Economics and Business Management

Improving the competitiveness of enterprise through the introduction of Internet marketing

O. Posunjko, N. Ovsiіenko
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Abstract

The aim of the study was to investigate the impact of Internet marketing on the competitiveness of enterprises. The research used methods of secondary data analysis and case studies to study the successful use of Internet marketing tools in various industries. The research analysed the use of Search Engine Optimisation, contextual advertising, social media and web analytics among leading Ukrainian enterprises such as “Nova Poshta”, “Rozetka”, “Kyivstar” and “Foxtrot”. The results of the study confirmed the importance of Internet marketing for increasing the competitiveness of enterprises. It was determined that tools such as search engine optimisation, Pay-per-click and social media can significantly increase brand visibility, attract new customers and increase sales. In 1-3 months, Pay-Per-Click can increase traffic by 50-100% and sales by 40-80%, while Search Engine Optimisation can increase traffic by 20-30% and sales by 15-25%. Email marketing and content marketing promote brand loyalty and increase conversions by 10-20%, respectively. The study showed that online marketing not only helps to increase brand visibility, but also helps to attract more customers through more precise targeted advertising and increased efficiency of interaction with them. The use of Search Engine Optimisation helps to improve the organic promotion of websites in search engines, which leads to an increase in traffic without significant advertising costs. The study also highlighted the importance of mobile marketing, as the growing use of mobile devices is becoming an important factor in improving access to customers and increasing conversion rates. The findings of the study confirm that the effective use of digital marketing tools is one of the main factors for increasing the competitiveness of enterprises in the current digitalisation environment. It is also important to integrate the latest technologies, such as artificial intelligence and big data analytics, to provide more personalised customer interaction and increase the overall effectiveness of marketing campaigns. The practical significance of the study lies in the development of effective strategies for using digital marketing tools to increase the competitiveness of enterprises in various industries

Keywords

digital technologies; web analytics; social networks; demand; content

Suggested citation
Posunjko, O., & Ovsiіenko, N. (2025). Improving the competitiveness of enterprise through the introduction of Internet marketing. Economics and Business Management, 16(1), 126-144. https://doi.org/10.31548/economics/1.2025.126
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