INTERNET MARKETING AND DIGITAL STRATEGIES. PRINCIPLES OF EFFECTIVE USE

Abstract

The democratization of public life and the impact of globalization processes on the competitive business environment require modern understanding and use of new approaches to meeting consumer needs as the main mission of marketing. All businesses have taken various measures to promote their goods and services over a long period of time. Competent promotion of goods and services of the enterprise can ensure their stable position in the market, financial stability and competitiveness in today's business environment. However, today's realities have changed the form of promotion of goods and services, which was generally accepted, do not sufficiently reproduce the facts of economic efficiency and economic growth of economic entities, but, on the contrary, indicate the need to change the paradigm of modern means of promoting goods and services. In this regard, the modern understanding of consumer needs allows us to interpret marketing from the standpoint of digital technology, which is not aimed at society in general and each individual in particular, but at the nature of their unity as a driving force to meet the needs of each through forms and means of digital marketing. The aim of the article is to study current trends in the promotion of goods and services on the Internet, compare traditional and Internet marketing, develop principles for building effective digital strategies and develop recommendations for competent promotion of goods and services on the Internet. The article identifies the features of Internet marketing and its differences from traditional marketing. Modern information technologies create potential effects when applied in marketing activities. Visibility, speed of messages, as well as reliability create completely new opportunities for receiving and distributing information. The author proposes the stages of building an effective digital strategy and the main indicators on which the strategy is built, namely the traffic for the month, the distribution of traffic by channels, budgets spent on channels, conversion etc. It is proved that the effectiveness of the promotion of goods and services of economic entities contributes to meeting the needs of consumers, respectively, the adoption of competent management decisions during the formation of the marketing plan.