INTERNET MARKETING AS A MARKETING COMMUNICATIONS TOOL AND ITS CURRENT TRENDS IN UKRAINE

This article explores Internet marketing as an integral element of modern marketing communications and an essential tool for promoting products and services in the context of digital transformation. The study emphasizes the necessity for businesses to adapt to evolving consumer behavior caused by the widespread use of the Internet and mobile technologies, particularly smartphones. The article discusses the application of key digital marketing tools such as SEO, content marketing, social media, and web analytics as part of effective communication strategies. A structured analysis of the technological components supporting digital communication is provided, including technical, software, informational, organizational, legal, and methodological aspects. The author highlights current trends shaping Ukraine's online market, such as the growth of e-commerce, the increasing role of mobile traffic, and the growing importance of personalization in marketing campaigns. Special attention is paid to the influence of social media platforms like Facebook and Instagram, as well as search engines like Google, in reaching and retaining target audiences. The paper outlines the challenges businesses face in the digital space, such as algorithm changes, heightened competition, and the constant need to update promotional strategies. Based on up-to-date data and analytical reports, the study confirms the rapid expansion of digital interaction channels and their impact on marketing effectiveness in Ukraine. It also discusses the increasing use of artificial intelligence and automation in digital marketing, which enable more personalized and efficient customer engagement. The findings underscore that Internet marketing is not only an effective means of increasing business visibility and competitiveness, but also a strategic necessity for companies seeking to thrive in a globalized digital economy. Its interactive and personalized nature allows for targeted communication, real-time feedback, and stronger customer relationships. Therefore, Internet marketing is positioned as a key driver of sustainable growth and innovation in today’s business environment.