Formation of a methodical approach to the development of internet marketing technologies in the activities of small businesses

The article considers approaches to the development of Internet marketing technologies in the activities of small businesses based on the study of properties of the Internet marketing information flow. The problems of conducting Internet marketing activities are based on a variety of Internet marketing methods and tools for their measurement. The specificity of marketing activities at small business enterprises is characterized by the complexity of transformation of Internet marketing indicators and metrics into the indicators of economic efficiency assessment that are perceived by small businesses. In this article, the author determines the properties of the Internet marketing informational flow as a significant element of a common information environment that unites the results obtained by using the Internet marketing methods into the indicators of behavioral characteristics of the small business’s target audience. Properties of the conversion process in Internet marketing are described. On the basis of the inbound marketing methodology and approaches to marketing activities in small business, the author proposes a methodological approach that determines the stages of Internet marketing technology development in a small business. The mathematical model of Internet marketing technology development that illustrates the proposed approach has been formed. The model describes the process of movement of target audience individuals who acquire behavioral characteristics valuable for a small company. As a part of the research results application, a variant of testing of the methodological approach in development of Internet marketing technologies in the activities of small business enterprises is proposed.