Marketing Budget Research Articles

Planning and control of the marketing budget for the promotion of additional professional education programs

Subject. The article explores planning and control of the marketing budget for additional professional education programs. Objectives. The focus is on the analysis of methodological approaches to planning the marketing budget for the implementation of additional professional education programs and justification of the use of the fuzzy logic method to control selected promotion strategies for designated programs and their marketing budgets. Methods. The study employs methods of analysis, structuring, deduction, and modeling of management processes. Results. I built a decision tree model on the structure of the marketing budget, considering the limited resources of educational organization of higher education, described the integration process of the model of educational service life cycle into the adaptive marketing process, offered a methodological approach to substantiating the application of basic action strategies in the implementation of additional professional programs and the marketing budget formation. Conclusions. The use of the fuzzy logic method is advisable to control the selected promotion strategies for individual programs of additional professional education and their marketing budgets.

DIGITAL MARKETING INFLUENCE ON THE BUSINESS PERFORMANCE OF KAZAKHSTAN SMALL & MEDIUM ENTERPRISES (SMES)

This study investigates the influence of digital marketing on the business performance of Kazakh Small and Medium-sized Enterprises (SMEs) managed by Muslims. The research employs a mixed-method approach, incorporating quantitative and qualitative data collection techniques. The findings reveal that social media marketing, search engine optimization (SEO), and email marketing are the most prevalent digital marketing practices adopted by Kazakh SMEs. However, challenges such as limited marketing budgets, difficulty measuring return on investment, and keeping up with trends hinder effective implementation. Despite these challenges, SMEs acknowledge the positive impact of digital marketing on their performance, reflected in areas like sales growth, customer acquisition, and brand awareness. The study concludes that digital marketing presents a powerful tool for Kazakh SMEs to enhance visibility, engage customers, and drive conversions, ultimately contributing to sustainable growth in the digital marketplace.

ФОРМУВАННЯ ПОРТФЕЛЮ ІНСТРУМЕНТІВ ЦИФРОВОГО МАРКЕТИНГУ ПІДПРИЄМСТВА В УМОВАХ ВІДНОВЛЕННЯ ЕКОНОМІКИ УКРАЇНИ

The article examines the peculiarities of the period of post-war recovery of the Ukrainian economy and their influence on the composition of the portfolio of digital marketing tools of enterprises. The purpose of the article is to develop an algorithm for forming a portfolio of digital marketing tools for an enterprise in the period of post-war recovery, to clarify the concept of a "portfolio of digital marketing tools of an enterprise." It is substantiated that in the post-war period, the provisions of the concept of anti-crisis marketing will be relevant for planning the marketing activities of enterprises. The most common digital marketing tools are identified. The definition of the term "portfolio of digital marketing tools of the enterprise" is proposed. An algorithm for forming a portfolio of enterprise digital marketing tools has been developed. It was determined that the audit of the enterprise's marketing activity is the foundation for the formation of the enterprise's portfolio of digital marketing tools. It was determined that conducting marketing research will contribute to increasing the accuracy of the planning of the enterprise's anti-crisis marketing program. It is proposed to apply decision-making criteria in conditions of uncertainty and risk when choosing optimal alternatives for achieving the company's marketing goals in the post-war period. It was determined that monitoring the level of rationality of the company's portfolio of digital marketing tools is a necessary condition for controlling the company's marketing activities. The expediency of focusing on a proactive strategy in the implementation of marketing activities has been investigated. It has been studied that in recent years the tools of digital marketing have been constantly improved and this allows it to be considered as an opportunity to spend the marketing budget of enterprises more rationally. The portfolio of digital marketing tools can include content marketing, SEO, contextual and targeted advertising, advertising in social networks, e-mail marketing, influencer marketing, lead generation, complex analytics, viral marketing.

