INTERNET MARKETING: REALITIES OF THE DIGITAL ENVIRONMENT AND MAIN PROMOTION TOOLS
The purpose of this study is to summarize the possibilities of using Internet resources and identify the main types of digital technology optimization in promoting enterprises of various forms and types of business - SEO, SMO, SEA, SEM, SMM, without which it is currently almost impossible to promote a business on the Web. The relevance of the issues studied in the article is determined by the variety of modern tools for promoting enterprises and organizations in the digital environment of various business areas. It is Internet marketing that is currently the main driving component of the impact on the target audience. The author noted that promotion is especially effective if you use certain promotion tools, taking into account their advantages and in relation to a specific business area. The article noted that the site leads buyers to purchase. However, creating only a resource is not enough, work is required to promote and optimize it, otherwise Internet users will not visit the site, and accordingly there will be no conversions. Website promotion on the Internet allows you to increase brand or company awareness, increase user loyalty, and increase the target audience. The growing popularity of the Internet and, in particular, social networks, has made it one of the main methods of promotion. Every day, a huge number of users publish posts not only Internet users, but also business entities of the market. The author noted that today there is an acute problem of choosing Internet marketing tools and adapting them to the needs of their target audience. Research methods in this article include such traditional approaches as system analysis, methods of theoretical generalization and comparison, systematization methods, deduction, induction, formalization. The findings contain theoretical and methodological provisions and are based on applied aspects of the implementation of Internet marketing tools in the digital environment.