APPLICATION OF INTERNET MARKETING TOOLS FOR THE LOCAL MARKET

Abstract

Today, more and more companies are developing their business through the use of electronic means of advertising and trade. Modern information and telecommunication technologies open up new opportunities for delivering commercial offers to the target audience. Local marketing has proven itself as one of the new promising directions. An important stage in the development of this direction of marketing technologies was the introduction in 2012 by the Google search engine of a ranking algorithm for search results, which takes into account the geographical distance of objects corresponding to search requests. Today, a large part of Google searches are processed by this search engine, taking into account dynamic local binding.

Depending on the nature of marketing activities and the type of local positioning, the following groups of local business organizations can be distinguished, the effectiveness of which marketing activities can be increased by optimization for local search:

- offline companies with one type of activity;

- network companies working under one brand, but engaged in different types of activities;

- enterprises specializing in the provision of on-site services and delivery of goods.

The work considers the use of the following advertising channels for the promotion of local business:

• Presence of the company on Google Maps and in the search results taking into account the user's location (local search).

• Geo-targeted advertising in social networks. Ads will be seen only by those users who live or work in the given area. Targeting can be expanded and set, for example, the gender and age of potential consumers. Thus, advertising is guaranteed to be shown only to the target audience.

• Display of contextual ads linked to geolocation.

• Placing information about the company in special programs, with the help of which users are looking for new places to visit.

• Create and maintain a page on major online platforms, for example, in social networks. on "Instagram" or "Facebook.

• Creation of an Internet site or an Internet store of a trade organization.

Applying the most effective methods of local business advertising for one or another marketing activity, you can draw attention to the company and, as a result, get new customers.