The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment

Abstract

Online marketing communication covers a wide area and thus promotes an extensive reach of advertising to a broad audience. Hotels can achieve certain goals through online communication, mainly an increase of hotel awareness; an improvement of their image; and an increase in the level of customer satisfaction and trust, or brand loyalty. Measurement of the effectiveness of communication tools in the online environment is still a challenge, whether in the academic world or in the business world, mainly due to the complexity of this process. The main objective of this paper is to propose a methodology for implementing an indicator suitable for the evaluation of the effectiveness of online communication activities in the Slovak hotel industry. It uses analysis of the current usage of online marketing communication activities from the perspective of hotel service providers. The methodology should be applicable to support decision-making and actively support the sustainable development of hotels. In order to achieve the objective of the paper, the authors conducted a marketing survey focused on online marketing communication by Slovakian hotels to determine their use and to map the current state or methods of evaluating their effectiveness. Results of the research suggest that hotels in Slovakia perceive evaluating marketing communications online as being important, regardless of the size, length of operation, budget, and class of the hotel. They prefer financial metrics because they are a de facto manifestation of the traditional approach towards investment evaluation. The results also showed that return on investment is the most common metric for evaluating the investments of online communication activities, and that respondents expressed the highest level of confidence in this metric as well. In line with the results, we have proposed return on investment (ROI) as the most appropriate metric applicable in evaluation of the effectiveness of online communication tools.

The pillars determining financial inclusion among SMEs in Egypt: service awareness, access and usage metrics and macroeconomic policies

“…To evaluate the effectiveness of each marketing medium used, we must screen and select the best mix of cost-effective marketing tools. Those tools should reduce financial illiteracy and, at the same time, deliver a clear, consistent message through all possible communication channels [ 33 , 47 , 51 ]. Marketing communications tools should be focused on the following four components: first, establishing a comprehensive advertising campaign to promote a bank’s credibility, reputation and corporate image to SMEs; second, promoting new and modified products to be aligned with external conditions and internal business strategies; third, engaging in permanent public relations, regular interviews and media events, so as to inform SMEs of a bank’s regular activities; and finally, upscaling employees' skills and executive knowledge, as they leave the greatest impression on the SME perception of a bank’s financial products, services and their quality.…”

Institutional Aspects of Risk Strategic Management in Azerbaijan Hospitality Sector

“…At the same time, each year the hotel industry is becoming increasingly marketable, bringing various elements of complexity into entrepreneurial operation and widening the areas of risk situations (Krizanova et al, 2019). Such areas as e-marketing and the use of social networks, ICT solutions as well as promoting destinations using films, literature and video games become increasingly important in the promotion of tourism destinations (Strielkowski, 2017;Katsoni, Dionysopoulou, 2018). Confusion and confusion occur in such a situation in achieving the hotels' final outcome, and therefore the extent of its risk increases.…”

The Relationship of Corporate Social Responsibility on Digital Platforms, Electronic Word-of-Mouth, and Consumer-Company Identification: An Application of Social Identity Theory

“…In response, various researchers have demonstrated that a good relationship exists between an organization's CSR engagement and its economic performance [2][3][4] and social performance [5,6]. In this regard, the effectiveness of communication is a matter of great concern for all businesses in the recent era, because effective communication can improve the evaluation of an organization on the part of consumers [7]. Different scholars have acknowledged the importance of effective communication to induce consumers' identification with a brand [8,9].…”