UkrainianProfessional Education

Abstract

The article examines the Internet - technologies that are currently used in the marketing activities of enterprises. Modern types of Internet technologies are installed. The conceptual apparatus between Internet technologies and Internet marketing is established. Internet technologies have become a key tool for the development and effective marketing activities of enterprises. They open up many opportunities to promote products and services, interact with customers and build a strong brand. Internet technologies and Internet marketing interact and interact with each other, creating an integrated approach to business development and promotion of goods or services. These areas are closely related and interact to achieve strategic business goals. The use of modern Internet technologies helps businesses effectively promote their products or services, interact with the audience, and improve marketing strategies. The advantages and disadvantages of using modern Internet technologies are revealed. It has been established that the number of Internet users is increasing every year. The tendency to increase the number of users is also observed in the Ukrainian segment of the Internet. In 2021, the Internet Association of Ukraine published the results of a quarterly survey of the Ukrainian Internet audience. According to the research, 21.6 million users use the Internet in Ukraine. Among modern European countries, Ukraine ranks 9th, 15.3% of the population actively uses the capabilities of the global network. In relation to neighboring countries, this indicator is low, because almost a quarter of the population of Poland (22.5%) actively use the Internet for commercial and personal purposes. The overall rate of Internet access has increased from 30% in 2007 to more than 63% in 2021. The study of scientific works shows the interest of the scientific world in conducting modern business with the help of Internet technologies. Many authors determine that the use of Internet technologies is the key to effective management of enterprises. The article defines the main features of the traditional market of conducting business and through Internet technology channels. The main features of the traditional market of doing business and the market through Internet technology channels can be quite different due to the difference in approaches, interaction with customers and characterization of doing business in these two environments. Both approaches have their advantages and disadvantages, and the choice between them often depends on the specifics of the business, the target audience and the strategic goals of the company. In today's world, many companies combine both strategies, thus creating an integrated business model

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