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

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.

1. Baykov V. Internet. Internet. Poisk informatsii. Prodvizhenie saitov [Internet. Search for information. Website promotion]. St. Petersburg, BHV-Sankt-Peterburg Publ., 2010, 288 p.

2. Volokhov A. A. The communications channels with consumers on the Internet. Putevoditel’ predprinimatelya=Entrepreneur’s Guide, 2019, no.42, pp.67-72 (in Russian).

3. Grishkina Yu. E. Klyuchevye instrumenty tsifrovogo marketinga na onlain-platforme [Key tools of digital marketing on the online platform]. Khronoekonomika=HronoEconomics, 2019, no.2(15), pp.188-194.

4. Dement’ev V. E., Chulkov A. A. Cyberattacks on data network protocols. Izvestiya TulGU. Tekhnicheskie nauki=Izvestiya Tula State University. Technical science, 2020, no.10, pp.245-254 (in Russian).

5. Zimina S. S. Sravnitel’naya kharakteristika traditsionnogo marketinga i internet-marketinga [Comparative characteristics of traditional marketing and Internet marketing]. Economics, 2017, no.8(29), pp.4-10.

6. Kapustina L. M., Mosunov I. D. Internet-marketing: Teoriya i praktika prodvizheniya brenda v Seti: monografiya [Internet marketing: Theory and practice of brand promotion on the Web: monograph]. Yekaterinburg, Ural State University of Economics Publ., 2015, 102 p.

7. Karpova P. V., Yadykina M. I. Internet-marketing kak innovatsionnyi instrument razvitiya sovremennogo biznesa [Internet marketing as an innovative tool for the development of modern business]. Modern Science, 2021, no.10-1, pp.64-68.

8. Kovaleva I. V., Chubatyuk E. The development Internet marketing in the promotion product of market: theory aspect. Ekonomika i biznes: teoriya i praktika=Economics and business: theory and practice, 2019, no.7, pp.63-68 (in Russian). DOI: 10.24411/2411-0450-2019-11078.

9. Kozhina Yu. O. Benefits, features of Internet marketing, differences from traditional marketing. Obrazovanie i nauka v Rossii i za rubezhom=Education and Science in Russia and Abroad, 2019, no.4(52), pp.368-372 (in Russian).

10. Kolodnik T. D. Development of digital marketing theory. Nauka i innovatsii=The Science and Innovations, 2021, no.1(215), pp.53-57 (in Russian). DOI: 10.29235/1818-9857-2021-1-53-57.

11. Kosorukova I. V., Sukhanova I. G. Methods of evaluation and ways to solve the problem of uncertainty in assessing the value of startups. Problemy teorii i praktiki upravleniya=International Journal of Management Theory and Practice, 2019, no.12, pp.100-117 (in Russian).

12. Kotler F., Bouen D., Mejkenz D. Marketing. Gostepriimstvo [Marketing. Hospitality]. 4th edition. Moscow, Yuniti-Dana Publ., 2007, 1071 p.

13. Kochetkova E. S., Semenov E. A. Effektivnost’ sovremennykh instrumentov internet marketinga [The effectiveness of modern Internet marketing tools]. Innovatsii. Nauka. Obrazovanie, 2021, no.25, pp.982-986.

14. Lyapina I. R., Dudnik T. A. On the effectiveness of digital solutions in logistics and supply chain management. Logisticheskie sistemy v global’noi ekonomike, 2022, no.12, pp.178-181.

15. Malyi biznes tratit na digital-prodvizhenie v pyat’ raz bol’she, chem na oflain-reklam [Small business spends five times more on digital promotion than on offline advertising]. AdIndex, 26.02.2020. Available at: https://adindex.ru/news/researches/2020/02/26/279772.phtml (accessed 31.01.2023).

16. Petrov V. G. The role of marketing mix for the development of the marketing strategy when promoting items and services in the internet network. EUROPEAN RESEARCH: sbornik statei XV mezhdunarodnoi nauchno-prakticheskoi konferentsii (7 maya 2018 g.): v 2 ch. Ch. 2 [EUROPEAN RESEARCH: Proceedings of the XV International Scientific and Practical Conference (May 7, 2018): in 2 part. Part 2]. Penza, Nauka i Prosveshchenie Publ., 2018, pp.35-38 (in Russian).

17. Pugacheva S. D., Ignat’ev A. E. Online marketing: challenges and opportunities. Naukosfera, 2021, no.2-1, pp.175-183 (in Russian).

18. P’yanova N. V., Popova A. I., Blinchikova D. A., Lygina N. I. SEO vs content marketing: what to spend time for a marketer. Izvestiya Yugo-Zapadnogo gosudarstvennogo universiteta. Seriya: Ekonomika. Sotsiologiya. Menedzhment, 2020, vol.10, no.5, pp.116-123 (in Russian).

19. Rajman A. A. Ispol’zovanie videomarketinga v prodazhakh [The use of video marketing in sales]. Internet-marketing, 2020, no.2, pp.160-167.

20. Rubin Yu. B. Strategies of competitive behavior of entrepreneur actors: A search for rational choice. Obshchestvo i ekonomika=Society and Economics, 2005, no.2, pp.65-83 (in Russian).

21. Rul’kov V. S. Modern tools for internet marketing. International Innovation Research: sbornik statei XVI mezhdunarodnoi nauchno-prakticheskoi konferentsii (12 fevralya 2019 g.) [International Innovation Research: Proceedings of the XVI International Scientific and Practical Conference (February 12, 2019)]. Penza, Nauka i Prosveshchenie Publ., 2019, pp.68-71 (in Russian).

22. Sokolova I. V. Issledovanie ponyatiya internet-marketinga [Study of the concept of Internet marketing]. Problemy sovremennoi ekonomiki (Novosibirsk), 2014, no.20, pp.112-116.

23. Stroev E. N., Lyapina I. R. Digital trends online stores as an innovative tool for competition and cooperation. III Arrigievskie chteniya po teme: «Put’ Rossii v budushchii mirovoi poryadok»: materialy mezhdunarodnoi nauchno-prakticheskoi konferentsii: v 2 ch. Ch. 2 [III Arrigiev readings on the topic: “Russia’s path to the future world order”: materials of the international scientific and practical conference: in 2 part. Part 2]. Oryol, 2020, pp.129-134 (in Russian).

24. Suharev O. S., Kurmanov N. V., Mel’kovskaya K. R. Funktsional’nyi i internet-marketing: monografiya [Functional and Internet marketing: monograph]. Moscow, KURS, INFRA-M Publ., 2019, 352 p.

25. Tarasova E. E., Isaenko V. A. Personalization of email messages to potential users for the purpose of attracting them on the B2B platform. Vestnik Belgorodskogo Universiteta kooperatsii, ekonomiki i prava, 2020, no.5(84), pp.174-186 (in Russian). DOI: 10.21295/2223-5639-2020-5-174-186.

26. Khabarov V. I., Azuev T. M. Synergy in menegement of socialeconomics sistems. Problemy teorii i praktiki upravleniya=International Journal of Management Theory and Practice, 2019, no.3-4, pp.118-124 (in Russian).

27. Yuldashev R. T., Logvinova I. L. The article deals with the discussion of the role of digitalization in the development of insurance markets. Strakhovoe delo, 2021, no.2(335), pp.43-53 (in Russian).