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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.

Страшинська Л.В. д.е.н., професор, професор кафедри маркетингу Національний університет харчових технологій Ткачук С.В. к.е.н., доцент, доцент кафедри маркетингу Національний університет харчових технологій Худолій Д.Ю. здобувач кафедри маркетингу Національний університет харчових технологій

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