INTERNET MARKETING AS A TOOL FOR PROMOTING CONSTRUCTION PRODUCTS

Abstract

Introduction. As a result of russia's aggression against Ukraine, the level of development of the construction industry has decreased, which is especially evident in the residential and commercial sectors. The paper shows that these trends have occurred due to physical danger, a significant increase in the exchange rate, high inflation, disrupted logistics, shortage of rolled metal products, etc. The paper substantiates that in order to attract potential customers, retain existing customers, increase brand awareness and increase sales of construction products, it is recommended to use Internet marketing more actively. Purpose. The purpose of the study is to investigate the role of Internet marketing as an effective tool for promoting products by construction organizations. Methods. The paper uses general scientific methods: dialectical, system-structural analysis and synthesis, statistical and economic methods, generalization. Results. In the framework of this research work, the peculiarities of using Internet marketing in the construction industry were investigated, in particular through the use of such a social media marketing tool as SMM. In addition, the paper notes the main advantages of SMM for organizations in the construction industry and notes that for the effective implementation of SMM for construction organizations, it is necessary to use such social networks as Facebook and Instagram. The paper characterizes and identifies the advantages and disadvantages of using Facebook and Instagram platforms by construction organizations. Conclusion. The paper concludes that Internet marketing allows to create a corporate identity of a construction organisation, helps to attract even more customers and partners, opens access not only for customers, but also for representatives from other markets and government agencies, demonstrating opportunities for the development of a construction organisation. At the same time, with the proper promotion of an account on a social network, an organisation can achieve not only an increase in profits due to the growth of product sales, but also an increase in credibility, manage its reputation, and attract new target visitors and buyers of products.