Ugolkov I. Organization and evaluation the marketing interactions of enterprises using Internet-technologies

The process of marketing interaction of the enterprise with the client is the object of the research. The subject of the research is theoretical, methodological and applied principles for developing marketing interaction using Internet technologies. The purpose of the dissertation is to develop theoretical, methodological and applied principles of improving marketing interaction with the client of the enterprise using Internet technologies. The author uses the following methods: comparison, systematization and generalization; morphological analysis; correlation-regression analysis; peer review and empirical research; comparative and statistical analysis; systematic approach; structural-logical analysis; mathematical; graphic; analysis and synthesis. The theoretical value of the results of the dissertation is to study the theoretical foundations for improving the processes of organizing and evaluating the marketing interaction of enterprises based on the use of Internet technologies. Scientific novelty of the obtained results: for the first time a model of unifying content-providing of marketing interaction of the enterprise with the client is developed, which provides formation of a continuous stream of content through all stages of interaction taking into account the peculiarities of each channel of interaction and responsible persons at the enterprise; improved scientific and methodological approach to Internet traffic forecasting based on the use of multivariate regression model, taking into account the offered range of products, SEO visibility of Internet resources and the number of Google searches for the corresponding Internet resource; new classifications are improved: classification of Internet marketing tools that propose to add to the existing classification characteristics of the type of influence on the potential customer (demand generation, redirection of generated demand and branding) and types of monetization of Internet resources as the main purpose of marketing interaction with the client, that in addition to existing ones, allows to distinguish new types of monetization by such criterias as timeliness and form of payment; the system of indicators of estimation of level of economic efficiency of content on its influence on decision-making by the client on purchase is improved, which provides monitoring of content efficiency at key stages of the enterprise-client interaction; the parameters of the main channels of content submission during the interaction of the enterprise with the client have been developed, which take into account the frequency of the content submission, the possibility of making changes in the process of its submission and the stages of interaction of the enterprise with the client on which the content is provided; conceptual and terminological apparatus in the sphere of marketing using Internet technologies has been developed, including the concepts of "Internet resource traffic", "lead", "lead generation", "Internet resource monetization", "conversion action", etc. The author's recommendations apply to the formation of management decisions in the sphere of interaction of the enterprise with the user of its Internet resource. The subject matter of the copyright guidelines is economic entities. The scope of the author's recommendations is developed for economic entities.