Factors Influencing the Choice of Internet Advertising Instruments while Launching the Product on the International Market

Nowadays, there is a tendency that companies are going abroad in finding the opportunities to grow. The Internet has opened up cross-border market opportunities for companies. In a marketing context, the priority given to Internet advertising continues to grow. Creating complex experiences in both physical and digital environments is a key to success for modern companies. There are many different Internet-marketing tools, but how a company will choose that can bring those results abroad. This paper demonstrates the factors that should be considered when choosing tool for Internet advertising abroad and underline that it is necessary to take into account when the company enters the international market. In order to find interrelation between the tools and factors were analyzed the main trends in the international Internet advertising, advantages, disadvantages and limitations of Internet advertising tools. Interviews with head of departments and CEO of advertising agencies and representatives of international companies were conducted. Factors are provided by expert interviews. The secondary research, multivariate statistical analysis examines interrelations among specific factors pertaining to Internet advertising tools.