Applying Deep Generative Neural Networks to Data Augmentation for Consumer Survey Data with a Small Sample Size

Questionnaire consumer survey research is primarily used for marketing research. To obtain credible results, collecting responses from numerous participants is necessary. However, two crucial challenges prevent marketers from conducting large-sample size surveys. The first is cost, as organizations with limited marketing budgets struggle to gather sufficient data. The second involves rare population groups, where it is difficult to obtain representative samples. Furthermore, the increasing awareness of privacy and security concerns has made it challenging to ask sensitive and personal questions, further complicating respondent recruitment. To address these challenges, we augmented small-sized datawith synthesized data generated using deep generative neural networks (DGNNs). The synthesized data from three types of DGNNs (CTGAN, TVAE, and CopulaGAN) were based on seed data. For validation, 11 datasets were prepared: real data (original and seed), synthesized data (CTGAN, TVAE, and CopulaGAN), and augmented data (original + CTGAN, original + TVAE, original + CopulaGAN, seed + CTGAN, seed + TVAE, and seed + CopulaGAN). The large-sample-sized data, termed “original data”, served as the benchmark, whereas the small-sample-sized data acted as the foundation for synthesizing additional data. These datasets were evaluated using machine learning algorithms, particularly focusing on classification tasks. Conclusively, augmenting and synthesizing consumer survey data have shown potential in enhancing predictive performance, irrespective of the dataset’s size. Nonetheless, the challenge remains to minimize discrepancies between the original data and other datasets concerning the values and orders of feature importance. Although the efficacy of all three approaches should be improved in future work, CopulaGAN more accurately grasps the dependencies between the variables in table data compared with the other two DGNNs. The results provide cues for augmenting data with dependencies between variables in various fields.

Logistics SMEs’ marketing budget re-engineering for sustainable digital marketing development

Nowadays, the survival and sustainability of SMEs and the promotion of their services have become key goals for the economic growth of many countries. Logistics SMEs seek to improve their digital marketing development, by managing the re-engineering process of their marketing budget. To achieve this goal, logistics SMEs should capitalize on big data from their websites that are capable of depicting their digital development level. The authors selected 5 SMEs from the logistics sector and collected big data from their websites for 365 days. Then, statistical analysis tools (correlation and linear regression models), as well as Fuzzy Cognitive Mapping (FCM) models were utilized. It is highlighted that various marketing budget levels affect the digital development of logistics SMEs differently. More specifically, a marketing budget of 500$ to 2500$ could bring more users (new and returning) to logistics SMEs’ websites, but only if the investments transcend 5000$ could help these firms rank higher in the search engines (authority score). Thus, logistics SMEs could simulate the course of specific digital development metrics by setting the desired levels of their marketing budget.

ОЦІНЮВАННЯ ЕФЕКТИВНОСТІ БЮДЖЕТІВ МАРКЕТИНГУ НА РИНКУ В2С E-COMMERCE

Introduction. In the conditions of the rapid development of e-commerce in the B2C market, it is important to ensure the effective use of marketing budgets to achieve competitive advantages. Evaluating the effectiveness of marketing spend allows businesses to optimize resources, increase return on investment, and reach a larger target audience. This requires the formation of methodological approaches for evaluating and improving the effectiveness of marketing budgets in this area. The purpose of the article. The purpose of the study is to study approaches to evaluating the effectiveness of marketing budgets in the B2C e-commerce market in order to determine the principles of increasing the effectiveness of their use. Methods. The research methodology includes a comprehensive approach combining quantitative and qualitative methods of analysis. In particular, for the in-depth study of specific examples of successful marketing strategies, such methods as economic modeling, the method of analysis and synthesis, and comparison were used. Results. The article examines approaches to evaluating the effectiveness of marketing costs in the B2C e-commerce sector, focusing on different channels, strategies and the corresponding profitability of marketing costs. The current market trends of the functioning of e-commerce platforms were analyzed and the main factors affecting the effectiveness of the use of marketing budgets of business entities were identified. The trends of the global growth of digital commerce volumes in the context of B2C sales and its functional specificity are clarified. It was determined that personalization, segmentation of customers and integration of multi-channel strategies significantly increase the efficiency of using marketing budgets. The principles of optimization of marketing costs based on the implementation of automated systems for data analysis and forecasting of consumer behavior were studied. The influence of the latest technologies, such as artificial intelligence and machine learning, on the effectiveness of using marketing budgets is considered. Conclusions. It has been proven that a reliable assessment of the effectiveness of marketing budgets in the B2C market determines a number of key aspects that ensure the maximum return on marketing investments of a business entity. At the same time, the concept of effectiveness of marketing budgets consists in a targeted approach implemented on the basis of personalization, segmentation and multi-channel integration.

