Brand Promotion Strategy in the Internet Services Market

Abstract

Digital technologies have become an integral part of modern life, the Internet services market is rapidly developing all over the world, which requires business companies to enter cyberspace. Staying on the Internet has long been an obligatory part of the business not only for large multinational companies but also for small regional and local business structures. It is not just the presence of a website or a group in social networks that is important, a brand communication strategy is necessary. The relevance of the studied subject is due to the need to increase the competitiveness of Ukrainian companies in the field of Internet marketing. The purpose of the article is to develop standard recommendations for strategic brand promotion in the Internet services market, to study the most effective promotion tools and communication channels with the audience in cyberspace. The leading methods for studying the problem were sociological and statistical methods.The technologies of system analysis and modeling are applied. The article analyses the best international and industry branding practices in cyberspace, examines the e-commerce market in Ukraine, and structures the main trends in its development. The material of the article formulates the mechanism for developing and introducing a brand positioning strategy in the e-commerce market, the main characteristics of successful branding, structures recommendations for the use of marketing technologies on the Internet. An important component of the research is the analysis of digital marketing tools and communication channels in the Internet services market. The materials of the article are of practical importance for the business community, specialists in the field of public relations, marketing, advertising, sales departments, and other specialists in the field of management. Effective brand management of Internet services allows increasing the commercial results of one's business, provides additional competitive advantages.