THE ESSENCE, COMPONENTS AND CHARACTERISTIC FEATURES OF ENTERPRISE MARKETING COMMUNICATIONS ON THE INTERNET

Abstract

The article analyzes the existing approaches of domestic scholars to defining the essence of enterprises’ marketing communications on the Internet and presents the authors’ interpretation of this concept. In particular, they are proposed to be considered as a set of various components, means, and tools that involve the use of the Internet by an enterprise and are applied to promote both the enterprise itself and the goods and services it offers on the market, achieve its defined objectives, and establish and maintain contacts with target audiences. The article also identifies the main goals and tasks of enterprises’ marketing communications on the Internet, as well as the advantages and disadvantages of their use. It is established that marketing communications of enterprises on the Internet combine modern technologies and analytics, as well as creativity, and are often aimed at creating a personalized user experience and forming a brand image. When developing such communications, enterprises should use the same components as in traditional marketing communications while ensuring their integration. Marketing communications of enterprises on the Internet differ primarily in the technologies used for their implementation and in their significantly lower cost. However, they do not replace traditional promotional tools but rather complement them, enhancing the overall effect of the enterprise’s marketing communications through the generation of additional profit.Enterprises should develop consistent and coordinated messages using different channels in order to achieve maximum impact on target audiences. Integrated marketing communications allow enterprises to form a desired image of both the company and the goods and services it offers in the perception of target audiences. The selection of specific tools and technologies for conducting marketing communications on the Internet should be based on a thorough analysis of internal and external environmental factors, taking into account the specifics of the products offered, the characteristics of target markets, the enterprise’s own capabilities, and the peculiarities of competitors’ marketing communications.