Importance The article deals with the factors of information transmission and exchange among which the Internet is the most influential and important one to promote innovation. Results The paper systematizes the process of evaluation of the efficiency and effectiveness of the achievement of the innovation marketing goals. The article shows a developed approach to assess the potential of marketing components evaluating the ability to achieve the goal of innovation promoting, promotion risks as the difference between the goal's reference value and the value of the innovation marketing potential. The method of estimation is implemented using the case of websites as the main tools for promotion of innovations. For example, the Softline Group website was considered to receive a comprehensive assessment of the capacity of innovation marketing. Conclusions The ability of organizations to innovate depends on the availability of all the necessary resources, but in the context of the networked economy, information and communication are becoming the most important ones. At the present stage of development of the economy, information and communication have strategic importance in the economic development of the country.
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