ВИЗНАЧЕННЯ ЕФЕКТИВНОСТІ ЗАСТОСУВАННЯ ЦИФРОВИХ ІНСТРУМЕНТІВ У МАРКЕТИНГОВИХ КАМПАНІЯХ
Анотація
Статтю присвячено дослідженню ефективності цифрових інструментів, що використовуються в маркетингових кампаніях в умовах цифрової трансформації бізнесу. Проаналізовано функціональні можливості платформ генерації AI-контенту, динамічного таргетингу, автоматизованого ремаркетингу, CRM-аналітики, омніканальних систем і API-рішень. Розкрито ключові показники ефективності: коефіцієнт конверсії (CR), вартість залучення клієнта (CAC), релевантність рекламного контенту, адаптивність платформи та інтеграційна гнучкість. Проведено порівняльний аналіз інструментів Google Ads, Meta Ads, HubSpot і Jasper AI на основі практичних KPI у середньому та великому бізнесі. Підтверджено ефективність гібридних моделей, що поєднують генеративні алгоритми, персоналізацію, прогнозну аналітику й адаптивну комунікацію.
Посилання
Pourkarim M., Nayebzadeh S., Alavian S. M., Hataminasab S. H. Digital marketing: a unique multidisciplinary approach towards the elimination of viral hepatitis. Pathogens. 2022. URL: https://doi.org/10.3390/pathogens11060626 (date of access: 28.04.2025).
Simion P. C., Popescu M. A. M. Assessing the use of artificial intelligence in digital marketing. Evidence from Romanian companies. Proceedings of the International Conference on Business Excellence. 2023. Vol. 17. No. 1. P. 1128–1138. URL: https://doi.org/10.2478/picbe-2023-0101.
Butenko N., Mykhaylovych O., Bincheva P., Lyndyuk A., Luchnikova T. The role of internet marketing in the strategy of forming entrepreneurial activity. Economic Affairs (New Delhi). 2023. Vol. 68. No. 1. P. 73–82. URL: https://doi.org/10.46852/0424-2513.1s.2023.9.
Gesualdo F., Bucci L. M., Rizzo C., Tozzi A. E. Digital tools, multidisciplinarity and innovation for communicating vaccine safety in the COVID-19 era. Human Vaccines and Immunotherapeutics. 2022. URL: https://doi.org/10.1080/21645515.2020.1865048.
Gołąb-Andrzejak E. The impact of generative AI and ChatGPT on creating digital advertising campaigns. Cybernetics and Systems. 2023. URL: https://doi.org/10.1080/01969722.2023.2296253.
Santos V., Almeida N. Ethical marketing model for luxury hotel chains: development and validation of a performance evaluation tool. Sustainability (Switzerland). 2022. Vol. 14. No. 12. URL: https://doi.org/10.3390/su14127382.
Freihat S. M. S. S. Digital marketing and its role in achieving customer’s happiness: evidence Jordanian five-star hotels. International Journal of Data and Network Science. 2023. Vol. 7. No. 3. P. 1227–1240. URL: https://doi.org/10.5267/j.ijdns.2023.5.002.
Vishvesh S. Adopting generative AI in digital marketing campaigns: an empirical study of drivers and barriers. Sage Science Review of Applied Machine Learning. 2023. Vol. 6. P. 1–15. URL: https://journals.sagescience.org/index.php/ssraml/article/view/108/90.
Coromina Ò., Tsinovoi A., Munk A. K. Digital marketing as digital methods: repurposing Google Ads for controversy mapping. Big Data and Society. 2023. Vol. 10. No. 2. URL: https://doi.org/10.1177/20539517231216955.
Musfira A. F., Ibrahim N., Harun H. A thematic review on digital storytelling (DST) in social media. Qualitative Report. 2022. Vol. 27. No. 8. P. 1590–1620. URL: https://doi.org/10.46743/2160-3715/2022.5383.
Sunarso B., Tusriyanto, Mustafa F. Analysing the role of visual content in increasing attraction and conversion in MSME digital marketing. Journal of Contemporary Administration and Management (ADMAN). 2023. Vol. 1. No. 3. P. 193–200. URL: https://doi.org/10.61100/adman.v1i3.79.
Duy Tam N., Author C. Digital marketing strategy of Vietnamese electronics supermarkets: the case of Dien May Xanh. International Journal of Advanced Multidisciplinary Research Studies. 2023. Vol. 3. P. 1022–1031. URL: http://www.multiresearchjournal.com (date of access: 28.04.2025).
Adeleye R. A., Awonuga K. F., Asuzu O. F., Ndubuisi N. L., Tubokirifuruar T. S. Digital marketing analytics: a review of strategies in the age of big data and AI. World Journal of Advanced Research and Reviews. 2024. Vol. 21. No. 2. P. 73–84. URL: https://doi.org/10.30574/wjarr.2024.21.2.0395.
Obeid C. Exploring digital marketing optimization: enhancing company performance with a focus on the FMCG industry in Lebanon. Dutch Journal of Finance and Management. 2024. Vol. 6. No. 2. P. 25565. URL: https://doi.org/10.55267/djfm/14163.
