Internet marketing in the activities of publishing and printing enterprises

The article is devoted to the study of the peculiarities of the use of Internet marketing tools at domestic publishing and printing enterprises. An analysis of the trends in the use of Internet resources, including users of social networks and search engines, is carried out. It is determined that the function of marketing research is not sufficiently performed at domestic publishing and printing enterprises, the main focus is on the spread of direct marketing, and other promising areas of product promotion, such as social media marketing, Internet advertising, etc., are used to a limited extent. The need to intensify the use of all available Internet tools in the system of marketing communication tools of publishing and printing structures, which in modern conditions is an important prerequisite for the successful promotion of enterprise products and increasing the level of brand recognition, is substantiated. The advantages of forming a communication policy of publishing and printing enterprises on the Internet are outlined, the main types of Internet tools are grouped. The phasing of the technology of Internet marketing implementation at publishing and printing enterprises, the peculiarities of the use of Internet advertising, and the evaluation system of the corporate website of the enterprise based on the specified indicators are determined. The advantages and disadvantages of the use of social media marketing are determined, as well as measures and main directions for improving the use of SMM in the marketing activities of publishing and printing enterprises are presented.

Keywords: internet marketing, social networks, publishing and printing companies, SMM, corporate website, advertising.

doi: 10.32403/1998-6912-2022-2-65-137-148