INTERNET MARKETING AS A KEY TOOL FOR PROMOTING MODERN PRODUCTS AND SERVICES

Abstract

The article considers Internet marketing as a key tool for promoting modern products and services in the context of the information and communication environment. It analyses modern scientific approaches to defining the essence and structure of Internet marketing, in particular its relationship with digital marketing and social communications. The stages of implementing marketing strategies in the digital space are systematised: audience analytics, content strategy formation, selection of communication channels, application of promotion tools and effectiveness assessment. Particular attention is paid to the role of social networks as an environment for mass individualisation of communications and brand interaction with consumers. The work emphasises the interdisciplinary nature of internet marketing, which combines economic, linguistic and communication aspects. The author concludes that internet marketing is not only a technical tool, but also a communication and semantic tool for building relationships between business and audience, contributing to the formation of trust, loyalty and sustainable brand development.