Bibliographic description of the article for the citation:
Біндюг Дар’я and Шульгіна Людмила. 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.
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