Internet Marketing as a Tool for the Development of Industrial Enterprises in Modern Economic Conditions

• Main Authors: Fomichenko, I., Barkova, S.
• Format: Article
• Language: English
• Published: Інститут економіки промисловості НАН України 2019
• Series: Економічний вісник Донбасу
• Subjects: Marketing
• Online Access: http://dspace.nbuv.gov.ua/handle/123456789/169028

The article highlights the values and the main role of Internet marketing in the activities of an industrial enterprise. The main advantages, composition and segments of Internet marketing are defined. It was determined how the features of the activity in the industrial consumer market influence the development of the Internet marketing strategy. Identified specific aspects of the strategy of Internet marketing, which should be taken into account by enterprises in its development. The key trends in the environment of industrial consumers, formed under the influence of the development and penetration of Internet technologies into the business environment, are investigated. It is proved that the introduction of individual activities of Internet marketing, there is a saving on the marketing costs of the enterprise. The composition and tools of Internet marketing of industrial enterprises of Ukraine are proposed, which should be involved in the Internet marketing strategy of industrial enterprises and ways to use them to improve the efficiency of enterprises: a marketing automation system, a CRM system, a website, search marketing, an online marketplace. content marketing.