Rabei N., Ph.D. student of the Department of Management and Behavioral Economics, Faculty of Economics, Vasyl’ Stus Donetsk National University, Vinnytsia, Ukraine

ORCID ID: 0000-0001-8124-2025
e-mail: nastasiia.rabei@gmail.com

Trends in Modern Internet Marketing as a Basis for Shaping the Enterprise’s Internet Strategy

Abstract. Introduction. The 21st century has become the time of the most restrictions on the retention, dissemination, and use of information. Modern peculiarities of people’s lives quite naturally cause changes in all spheres of social activity, including economic. In most cases, modern business processes include Internet marketing as one of their essential components. Therefore, it is necessary to study trends in the development of Internet marketing tools for the application of modern network technologies in the implementation of enterprises’ marketing approaches.

Purpose. The purpose of the article is to analyze in detail the tools of Internet marketing for the formation of effective methodology of enterprise activity on the Internet and in the system of online management of the enterprise; for implementation of operative marketing activity by means of interactive methods; and for the creation of worthy representations of Ukrainian enterprises for their effective deployment within the Ukrainian Internet space, as well as within the global business space.

Results. During the research the most recent trends in Internet marketing in 2019 were grouped and detailed; we provide recommendations based on the trends studied on how to use promising online marketing tools; the problems of the use of Internet marketing in modern Ukrainian realities are outlined and the main barriers that hinder its progress, implementation, and use in the activity of domestic organizations are identified; advice and forecasts on further development of Internet marketing and involvement of online networking tools to formulate effective enterprise marketing strategy are provided.

Conclusions. The trends in the use of Internet marketing indicate that online advertising activities have long been an integral part of overall enterprise marketing strategies. Internet usage today covers almost all aspects of marketing, and its role is constantly growing. This is based on traditional marketing tools and new trending techniques and models for interacting with consumers on the Internet, due to global technological developments.

Keywords: Internet marketing; Internet strategy; online marketing trends; online marketing tools; enterprise’s marketing strategy.

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