Assessment of the effectiveness of a company's digital marketing in the context of the development of digital technologies

Abstract

The purpose of the article is to study modern methods of assessing the effectiveness of digital marketing, to determine their advantages, disadvantages and features of practical application in the conditions of development of digital technologies.

In the research process, methods of analysis and synthesis were used - to generalize scientific approaches to the essence of efficiency as a modern category; the comparison method - to characterize the features of modern methods for assessing the effectiveness of digital marketing; economic and statistical analysis - to assess the effectiveness of digital marketing. To assess the level of development of digital marketing at Bud Trade Stal LLC, methods of calculating key indicators of digital marketing effectiveness were used, in particular ROMI, ROAS, CAC, CR, CLV and attribution models. To substantiate the strategic directions of implementing digital marketing tools - SWOT and TOWS analysis.

The article examines the main methods for assessing the effectiveness of digital marketing, in particular, return on marketing investment (ROMI), return on advertising spend (ROAS), customer lifetime value (CLV), customer acquisition cost (CAC), conversion rate (CR), and attribution models. The features of using each indicator, their advantages, disadvantages, and practical significance for making management decisions are considered. The practical part of the study is devoted to analyzing the state of digital marketing at the enterprise «Bud Trade Stal» LLC, which operates in the wholesale trade of metal products for the construction industry. The calculation of key indicators of the effectiveness of the enterprise’s digital marketing was carried out and it was established that the ROMI and ROAS indicators are actually not formed due to the lack of systematic digital campaigns, while the conversion rate is at the level of about 19%, which indicates a sufficiently effective work with the existing customer base. The calculation of the customer lifetime value indicator (CLV ≈ 88 thousand UAH) confirmed the high potential for the economic efficiency of implementing digital tools for the enterprise. Based on the SWOT and TOWS analysis of digital marketing, it was found that the growth of profitability, the presence of an established customer base and the specifics of the B2B market create the prerequisites for the implementation of SEO promotion, CRM system, content marketing and online communications. It was revealed that the main weaknesses of the enterprise are low digital presence, insufficient brand recognition and limited financial resources. Strategies for the development of digital marketing are proposed, which include the creation of a corporate website, the use of marketplaces and LinkedIn, the phased implementation of the CRM system and the diversification of customer acquisition channels.