INTERNET MARKETING IN UKRAINE: MODERN TRENDS AND TOOLS

Abstract

This research paper examines contemporary trends in the use of Internet marketing tools in Ukraine as of 2022. In particular, the following generally accepted instruments of Internet marketing have been identified: company website availability and development; implementation of Internet advertising and social media marketing activities; application of mobile and email marketing. In addition, the study offers statistical data on the advancement of the Internet and Internet technology as well as discusses the issues of Internet marketing development all over the world and in Ukraine, in particular. Based on the research, the findings present modern trends and reveal their specifics, in particular, the article provides insights into best practice implementation and active use of chatbots which from the author’s perspective, is a universal solution for any company and with certain settings might become an indispensable marketer’s assistant. Apart from that, a special focus is put on the relevance of using video- and personalized marketing tools which through the quality content promotion and the implementation of modern customer communication software will contribute to enhancing brand-customer relationships. The study also presents the results of monitoring of the latest search optimization tools in mobile App Stores, the use of geofencing and gamification technology, voice search practices, as well as the application of augmented and virtual reality. It is argued that implementation of modern Internet technology tools in marketing activities will facilitate reaching a wider target audience, boost business profits and enhance the communication effectiveness with customers.