Internet Marketing: A Scoping Review

Background. The Internet has had and continues to have a very strong influence on the formation and development of the global information community. As a social phenomenon, the Internet is a global means of communication, providing the exchange of text, graphic, audio and video information and access to online services without territorial and national borders. It is an effective tool for research, development of trade and business, and for influencing the audience. Technological capabilities of the Internet determine the rapid development of the global information community. And with its development, approaches to business management and marketing as one of its components are changing. Purpose. The purpose of our article is to systematize existing research on the marketing activities of businesses on the Internet, to identify key groups of communication channels on the basis of the analysis of the Internet advertising market of the Russian Federation, to determine the sample, develop and conduct a study of the marketing activities of businesses on the Internet. Materials and methods. To study this field, we checked a systematic review of scientific articles from the Scopus database, in which we found about 733 articles and selected only 65 of them. Studies published in English from 2006 to December 2022 were reviewed. Results. As a result, we found that the marketing theme applies in areas related to product promotion, research activities, system development, and business development. At the end of our study, it was observed that new topics with the use of Internet marketing have appeared, but new advertising tools have not particularly affected the old topics, because the Internet marketing is constantly changing. At the beginning of the development of the Internet were very popular advertising banners on websites. They are still popular, but more often contextual advertising has been used, which specifically targeted customer preferences. Conclusions. At the end of our research, we have studied ways and methods of product promotion, as well as changes that over time have influenced the concept of Internet management and how it should be.