Internet Marketing as a Technology for Achieving the Competitiveness of a Modern Company in the Conditions of Digitalization of the Economy

Abstract

The widespread introduction of Internet technologies, the digitalization of the economy have led to a change in the economic behavior of consumers, and online commerce as a new direction for the promotion of goods and services has acquired special importance. It is now much easier and more convenient for consumers to choose a product or service (if there is a computer connected to the Internet). In such conditions, the problem arises of the need to study individual Internet marketing tools and the possibility of their use by companies in order to improve the policy of promoting goods and services and expanding sales markets. In the article, the authors aimed to identify certain aspects of Internet marketing and its tools as a competitive advantage for modern companies using this tool to promote goods and services in certain market segments. The research methodology based on the principle of the dialectical method of cognition, which makes it possible to reveal the logic of the development of the economic system. Within its framework, the following methods were used: monographic (in order to review the development of Internet marketing issues), comparative analysis (when characterizing traditional and Internet marketing), graphical and tabular methods of presenting information (for a more detailed illustration of the material presented). Using the method of abstraction, the advantages and disadvantages of the main Internet marketing tools were identified. The authors revealed the content of the main Internet marketing tools, considered the advantages and disadvantages of their use by modern enterprises, and also provided an algorithm for the development and implementation of some of them.