The article deals with the essence and content of Internet marketing as one of the modern tools to improve business performance. The sphere of application of Internet marketing tools and technologies and the statistics of their effectiveness evaluation in foreign practice of business structures are considered. The main methods used in the preparation of the article are methods of statistical and analytical analysis and graphical interpretation of results, an analytical review of foreign experience in using Internet marketing as a modern business tool. The information component of the article, conclusions and recommendations are aimed at determining an effective business model within the digital market based on Internet marketing.