INTERNET MARKETING IN THE SYSTEM OF MARKETING COMMUNICATIONS OF ENTERPRISES IN THE PROVISION OF SERVICES TO CONSUMERS IN B2C AND B2B MARKETS UNDER RISK CONDITIONS

This article examines the role of Internet marketing as a key tool for attracting clients to a driving school in the context of rapid digitalization of the educational services market. Modern conditions of business development are characterized by high competition, changes in consumer behavior and the growing importance of online communication channels. Potential clients increasingly make decisions based on information obtained from websites, social networks, online advertising and user reviews. Therefore, driving schools are forced to adapt their marketing strategies and actively implement digital tools in order to remain competitive. The purpose of the article is to substantiate theoretical provisions and develop practical recommendations for improving Internet marketing activities of a driving school. The object of the study is the process of applying Internet marketing in the activities of a driving school, while the subject is a set of theoretical, methodological and applied principles of attracting clients through digital communication channels. Based on the materials of PP «AVTO-START», the current state of Internet marketing was analyzed, including the functionality of the website, the presence in social networks, the quality of content, the level of interaction with the audience and the use of paid advertising. A SWOT analysis of the company’s marketing activities was conducted, which made it possible to identify strengths, weaknesses, opportunities and threats in the digital environment. The scientific novelty of the study lies in the formation of an integrated approach to the use of Internet marketing tools in the field of driving education. A комплекс of measures is proposed, including SEO optimization, SMM promotion in social networks, the use of targeted advertising and content marketing, and the implementation of web analytics tools for monitoring performance indicators. These measures are aimed at increasing brand awareness, improving communication with the target audience, optimizing advertising costs and increasing the conversion rate. The practical significance of the article lies in the possibility of applying the developed recommendations in the practical activities of driving schools and other educational institutions that seek to increase the efficiency of their marketing communications in the digital space. The implementation of the proposed strategy is expected to lead to a stable increase in the number of clients and strengthening of the school’s competitive position in the local market.