Abstract
The article aims to investigate the role and features of the content and test proposed indicators for evaluating its effectiveness within the marketing enterprise communications with the client using Internet technologies. The differences between traditional content communications and content communications using unifying content have been presented. Based on review of scientific works and statistic data and results of the studies, a system of indicators for evaluating the level of content supply cost-effectiveness is proposed: average cost of attracting one user of website, coefficient of lead generation of the Internet website, average cost of attracting one lead, content effectiveness ratio, average purchase in consequence of content supply, profit from the sale of goods in consequence of content supply, profitability of using the Internet marketing tools. This system of indicators allows monitoring of content effectiveness at key stages of enterprise-customer interaction. The proposed indicators of content effectiveness were tested on two leading enterprises in the field of water purification and water supply in Ukraine: “ZIKO Company” and “BWT Ukraine”. It was concluded that only a high quality of content supply could provide an enterprise with a high level of customer conversion and significant visibility of its website in different search engines.
Highlights
The modern economy is characterized by a significant increase in competition among business entities in domestic and foreign markets
The proposed unifying content supply is changing the system, indicating that marketers can and should directly influence the entire customer engagement chain’s effectiveness. This is demonstrated in their responsibility at the level of each stage of customer interaction
The necessity of calculating content efficiency is substantiated in work, and several such indicators are proposed
Summary
The modern economy is characterized by a significant increase in competition among business entities in domestic and foreign markets. The development of Internet technologies has led to the emergence of alternative tools of information transmission from the enterprise to the client, which fundamentally changes the enterprise’s approaches to communication and sales marketing. Effective customer interaction using marketing communication tools is an important management issue for domestic and foreign enterprises, but it is not fully researched in terms of using Internet technologies, which increasingly replace or complement traditional channels of this interaction. The problem of studying the role, features of content supply, and methods of assessing its effectiveness are relevant and require further investigation
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