The Analysis of Problems and Improvement of Company’s Marketing Activity on the Internet

An active development of the Internet becomes the basis for the incessant creation of new Internet promotion tools and their improvement. In spite of an extensive number of different scientific works, which are devoted to the usage of Internet promotion tools, a lot of aspects in this field remain unexplored and require further study in the current circumstances. The problem of the research is based on the statement that there is a lack of practical recommendations for using Internet marketing tools. Therefore, their using is ineffective. The case study will be based on the information, obtained from special web analytics tools, and calculations of marketing performance indicators for every Internet promotion tool, which the company under review have. The settings analysis in advertising accounts and calculated key figures allowed to formulate the problems in the current marketing activity on the internet. Specified recommendations for the improvement company’s marketing activity are presented in the work.