Özet:

The use of Internet marketing tools in the communication activities of dairy enterprises in Ukraine is analyzed in the article. In particular, the connection between the intensity of the use of Internet technologies and consumer preferences for the products of the studied enterprises was traced. An analysis of their websites using the SimilarWeb service is done. It has been identified that four of the five leading companies in terms of consumer website popularity are also leaders in the ranking of consumer preferences for milk of various brands. The indicators of efficiency of the websites of the researched enterprises and socio-demographic characteristics of the users are given. It is determined that, despite a significant increase in the number of users who use mobile devices to search for the necessary information, the share of users who visit sites from desktop devices, ie PCs, laptops and netbooks, is higher. The channels of attracting traffic to the sites of enterprises and data on the distribution of traffic from various social networks are given. It is determined that the main channels of attracting traffic for the surveyed companies are organic traffic and direct actions in the browser at the site address. Indicators of activity in social networks of dairy enterprises are given. It is established that the effectiveness of attracting traffic through social networks depends on the goals of the enterprise, the content offered to the consumer, and the specifics of the targeted action required to make the transition to the site. The advertising campaigns conducted by enterprises in social networks are analyzed. Most of them are aimed at acquainting the target audience with new products and promoting the company's products. Another goal is to increase the subscriber base on YouTube and Instagram and promote sites.

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