Influence of Service Quality on Word of Mouth Mediated by Tourist Satisfaction at the Budo Tourism Village Homestay

In 2022, tourist visits to the Budo Tourism Village were recorded at 64.000 visitors. This figure exceeds the initial target of the village government and Village-Owned Enterprise Management. However, the large number of tourist visits to Budo Village did not increase the number of guests staying at Budo Village homestays. The limited marketing budget from the government and the village-owned enterprise (Bumdes) as managers makes WOM (word of mouth) as the main promotional strategy for homestay managers in the Budo Tourism Village. Another phenomenon encountered is dissatisfaction of guests who stay overnight due to the quality of service received. The above phenomena are related to the theories of service quality, tourist satisfaction, and word of mouth, and are then examined in more depth regarding the influence of service quality on word of mouth mediated by tourist satisfaction. This type of research is quantitative with data collection techniques using a questionnaire created in the form of a GoogleForm and distributed to 174 respondents who have stayed at nine homestays in the Budo Tourism Village. SEM PLS and SPSS analysis were employed to analyze the data. This research found that service quality has a positive and significant influence on tourist satisfaction and Word of Mouth (WOM). Tourist satisfaction has a positive and significant influence on Word of Mouth (WOM) and is also able to mediate the influence of Service Quality on Word of Mouth (WOM). Homestay managers are advised to concern to service quality, such as tidiness and cleanliness, as well as improving internet networks and the availability of free WiFi. Further research will explore the possibility of developing it not only in homestays but also in cafes, restaurants, and even diving centers.

IMPACT OF ONLINE ADVERTISING IN MARKETING OF THE PRODUCT

In recent years, the landscape of marketing has undergone a profound transformation, largely propelled by the exponential growth of the internet and the emergence of various digital platforms and technologies. Online advertising, encompassing a diverse array of formats such as display ads, social media ads, search engine marketing, video ads, and influencer partnerships, has emerged as a cornerstone of modern marketing strategies. One of the primary drivers behind the rise of online advertising is its unparalleled ability to reach highly targeted audiences with precision and efficiency. Unlike traditional advertising mediums like print or television, online advertising offers sophisticated targeting capabilities based on factors such as demographics, interests, behavior, and geographic location. This granular targeting allows advertisers to tailor their messages to specific audience segments, thereby maximizing relevance and resonance. Moreover, the real-time nature of online advertising enables businesses to measure and track the performance of their campaigns with unprecedented granularity. Through metrics such as click-through rates, conversion rates, impressions, and engagement metrics, advertisers can gain valuable insights into the effectiveness of their campaigns and make data-driven optimizations in real-time. This iterative approach to advertising not only improves campaign performance but also enhances return on investment (ROI) by ensuring that marketing budgets are allocated efficiently. Furthermore, online advertising offers unparalleled flexibility and scalability, allowing businesses of all sizes to launch and manage campaigns with varying budgets and objectives. Whether it's a small startup looking to build brand awareness or a multinational corporation aiming to drive sales and conversions, online advertising offers a range of solutions to suit diverse marketing goals and budgets. In addition to its targeting capabilities and measurability, online advertising also plays a crucial role in enhancing brand visibility and awareness in today's crowded marketplace.

Main consumer choice drivers for fi lm products in the Russian market

Film distribution market is a highly competitive one, which only emphasizes the need to optimize costs for the production and promotion of domestic films while increasing box office potential. The purpose of this research is to identify the primary choice drivers for movies in the movie theater in current market conditions as a required prerequisite for effective promotion. The results of a content analysis of open data tracker Cinema Viewer in 2021 allow us to identify several drivers defining the choice of moviegoers. They can be divided into two main categories: content elements and promotional elements. Among content elements, the most important are film's genre, plot, and cast. The most important promotional element is the trailer. Furthermore, two findings stand out among the results of this study, which require detailed research in the further works on the subject, as they can significantly influence the promotional strategies for film products in the Russian market. Firstly, the study showed that information itself, rather than its source, is more important for the viewer, which means that further optimization of marketing budgets is possible by reducing spending on most expensive platforms (primarily TV). Secondly, recommendations play just as important a role in the choice of film as advertising, which also makes it possible to optimize the marketing budget through social media marketing.

