NEW POTENTIAL OF ADVERTISING PRODUCTS OF DOMESTIC ENTERPRISES: POSSIBILITIES OF SYSTEM INTERNET MARKETING
DOI:
https://doi.org/10.31891/mdes/2022-4-10Keywords:
marketing policy, Internet marketing, digital communications, marketing mix, advertisingAbstract
The study indicates the relevance of the formation and implementation of policies for the development of Internet marketing of the enterprise, in particular entities specializing in the provision of consumer services.The aim of the study is to identify the theoretical and applied foundations of new potential and opportunities for advertising products of domestic enterprises using the Internet marketing system.The definition of the concept of Internet marketing system of the enterprise is given. Its subsystems are defined - managerial, instrumental, functional and technological, as well as the elements of the Internet marketing system of enterprises are identified and their decomposition is carried out. The advantages and features of the virtualized product and its advertising on the Internet are determined and substantiated.The practical significance of the research results is to establish the full range, advantages and disadvantages, features of the use of different types of advertising on the Internet, as well as appropriate tools for Internet marketing of enterprises.The system of elements of Internet marketing is visualized and the place of advertising in it is identified. A full range of types of advertising has been identified, the opportunities for which appear and develop if the company's marketing policy is built on the basis of Internet marketing. The specifics and possibilities of contextual, banner advertising on the Internet, Search Engine Optimization (SEO), email-marketing, direct mail and advertising on social networks (SMM) are described in more detail. It is concluded that to use these and other benefits of advertising within the marketing policy of the enterprise, which is implemented through Internet marketing, it is important to understand the place of advertising in the set of elements and their tools used hereThe scientific novelty of the research results is the further development of scientific and applied principles of marketing policy of enterprises, namely the development of tools and means of advertising products (services) of enterprises within the vector of Internet marketing.
References
Baran, R. Y. (2021)ю Development of Internet marketing of tourism enterprises in the digital transformation of the economy of Ukraine. Lviv: ATB NNVK.
Pleskach, V.L. (2004). E-business technology. Kyiv: KNEU.
Makarova, M.V. (2004). Trends in the digital economy. Poltava: RVV PUSKU.
Vasyltsiv T. H., Voloshyn V. I., Vasyltsiv V. H. (2018). Assessing the Status and the Structural Characteristics of the Economic Security of Information Technology Sector. Business-inform, vol. 3, pp. 329-335.
Vasyltsiv T. H., Lupak R.L., Kunytska-Iliash M.V. (2018). Theoretical and methodological principles o f business planning of implementation of the strategy of competitiveness of enterprises in the domestic market of Ukraine. Scientific Bulletin of P olissya, vol. 2(14), pp. 8-14.
Khartman, A. (2001) Strategies of success in the Internet economy. Kyiv: Lori.
Liashenko H., Motkaliuk R. (2013). Internet marketing and its tools. Scientific Bulletin of the National University of the State Tax Service of Ukraine, vol. 3, no. 62, pp. 59-65.
Vavrysh O. (2011). Problems of formation and prospects of Internet marketing development in the Ukrain ian economy. Innovative economy, vol. 5, pp. 235-237.
Illiashchenko S. M. (2011). Modern lines of application of Internet technologies in marketing. Marketing and management of innovations, vol. 4, no. 1, pp. 64-74.
Kinash A.I. (2013). Internet marketing as the development strategy of modern machine-building enterprises. Sustainable development of economy, vol. 3, pp. 331 -334.
Liubokhynets L. S., Katkova T. I., Kravchyk Y. V. (2022) Analysis of financial and economic prerequisites for ensuring economic security of industrial enterprise. Herald of Khmelnytskyi National University. Economic sciences, 2 part 1 (304), 167-173 [in Ukrainian] https://doi.org/10.31891/2307-5740-2022-304-2(1)-23
