This article discusses the concepts of digital and internet marketing and analyzes the classification of digital marketing communications. The purpose of the study is to develop criteria, a methodological approach to selecting the most appropriate digital marketing tools for a particular enterprise and market, and a system of indicators for evaluating the effectiveness of the marketing communications complex. The methodological approach is applied to small businesses in the retail market of cut flowers. For a specific company digital advertising, launching an internet site, maintaining social networks and search marketing were selected. Calculations of marketing communications performance indicators have shown that the use of digital marketing tools leads to a positive financial result. The survey has established that digital marketing is broader than internet marketing and includes the following media channels: social media marketing, digital television, content marketing, e-mail marketing, web site, SEO, Banner Ads, mobile marketing, streaming platforms, digital billboards. For specific purposes and markets it is sufficient to use not all, but part of the digital communication tools. The criteria for their selection are proposed: the marketing budget, the goals of the marketing strategy, the age of the audience, the competence of the company’s staff and the frequency of use of digital marketing tools. To assess the effectiveness of digital marketing communications a system of indicators is proposed that includes such indicators as: ROMI (Return on Marketing Investment), site traffic; profitability of sales on the Internet, increase in net profit, NPV (Net Present Value), popularity of certain pages of the site; information about the sources of transition to the site; duration of stay on the site; triggers for performing targeted actions; conversion and Web Analytics indexes. Keywords: digital marketing, digital marketing communications, digital media channels
The paper systematizes theoretical and methodological approaches to the study of the influ ence of marketing activities involved in building relationships with partners on an organization's performance indicators. The article aims to design a system of indicators and a set of methods for measuring relationship marketing productivity in the industrial market. The methodological basis is the works of the leading Russian and foreign scientists on examining the content and productivity of relationship marketing in the industrial market, as well as on forming customer metrics and a marketing balanced scorecard. The methods for evaluating relationship market ing productivity in the industrial market combines methods of mathematical statistics (single factor analysis of variance, construction of contingency tables, pairwise correlation analysis) and expert methods (indepth interviews). The authors develop a balanced scorecard of rela tionship marketing of an industrial enterprise on the basis of Kaplan and Norton's business perspectives. We establish the stages of evaluating the productivity of relationship marketing in the industrial market and test scientific hypotheses about the factors determining the productiv ity of relationship marketing. The authors try out the proposed method at the Aramil Plant of Ad vanced Technologies and introduce a relationship marketing program. Due to implementation of the relationship marketing program in 2017, the plant's revenue increased by 1.4%. The results of calculations confirm the hypotheses that customers with a high level of satisfaction have the largest share in the company's sales volume and employees with a high level of satisfaction establish the longest relationships with the clients. We also prove the correlation between sat isfaction of the target segment's customers and their lifetime value. value for those involved in the relationships [21. P. 140].
Social media activities create additional opportunities for industrial companies to increase sales in industrial markets. The results will be influenced by the intensity of communications and posting online, as well as the content and its integrity. The article analyses current trends, prospects and possibilities of using digital marketing communications in industrial markets. Advantages and disadvantages of social media marketing for industrial companies are identified. The authors propose a methodology for assessing the performance of social media marketing for industrial companies. It includes correlation analysis, one-way ANOVA test and t-test. The authors have conducted a study of social media marketing communications of industrial companies operating in the PVC profile market. Methods of mathematical statistics were used to test the hypotheses about the influence of social media marketing activities on the results of the SEO promotion of industrial companies. Analysis of the marketing communications performance of the PVC profile producers showed that companies with active approach to social media marketing communications have significantly more search queries in the Yandex search engine.
Ключевые слова: парадигма маркетинга, маркетинг взаимоотношений, промышленный рынок, управление отноше-ниями с потребителем, модель «4С», комплекс маркетинга «4R»
The basis for the environmental safety of agricultural products should be the production of products in accordance with natural resources. In other words, it is the idea of a closed cycle, where organic livestock fertilizers are both an ecological and economic principle of production. Species diversity in the ecosystem is also an important factor in environmental safety. These are different ways of crop rotation, regulating the formation of weeds and their destruction by mechanical means, rather than by chemical means, laying hedges and habitats. These measures protect nature and do not disturb its ecological balance. Ecological agriculture aims to consider and use the soil more efficiently. For example, wetlands are better used for grassland farming rather than ploughing these sites. Also long overdue is the problem of state support of domestic farmers who produce the cleanest ecological products, more similar in composition to organic products. Guided by the principles of landscaping in agriculture, it is possible to obtain products that will not bring harm, will be high-quality and useful.
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