INTERNET MARKETING TOOLS IN THE PERIOD OF THE GLOBAL FINANCIAL CRISIS: URGENCY AND EFFICIENCY

Анотація

The article states that the impact of Internet technologies on public life has become a prerequisite for creating a new type of marketing – Internet marketing, which contains all components of marketing activities and a set of methods of marketing research on the Internet, mastering algorithms and ensuring high efficiency of advertising campaigns. Internet marketing is one of the most effective tools of today for the promotion of goods and services of companies in various areas. The authors note that under the current conditions of development of the world economy and the economy of Ukraine, in particular, there are significant changes in the activities of enterprises and approaches to doing business. The most obvious change is that most companies and people have gone online. The authors of the article emphasize that one of the significant and important factors influencing the development of enterprises in the context of the Global Financial Crisis 2020, which is currently in an active phase, is the effective use of the Internet in their activities. Taking into account the analysis of modern scientific research, the authors noted that they did not substantiate the tools of Internet marketing, which are relevant in the context of the Global Financial Crisis 2020. The authors analyzed the total advertising market in Ukraine and concluded that the Internet segment is growing faster than other types of advertising. Taking into account the current trends in the development of online communications, the authors, based on a study of modern publications, summarize the current tools of Internet marketing during the Global Financial Crisis and systematized current trends in Internet marketing. The authors emphasize that during the Global Financial Crisis there are various tools of marketing communications, but the relevance and momentum are gaining online tools, the effectiveness of which in a pandemic exceeded the effectiveness of traditional marketing tools. The authors believe that the generalization of existing tools of Internet marketing and the selection of many of the most relevant and effective, will allow companies to quickly navigate and choose those that will benefit in a particular area of business.

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