Formation of an Integrated Internet Marketing Strategy at a Trade Enterprise

Abstract

Modern retail enterprises face the need to develop an integrated internet marketing strategy to ensure sustainable competitive advantages in the digital environment. This paper substantiates the methodological principles for building such a strategy and identifies its key formation principles and development stages. A structured approach based on the SOSTAC model is proposed, covering situation analysis, SMART goal setting, strategy development, tactical tool selection, implementation planning, and performance control. The principles of integrated internet marketing (unified brand messaging, customer orientation, cross-channel synergy, data-driven decision-making, adaptability, etc.) and digital marketing tools at various customer journey stages are systematized. A conceptual model of an integrated strategy is developed, taking into account internal and external environmental factors of an enterprise. Practical examples of implementing an integrated internet marketing strategy (a Ukrainian online retailer and an international company) are presented, demonstrating improved performance indicators achieved through a comprehensive approach. The findings confirm that adopting an integrated internet marketing strategy aligns all marketing communications, increases customer loyalty, and ensures long-term brand development in the digital economy.