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The use of digital tools in marketing communications has become an obvious precondition for a successful business. At the same time, the modern concept of holistic marketing establishes that the purpose of marketing communications is to promote business of a firm, which includes not only the promotion of its goods and services, but also the management of its relations with all stakeholders. These provisions fully apply to Ukrainian industrial enterprises that seek to develop foreign sales markets. In the paper the concept of a site was chosen as the key term for research of marketing online communications. From the standpoint of their purpose, sites represent different types of social media that make it easier for their users to communicate and exchange multimedia information with each other. Websites are viewed as marketing communication channels that use certain methods to promote business activities. This raises the problem of integrating promotion channels into a single marketing communications system. The paper is devoted to the analysis of methods of promoting business activities of enterprises using social media sites and their systematization to create integrated marketing communications. We have classified websites according to the role they can play in integrated business promotion. It has been established that one should highlight the official sites of an enterprise promoting its business activities and the sites used to obtain information services. Many enterprises have two official websites: a representative one for presenting their business activities and a transactional one for e-commerce. The developers of information services sites are their owners, for whom the provision of these services constitutes the content of their business activity. These sites include social media supporting email, social networks, blogs, instant messengers. The analysis of the main methods of promotion in various social media is carried out. It allows one to establish the necessary logical connections between the promotion processes through various communication channels for their integration into a single system. [ABSTRACT FROM AUTHOR]

One of the main barriers to enhancing innovation activities of the industrial enterprises of Ukraine is the lack of financial resources per se and their limited use for innovative purposes. Therefore, the primary objective, on the one hand, should be an increase of investment support of enterprises' innovative activity from all sources - own, borrowed and external - and, on the other hand, optimization of innovative expenditures' structure that has developed in enterprises of various types of industrial activity in order to ensure maximum economic returns. The aim of this paper is to analyze the correlation between the amount and components of expenditures on innovation activity and the total amount of innovative products, sold by industrial enterprises of Ukraine, and, according to the results of this analysis, to submit proposals for improvement of investment support of their innovation activity. In the paper, using correlation and regressive analysis the correlation between expenditures on innovation and the volume of innovative products, sold by industrial enterprises of Ukraine in 2015 and 2017, is investigated. It was hypothesized that the total amount of innovative products sold and their share, which is new to a market, as well as the number of innovative products, marketed abroad, depend on various types of investments in innovations. Correlation and regressive analysis revealed a different impact of components of investments in innovation on the amount and structure of innovative products sold, which confirmed the hypothesis of the study. It has been defined that the overall amounts of innovative products sold depend the most on the level of expenditures on purchasing of machines, hardware and software, as well as expenditures, related to the component "Others". The positive tendency of innovative products sold that are new to the market and which are sold to other countries are largely determined by the volume of expenditures on external R&D. Thus, by changing the structure of investment in innovation, an enterprise can significantly increase economic return, and, consequently, their level of competitiveness. [ABSTRACT FROM AUTHOR]