Revenue Forecasting Using Google Analytics Data

Abstract: Most companies receive the majority of their revenue from a small number of users. As a result, it's necessary to comprehend who these clients are and how to reach them. Google Merchandise Store (GStore) offers customer records that include details about previous transactions. This information can be used to generate predictive models that forecast each customer's future sales. This information can be used to better target marketing campaigns and allocate your marketing budget. For example, you can direct your marketing efforts on the 20% of clients who are most likely to create income. Predicting each customer's future sales is a regression problem because you are trying to forecast a continuous value (sales) based on the customer's other attributes. Regression problems are often addressed by machine learning models. These models are trained using a historical data set containing both the input attributes and the output values (revenue). Once trained, the model can forecast revenue for new clients even in the absence of past data.

Battle of Influence: Analysing the Impact of Brand-Directed and Influencer-Directed Social Media Marketing on Customer Engagement and Purchase Behaviour

Firms regularly call on multiple social media communication tactics (e.g. influencers, user-generated content and brand messages) to interact with their customers. Drawing on both parasocial relationship and social identity theories, we investigate the relative effectiveness of brand-directed versus influencer-directed social media marketing in stimulating both customer engagement and purchase behaviour. First, we use a survey research design to collect data on customers’ intention to engage with the brand and purchase when exposed to brand-directed and influencer-directed social media marketing. Second, we collect data from a field experiment on a social media platform that captures customer engagement and brand sales at aggregate levels attributed to brand-directed and influencer-directed social media marketing. Consistently across both studies, we find that brand-directed and influencer-directed social media marketing positively impact customer engagement and customer purchase behaviour. Further evidenced across both studies, we find brand-directed social media marketing is more effective than influencer-directed social media marketing in fostering customer engagement, whereas influencer-directed social media marketing is more effective in driving customer purchases. We also find that female customers are more impacted by influencer-directed social media marketing on both dimensions than brand-directed social media marketing. The study provides a strategic direction for brands to optimally allocate their limited digital marketing budget between brand-directed and influencer-directed social media marketing based on their marketing objectives central to customer behaviour – either enhancing longer-term customer relationship building via engagement or generating shorter-term sales.

The Impact of Financing Constraints on the Efficiency of Investment and Construction: Evidence from Municipal Infrastructure in China

Imperfect external capital market and internal soft budget constraints are important reasons for the issue of enterprise financing constraints. This paper studies the impact of financing constraints and influencing factors of financing constraints in municipal infrastructure investment and construction for local governments by using the panel data from 2003 to 2018 in China. The results show that, first, there are great financing constraints in municipal infrastructure investment and construction for local government in China. Second, the increase of self-financing capacity and external financing capacity can reduce the level and uncertainty of financing constraints, thus improving the efficiency of municipal infrastructure investment and construction. Third, the expansion of the city scale may reduce the uncertainty of financing constraints, but improve the level of financing constraints thus reducing the efficiency of municipal infrastructure investment and construction.

Differentiation through innovation in the contemporary higher education environment: The case of the ‘Victoria University Block Model®’

ABSTRACT In recent years, universities in Australia have been facing enormous challenges from an increasingly competitive market and tight funding budgets. Against this backdrop, the pandemic has worsened the financial situations of many universities, propelling them out of their inertia and making unprecedented changes to survive. This study presents a successful attempt at pedagogic innovation from Victoria University (VU), Australia, to differentiate itself from the crowded market and better cater to students’ learning by centring their needs. The study reports on the qualitative data and on the perceptions and reflections of VU leaders, teaching staff and students, on the pedagogic endeavour the ‘VU Block ModelⓇ’, after two years of implementation. The findings indicate that by putting student experience at the core and wrapping around an organisational context that puts teaching first, a university can differentiate itself from the market and meet the demands of economic growth and competition.

