ASSESSMENT OF EFFICIENCY AND EFFECTIVENESS OF DIGITAL MARKETING COMMUNICATIONS
Conceptual issues of measuring the efficiency and effectiveness of digital marketing communications are considered. The interrelation between digital marketing communications tools and business goals, marketing and communication goals of an organization is studied. The classification of efficiency a...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Saint Petersburg Electrotechnical University
2019-02-01
|
| Series: | Дискурс |
| Subjects: | |
| Online Access: | https://discourse.elpub.ru/jour/article/view/258 |
| _version_ | 1797881742151909376 |
|---|---|
| author | V. P. Semenov A. G. Budrin A. V. Soldatova |
| author_facet | V. P. Semenov A. G. Budrin A. V. Soldatova |
| author_sort | V. P. Semenov |
| collection | DOAJ |
| description | Conceptual issues of measuring the efficiency and effectiveness of digital marketing communications are considered. The interrelation between digital marketing communications tools and business goals, marketing and communication goals of an organization is studied. The classification of efficiency and effectiveness indicators of digital marketing communications depending on the stage of the consumer's decision-making process is shown. The procedure of data collection is explained and general rules of effectiveness and efficiency assessment of digital marketing communications are demonstrated. The procedure of factor analysis of costs and results obtained from the use of digital marketing communications is considered. |
| first_indexed | 2024-04-10T03:23:53Z |
| format | Article |
| id | doaj.art-feca3a833cdc41659e26839c52d66344 |
| institution | Directory Open Access Journal |
| issn | 2412-8562 2658-7777 |
| language | English |
| last_indexed | 2024-04-10T03:23:53Z |
| publishDate | 2019-02-01 |
| publisher | Saint Petersburg Electrotechnical University |
| record_format | Article |
| series | Дискурс |
| spelling | doaj.art-feca3a833cdc41659e26839c52d663442023-03-13T07:29:32ZengSaint Petersburg Electrotechnical UniversityДискурс2412-85622658-77772019-02-0151364310.32603/2412-8562-2019-5-1-36-43257ASSESSMENT OF EFFICIENCY AND EFFECTIVENESS OF DIGITAL MARKETING COMMUNICATIONSV. P. Semenov0A. G. Budrin1A. V. Soldatova2Санкт-Петербургский государственный электротехнический университет «ЛЭТИ» им. В. И. Ульянова (Ленина)Санкт-Петербургский национальный исследовательский университет информационных технологий, механики и оптикиСанкт-Петербургский национальный исследовательский университет информационных технологий, механики и оптикиConceptual issues of measuring the efficiency and effectiveness of digital marketing communications are considered. The interrelation between digital marketing communications tools and business goals, marketing and communication goals of an organization is studied. The classification of efficiency and effectiveness indicators of digital marketing communications depending on the stage of the consumer's decision-making process is shown. The procedure of data collection is explained and general rules of effectiveness and efficiency assessment of digital marketing communications are demonstrated. The procedure of factor analysis of costs and results obtained from the use of digital marketing communications is considered.https://discourse.elpub.ru/jour/article/view/258digital маркетинговые коммуникациипоказатели эффективности и результативности digital маркетинговых коммуникацийзатраты и результаты на маркетинговую деятельностьфакторный анализ результатов применения digital маркетинговых коммуникаций |
| spellingShingle | V. P. Semenov A. G. Budrin A. V. Soldatova ASSESSMENT OF EFFICIENCY AND EFFECTIVENESS OF DIGITAL MARKETING COMMUNICATIONS Дискурс digital маркетинговые коммуникации показатели эффективности и результативности digital маркетинговых коммуникаций затраты и результаты на маркетинговую деятельность факторный анализ результатов применения digital маркетинговых коммуникаций |
| title | ASSESSMENT OF EFFICIENCY AND EFFECTIVENESS OF DIGITAL MARKETING COMMUNICATIONS |
| title_full | ASSESSMENT OF EFFICIENCY AND EFFECTIVENESS OF DIGITAL MARKETING COMMUNICATIONS |
| title_fullStr | ASSESSMENT OF EFFICIENCY AND EFFECTIVENESS OF DIGITAL MARKETING COMMUNICATIONS |
| title_full_unstemmed | ASSESSMENT OF EFFICIENCY AND EFFECTIVENESS OF DIGITAL MARKETING COMMUNICATIONS |
| title_short | ASSESSMENT OF EFFICIENCY AND EFFECTIVENESS OF DIGITAL MARKETING COMMUNICATIONS |
| title_sort | assessment of efficiency and effectiveness of digital marketing communications |
| topic | digital маркетинговые коммуникации показатели эффективности и результативности digital маркетинговых коммуникаций затраты и результаты на маркетинговую деятельность факторный анализ результатов применения digital маркетинговых коммуникаций |
| url | https://discourse.elpub.ru/jour/article/view/258 |
| work_keys_str_mv | AT vpsemenov assessmentofefficiencyandeffectivenessofdigitalmarketingcommunications AT agbudrin assessmentofefficiencyandeffectivenessofdigitalmarketingcommunications AT avsoldatova assessmentofefficiencyandeffectivenessofdigitalmarketingcommunications |