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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, 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

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“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

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