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The impact of digital marketing on the efficiency of an enterprise’s marketing activities
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Bibliographic description of the article for the citation:

. The impact of digital marketing on the efficiency of an enterprise’s marketing activities//Science online: International Scientific e-zine - 2025. - №12. - https://nauka-online.com/en/publications/economy/2025/12/08-24/

Annotation: The article examines the impact of digital marketing on improving the effectiveness of enterprises’ marketing activities under conditions of digital transformation and increasing competition. The role of digital tools in forming an integrated communication system, personalizing interaction with consumers, and implementing data-driven marketing management is revealed. The significance of digital marketing as a strategic factor of competitiveness and sustainable business development is substantiated.

Keywords: digital communications digital marketing digital-маркетинг enterprise competitiveness marketing effectiveness ефективність маркетингової діяльності інтернет-маркетинг конкурентоспроможність підприємства цифрові комунікації
Categories: Economy
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Methodological approaches to evaluating the effectiveness of digital marketing tools: models, methods
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Bibliographic description of the article for the citation:

. 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.

Keywords: digital marketing effectiveness evaluation KPI marketing metrics ROI маркетингова аналітика маркетингові метрики методи оцінювання оцінка ефективності цифровий маркетинг
Categories: Economy
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Digital marketing and the specifics of its application in the B2B sector
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Bibliographic description of the article for the citation:

. Digital marketing and the specifics of its application in the B2B sector//Science online: International Scientific e-zine - 2023. - №11. - https://nauka-online.com/en/publications/other/2023/11/23-7/

Annotation: The article provides a detailed analysis of digital marketing and its integration into the business-to-business (B2B) sphere. It focuses on the main differences between the corporate world and the mass market, such as the multi-stage and lengthy transaction process, collective decision-making by groups of stakeholders, high transaction costs, and the priority of rational over emotional factors. The effectiveness of specific digital tools adapted for business is also discussed, including in-depth expert content, search engine optimization (SEO), account-based marketing, specialized webinars, targeted communication in professional networks, and CRM systems for comprehensive analytics. The text states that the main purpose of digital strategies in the corporate sector is not to stimulate spontaneous purchases, but to gradually attract the target audience, retain their attention, create a strong brand presence, and attract high-quality potential customers (MQLL). Based on current market data, the text contains practical recommendations on building multi-channel communication with customers and calculating return on investment (ROI), allowing modern companies to optimize their marketing budgets, reduce customer acquisition costs (CAC), and increase conversion rates at each stage of the sales funnel.

Keywords: Account-Based Marketing B2B sector content marketing corporate sales CRM systems decision cycle digital marketing end-to-end analytics expert image lead generation marketing automation omnichannel sales funnel
Categories: Other
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Digital marketing in Ukraine: current trends and prospects for development
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Bibliographic description of the article for the citation:

. 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.

Keywords: advertising digital marketing digitalization trends діджиталізація Інтернет реклама тенденции тенденції цифровий маркетинг цифровой маркетинг
Categories: Economy
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