Construction company's online marketing strategy

The main content of the study is the analysis of the structure of Internet marketing, which provides new channels of interaction with consumers, the use of which is directly related to the successful functioning of the organization in the future. The article studied the theoretical foundations of Internet marketing, including the main areas of activity of an organization’s Internet marketing and the peculiarities of implementing an Internet marketing strategy for a construction company. It was determined that today there are several concepts of Internet marketing, based on their analysis, the most relevant for a construction organization was determined, considering Internet marketing as a means of identifying and meeting consumer needs. A number of advantages from the application of the Internet marketing strategy in the company have been identified - this is an increase in meeting demand, an increase in the competitiveness of an enterprise, organization of planning of enterprise activities, forecasting development and growth. Brand promotion on the Internet can be carried out using a wide range of tools, the choice of a specific Internet marketing tool directly depends on the type of business, its size and specific tasks facing the specialist. Each tool solves its own problem and can be used at separate stages of work with the target audience. The article discusses the key stages that make up a developer’s internet marketing strategy. Each stage has its own tasks, target audience, tools used and goals to be achieved. The characteristic features of the Internet marketing strategy in the field of construction are highlighted and described in connection with the uniqueness of construction products.