Authors

Шульгіна Людмила

Shulhina Liudmyla

City: Kyiv

Science degree: Doctor of Economic Sciences

Place of work/study: National Technical University of Ukraine «Igor Sikorsky Kyiv Polytechnic Institute»

Autor articles

Analysis of the effectiveness of the enterprise’s marketing communication strategy

Author: and

Bibliographic description of the article for the citation:

and . Analysis of the effectiveness of the enterprise’s marketing communication strategy//Science online: International Scientific e-zine - 2024. - №11. - https://nauka-online.com/en/publications/economy/2024/11/08-17/

Annotation: Introduction. In modern market conditions, the effectiveness of marketing communications has become a decisive factor in the success of enterprises. Increasing competition and rapid changes in consumer preferences require companies to constantly improve their communication strategies. Evaluating the effectiveness of these measures helps not only to optimize costs but also to enhance audience engagement. This article proposes a systematic approach to analyzing marketing communications, incorporating both quantitative and qualitative methods. Purpose. The aim of the study is to develop an effective methodology for assessing the performance of marketing communication strategies in enterprises. The primary focus is on combining financial metrics (ROI, CAC, CPC) with qualitative analysis methods, such as the NPS index and focus groups. Materials and Methods. To achieve the objective, a mixed methodological approach was employed, including:quantitative analysis, which allows for evaluating the economic efficiency of marketing activities;qualitative analysis, aimed at studying consumer reactions and loyalty. The research utilized scientific publications, practical case studies from enterprises, and results of customer surveys. Results. The study confirmed that combining quantitative and qualitative evaluation methods provides a comprehensive picture of the effectiveness of marketing communications. Calculations of key metrics such as ROI, CAC, and CPC demonstrated that channel efficiency significantly depends on the target audience and the nature of the campaigns. Qualitative methods, particularly the NPS index and focus groups, revealed that customer perceptions of the brand often do not align with the expected campaign outcomes, necessitating strategy adjustments. The integration of data from quantitative analysis and insights from qualitative research made it possible to develop recommendations for cost optimization and enhancing customer loyalty. Prospects. The findings of the study can serve as a basis for optimizing marketing communication expenditures and improving their efficiency. The implementation of automated analysis tools will enable enterprises to adapt more effectively to changes in the market environment.

Measuring the effectiveness of content marketing for an industrial enterprise on the example of modern approaches and models

Author: and

Bibliographic description of the article for the citation:

and . Measuring the effectiveness of content marketing for an industrial enterprise on the example of modern approaches and models//Science online: International Scientific e-zine - 2024. - №12. - https://nauka-online.com/en/publications/economy/2024/12/02-33/

Annotation: Introduction. In today's digitalized environment, industrial enterprises are forced to adapt to changes in consumer behavior caused by the growing use of digital technologies. Content marketing has become one of the key tools to engage with the audience, build brand awareness, and build customer trust. However, the effectiveness of these efforts often remains beyond objective evaluation, which creates challenges for planning and optimizing marketing campaigns. Purpose. The purpose of this study is to analyze modern approaches and models for measuring the effectiveness of content marketing, in particular for industrial enterprises. The article discusses the main metrics of content evaluation, challenges and prospects for adapting existing tools to the specific needs of the industrial sector. Materials and methods. The research materials are based on modern approaches to measuring the effectiveness of content marketing, based on the analysis of theoretical and practical works of domestic and foreign authors, as well as empirical data obtained in the course of studying the activities of industrial enterprises. The study used sources such as scientific articles, statistical reports, analytical reviews, regulations, and data from professional analytical platforms such as Google Analytics and Ahrefs, which provide information on engagement, SEO optimization, and user behavior. The research methodology included the use of a set of scientific methods to achieve the goal and fulfill the objectives of the study. The method of theoretical generalization and systematization was used to identify the main metrics used to evaluate the effectiveness of content marketing campaigns. Results. The scientific article reveals the sequence of formation of accounting and analytical information on the cost of remuneration of employees in the financial and economic system of the enterprise. The components of the accounting process and the functions of accounting for the cost of employee remuneration as an information base for the analysis of such costs are identified. Discussion. Further research in the field of assessing the effectiveness of content marketing for industrial enterprises should focus on adapting existing models to the conditions of a rapidly changing digital environment. Particular attention should be paid to the integration of content analysis methods with modern automation technologies, such as artificial intelligence and machine learning, to improve the accuracy of forecasts and the efficiency of decision-making.

Prepare

a scientific article on the current topic

Send

a scientific article to e-mail: editor@inter-nauka.com

Read

your article on the website of our magazine