Evaluation of the efficiency of internet marketing in electronic business

Abstract

The interactivity of information flows is becoming a major success factor and leading to significant changes in the field of e-business. The main purpose of the study is to evaluate the effectiveness of Internet marketing in e-business. It has been determined that ensuring business efficiency is inextricably linked with the use of Internet technologies in building communications with the target audience, logistics and supply chain management. The need for the introduction of Internet marketing in electronic business is highlighted to achieve and ensure efficiency, profitability and fulfillment of key KPI indicators. The method of economic and statistical analysis and evaluation of the effectiveness of Internet marketing in the context of e-business sectors in the world was applied. The key theoretical aspects of e-business development and its main directions are considered. The main indicators for evaluating the effectiveness of Internet marketing in e-business are identified, which allow determining the final structure of Internet marketing effectiveness indicators by industry. The organization of electronic business based on the proposed KPI indicators will provide a function to control the effectiveness of marketing, logistics, which is achieved by increasing conversion, reducing costs and improving competitive positions. A statistical analysis of world sales volumes in the field of e-business was carried out using Internet marketing tools. The results of the study, in contrast to existing approaches, made it possible to substantiate the need to apply in practice the formed methodology for the formation of KPI indicators their further control to ensure the effectiveness of Internet marketing.