PRODUCT PROMOTION IN A DIGITAL ENVIRONMENT

Abstract

This article systematizes the role of internet technologies in developing product promotion programs. Based on a content analysis, it clarifies the essence of the category «product promotion program in the online environment». It also groups together indicators for assessing the feasibility of communication links when developing a product promotion program in the digital commercial space. A product promotion program is a complex concept, which requires developers to comprehensively examine its practical implementation. A product promotion program should be flexible and responsive to changes in both the market environment within the marketing communications system and changes in the sales tools themselves. These changes in the marketing environment primarily include the active use of the internet for promoting products, goods, and services. At the current stage of sales management development, the entire mechanism for developing a product promotion program should be reoriented to take into account the specifics of internet technology implementation. In the modern post-industrial world, internet technologies have become the primary means of communication between sellers and buyers, and digital space is increasingly becoming the venue for selling goods. Given this argument, any company striving for commercial success must develop product promotion programs specifically for the online environment, the specifics of which should be taken into account when developing a corporate marketing mix. Developing and implementing a high-quality online promotion program is an important step toward sustainable competitiveness based on business process marginality and balanced market share.