V. Gonchar, O. Vakulenko. Perspectives of using modern tools of Internet marketing in the sphere of promotion of services.

Abstract

The article analyzed the websites of service sphere for example of the cinemas in the city of Mariupol. We selected the most important tools of modern Internet marketing, such as search engine optimization, contextual advertising, media advertising, industry and price aggregators, targeted advertising in social networks, affiliate programs, video advertising and mobile advertising, e-mail marketing, content marketing, SMM. We determined that their choice depends on the type of business, its size and specific situational tasks. We analyzed the design, informative and convenient of use of the websites. We analyzed traffic sources, it helped to determine which resources are donors of the transition to the investigated websites. We carried out the estimation of efficiency of use by cinemas tools of Internet marketing, in particular the most widespread among them - search optimization. The evaluation of this tool was carried out according to the thematic citation index and MozRank rating. It was determined how much the websites correspond to the users' requests with the help of these indicators. We analyzed the authenticity of each of the tools of Internet marketing. We identified deficiencies in the formation of a complex of Internet tools for promotion of services. We emphasized that all of the sites ignore the use of content marketing, but it is the most comprehensive technology for the stages and purposes of promotion. We developed practical recommendations for using Internet marketing in the sphere of services. We proposed improved algorithm for website promotion. We developed set of content marketing activities, which is the most promising and suitable for cinemas and, in general, the sphere of services.