INTEGRATED INTERNET MARKETING AS A COMPONENT OF THE DIGITAL STRATEGY OF TRADE ENTERPRISES

Анотація

The article reveals the theoretical and applied principles of the formation of integrated Internet marketing as a key component of the digital strategy of trade enterprises. It is substantiated that in the conditions of increasing competition, digitalization of business processes and changes in consumer behavior, it is the systemic coordination of online tools that ensures the achievement of strategic goals of enterprise development. It is proved that integrated Internet marketing should be considered not as a set of separate promotion channels, but as a holistic management system focused on the formation of coordinated communications, personalized interaction with consumers and increasing the effectiveness of marketing investments. The place of integrated Internet marketing in the structure of the enterprise's digital strategy is determined, its functional components and relationship with business processes in the trade sector are characterized. Attention is focused on the need for an omnichannel approach, the use of analytical tools and the implementation of marketing automation technologies. It is shown that the strategic integration of search engine optimization, contextual advertising, social networks, content marketing and electronic communications contributes to the formation of sustainable competitive advantages and strengthening the market position of the enterprise. Methodological approaches to assessing the effectiveness of integrated Internet marketing in the context of implementing a digital strategy are outlined based on indicators of sales dynamics, the level of customer engagement and the profitability of marketing investments. It is concluded that the integration of digital channels within a single strategic concept creates the prerequisites for increasing the adaptability of trade enterprises to changes in the external environment and ensures their long-term development.

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