CURRENT STATE AND DEVELOPMENT OF INTERNET MARKETING TECHNOLOGIES OF SMALL BUSINESS ENTERPRISES

Introduction. This paper examines the current state and development of Internet marketing technologies for small businesses. The emphasis is on the importance of adapting to digital trends and introducing innovative tools to increase the competitiveness of small enterprises. The work describes the growing role of Internet marketing in today's business environment, particularly for small businesses. The study is devoted to the analysis and assessment of the current state and prospects for the development of Internet marketing technologies in the context of small businesses. The growing influence of the Internet environment on the global economy necessitates the effective use of online tools to promote and develop small-scale enterprises. Purpose. The purpose of the study is to analyze current trends in Internet marketing and assess their impact on the development and efficiency of small businesses. Materials and methods. To achieve this goal, various methods are used: analysis of scientific literature, case-stud, questioning of small business representatives, as well as the study of statistical data. Results. The work draws attention to the specifics of small businesses, which often have limited resources. It studies how Internet marketing technologies can be optimized for the needs of this sector. In particular, we consider effective tools such as content marketing, own website, search engine optimization and others that can be especially useful for small businesses. The latest trends and innovations in Internet marketing are analyzed, as this sector is constantly changing and improving. The study identified key Internet marketing technologies and tools that are most effective for small businesses. The main obstacles and factors that influence the success of the implementation of these technologies were also identified. Prospects. The work provides recommendations for the future development of Internet marketing in the context of small business, including the potential of artificial intelligence, personalized marketing and integration with the latest digital platforms.