WAYS TO ENHANCE MARKETING COMMUNICATIONS AND ADVERTISING FOR BUSINESSES ON THE INTERNET

Abstract

This article addresses the pressing issue of discussing the significance of integrated marketing communications for modern businesses and offers recommendations for their effective utilization on the Internet. It emphasizes the pivotal role of electronic communications in engaging with contemporary consumers and provides practical advice for optimizing marketing strategies and advertising efforts to achieve greater efficiency and impact on the target audience in the online environment. The importance of utilizing banner and contextual advertising, as well as other tools for enhancing the effectiveness of marketing communications on the Internet, is examined. The focus is placed on the use of online chat and email marketing to attract interest and interaction with consumers. Additionally, guidance is given on optimizing websites and content for effective engagement with consumers in the online environment. The article discusses the use of messengers for information distribution, participation in partner programs, optimization for search engines (SEO), the application of crowd technologies, and other methods to enhance digital marketing communications. Key recommendations are also provided for creating effective advertising materials and interacting with consumers online to achieve better results in the fields of marketing and advertising for businesses on the Internet. The main conditions for achieving efficiency in managing marketing communications for a trade enterprise on the Internet are outlined. Among them, the need to formulate a communication strategy, distribute the budget wisely, engage in professional promotion, control deadlines, and adapt messages to changes in the business environment are highlighted. It is demonstrated that the effectiveness of these measures largely depends on thorough market analysis and the response of the target audience. Continuous monitoring and strategy adaptation are identified as key components of successful management of marketing communications on the Internet.