Research of the Influence of Online Activities on the Offline Behavior of the Company's Clients in the Beauty Industry

Currently, the volume of the Russian audience using the Internet is growing every year. In 2020, the growth was most significant due to the coronavirus pandemic, which led to the isolation of Russians and, in fact, the forced use of the Internet for work and life. This has led to an increase in online shopping. It becomes especially important for companies to provide a product or service to the user in time and convey the value of the product to him, while increasing the level of trust in the brand of a potential client and his loyalty. This is necessary in order for the user to choose this particular company in a highly competitive online space. However, not all companies can be fully operational to sell goods or provide services. For 2020, sectors of the economy have formed on the Russian market that have been most severely affected by the coronavirus pandemic. One of these industries is the activities of hairdressers and beauty salons. During the period of isolation, the beauty market faced problems of both a decrease in the purchasing power of customers and their reluctance to return to a beauty salon, as well as compliance with measures to organize the work of beauty salons and increase prices for materials and rent. At the same time, the importance of attracting clients to a beauty salon is growing in order to increase revenue and maintain profitability, when a general decline in the volume of the Russian beauty market is noticeable. The relevance of this work lies in the need to implement Internet marketing tools in the work of a beauty company to attract new customers and increase brand awareness. The purpose of the final qualifying work is to study the features of Internet marketing tools and their impact on the behavior of the company's clients in the beauty industry and apply the knowledge gained in the research process in a commercial company. To achieve this goal, the following tasks have been identified: 1. Analyze the prerequisites for changing people's behavior during a pandemic and their impact on the Russian beauty market 2. Analyze the activities of a commercial company and compare the online marketing tools it uses and its competitors 3. Implement online marketing tools, measure the results of their impact on offline customer behavior and compare them with each other