Internet promotion tools and techniques: analytical review

The aim of the article. The aim of the article is an analysis and systematization of modern communication Internet marketing tools, development of recommendations for their management topromote products in a virtual environment and maintaining the highest level of communication with their economic partners and contact groups.The results of the analysis. The systematic analysis and systematization of the known Internet marketing tools were made. Authors divide them into 8 categories of the use functionality: Search Engine Marketing, Internet advertising, Social Relationship Marketing, Viral Marketing, Video Marketing, E-mail Marketing, Innovative Marketing and Analytical Marketing.The recommendations for this tools use by various size companies were proposed and the most popular Internet-instruments for products promotion were noted.By the results of analysis, the communication instruments of Internet-marketing are divided into 4groups, which are closely interrelated. Their complex use leads to synergistic effect that appears at profit growth, consumer interest and creating of companys positive image. Today the forgotten method of communication E-mail Marketing, interactive infographics, communications in the form of stories, Marketing in social networks and Analytical Marketing have acquired unexpected development. Theseinstruments satisfy needs of companies (the possibility of solid presentation, active communication link and its precise measurements) and consumers (interesting content, supported by visual image and information on request).Conclusions and directions for future research. The results can be used as methodological assistance in choosing rational sets of Internet marketing instruments that would take into account the specificity of a production company (seller) and its products, market, target audience.The future research must be directed to detection of inexpensive but effective Internet-communication tools, detection of essence of the innovative technologies use and their advantages for companies-producers (sellers), and active outsight for companies-leaders for the purpose of adapti successful experience.