інтернет-маркетинг

Запропоновано модель життєвого циклу комерційного Web-контенту в системах електронної комерції. Модель описує процеси опрацювання інформаційних ресурсів в системах електронної контент-комерції та спрощує технологію автоматизації формування, управління та реалізації контенту. Проаналізовано основні проблеми електронної комерції та функціональних сервісів управління контентом. Запропоновано методи вирішення цих проблем.

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.

Purpose – The purpose of the article is to study the evolution of digital marketing through the study of approaches to the interpretation of the categorical and conceptual apparatus; systematization of the distinctive characteristics of traditional marketing, internet marketing and digital marketing. The authors hypothetically suggest that digital marketing is the highest form of evolution of internet marketing and traditional (classical) marketing.

The information image of the university can be formed naturally, without the intervention of the university in the process. However, among other drawbacks, the passivity of universities also affects the integrity of the image. Holistic we assume the image of the university, which has components for each division of the university, which has the potential. That is, in the holistic image of the universities there are no spaces on certain activities of the university.

The method of content management as its life cycle stage based on fuzzy logic is proposed. The method of content management describes the commercial Web resources forming and automation technology that simplifies the content management. Ways and procedures of project decision making in management of commercial web-projects under conditions of incomplete and inaccuracy of some are described in the paper. Principal factors of project decision making were analyzed, reasons and nature of project characteristics of incomplete and inaccuracy are defined.

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