Development and Implementation of a Strategy for Promoting Business in the Online Sphere Using Internet Marketing Tools

In the modern world, it is almost impossible to imagine a company successfully carrying out entrepreneurial activities that do not have its own commercial Internet resource in the worldwide rapidly developing information network and do not use effective Internet marketing tools in its work. An increase in the number of Internet users, a decrease in the cost of attracting customers in the digital environment has raised the question of the need for businesses to transform marketing budgets from traditional marketing channels into online promotion, in which the main attention should be paid to the user and his online activities. In his master's thesis on "Development and implementation of a strategy for promoting a business in the online sphere using Internet marketing tools", a practical example examines the process of developing and implementing an Internet promotion strategy in an existing local business in North America using Internet marketing tools, and also by optimizing current business processes. In the first chapter of the work, the main approaches and concepts were analyzed, as well as the fundamental theoretical aspects involved in the formation of an Internet marketing strategy were investigated. The review of the most popular and effective Internet marketing tools for small businesses is carried out. In the second chapter, a general description of the company under study is presented, an analysis of the external and internal environment of the organization is carried out, and a comparative assessment of usability and the main blocks of competitors' sites is carried out. In the practical part, four interrelated parts of the strategy based on market and target audience analysis were developed and improved: SEO strategy, contextual advertising strategy, profile optimization in Google Map, and also a unique sales proposal and a prototype of an improved corporate website were formed, taking into account features and advantages of the investigated company. Keywords: internet, internet marketing, strategy, tools, internet promotion, SEO, business, marketing, implementation, analysis, evaluation, development, optimization, improvement, business process, efficiency.