Особливості розвитку інтернет-маркетингу в Україні

Abstract

UK: Мета статті полягає у визначенні особливостей розвитку інтернет-маркетингу в Україні в умовах розвитку електронної економіки. Досліджено основні підходи до визначення категорії «інтернет-маркетинг» зарубіжними та українськими науковцями. Проаналізовано статистичні дані охоплення інтернет-аудиторії в Україні. Визначено основні канали та інструменти цифрового та інтернет-маркетингу. EN: The purpose of the paper is to determine the peculiarities of the development of Internet marketing in Ukraine in the conditions of the development of the electronic economy. The main approaches to the definition of the category "Internet marketing" by foreign and Ukrainian scientists are investigated. The statistics of coverage of the Internet audience in Ukraine are analyzed. The main channels and tools of digital and Internet marketing have been identified. The Ukrainian consumer market is one of the largest in the countries of Central and Eastern Europe, because its capacity is about 40 million people. The growth of the Internet audience in Ukraine is due, first of all, to the development of communication technologies, installation of additional equipment, expansion of network coverage in the country. In addition to the website, among other Internet marketing tools are: search engine optimization; contextual advertising; media, or banner advertising; e-mail marketing; social media marketing. viral marketing. With the development of the channels of digital marketing, its tools are being developed or transformed. There are: technologies Big Data; retargeting (remarketing); mobile marketing; promotion in messengers. Further research in the field of Internet marketing and digital marketing are of the utmost importance, because: the integration of domestic markets into the world is accelerating and accelerating; the share of e-commerce and the volume of network trade is steadily increasing; new types of goods and services are appeared; the requirements of clients and the need for personalized communications are growing; the transaction costs are reduced because of the absence of geographical and time limits for commercial activity; feedback with the target audience is accelerated. Key words: internet marketing, digital