INTEGRATED INTERNET MARKETING AS A TOOL FOR INCREASING THE COMPETITIVENESS OF ENTERPRISES IN THE SPHERE OF TRADE

Анотація

he article explores the essence and practical principles of using integrated Internet marketing as a tool for increasing the competitiveness of enterprises in the field of trade. It is substantiated that in the conditions of increased competition, the growing role of digital communication channels and changes in consumer behavior, it is a comprehensive approach to the use of online tools that ensures stable market positions of business entities. The content of integrated Internet marketing is revealed as a system of interconnected measures that combine search engine promotion tools, contextual advertising, SMM, e-mail marketing, content marketing and data analytics on the basis of a single strategy and coordinated communications. The purpose of the presented work is to determine the features of integrated Internet marketing as an effective tool for increasing the competitiveness of enterprises in the field of trade. The work also identifies key factors that affect the effectiveness of implementing integrated marketing solutions in the activities of trade enterprises, in particular the level of digital maturity of the company, the quality of customer service, the ability to personalize the offer and the use of analytical tools for making management decisions. It is proven that the synergy of online channels allows to increase brand awareness, optimize promotion costs, increase conversion and form long-term relationships with consumers. Methodological approaches to determining the effectiveness of integrated Internet marketing are outlined based on a system of quantitative and qualitative indicators that characterize sales dynamics, the level of customer engagement and indicators of profitability of marketing investments. It is concluded that the implementation of an integrated digital strategy is a necessary condition for increasing the competitiveness of enterprises in the field of trade and ensuring their adaptability to changes in the market environment.

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