Modern approaches to assessing the effectiveness of marketing at small businesses are key to ensure their sustainable development and competitiveness. In the context of globalization and the rapid development of digital technologies, small businesses face the need to adapt their marketing strategies in order to compete effectively in the market. This article highlights modern methods and tools for evaluating marketing performance that allow small businesses to measure the impact of their marketing efforts. The relevance of the topic is high, especially in the context of military conflicts that significantly affect economic stability and market conditions. War forces small businesses to rethink their marketing strategies, adapting them to rapidly changing conditions and unpredictable challenges. This includes exploring new distribution channels, refocusing on local needs and finding innovative ways to attract customers in conditions of limited access to resources and communication. It is also important to develop flexible marketing plans that can quickly adapt to changes in society and the economy caused by war. In this context, assessing the effectiveness of marketing becomes key to the survival and development of small businesses, which allows them not only to survive in difficult conditions, but also to find opportunities for growth and development even in the most difficult times. The main elements of modern marketing performance assessment are the use of key performance indicators (KPIs), big data analysis, social media monitoring, and the use of marketing analytics. These tools allow you to collect detailed information about consumer behavior, the effectiveness of advertising campaigns, as well as the impact of marketing efforts on sales and customer loyalty. Also, an important aspect is the integration of digital marketing. Particular attention should be paid to website optimization for search engines (SEO), content marketing, e-commerce, as well as the use of digital communication channels such as social media, email, mobile marketing. Taking into account the specifics of small businesses, such as limited resources and the need to quickly adapt to changes, is key in choosing methods for evaluating efficiency. Effective use of analytical tools and approaches helps small businesses to develop flexible and targeted marketing strategies that promote their development and growth in a competitive market environment. Effective marketing helps to attract new customers, maintain existing ones, and increase overall competitiveness in the market. Measuring and analyzing the results of marketing campaigns allows small businesses to better understand their audience and adapt strategies to changing market conditions.
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