Lviv Polytechnic National University

In this article author makes overview of the research of the world-famous companies in
the field of advertising and marketing, in which the trends of using Internet marketing tools in
the modern dynamic environment analyze is made. Search engine optimization, paid
advertising, content marketing, email distribution, and promotion on social networks were
considered in this article. It has been pointed out that content marketing plays an increasingly
important role in the functioning of each tool, and also represents an independent tool for
supplying key information to the potential client on the Internet resource. Based on the
conducted review, the conclusions and recommendations for the using of Internet marketing
tools in the future period are developed. It is important to note the practical orientation of the
article, which is provided through the analysis of numerous literary sources of internet
marketing practitioners.

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2. GroupM Interaction 2017, GroupM Retrieved from:
3. Top Thirty Global Media Owners 2017, Zenith Retrieved from:
4. Mobile/Tablet Search Engine Market Share, Netmarketshare, Retrieved from:
5. For Effective SEO, Content Is King , eMarketer Retrieved from: SEO-Content-King/1012639
6. Most Effective - and Difficult - SEO Tactics, Marketing Charts, Retrieved from: http://
7. SMBs Get More Mobile, eMarketer, Retrieved from:
8. 61% of Mobile Users More Likely to Contact a Local Business with a Mobile Site, BrightLocal, Retrieved from:
9. Understanding Consumers' Local Search Behavior, Google, Retrieved from:
11. Reasons to Diversify Your Search Strategy with PPC Advertising, WordStream, Retrieved from:
12. Google Adwords click through rates per position, AccuraCast, Retrieved from:
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14. New Research Shows How Digital Connects Shoppers to Local Stores, Retrieved from:
15. Marketers' Favorite SEO Tactics and Metrics, MarketingProfs,:
16. Social Media Marketing Industry Report, SocialMediaExaminer, Retrieved from:
17. B2C Content Marketing 2017 Benchmarks, Budgets and Trends, Content Marketing Insitute, Retrieved from:
18. More B2B Marketers View Content Marketing as an Effective Tactic, eMarketer, Retrieved from:
19. US Adults Spend 5.5 Hours with Video Content Each Day, eMarketer, Retrieved from:
20. Internet trends 2017 - Code conference, KPCB, Retrieved from:
21. 10 statistics that show video is the future of marketing, MWP, Retrieved from:
22. More senior executives are using & sharing online video says Forbes, tubularinsights, Retrieved from:
23. YouTube by the numbers, YouTube, Retrieved from:
24. Your Go-To Business Report for Marketing and Sales Research, HubSpot, Retrieved from:
25. The Latest Video Trends: Where Your Audience Is Watching, Google, Retrieved from:
26. Number of e-mail users worldwide from 2017 to 2021, Statista, Retrieved from:
27. Email Statistics Report, 2016-2020, The Radicati Group, Retrieved from:
28. Gmail Now Has 900M Active Users, 75 % On Mobile, TechCrunch, Retrieved from:
29. US Consumer Device Preference Report, Q3 2015, Movable Ink, Retrieved from:
30. Email Marketing Industry Census 2016, Adestra, Retrieved from:
31. How Much Revenue Does Email Drive?, eMarketer, Retrieved from:
32. Small Businesses Are So-So About Social, eMarketer, Retrieved from:
33. Small Businesses' Social ROI Struggles Won't Stop, eMarketer, Retrieved from:
34. Facebook Speeds Past 1.55 Billion Users And Q3 Estimates With $4.5B Revenue, TechCrunch, Retrieved from:
35. The Demographics of Social Media Users, Pew Research Center, Retrieved from:
36. Social Media Usage: 2005-2015, Pew Research Center, Retrieved from: