ONLINE COMMUNICATIONS AND THEIR ROLE IN BUSINESS SALES

Of particular interest to business are the latest and fastest growing online marketing communications, also known as Internet marketing, web marketing, interactive marketing or online marketing. From the variety of names it is clear that there is no single position on the issue of the definition and features of this communication channel. A company can promote a new logo, product or overall campaign through multiple channels - print media, television, web and social networks. The idea of the marketing mix is that the content that is submitted to each of them is different and in line with the requirements of the specific channel, but all direct users to the same point, namely - the product or service. The purpose of the article is to present a systematization of online marketing communications and to justify the need for their use in modern business. The research methods are based on the complex use of induction, deduction, comparison, analysis, classification, consultation methods, etc. The results of the research can be used to identify the priority activities in online sales and in the development of company online strategies for business expansion and entry into international markets. The conclusions of the present study are a prerequisite and opportunities for subsequent analysis of the application of online communications in business.