Tag: digital marketing

Methodological approaches to evaluating the effectiveness of digital marketing tools: models, methods

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. Methodological approaches to evaluating the effectiveness of digital marketing tools: models, methods//Science online: International Scientific e-zine - 2025. - №4. - https://nauka-online.com/en/publications/economy/2025/4/13-17/

Annotation: The article explores methodological approaches to evaluating the effectiveness of digital marketing tools. It analyzes existing evaluation models (including the adaptation of the Balanced Scorecard, conversion attribution models, etc.) and classifies the main methods for measuring digital marketing performance It is concluded that a comprehensive approach combining various models, methods, and metrics is necessary for a thorough measurement of the impact of digital marketing activities on business results. Future research prospects include the development of integrated evaluation systems using big data and artificial intelligence, as well as the adaptation of evaluation methodologies to new digital platforms and tools.

Digital marketing in Ukraine: current trends and prospects for development

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. Digital marketing in Ukraine: current trends and prospects for development//Science online: International Scientific e-zine - 2018. - №12. - https://nauka-online.com/en/publications/economy/2018/12/tsifrovoj-marketing-v-ukraine-sovremennye-tendentsii-i-perspektivy-razvitiya/

Annotation: The concepts, possibilities and advantages of digital marketing were defined and the state and structure of the e-commerce market in Ukraine, current trends of digital marketing, existing and potential buyers were analyzed in the article. Also, effective ways of digital advertising in Ukraine were investigated and offered, prospects of their development were predicted.

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