IMPROVEMENT OF MARKETING STRATEGY OF RETAIL TRADE ORGANIZATION ON THE BASE OF INTERNET MARKETING TOOLS (ON THE EXAMPLE OF POLOTSK-TORG JSC)

The article presents an analysis of the impact of Internet marketing tools on the effectiveness of retail trade organizations in the context of digitalization. Using the example of JSC Polotsk-torg, an analysis of the existing SMM strategy was carried out, and its shortcomings were identified. The author has developed a rubricator and a content plan aimed at increasing the engagement of the target audience, as well as proposed parameters for launching targeted advertising on social networks. The results of the study demonstrate the need to use modern digital tools to optimize marketing strategy, reduce the cost of attracting customers and strengthen the organization's market position.