The article aims to investigate the role and features of the content and test proposed indicators for evaluating its effectiveness within the marketing enterprise communications with the client using Internet technologies. The differences between traditional content communications and content communications using unifying content have been presented. Based on review of scientific works and statistic data and results of the studies, a system of indicators for evaluating the level of content supply cost-effectiveness is proposed: average cost of attracting one user of website, coefficient of lead generation of the Internet website, average cost of attracting one lead, content effectiveness ratio, average purchase in consequence of content supply, profit from the sale of goods in consequence of content supply, profitability of using the Internet marketing tools. This system of indicators allows monitoring of content effectiveness at key stages of enterprise-customer interaction. The proposed indicators of content effectiveness were tested on two leading enterprises in the field of water purification and water supply in Ukraine: “ZIKO Company” and “BWT Ukraine”. It was concluded that only a high quality of content supply could provide an enterprise with a high level of customer conversion and significant visibility of its website in different search engines.

<p>This article describes the possibilities of improving customer satisfaction from the company's involvement in every point of interaction via digital marketing communication instruments and the customer's journey map concept. To achieve this goal, the literature on the concept of customer travel was examined, the results from a two-year monitoring of two production companies were selected and the companies' online and offline marketing communication with clients was presented. The findings indicate that the customer experience should be simple and intuitive for the customer's perception. The customer experience is not limited to certain channels of interaction and is not one-time. Rather, it is the sum of the customer's feelings at every point of their interaction with the company that accumulates during the customer's journey. Managers must design and create a customer’s travel map in order to direct their customers to a correct purchase decision, according to the company. The customer journey map includes elements such as staff, instruments and content, each of which influences the final customer experience and together create synergies that give the company the opportunity to maximise customer satisfaction and increase its income. Effective management of the customer's journey map design must be supported by digital means, especially in marketing communication. The customer's journey map should be tailored to the specific industry and this opens up the need for further research in this field.</p>

The paper describes the changes of potential customers' language priorities in multilingual societies at the example of Ukraine. The case of Ukraine is interesting because of sharp changes in customers' attitude to other countries. It makes huge influence on customer behavior while buying goods: customers pay much more attention on the country of product origin. That is why the hypothesis of the article was that such changes in attitude to products produced in certain countries also connected with changes in attitude to languages of these countries and that companies should take into account these changes in their internetmarketing. To check this hypothesis the survey to identify business attitude to this question on the example of websites of Ukrainian bank sector was made. This economic sector is the most vulnerable to customer loyalty. Research showed that Ukrainian language is the prior to satisfy potential clients, and Russian language is needed to avoid the incomprehension of Russian speaking population.

The article is aimed at studying the experience of using various communication tools with the clients of the enterprise by Ukrainian commercial enterprises engaged in the sale of pumping equipment and water filters. The purpose of this study is to analyze the domestic experience of interaction of enterprises with their clients and to identify the main trends of such interaction in the context of Internet marketing tools. The following methods were used for the study: analysis, synthesis, grouping, comparison, generalization, graphic and statistical methods. The patterns were found and the effectiveness of each of the analyzed Internet marketing tools was investigated.