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Toolkit of the Company's Internet Marketing Strategy
Rozhko V. I., Chyzhova A. R., Kuzub A. Y.

Rozhko, Viktor I., Chyzhova, Anastasiia R., and Kuzub, Alyona Yu. (2024) “Toolkit of the Company's Internet Marketing Strategy.” Business Inform 4:366–372.
https://doi.org/10.32983/2222-4459-2024-4-366-372

Section: Management and Marketing

UDC 339.138

Abstract:
In today’s business environment, it is important to have effective tools to develop and maintain a successful online marketing enterprise. Strategic use of online resources can significantly increase sales, increase brand awareness, and improve interaction with the audience. Tools for analyzing, planning, and implementing online marketing strategies are becoming key factors in ensuring the competitiveness and sustainability of enterprises in the digital age. This article explores the modern tools of the Internet marketing strategy, highlighting its key components and impact on the successful operation of enterprises in the modern digital world. The article demonstrates the use of Internet marketing on the example of a company specializing in the production of modern facing and insulation materials for facade and interior decoration. It is highlighted that the use of marketing in the Internet environment cannot be a universal template strategy, since each enterprise forms its own strategy by analyzing the target audience, assessing the competitive landscape and taking into account its own business goals. It is found that the definition of an effective Internet marketing strategy is the result of a unique approach of each enterprise to solving its own tasks and meets its specific needs and conditions. In addition, this paper examines the essence of the concept of "Internet marketing", considers various options for interpreting this definition offered in scientific sources. The importance of continuous improvement of marketing strategies for the successful operation of an enterprise in a rapidly changing information environment, introduction of new technologies and increased competition for consumer attention is emphasized. It is noted that this process is continuous and critical for achieving success in modern business.

Keywords: Internet marketing, content, website, promotion improvement, mini-CRM system.

Fig.: 1. Tabl.: 2. Bibl.: 8.

Rozhko Viktor I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Chyzhova Anastasiia R. – Student, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Kuzub Alyona Yu. – Student, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

List of references in article

Tkachenko, A. “Shcho take internet-marketynh?“ [What Is Internet Marketing?]. Wezom. August 26, 2023. https://wezom.com.ua/ua/blog/chto-takoe-internet-marketing
Sholiak, V. “Shcho take internet marketynh (internet marketing)“ [What Is Internet Marketing?]. wiseclub. November 22, 2023. https://wizeclub.education/blog/shho-take-internet-marketing-internet-marketing/
Lytovchenko, I. L. Internet-marketynh [Internet Marketing]. Kyiv: TsUL, 2011.
Reznichenko, A. “Otsiniuvannia efektyvnosti marketynhovoi diialnosti pidpryiemstva“ [Evaluation of the Effectiveness of the Enterprise's Marketing Activities]. Kyiv : KNEU. 2016. http://feu.kneu.edu.ua/ua/confere_nce/stud_cons_soc_ek_13/sect_2
“Z choho skladaietsia internet-marketynh: stratehii, instrumenty, trendy“ [What Is Internet Marketing: Strategies, Tools, Trends]. https://sprava.ua/blog/z-chogo-skladaetysya-internet-marketing
Turchyn, L., and Ostroverkhov, V. “Suchasni trendy internet-marketynhu“ [Modern Trends of Internet Marketing]. Rehionalni aspekty rozvytku produktyvnykh syl Ukrainy. 2019. http://dspace.wunu.edu.ua/bitstream/316497/38298/1/Турчин.pdf
Kahan, I. V., and Kostiuchko, S. M. “CRM-systemy yak instrument pidvyshchennia efektyvnosti biznesu“ [CRM Systems as a Tool for Improving Business Efficiency]. Computer-Integrated Technologies: Education, Science, Production, no. 52 (2023): 5-9. DOI: https://doi.org/10.36910/6775-2524-0560-2023-52-01
Skryhun, N. P., Semenenko, K. Yu., and Avramenko, I. M. “E-mail yak efektyvnyi kanal marketynhovykh komunikatsii“ [E-Mail as Effective Marketing Communications Channel]. Prychornomorski ekonomichni studii. 2016. https://dspace.nuft.edu.ua/server/api/core/bitstreams/6fe35fe3-30fb-48a3-9cba-8dae5ba2860c/content

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