The development of the information society determines the need to ensure the competitiveness of business activities through the implementation of Internet marketing mechanisms. Internet marketing is based on the implementation in practice of digital tools and technologies aimed at maximally complete, prompt, high-quality satisfaction of consumer needs. The article analyzes the development of digital technologies and digital society trends. Identifies trends in the growth of the number of Internet users, smartphone users, and the number of purchases made via the Internet. Statistical data and the trend line constructed in the article confirm the hypothesis of further scaling of the electronic sales system and, accordingly, the demand for Internet marketing tools and mechanisms. The article uses the method of grouping, separating parts from the whole, sand synthesis, which allowed segmentation of the target audience in modern markets. The segmentation carried out in the article made it possible to develop a matrix of segmentation of the target audience, which is grouped by factors of age, social status, interests, requests and values. By real practical results of advertising campaign analysis, three areas were identified: targeted advertising, contextual advertising, and social media marketing. Based on the ranking according to the target audience segmentation matrix, specific methodological recommendations for the practical implementation of the system of using marketing tools, depending on the type of target audience, have been developed. The developed recommendations determine the possibility of selecting the most effective types of advertising for each individual type of target audience, and the developed segmentation matrix, which contains a set of interests, requests, and values for each selected group, can be used to improve advertising campaigns and increase their effectiveness.

Highlights

• The development of the information society determines the need to ensure the competitiveness of business activities through the implementation of Internet marketing mechanisms. Internet marketing is based on the implementation in practice of digital tools and technologies aimed at maximally complete, prompt, high-quality satisfaction of consumer needs. The article analyzes the development of digital technologies and digital society trends. Identifies trends in the growth of the number of Internet users, smartphone users, and the number of purchases made via the Internet.