MARKETING COMMUNICATIONS ON THE INTERNET AS AN INNOVATIVE PROMOTION STRATEGY TOOL

Abstract

The purpose of the article is to substantiate the theoretical and applied aspect of the importance of using marketing communications on the Internet. The aim of the article is also to identify the features of the Internet as a space for marketing communications and to formulate the principles of interaction with consumers. Research methodology. The achievement of the goal set in the article is carried out with the help of the following research methods: logical generalization and scientific abstraction, structural analysis, analytical method. The methodological basis of the study were legislative and regulatory documents, reference and periodical domestic literature, foreign literature, the results published in scientific literature and periodicals. Also, the methodological basis was the statistics of the State Statistics Service, statistics of the World Advertising Coalition, as well as the author's own development. Findings. For effective work of the organization active use not only of traditional marketing communications, but also communications on the Internet is offered. The importance of marketing communications on the Internet and in the Ukrainian advertising market was determined and their role in the work of the enterprise was determined. These circumstances require the development of new scientifically sound approaches to improve the communication policy of the enterprise through the virtual network, which provides the development of their communication with the target audience of the consumer market and increasing economic results from the implementation of Internet communications strategy. Practicalvalue. The practical application of the proposed theoretical and applied approaches will allow organizations to increase the effectiveness of communication strategy and will attract new customers, and as a result increase profits. Ago active use of not only traditional marketing communications, but also communications on the Internet is offered for effective work of the organization. The importance of marketing communications on the Internet and in the Ukrainian advertising market was determined and their role in the work of enterprises was determined.