Strategi Bertahan Usaha Mangkokku Pasca Pandemi Covid 19

The purpose of the study is to ascertain Mangkokku's survival strategy. Mangkokku is a restaurant that specializes in rice bowls with a touch of traditional Indonesian knowledge. Mangkokku was able to successfully adopt a survival plan during the pandemic by opening locations near residential areas, limiting their menu to takeout, and putting up a virtual kitchen. The PPKM restrictions were also implemented around this time. Mangkokku's strengths, weaknesses, opportunities, and threats are examined using a SWOT analysis. Mangkokku's company survival plan was established from the SWOT analysis in order to weather the pandemic. Qualitative research seeks to explain the complexity of the social context, investigate meaning, and get a deeper understanding of social processes. This approach is used by researchers to explain Mangkokku's post-pandemic survival strategy. A SWOT analysis reveals that Mangkokku's competitive advantages include a robust brand, innovative products, an effective supply chain, high product quality, and assured customer service. Mangkokku's shortcomings include reliance on regional markets, a lack of human resources, a small marketing budget, and a reliance on particular suppliers. Prospects in the post-pandemic Mangkokku era include e-commerce, consumer trends, market expansion, and strategic alliances. Threats to Mangkokku include fierce rivalry, alterations to laws, price swings for raw materials, and technological advancements. A plan that leverages strengths, overcomes weaknesses, seizes opportunities, and defeats threats is developed based on the SWOT analysis. Many of these actions have been taken by Mangkokku, and they can be seen as a post-pandemic survival tactic.

A Multiple Objective Decision Analysis Model for Capacity Expansion Plans Selection in Manufacturing

Capacity expansion is a critical decision with potential circumstances of risks and opportunities. This decision is further complicated given the conflicting decision measures and stakeholders’ preferences. Previous research is limited in providing a systematic framework to deal with such decisions in manufacturing environments. In this paper, decision analysis is used for the assessment of the appropriate capacity expansion plans of a mechanical contracting and fabrication company serving aluminum smelting industry. Repairing anodes used in aluminum smelting is a critical work that is outsourced to qualified companies. The increased demand for this kind of repair creates an opportunity for the contracting company to expand capacity. The expansion will qualify the company to receive more orders for anode maintenance and other mechanical services and respond more effectively to client demands, allowing for the advancement of expertise through the acquisition of large projects. However, the decision to expand may be a complex problem for a number of reasons. One of the reasons is ascribed to the appropriate form and the time required for expansion. Factors such as market rivalry, investment risk, budget constraints, bidding policies, and operational capabilities all complicate the decision making process, necessitating the use of a decision analysis model. Therefore, this article proposes the multiple objective decision analysis (MODA) approach for studying capacity expansion problem. MODA's cost-value model examines expansion plans within acceptable budgets and allows for trade-offs between value and cost, whilst the value gap analysis identifies opportunities to improve the values of the expansion plans. The sensitivity analysis demonstrates the model's robustness to changes in swing weights and value curves. The proposed model provides manufacturers with further investigation of the alternative expansion plans with insights into the associated cost and gaps for improvements.

INCREASING THE EFFICIENCY OF MANAGEMENT OF THE PERFORMANCE OF MARKETING ACTIVITIES OF THE ENTERPRISE IN THE CONDITIONS OF DIGITALIZATION AND THE POST-WAR PERIOD

The article defines the main directions of digitization of the management of the effectiveness of marketing activities of the enterprise. The purpose of the article is to justify proposals for improving the digitalization of the document flow system of marketing business processes due to its design in terms of the main directions of the company's marketing activities, to determine the role of digital marketing tools in managing the effectiveness of marketing activities. The components of document flow systems of marketing business processes have been studied. It is shown that digitalization contributes to increasing the effectiveness of marketing research and justification of marketing decisions. It was determined that the combined use of traditional and digital marketing tools allows for a synergistic effect in managing the effectiveness of marketing activities. The expediency of designing a document flow system of marketing business processes in terms of the main directions of the enterprise's marketing activity (development of product, price, sales, communication policies, marketing management), as well as points of interaction of the functional subsystem of marketing management with the functional subsystems of production, personnel, finance and innovation management is shown. It is shown that the digitalization of marketing performance management is an integral part of the company's digitalization strategy. It was determined that the classification of companies depending on the level of innovative activity is more appropriate for the study of innovative marketing strategies of Ukrainian enterprises. It was determined that in the post-war period, the main threats to the enterprise are the destruction of logistics chains, the shortage of own funds of enterprises and the difficulty of obtaining credit funds, the complication of business conditions due to state policy, and a high degree of uncertainty in the business environment. In such conditions, the tools of digital technologies make it possible to increase the effectiveness of managing the effectiveness of marketing activities and more rationally distribute the limited marketing budget.

