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Marketing relations in online advertising

social media Introduction. The relevance of the research is due to the fact that the model of communication between customers and suppliers within the online space has long influenced all marketing stages in the introduction of goods and services, starting with customer awareness, attitudes towards customers, soliciting potential customers to testing new products, sales, and customer retention. The purpose of the research is to identify features of the Internet as a space of marketing relationships and formulate the principles of interaction with users.


Introduction
C ommunication plays a vital role in all areas of life in today's society. The content of the term "communication" is studied by philosophers, sociologists, educators, psychologists, and marketers. Communication is an active interaction between actors or process owners involving the exchange of information. The basis for communication is provided by the transmission of a message, on the basis of which relations are subsequently built, a behavioural strategy in society. Communication also has a significant impact on the socialisation of an individual, the promotion of values and attitudes, standards of behaviour, personal identity, professional competence; also, the functions of reflection and social control are realised through communication.
Marketing communications are an information-rich area, since the interaction between consumers and producers in a market economy is associated with information sharing [1].
Marketing communications is the conveyance of information about a product (service) to the target audience. In this case, advertising, personal sales, direct marketing, sponsorship, public relations, etc. are used as marketing communications tools. Information flows include the range, characteristics of goods and services, consumers' personal details, financial flows, etc. The customer-oriented approach expanding the marketing opportunities of e-commerce is becoming increasingly popular [2].
However, it is becoming insufficient to use the listed tools. The key problems that need to be addressed are: 1) the impossibility of organising effective customer communications in real time, and 2) the need to customise offers for a particular consumer. Today's marketing communications are becoming more information-rich and high-tech and require new technology concepts. The main one is the Internet space promotion.
The model of communication between customers and suppliers within the Internet space has long influenced all marketing stages of the introduction of goods and services, from customer awareness, attitudes towards customers, attracting potential customers to testing new products, sales, and customer retention [3]. From the onset, Internet marketing has mainly concerned the information dissemination through websites and email newsletters, advertising on both search and marketplaces, measuring customer activity and communicating customer feedback. Today, this is still true as the convergence of many technologies has expanded the power of online marketing towards more sales and service delivery opportunities in real time.
The purpose of the research is to identify features of the Internet as a space of marketing relationships and formulate customer communications principles.

Research materials and methods
During the research into the essence and content of marketing communications in the Internet space, the authors used the research materials by Anderson-Butcher et al. [4], Tomse and Snoj [5], Plaksin, Abdrakhmanova, Kovaleva, and others. Features of information perception and building relationships with consumers were studied based on the works by Dickson et al. [6], Wright and Hinson [7], and others.
The research into Internet resources was based on the study of data obtained by companies collecting and indexing public messages and hashtags on the Internet (Rusability [8], Brand Analytics [9], Infographics [10], Yandex [11]), data from their own research portals (WebCanape [13], WebsiteSetup [16], Statista [17; 18] The key term in the theory of marketing communications is "information" considered as "a message transmitted through communication channels" from the point of view of the functional approach (Shannon, Kanygin, Yaglom); as "content, internal characteristic of an object or process" from the standpoint of the attributive approach (Viner, Korogodin, E. Schroedinger); "the meaning, content of messages received by a person from the outside world through his/ her senses" from the point of view of the anthropological approach [12]. Thus, the essence of marketing communication is the information exchange between marketing subjects (consumer, manufacturer and intermediaries) which contributes to the emergence of an impression from the consumer that influences consumer behaviour.

Results
During marketing communication, the focus is on the quality of information relationships which are reflected in the accuracy, reliability, security, and relevance of information.
The The structure and characteristics of the audience, as well as the properties of information transmission channels, determine the characteristics of the Internet as a marketing communications space (see Table 1).   • the principle of territorial accessibility (communications are carried out irrespective of the user location); • the principle of information accessibility (information is provided in an accessible form and is of a public nature, the accuracy and completeness of information can be easily verified); • the principle of individualisation (a custom approach in determining customer needs and expectations and the preparation of offers, the recognition of cultural differences); • the principle of feedback (study of customer satisfaction through the use of various communication channels); • the principle of interactivity (customer communications take place in real time with a variety of software and hardware); • the principle of technical security (it is necessary to provide technical conditions for using the Internet); • the principle of security and personal data protection.

Discussion
Over the past twenty years, it has become abundantly clear that the Internet is not a fad but a basis for relationship marketing [20].
It should be noted that research on observing consumer behaviour in real time in order to study their purchasing behaviour based on clicks and other indicators [21], as well as customer emotion analysis as strategic variables for promotion of customer involvement, are of particular interest [22].
The authors agree with Jara et al. that social media marketing expands the ability to identify products with new technologies, which allows for enhanced product information [23].
The obtained results are consistent with Subramaniam's findings that the use of web ads, virtual stores, and virtual communities provides marketers with innovative opportunities to communicate with customers, understand their preferences and personalise marketing offers at a much lower cost and much more efficiently than with traditional tools [24].
Modern marketing follows customers, or uses the online environment as a point of contact with the customer to promote and distribute products. Now, many companies work with users, define their needs, and then create products taking into account their requirements. Technology has brought analytical tools, sales automation, and data mining capabilities to entities that process consumer data and synchronise their strategies based on consumer profiles, segments and expectations.
The relationship marketing theory is based on the need for companies to invest in relationships between themselves and customers. Relationship marketing focuses on moving the relationships between the company and the customer from a state of engagement to a state of loyalty.
As Jackson and Ahuja rightly point out, it would be nice for managers to adopt a customercentric marketing paradigm, i.e. on customer's personality, perception and participation. The authors attribute this to the fact that today's customers have great rights and opportunities, they own the Internet, have wider access to information in the digital world and are the area of focus of entities in a highly competitive environment [25].
The modern shopper has a wide variety of choices and relies heavily on peer reviews, website information, Internet searches, and comparison of product specifications and prices.
Each customer has a personality and his/her relationship with a particular brand becomes the dominant factor influencing his/her decision on purchase or service.

Conclusion
The Internet as a marketing communication space has features that characterise the possibilities of using it (low cost of resources, reliability of contact, psychological comfort for customers, the possibility of feedback, flexible marketing policy, the possibility of paying for goods/services, automatic accounting of information), allowing you to quickly achieve your goals with greater efficiency; as well as threats that need to be addressed (complex result predictability, dependence on search engines, non-transparent pricing, the impossibility of a quick return, limited audience, product virtuality and data security).
The studied features and trends in the development of the Internet space made it possible to formulate the customer communications principles: territorial and information accessibility, individualisation, feedback, interactivity, technical security, security and protection of personal data. The results obtained indicate that the formation of this marketing communications space has not yet ended and demonstrates certain trends. However, the use of only the Internet space in marketing communications does not fully achieve all marketing goals, and this communication channel should be used along with others (mass media, outdoor advertising; exhibition marketing; advertising events, communications at points of sale, etc.).