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ECONOMICS

THE DEVELOPMENT OF INTERNET MARKETING AND ITS IMPROVEMENT IN ENTERPRISES AND COMPANIES IN KAZAKHSTAN

Yeldos Otynbay

Master student, Kazakh University of International Relations and World Languages named after Abylai Khan,Kazakhstan, Almaty

Gulnar Berdalieva

Candidate of economic sciences

Kazakh University of International Relations and World Languages named after Abylai Khan,Kazakhstan, Almaty

In the modern world, technological processes are

promotion, product sales, and the formation and

developing rapidly, the process of disseminating infor-maintenance of customer and partner loyalty with the

mation is accelerating, new products appear on the mar-

help of modern Internet technologies. [3]

kets every day, and tools for influencing consumers lose

Now this term has a wider format and can increas-

their relevance. This is the moment when competition is

ingly be associated with such innovative processes as growing rapidly all the time, and companies need to

social media marketing and performance marketing. At

constantly look for new distribution channels and new the same time, this value is increasingly associated with

ways of influencing customers. Nowadays, all global

the promotion of goods and services online.

companies produce their product or services with a

Consider the birth of Internet marketing as a

well-thought-out marketing strategy, thereby expanding

separate entity. The beginning of the development of the list of possible ways to attract consumers through Internet marketing can be considered the 1990s, when

advertising in various platforms. And among these plat-

there was a widespread introduction of the Internet to forms, the most popular is Internet marketing, as the people's lives. Then one of the stages of development of

fastest growing and huge platform designed for the most

this area was the 1996th year, when large corporations,

unique and creative ideas, the implementation of which

like Google, Overture, Yahoo, began to place ads in

is much cheaper and has no restrictions. Therefore, the search engines with pay-per-click. In 2001, D. Sullivan

topic of Internet marketing is quite relevant, especially introduced the concept of “search marketing”, after

its formation and improvement in Kazakhstan.

which great attention was paid to optimizing websites.

In the process of digitalization of the whole world,

If we talk about the turn of development from 2010

all existing tools for promoting goods and services give

to our days. Today, Internet marketing has begun to

way to Internet marketing, because the attention of pro-

grow rapidly in social networks (Facebook, Instagram,

fessionals always turns to a place where a larger number

VK), and instant messengers (Telegram). Thanks to

of target consumers gather. [1] And as you know, the these programs, users began to pay for advertising, for Internet space is now gaining increasing popularity and

recognizing their brand and receiving online applica-

covers a significant number of the audience.

tions for their goods or services.

Today, there are several definitions about Internet

By the end of 2018, the number of Internet users

marketing. Here are some of them: "Internet marketing amounted to more than 4 billion (53% of the world's (Internet marketing) - the practice of using all aspects of

population), which is 7% more compared to the same

traditional marketing on the Internet, with the aim of period in 2017. Kazakhstan ranks 40th in the number of

selling a product or service to customers and managing

users, overtaking many countries of the European Un-

relationships with them." [2] Internet marketing is a set ion, but this is only slightly more than 77% of our popu-of measures aimed at the successful implementation of lation:

the company's marketing strategy, including research,

Table 1.1.

Number of Internet users (according to ISW) [4]

№

Country

Users

% of population

1

China

802 000 000

56,7

2

India

462 125 000

34,4

3

USA

287 000 000

76.18

4

Brazil

149 600 000

65,9

5

Indonesia

143 260 000

50,4

6

Japan

118 600 000

94

7

Russia

109 552 842

76,4

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Nigeria

91 598 757

47,7

9

Mexico