Keyword: «internet marketing»

The proposed article covers the types of Internet Marke-ting and their impact on the business.

The paper deals with Internet marketing definition and its channels and instruments. The authors define its role in promotion of restaurant services and reveal specific features of restaurant service promotion in Internet.

The paper deals with the strategy to attract distributors in direct sales companies through the channels of Internet marketing in Russia. Specific activities of distributors, regional search of geo-dependent and geo-independent queries, selection of audience basing on hyperlocal targeting are described in the paper.

When developing marketing strategies, the selection of marketing communications plays an important role. The article examines marketing communications used by modern organizations and justifies the role of each. Based on the example of a joint-stock company specializing in the production and repair of agricultural machinery, there has been carried out an analysis of existing marketing communications. So the article has pre-sented the main ways to improve the marketing system at the enterprise.

The article addresses the problem of training advertising students for promoting company services on the Internet in the context of digital transformation of marketing communications. The relevance of the study is determined by the gap between classical academic education, focused on the fundamental foundations of communication theory, and the operational needs of business, which requires specialists proficient in specific digital tools, end-to-end analytics methods, and capable of managing advertising budgets. Based on the analysis of scientific literature and the generalization of pedagogical experience implemented at the Institute of History, Philosophy and Political Sciences of Ryazan State University named after S. A. Yesenin in the field of study 42.03.01 «Advertising and Public Relations,» the authors identify four key competency blocks of a modern Internet marketer: analytical, media-creative, instrumental (tactical), as well as a block of soft skills and managerial skills. The article substantiates a system of teaching methods that ensures the integration of theory and practice, including the project-based approach (working with real cases of local businesses), the use of simulators and trainers, laboratory analytics (analyzing anonymized data from partner companies), and mentoring with the involvement of practicing marketers. It is concluded that the comprehensive application of these methods makes it possible to develop in students the professional competencies demanded by the market when promoting services in the digital environment.