INTERNET MARKETING AND E-COMMERCE: STRATEGIC INNOVATIONS AND DEVELOPMENT PROSPECTS

Анотація

In the current context of digital business transformation, Internet marketing and e-commerce have gained strategic importance for the development of enterprises in the global economy. This article examines the main directions and innovative approaches in the field of e-commerce, focusing on the impact of artificial intelligence, big data, marketing automation, chatbots, and mobile platforms on the effectiveness of marketing campaigns and customer engagement. Special attention is given to the role of social media and integrated omnichannel sales models, which enable personalized offers, enhance customer loyalty, and strengthen brand reputation. The study analyzes global and Ukrainian e-commerce trends for the period 2018–2025, considering the influence of global trends such as the development of augmented and virtual reality technologies, the integration of fintech solutions, and the growth of mobile shopping on the transformation of business models and customer communications. Particular emphasis is placed on the transformation of business models driven by Internet technologies, mobile commerce, and global digitalization. The article highlights a comprehensive approach to the use of digital tools, including SEO, SMM, content marketing, and affiliate marketing, which allows for resource optimization, increased audience reach, and adaptation of marketing strategies to changing consumer behavior. The author emphasizes that the successful implementation of innovative strategies in Internet marketing and e-commerce is crucial for maintaining enterprise competitiveness, creating added value, and ensuring sustainable business development in the context of dynamic technological and socio-economic changes. The article will be useful for researchers, marketing practitioners, business managers, and specialists in the digital economy seeking to implement modern tools and strategies to enhance business process efficiency. The rapid growth of internet marketing will continue, adapting to the advancement of information technologies, global events, and contemporary realities.

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