USING THE INTERNET IN THE ORGANIZATION OF INTERACTIVE MARKETING COMMUNICATIONS

This article explores the theoretical and practical aspects of interactive marketing communications companies using the capabilities of the Internet. The study questions the use of interactive marketing in the organization of marketing communications has been the subject of research by many scientists. However, there are not enough to explore issues of the integrated use of resources and tools of the Internet in the organization of interactive communications, in particular, requires in-depth theoretical and practical approaches to the assessment of the marketing of interaction between enterprises and consumers in modern conditions, and what is the proposed article. In modern foreign and domestic literature questions the use of interactive marketing communications are considered in isolation, without a systematic approach that can enhance the competitiveness of enterprises. It was found that the effectiveness of interactive marketing communication is determined by the volume of sales from online advertising, product information and awareness of the benefits as a certain brand of goods. It is shown that the benefits of interactive marketing are: customer focus and service offering, unique in nature and complicated to repeat other enterprises; creation of a virtual shop window; provide the maximum amount of information; ease of use; socialization of work; Encourage consumers; safety and reliability; ease of delivery and payment of goods; after sales service and support; integration of on-line-business infrastructure of traditional business. However, it is concluded that the desire of managers and specialists of enterprises to take advantage of the Internet and e-commerce often do not coincide with the possibilities of the region where they work. Interactive marketing and other inherent disadvantages, including: limited access of consumers to the Internet, one-sided information about customers, information network congestion, the likelihood of exposure to malicious computer network and the leak of classified information on credit cards and bank accounts, the risk of violations of the law in the process of collection of personal data Customer and prospect.