Clustering Menggunakan Algoritma K-Medoids Untuk Menentukan Strategi Promosi Sekolah Tinggi Teknologi Ronggolawe Cepu

Efforts to create an effective and efficient marketing management strategy require a detailed and objective understanding of the market in which they operate. In analyzing this problem, the field of marketing management often overlaps the field of strategic planning. Marketing strategy consists of making decisions about the company's marketing costs, marketing mix, and marketing location. Marketing management must decide what costs need to be spent on marketing and how to allocate the entire marketing budget to various tools in the marketing mix. New student data in the Cluster using the K-medoids Algorithm method with the help of Rapid Minner, as well as knowing the level of correlation with the Davies Bouldin Index (DBI). The results of this research are from 118 data, using 2 clusters produces 0 clusters of 72 and 1 cluster of 46 and 3 clusters produce 0 clusters with 72 members, 1 cluster with 3 members and 2 clusters with 43 members. The DBI value with 2 clusters is 1.04 and 3 clusters is 1.01.

COMMERCIAL STRATEGIES FOR THE FUMIGATION SERVICE

umigation also contributes to the development of trade, but currently there are very few companies interested in developing this type of activity, mainly due to the high marketing budget it requires and the lack of techniques or technologies to achieve good performance. With the research work, commercial strategies were established for the fumigation service in Ciudad del Este. As a general objective, the description of new strategies to enhance the fumigation service was proposed. To carry out the research work, the quantitative paradigm was used, the method was deductive and the descriptive level. The data collection technique was a survey with closed questions, carried out to companies in the field of fumigation in Ciudad del Este. According to the results obtained from the questionnaire, it was possible to understand that the most current means to promote the fumigation service by companies is customer service and after-sales, they also apply online sales and the vast majority have advice. of marketing, but still require a constant change in their strategies to expand the fumigation service in Ciudad Del Este.

Digital Communication in Sport Sector: A Brief Analysis of the Pandemic Crisis Period

The COVID-19 pandemic changed the general behaviour of the society regarding leisure and entrainment in social media. The pandemic had huge impact in the world of marketing and communications. Sta9rting from the social distance to the lockdown period, the society converted their actions to access and consume content from the different social media channels. Some marketing practitioners argue that making money is critical right now whereas others strongly believe the opposite. The strength of digital and social media communication in times of crisis has been proven in the past and it has been proven during this pandemic as well. During this pandemic we have witnessed similar communication practices that are adapted by the global companies. It became evident that brands must make tough choices affecting customers and develop the right message through right channel while ensuring the honesty and trust in their campaigns. With the uncertainty of next quarter or even next months, brands have had to adjust their marketing budget drastically. Whatever they have planned in the beginning of 2020 was no longer applicable and it leads to quick and sweet adoption of new realities in their communication strategies. Being transparent, supporting local communities and overall focusing on brand awareness rather than product push have been the common practices amongst brands. In addition to successful communication practices, we have also witnessed common pitfalls such as brands communicating the same message without giving any solutions to their customers when it comes to products or services adoption. This research aim to analyze the digital communication strategies adopted in crisis during pandemic period.

Developing a successful content strategy with a small team and budget

Leading a small marketing team and budget can be difficult, but with a little creativity, strategy and resourcefulness, you can still see some impressive results. In the summer of 2021, the small marketing team at the Michigan State University College of Nursing created its ‘Neighborhood Nurses' series to spotlight students and alumni practising in their hometowns. Despite occurring during an ongoing, worldwide pandemic, the campaign, which shared why these nurses chose to go back to their hometowns to practise, significantly increased web traffic to the college website, generated nearly a quarter of a million reach on paid social, injected positivity during a trying time for those in the healthcare industry and helped the university's government relations team meet one of its goals. The multi-channel content marketing strategy featured written stories, videos, graphics, photo galleries, webpages and more over the course of a seven-week campaign, which ran through the summer and up until the beginning of the autumn admissions cycle and focused both on the subjects and their hometowns. All of this was done on a budget of roughly US$5,500 and a team of 2.5 marketing-communications employees. This paper analyses the result, which was that the marketing team was able to embark on future campaigns and even saw an increase in marketing budget and team size due to its successes and senior leadership's new, larger goals.