Marketing communications in e-commerce

Abstract

Now the virtual network forms a growing group of potential consumers in almost all sales markets. The marketing activity of consumer market subjects is moving to the Internet, which is evidenced by the growth of advertising costs of this communi­cation channel, therefore there is an urgent need for a detailed study of e-commerce marketing commu­nication models and the use of artificial intelligence in marketing activities. Therefore, the aim of the article is the identification of marketing e-communi­cations models and the determination of popular marketing models of e-communications in Ukraine. To achieve it, scientific methods were used: theoretical generalization and grouping; formalization and syn­thesis; principles of scientific content analysis. In particular, the state of the Internet advertising market in the world from 2012 to 2022 and the trends of the digital advertising market in Ukraine from 2020 to 2023 (including forecast data) were studied. Data on changes in the use of Internet traffic after Russia’s military invasion of Ukraine are given. The structure of the marketing e‑commu­nications model is considered. The circular journey of the e-user is proposed, the types of models of offline and online marketing communications are structured. An analysis of the original texts of posts and trans­cribed by artificial intelligence on Facebook and Instagram was carried out using A/B testing. Thanks to this, it was established that the volume of the Ukrainian online advertising market is insignificant compared to the European one. However, today interac­tive technologies are already being used in Ukraine, the range of services of advertising agencies using artificial intelligence is expanding, which enables the Ukrainian advertising market to signifi­cantly increase the effectiveness of reaching the target audience and reduce its cost.