The main tools of internet marketing in public administration in the conditions of global digitalization

: pp. 91 -102
Ukrainian Academy of Printing

Formulation of the problem. The year 2020 convinced the whole world that the Internet is one of the best channels for transmitting information, selling goods and providing services, because thanks to its use, a certain part of businesses avoided bankruptcy, and some companies were able to increase sales and, most importantly, meet the needs of almost all spheres of life in society in crisis conditions. Global digitalization has opened up new opportunities for interaction for business and society in general, has given impetus to new forms of cooperation, which determines the relevance of research, especially in conditions of war.

Analysis of recent research and publications. Internet marketing in public administration and global digitization processes are studied by many scientists, in particular, it is worth mentioning such scientists as Yanchuk T., Gnot T., Vynogradova O., Nedopako N., Kryzhko O., Ilyashenko S., Bradulov P., Ordynskyi V. and others. These researchers study the application of Internet marketing technologies in the sales activities of an enterprise, peculiarities of theoretical and practical studies of their application, consider conceptual approaches to modelling the Internet marketing strategy and propose stages of its formation, tools for developing a strategy, methods and models, and reveal modern trends in the use of Internet technologies in marketing.

Isolation of previously unresolved parts of the general problem. The issue of researching modern Internet marketing tools in the context of global digitalisation remains an urgent problem.

Summary of the main research material. Today, new Internet technologies are one of the main factors in the development of the global and unified world information space.

The article highlights the main tools of Internet marketing in public administration, including contextual and targeted advertising, affiliate, content, social media and email marketing, search engine optimisation, the combination of which will increase business profitability and satisfy the need of consumers for quality goods and efficient services. The use of these tools in public management deserves special attention, as it allows authorities and public organizations to interact with the public, inform citizens about decisions and services, involve citizens in participating in various programs and initiatives, as well as improve access to information, increase the level of citizen participation in the process management. However, it is necessary to take into account the transparency and security of processing citizens' data when using digital tools in public management.

Conclusions. The main  tools in  the field of Internet marketing in public administration considered in the study are extremely effective and relevant, but in addition to the above, direct interaction with customers and advertising via popular messengers such as WhatsApp, Facebook Messenger, Viber, Telegram, etc. play an important role. An effective marketing strategy may include a combination of these methods, depending on the target audience and marketing goals of the business.

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