UK: Стаття присвячена актуальним питанням визначення сучасних стратегій маркетингового просування товарів і послуг в інтернет-середовищі. Розглянуто ключові інструменти, такі як пошуковий маркетинг, соціальні мережі, контент- і email-маркетинг. Визначено особливості їх використання в умовах зростаючої динаміки цифрового ринку. Проаналізовано методи оцінки ефективності маркетингових кампаній, зокрема KPI, ROI, CR, CTR. Виокремлено ключові виклики для бізнесу, пов’язані з адаптацією до змін поведінки споживачів і інтеграцією новітніх технологій, таких як штучний інтелект. Запропоновано рекомендації для оптимізації комунікаційної стратегії, зокрема через комплексне використання доступних цифрових інструментів. Отримані результати дослідження спрямовані на підвищення конкурентоспроможності підприємств і вдосконалення їхньої діяльності в інтернет-просторі.
EN: The article is devoted to the analysis of Internet marketing as an important tool for enterprises seeking to succeed in the modern business environment. The authors emphasize that Internet marketing has become an integral part of strategic management for companies of various sizes and forms of ownership. They note that many Ukrainian companies have not yet realized the potential of modern marketing concepts and technologies, which creates a need for further research in this area. The main aspects of Internet marketing include marketing communications, which are constantly evolving under the influence of changes in consumer behavior and technological progress. In particular, online marketing allows you to sell around the clock from anywhere in the world, reducing costs and increasing business efficiency. This is especially critical for small and medium-sized enterprises, as they can achieve sustainable development due to low costs of Internet communications. The article also discusses methods for evaluating the effectiveness of marketing strategies, including ROI, CPC, and CTR. The authors emphasize the importance of adapting strategies to dynamic market changes and the introduction of new technologies, such as artificial intelligence. The purpose of the article is to analyze in detail the system of promotion of goods and services on the Internet and to develop recommendations for its improvement. The tasks include: analyzing the essence of promotion in the Internet environment, researching methods for evaluating efficiency, and developing proposals for improving marketing communications. The article contains step-by-step recommendations for the successful implementation of marketing strategies in the Internet environment. This includes assessing the current state of the market, defining goals and objectives, developing an individual strategy, applying appropriate methods and monitoring performance. In addition, the authors focus on the key stages of integrating Internet marketing into the company's activities, such as formulating general goals, analyzing the target audience, and creating relevant content. Communication channels, such as websites and social networks, are also important, as they provide interaction with potential consumers. The article also discusses the importance of content marketing, search engine marketing, and email marketing as key tools for attracting and retaining customers. The authors emphasize the importance of creating engaging content to draw attention to the brand and increase customer loyalty. The article concludes by noting that the effectiveness of marketing activities can be assessed through the use of metrics and KPIs. This allows businesses to adapt their strategies in line with changes in consumer behavior and overall market dynamics. Thus, the article provides a comprehensive overview of the current state of Internet marketing in Ukraine and offers practical recommendations for its improvement.
