ONLINE MARKETING IN THE BRAND PROMOTION SYSTEM

Aleksyutina Olga Alexandrovna, Levicheva Elena Vasilyevna

Modern conditions, the company's communication policy, based not only on traditional but also innovative marketing strategies, is an important condition for the successful functioning and development of the brand in a competitive environment. The article substantiates the relevance of integrating the marketing, communication and media policy of the brand, the consistent implementation of which gives a synergistic effect, since the identification of the brand by the consumer at all levels of interaction contributes to the formation of preferences and loyalty on the part of target audiences. Special attention is paid to the consideration of Internet marketing tools as an important component of the integrated communications complex. The important role of online brand promotion is associated with the increasing number of users on the Network, the further development of the digital environment, and the improvement of multimedia content optimization tools. Internet marketing in the brand promotion system does not reduce the effectiveness of marketing policy, since it not only acts as a communication channel, but also takes into account all the components of traditional marketing: from sales and logistics to advertising and PR, using modern information and communication technologies. The integrated use of brand promotion tools and channels requires taking into account the dependence of the choice of marketing tools on the stage of brand development. Only in this case, with the help of content marketing, the company will be able to attract new customers and retain committed consumers, as well as increase the effectiveness of all communication in the long term.

Keywords:promotion, brand, Internet marketing, targeting, communication, interactivity, personalization