No abstract

The article describes the reasons for choosing marketing communications used in promoting IT services. The object of the research was marketing communications of the hosting company, which has been operating in Ukraine for the last 19 years. In writing the article the theoretical-empirical research method is used, consisting of elements such as analysis and synthesis of marketing processes in the enterprise, logical argument of the consequences and effects of the introduction of certain promotion tools, Comparing and generalizing the main differences between online and offline marketing communications. Distinctions between the traditional complex and Internet communications have been defined. The traditional complex of marketing communications contains advertising, public relations, sales promotion, direct marketing and personal sales. The complex of Internet communications involves the use of different kinds of Internet advertising, Internet PR, search engines, direct marketing, SMM, virtual communities. The detailed main means of Internet communications have also been identified to promote the services of enterprises active in the IT field. On the basis of the expert evaluation, the effectiveness of the use of Internet communications of the hosting company is evaluated. The most effective in this case are Email mailing, SEO and PPC. It has been proved that when choosing the type of marketing Internet communications, it is necessary to take into account the peculiarities of the target audience. To promote the services of the hosting company, where the target audience is “permanently” in a virtual environment, it is not practical to use traditional means. Recommendations are given on the selection of Internet communication tools for the hosting company depending on the characteristics of the target audience. The use of social media is justified. The practical significance of the study is that companies that try to adapt traditional tools to a virtual environment need to find new tools to better influence the behavior of both existing and potential customers.

Впровадження сучасних методів навчання є важливим напрямком вдосконалення підготовки студентів у сучасному навчальному закладі. У роботі розглянуто необхідність застосування сучасних ін- формаційних технологій у процесі професійної підготовки майбутніх фахівців з маркетингу. Розглянуто види засобів навчання які функціонують на основі ІТ. Визначено основні етапи, умови та шляхи формування інформаційно-технологічної компетенції майбутніх фахівців. Визначені унікальні можливості та переваги використання інформаційних технологій у навчальному процесі, що дозволяють підвищити якість підготовки студентів та рівень професійної діяльності. Встановлено важливість вивчення дисциплін із застосуванням Internet-технологій при організації дистанційного навчання. Досліджено особли- вості реалізації підготовки фахівців з урахуванням шкідливого впливу комп'ютерних технологій на фі- зичне та психологічне здоров'я людини.

The article examines the peculiarities of the use of Internet technologies as an innovative approach in the advertising activities of the enterprise. The main trends of their application are determined. The influence of information technologies on entrepreneurial activity is analyzed. The main innovative approaches to the use of Internet technologies are characterized. The tools of integrated marketing Internet communications are provided. The main advantages of using digital technologies are highlighted. Since the Internet is a new and unique medium for offering goods or services, it can use it as a new business activity to increase competitiveness and sustainability, as a means of disseminating advertising information, as a distribution channel, and to receive marketing information, forming the basis of interactive interaction subjects. In the modern world, in the conditions of fierce competition, maintaining a market niche, promoting the services of an enterprise, attracting new customers, and increasing competitiveness are becoming especially topical issues for all enterprises. The mechanisms of the real effective activity of all small and large enterprises in the market are well known and defined - marketing and its main tool – advertising. Increasingly large material resources and intellectual potential are being invested in the development of marketing and, as a result, advertising activities. The article also discusses ways to attract and maintain site visitors and convert them. An integrated approach consists in applying a whole set of ways of interacting with the consumer that affects his decision. The widespread use of Internet technologies in the activities of enterprises and the increase in advertising costs are due to an increase in the number of marketing tools and the expansion of their capabilities. These tools continue to reshape customer-enterprise interactions. As a result, with the help of Internet technologies, you can transfer funds, study, communicate, work, order food, get news and much more, so the introduction of Internet technologies is a necessary event.

In the article the features of the activity of the Energy Enterprise in the context of reforming the electric power industry are defined, the organizational structure is analyzed and its main shortcomings are identified; the main financial indicators of the enterprise are analyzed; in which indicators there is a tendency to increase and decrease are determined, possible consequences from maintaining a negative trend in the future are provided; the external environment of the enterprise is characterized, its strategic business units are highlighted; the threats and opportunities available to the enterprise under the influence of the external environment are considered. Based on the analysis, recommendations are developed for improvement of the activity of the Electric Power Industry Enterprise, using marketing tools; recommendations are given for improving the organizational structure of the enterprise by implementing a specialized full-fledged marketing department in order to solve marketing problems and establish the process of interaction with electricity consumers the economic and social effect of creating a full-fledged marketing department is justified; the company's activities in social networks are analyzed and a number of shortcomings are identified; it is recommended to improve the use of marketing tools in the economic activity of the enterprise to increase competitiveness in the electric power market by using digital marketing tools, namely, improving the design of the business page on Facebook, developing corporate style, changing the ratio of content types, using all platforms for interaction with the target audience in the social network Facebook, changing the presentation of text and visual material in order to increase the effectiveness of perception, creating a page in the promising social network Instagram.