Choosing Effective Internet Marketing Tools in Strategic Management
Volodymyr Lagodiienko1, Oleh Karyy2, Mykola Ohiienko3, Olga Kalaman4, Iryna Lorvi5, Tamara Herasimchuk6

1Volodymyr Lagodiienko, Department of Marketing, Business and Trade, Odessa National Academy of Food Technologies, Odessa, Ukraine.
2Oleh Karyy, Department of Management of Organizations, Lviv Polytechnic National University, Lviv, Ukraine.
3Mykola Ohiienko, Mykolaiv Branch of Kyiv National University of Culture and Arts, Mykolaiv, Ukraine.
4Olga Kalaman, Department of Management and Logistics, Odessa National Academy of Food Technologies, Odessa, Ukraine.
5Iryna Lorvi, Department of Marketing, Lutsk National Technical University, Lutsk, Ukraine.
6Tamara Herasimchuk, The Department of Marketing, Kyiv National University of Trade and Economics, Kyiv, Ukraine.

Manuscript received on 12 August 2019. | Revised Manuscript received on 18 August 2019. | Manuscript published on 30 September 2019. | PP: 5220-5225| Volume-8 Issue-3 September 2019 | Retrieval Number: C5868098319/2019©BEIESP | DOI: 10.35940/ijrte.C5868.098319
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Abstract: User buying decision models are continually changing. Few people spend money spontaneously – people watch reviews, read reviews, compare prices, and only after they receive the relevant information are they ready to move on to the next stage. Therefore, the definition of useful Internet marketing tools is one of the main steps in strategic management. Along with the classic tools, such as website, email marketing, SMM, SEO and SEM, content marketing, it is necessary to implement modern, sharply gaining popularity in recent years: chatbots and instant messengers, optimization for voice search, audio content. Particular attention should be paid to end-to-end analytics, which can track the effectiveness of each advertising channel, even offline. Based on the indicators, it is necessary to optimize advertising budgets and adjust the management strategy.
Keywords: Email Marketing, Internet Marketing, SEO, SEM, SMM, Strategic Management.

Scope of the Article:
Digital Rights Management