Possibility of feedback and application of mechanisms of tracking the actions of users
of the network can effectively manipulate consumer preferences. An example of the
effective use of "Big data" technology to personalize advertising was the election of
US President D. Trump in 2016.
Own Internet sites and Internet portals allow companies and organizations to
enhance their company's competitiveness and positive image, speed up service delivery
and prompt response to consumer requests.
The Internet as a global network affects all spheres of human activity, including
banking business. Banks were pioneers in using Internet networks for practical
management purposes. Management of any enterprise requires diverse management
information. It is such a network that provides financial institutions with clients about
the state of the markets, and also allows banks to do a variety of work – from interaction
with the client to the exchange of information with other banks. Electronic
communications tools help financial institutions to provide real-time banking services,
carry out electronic money transfers and other transactions within the country and the
world, receive urgent information on currency and stock quotes, and use corporate
databases. Operation of a unified global network and facilities of global
telecommunication systems allow conducting international cooperation in the banking
sphere. So, the appearance in 1973 of SWIFT (Society for Worldwide Interbank
Financial Telecommunications) has become a revolutionary phenomenon in the
banking world. Transnationalization of the world economy, in the first place, touched
upon the banking sector. The world's leading bank brands have a large number of
affiliates around the world, including Ukraine, whose management is greatly facilitated
by the use of electronic communications and the application of electronic document
management systems in banks.
Electronic communication in the public administration sphere. In the field of
electronic politics, new information technologies fundamentally change the system of
management of society. Currently, a change in the management paradigm is being
made, that is, the rejection of the traditional vertical state control system in favor of a
decentralized horizontal system, which, thanks to network and telecommunication
technologies, is able to respond effectively and actively to social challenges and public
needs. At the present stage of social development, new forms of communication – e-
democracy and e-government – have come to replace the direct and indirect forms of
communication interaction. The introduction of e-governance, the creation of an e-
government and the emergence of e-democracy envisage and require new forms of
organization and interaction of state bodies with citizens and organizations.
The main areas of e-government are: to ensure the efficiency of the state apparatus
and provide better quality services to the population; establishing connections between
the state and society; provision of real mechanisms of public participation and control
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