Marketing communications on the Internet and their role in promoting the organization’s products

Aim. The work aimed to analyze the issues of using marketing communications on the Internet to promote the organization’s products at the present stage.
Objectives. The work seeks to systematize ideas about the essence of Internet communications; to clarify the concept of Internet communications; to characterize the features and advantages of using marketing Internet communications, as well as to identify related problems that arise at the present stage.
Methods. The study theoretical and methodological basis represented the works of Russian and international scientists on the problems of Internet communications and their use to promote the organization’s products. The article authors used the methods of description, comparison in determining the features and advantages of Internet communications, as well as the method of critical analysis in identifying the emerging problems.
Results. The essence of Internet communication is defined as an exchange of information mediated by technical means, as an interaction between people in a digital environment, characterized by the psychological and linguistic traits of the participants. The article revealed distinctive features of Internet communications, including remoteness and mediation, hypertextuality, multimedia, dichotomy, as well as features of forms of linguistic interaction on the Internet. The work also presents the statistics on the amount of Internet trade and digital advertising, the number of authors in social media, and the use of neural networks to solve marketing problems. It is stated that the advantages of Internet marketing communications are high audience outreach and interactivity of communication, the use of network effects, various digital tools, and social proof to achieve marketing goals. Associated problems include high competition, cyber threats, banner blindness, etc.
Conclusions. In connection with the further development of Internet trade, the shift of marketing communications to the Internet space, it becomes possible to use the advantages of Internet communications and modern digital tools to promote the organization’s products and services. Moreover, high competition on the Internet requires companies to make great efforts to select marketing strategies and tools, and create unique and high-quality content for consumers.

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