As a result of the expansion of the use of the Internet in marketing activities, there was a need to organize and systematize Internet marketing tools taking into account the latest technological developments. The purpose of the study is to study and analyze Internet marketing as a tool of marketing communications. The study is aimed at revealing the impact of the main tools of Internet marketing on consumers and analyzing the effectiveness of Internet marketing in the activities of enterprises. There are quite a large number of different Internet marketing tools. In our opinion, some of the most famous and effective are: SMM (Social Media Marketing); SEO optimization; Contextual advertising; Banner advertising; E-mail marketing; SMS marketing; Keeping a blog; Video marketing; Remarketing and retargeting; Event marketing. This list of tools is not exhaustive, that is, there are many more tools in the field of Internet marketing. The activation of electronic commerce and the popularity of Internet resources in business testify to the importance of using Internet marketing tools to achieve the marketing goals of enterprises. The effectiveness of Internet marketing for every enterprise depends on the successful selection of tools that will not only help achieve the desired results, but also provide an advantage in the market compared to competitors and reveal new opportunities for business development.