Business digitalization: intensifying the use of E-Marketing Tools

Abstract

The article deals with the product policy which is considered a key element of the marketing strategy of every enterprise. Product policy is seen as a tool for the organization used to manage its products (works and services) in achieving the desired market competitive advantage. The article pays specific attention to the modern trends in marketing, mostly connected to the use of Internet and e-marketing tools. Firstly, the article describes the role of a Website as a tool of product policy on the Internet, including the features of maintaining a product policy on the Internet, as well as monitoring and evaluating the effectiveness of using the site as a product policy tool. Then the article proceeds with the analysis of Internet marketing tools used by the firm “Zabolon”. The firm’s website audit and the evaluation of the effectiveness of the presence of firm “Zabolon” in social networks are performed. As a result of the analysis the number of recommendations for improving the efficiency of firm’s “Zabolon” website are developed.