E-MARKETING AS A PHENOMENON OF THE INFORMATION SOCIETY

Information is the central concept in the system of relations associated with the formation of the information society. The production, storage and distribution of information in today's quantities are possible thanks to computer technology and the Internet. The buyer has increased the ability to compare products by price and characteristics. The product manufacturer has new tools in the areas of market research, product sales and communication policy. A new types of marketing have emerged, which are called «digital marketing» and «e-marketing». However, these two concepts are not identical. There is a need to concretize this terminology, taking into account the conditions of its appearance. In this article, we conducted a study of modern scientific works and formed our own definitions of the concepts of «digital marketing» and «e-marketing». Internet marketing is the practice of using an information system for online marketing. Digital marketing is the practice of using an information system based on an integrated strategy that involves the partial automation of all marketing functions and the use of related digital marketing tools. Marketing functions in this definition are marketing research, planning, commodity, sales, price, communication policy, control. Digital marketing tools include Internet advertising, company website, e-shops, crowd sourcing, crowd funding, crowd marketing, Internet marketing research methods, public relations, rating sites, online conferences and seminars, mobile marketing, IoT marketing, online-games with built-in branding elements and advertising. Online marketing is an element of digital marketing. The high importance of Internet marketing is determined by the importance of the Internet as one of the basic components of the information society.