The effectiveness of digital marketing communications: from setting goal to result

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The effectiveness of digital marketing communications: from setting goal to result

Journal Title: Маркетинг і цифрові технології - Year 2017, Vol 1, Issue 2

Abstract

The aim of the article. The aim of the article is to improve the scientific approaches to the formation of the communication policy in the Internet. The results of the analysis. It is justified that Internet marketing should be considered in two dimensions: for intangible products or services delivered through the network and for tangible products or services in the real world. Internet marketing is a kind of marketing communications, which provides a set of activities for its own organization methodology: media advertising, contextual advertising, search engine optimization(SEO), social media marketing(SMM), direct marketing, public relations(PR), including search engine reputation management(SERM), mobile marketing, sponsorship, partner marketing. The problem of evaluating the effectiveness of digital marketing is connected with the concept of the conversion funnel, that is, the fact of the transition of the audience from the category of visitors to the category of consumers and the visualization of successive stages of the conversion process. It is indicated that a permanent competitive analysis should be aimed at assessing the quantitative and qualitative indicators of the relevant channels, successful and unsuccessful elements or activities. The classification of sites is offered. It is stated that the concept of marketing communication on the Internet is based on the following principle: the user initiates the communication process and produces feedback, which is expressed in the targeted actions. Users choose to follow the link or the banner, and which search requests to send, which results to pay attention to, what pages and content are relevant. Conclusions and direction for further research. Justified the hierarchy of building business goals for the selection of tasks and tools for marketing communications. It is precisely this hierarchy that should define tasks that will be relevant to the functionality of a web page in the context of attracting an audience, staying, and implementing targeted actions, using the call-to-action functionality. The stages of the Internet marketing strategy are identified: the definition of the target audience, needs and ways to meet them; setting of marketing communication tasks; definition of the main indicators (metrics) formation of messages of advertising campaigns; selection of tools and channels of promotion; creating an online promotion plan. Identified methods for measuring the effectiveness of marketing activities in the network: CTR or click-through rate ; CPC or cost-per-click; CPA or cost-per-action; CPS or cost-per-sale; CAC – the cost of attracting a client(Customer Acquisition Cost). Indicators for monitoring audience activity in social networks are identified: metrics: the number of community members; number of posts; SMA – audience activity(Social Media Analysis); ER – the indicator of attraction(Engagement Rate); cost of customer acquisition; the company's profit received from one client for the entire period of cooperation with it (LTV-Lifetime Value indicator) is the return from one client in relation to how much it cost (LTV: CAC). Prospective directions of researches are selected: development of branch or regional indicators for external benchmarking of digital communication activities of competitors; specificity of A/B testing, its methodology in relation to different channels and tools; Evaluation of the AGILE-approach to the definition and implementation of marketing tasks in the digital dimension.

Authors and Affiliations

Olena Sokhatska, Oleh Lehkyy

Keywords

digital marketing. internet marketing. marketing campaign effectiveness. communication channels. web conversion. digital tools metrics.

EP ID EP249444
DOI 10.15276/mdt.1.2.2017.1
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