USING THE INTERNET IN ORGANIZATION OF INTERACTIVE MARKETING COMMUNICATIONS

This article explores theoretical and practical aspects of interactive marketing communications of the companies using global capabilities of the Internet. The use of interactive marketing in organization of marketing communications has been researched by many scientists. However, there are insufficiently explored issues of the integrated use of resources and tools of the Internet in organization of interactive communications. In particular, theoretical and practical approaches to assessment of marketing interaction between enterprises and consumers in modern conditions require thorough study. This article is actually about that. In modern foreign and domestic literature the issues of the use of interactive marketing communications are considered separately, without a systematic approach that can enhance the competitiveness of enterprises. It has been found that the effectiveness of interactive marketing communication is determined by the volume of sales from online advertising, information about the product and awareness of the benefits of a certain brand of goods. It is shown that the benefits of interactive marketing are: consumer focusing and offering the services unique in their nature and complicated to be repeated by the other enterprises; creation of a virtual shop window; provision of the maximum amount of information; ease of use; socialization of work; consumer incentives; safety and reliability; convenience in delivery and payment of goods; after-sale service and maintenance; integration of on-line-business and infrastructure of traditional business. However, the author comes to the conclusion 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 has other disadvantages, including: limited access of consumers to the Internet, one-sided information about customers, information overload of the network, the likelihood of exposure to malicious computer network and the leak of private information about credit cards and bank accounts, the risk of violations of the law in the process of collection of customers’ personal data, etc.