REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

 FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

 PUBLISHER

Liburkina L. M.

 SITE SECTIONS

Main page

Editorial staff

Editorial policy

Annotated catalogue (2011)

Annotated catalogue (2012)

Annotated catalogue (2013)

Annotated catalogue (2014)

Annotated catalogue (2015)

Annotated catalogue (2016)

Annotated catalogue (2017)

Annotated catalogue (2018)

Annotated catalogue (2019)

Annotated catalogue (2020)

Annotated catalogue (2021)

Annotated catalogue (2022)

Annotated catalogue (2023)

Annotated catalogue (2024)

Thematic sections of the journal

Proceedings of scientific conferences

The Current Aspects of Digital Marketing: Key Performance Indicators
Bubenets I. H., Slomintsev D. M.

Bubenets, Iryna H., and Slomintsev, Dmytro M. (2022) “The Current Aspects of Digital Marketing: Key Performance Indicators.” Business Inform 11:271–276.
https://doi.org/10.32983/2222-4459-2022-11-271-276

Section: Management and Marketing

UDC 339.138

Abstract:
Due to the fact that new digital technologies are rapidly developing in the world, the process of digitalization of society, business and the State is actively underway, the present-day issue of digitalization of marketing activities of enterprises in order to timely adapt business to new challenges and ensure competitive advantages in the market is of relevance. The purpose of the article is to study the theoretical aspects of determining the essence of digital marketing, features of the use of channels, digital marketing technologies, analytical indicators, and instruments for its effective use. In the analysis, systematization and generalization of scientific works of many scholars, the practical aspects of digitalization of marketing were considered, the views of researchers on the definition of the concept of «digital marketing» were systematized. As a result of the study, modern digital marketing instruments and channels are allocated. The possibilities of digital marketing and the dynamics of its development are defined. It is noted that, in addition to communication channels, digital marketing involves the use of modern online technologies to process the necessary information and creates a strategic asset of the enterprise – a database. Based on data analysis, management and marketing decisions are made. Accordingly, an important component for the digitalization of the marketing activity of the enterprise is business analytics, which is formed and obtained using web analytics. It is substantiated that the effect of the introduction of digital marketing instruments and channels will allow to use knowledge about the necessary web analytics systems and key performance indicators that reflect the effectiveness of digital marketing. The prospect of further research in this direction is the development of digital marketing strategies for various business areas, taking into account the results of the analysis of the main performance indicators of digital marketing.

Keywords: digitalization of marketing, digital marketing, performance indicators, web analytics.

Fig.: 1. Tabl.: 2. Bibl.: 14.

Bubenets Iryna H. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Slomintsev Dmytro M. – Master, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)

List of references in article

Bubenets, I. H., and Kryvokin, A. V. “Transformatsiia instrumentiv marketynhu: suchasni trendy“ [Transformation of Marketing Tools: Modern Trends]. Aktualni problemy ta perspektyvy rozvytku ahroprodovolchoi sfery, industrii hostynnosti ta torhivli. 2022. https://repo.btu.kharkov.ua/bitstream/123456789/14558/1/AKTUAL_NI_%20PROBLEMY_HOSTYNNOSTI_22-99-100.pdf
Savytska, N. L., and Chmil, H. L. “Nova paradyhma marketynhu v umovakh tsyfrovoi transformatsii ekonomiky“ [New Marketing Paradigm under Economy Digital Transformation]. Visnyk Sumskoho natsionalnoho ahrarnoho universytetu. 2020. https://repo.btu.kharkov.ua/bitstream/123456789/10067/1/Savyts%e2%80%99ka_Chmil_new_marketing_paradigm_article_2_84_2020.pdf
Oklander, M. A., and Romanenko, O. O. “Spetsyfichni vidminnosti tsyfrovoho marketynhu vid internet-marketynhu“ [Specific Differences in Digital Marketing from Internet Marketing]. Ekonomichnyi visnyk NTUU «KPI», no. 12 (2015): 362-371.
Ruban, V. V. “Suchasni instrumenty tsyfrovoho marketynhu“ [Modern Instruments of Digital Marketing]. Naukovyi visnyk Khersonskoho derzhavnoho universytetu. Seriia «Ekonomichni nauky». 2018. http://ej.journal.kspu.edu/index.php/ej/article/view/265/261
Romanenko, L. F. “Tsyfrovyi marketynh: sutnist ta tendentsii rozvytku“ [Digital Marketing: Essence and Development Trends]. Scientific Notes of Lviv University of Business and Law, vol. 23 (2019): 80-84. DOI: http://dx.doi.org/10.5281/zenodo.3678906
Yatsiuk, D. V. “Tsyfrovyi marketynh: maibutnie marketynhovykh komunikatsii v brendynhu“ [Digital Marketing: Future of the Marketing Communications in Branding]. Investytsii: praktyka ta dosvid. 2015. http://www.investplan.com.ua/pdf/7_2015/16.pdf
Danko, T. P., and Kitova, O. V. “Voprosy razvitiya tsifrovogo marketinga“ [Digital Marketing Development Issues]. Problemy sovremennoy ekonomiki, no. 3 (2013): 261-265.
Kapustina, L. M., and Mosunov, I. D. Internet-marketing. Teoriya i praktika prodvizheniya brenda v Seti [Internet Marketing. Theory and Practice of Brand Promotion on the Web]. Ekaterinburg: Izd-vo Ural. gos. ekon. un-ta, 2015.
Kartajaya, H., Kotler, P., and Setiawan, I. Marketing 4.0: Moving from Traditional to Digital. Wiley, 2016.
Ponde, S., and Jain, A. “Digital marketing: concepts & aspects“. International Journal of Advanced Research, no. 7 (2019): 260-266. DOI: http://dx.doi.org/10.21474/IJAR01/8483
Pineiro-Otero, T., and Martinez-Rolan, X. “Understanding Digital Marketing-Basics and Actions“. In MBA: Theory and Application of Business and Management Principles, 37-74. 2016. DOI: 10.1007/978-3-319-28281-7_2
Minculete, G., and Olar, P. “Approaches to the Modern Concept of Digital Marketing“. International conference Knowledge-based organization, vol. 24, no. 2 (2018): 63-69. DOI: https://doi.org/10.1515/kbo-2018-0067
“77 statystychnykh danykh pro tsyfrovyi marketynh u 2022 rotsi, iaki potribno znaty“ [77 Digital Marketing Statistics in 2022 You Need to Know]. https://www.ranktracker.com/uk/blog/the-77-statistics-for-digital-marketing-in-2022-you-need-to-know/
Roman, I. “Instrumenty veb-analityky: optymalni rishennia dlia vashoho saitu“ [Web Analytics Tools: Optimal Solutions for Your Site]. Edit Blog. November 16, 2021. https://elit-web.ua/ua/blog/web-analytics-tools

 FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

 INFORMATION

The Plan of Scientific Conferences

 OUR PARTNERS

Journal «The Problems of Economy»