METHODOLOGY OF ASSESSING THE DIGITAL MARKETING’S IMPACT ON BUSINESS EFFICIENCY

Abstract

Introduction. Application of information communications methods becomes an essential success element in current doing business conditions. Since contemporary information society increasingly needs new communication methods, the use of digital marketing in business is very efficient as it consistently evolves. Therefore, digital marketing is the tool to be used to develop business. The purpose. The article aims to outline the main methodological aspects of the role of digital marketing in the process based on the analysis and systematization of theoretical and practical approaches to a comprehensive assessment of the business marketing activity efficiency. Results. The article analyzes the research addressing the nature of the interpretation of the digital marketing concept. It substantiates scientific approaches to the subject and outlines the main tools in this phenomenon. The efficiency of impact the digital marketing introduction has on modern business is determined. A set of parameters of advertising efficiency and its impact on business processes are characterized. The main trends in the development of digital marketing tools and their impact on business efficiency are examined. The ways to expand digital marketing opportunities among domestic businesses are characterized. Conclusions. The article argues that the analysis of customers’ activity on informational websites based on such key aspects as attention → interest → desire → activity based on specific indicators (traffic, conversion, leads) should be carried out to improve business efficiency. The analyzed system of key indicators allows for carrying out a comprehensive assessment of business efficiency, estimating the effects of various activities, and determining and implementing the most efficient economic development tools. The ways to efficiently apply digital marketing to define the main contemporary problems that can affect business development and efficiency are declared. Keywords: digital marketing, business, efficiency, indicators, marketing activity, marketing audit.