Rahimi H. R., Khaled S. Promoting the fashion industry through digital marketing: the relationship of digital marketing strategies to consumer behavior and fashion & beauty trends. Al Kut Journal of Economics and Administrative Sciences. 2024. Vol. 16. No. 50. P. 38–56. URL: https://doi.org/10.29124/kjeas.1650.30.
Ponomarenko I. V., Pavlenko V. M., Morhulets O. B., Ponomarenko D. V., Ukhnal N. M. Application of artificial intelligence in digital marketing. CEUR Workshop Proceedings. 2024. Vol. 3662. P. 155–166. URL: https://doi.org/10.5937/aneksub2300033m.
Pasaribu C. R., Ronda M. The influence of digital influencer marketing communication on Instagram on awareness, interest, search, action and share Beli Kreatif Sumatera Selatan. International Journal of Humanities Education and Social Sciences (IJHESS). 2024. Vol. 3. No. 4. URL: https://doi.org/10.55227/ijhess.v3i4.772.
Solveo. AI-powered marketing in 2024: a benchmarking report for 2025 planning. 2025. URL: https://solveo.co/ai-powered-marketing-in-2024-a-benchmarking-report-for-2025-planning/ (date of access: 28.04.2025).
Pourkarim, M., Nayebzadeh, S., Alavian, S. M., & Hataminasab, S. H. (2022). Digital marketing: A unique multidisciplinary approach towards the elimination of viral hepatitis. Pathogens, 11(6), Article 626. https://doi.org/10.3390/pathogens11060626
Simion, P. C., & Popescu, M. A. M. (2023). Assessing the use of artificial intelligence in digital marketing: Evidence from Romanian companies. Proceedings of the International Conference on Business Excellence, 17(1), 1128–1138. https://doi.org/10.2478/picbe-2023-0101
Butenko, N., Mykhaylovych, O., Bincheva, P., Lyndyuk, A., & Luchnikova, T. (2023). The role of internet marketing in the strategy of forming entrepreneurial activity. Economic Affairs (New Delhi), 68(1), 73–82. https://doi.org/10.46852/0424-2513.1s.2023.9
Gesualdo, F., Bucci, L. M., Rizzo, C., & Tozzi, A. E. (2022). Digital tools, multidisciplinarity and innovation for communicating vaccine safety in the COVID-19 era. Human Vaccines & Immunotherapeutics. https://doi.org/10.1080/21645515.2020.1865048
Gołąb-Andrzejak, E. (2023). The impact of generative AI and ChatGPT on creating digital advertising campaigns. Cybernetics and Systems. https://doi.org/10.1080/01969722.2023.2296253
Santos, V., & Almeida, N. (2022). Ethical marketing model for luxury hotel chains: Development and validation of a performance evaluation tool. Sustainability (Switzerland), 14(12), Article 7382. https://doi.org/10.3390/su14127382
Freihat, S. M. S. S. (2023). Digital marketing and its role in achieving customer’s happiness: Evidence from Jordanian five-star hotels. International Journal of Data and Network Science, 7(3), 1227–1240. https://doi.org/10.5267/j.ijdns.2023.5.002
Vishvesh, S. (2023). Adopting generative AI in digital marketing campaigns: An empirical study of drivers and barriers. Sage Science Review of Applied Machine Learning, 6, 1–15. https://journals.sagescience.org/index.php/ssraml/article/view/108/90
Coromina, Ò., Tsinovoi, A., & Munk, A. K. (2023). Digital marketing as digital methods: Repurposing Google Ads for controversy mapping. Big Data & Society, 10(2). https://doi.org/10.1177/20539517231216955
Musfira, A. F., Ibrahim, N., & Harun, H. (2022). A thematic review on digital storytelling (DST) in social media. The Qualitative Report, 27(8), 1590–1620. https://doi.org/10.46743/2160-3715/2022.5383
Sunarso, B., Tusriyanto, & Mustafa, F. (2023). Analysing the role of visual content in increasing attraction and conversion in MSME digital marketing. Journal of Contemporary Administration and Management (ADMAN), 1(3), 193–200. https://doi.org/10.61100/adman.v1i3.79
Duy Tam, N., & Author, C. (2023). Digital marketing strategy of Vietnamese electronics supermarkets: The case of Dien May Xanh. International Journal of Advanced Multidisciplinary Research Studies, 3, 1022–1031. http://www.multiresearchjournal.com
Adeleye, R. A., Awonuga, K. F., Asuzu, O. F., Ndubuisi, N. L., & Tubokirifuruar, T. S. (2024). Digital marketing analytics: A review of strategies in the age of big data and AI. World Journal of Advanced Research and Reviews, 21(2), 73–84. https://doi.org/10.30574/wjarr.2024.21.2.0395
Obeid, C. (2024). Exploring digital marketing optimization: Enhancing company performance with a focus on the FMCG industry in Lebanon. Dutch Journal of Finance and Management, 6(2), Article 25565. https://doi.org/10.55267/djfm/14163
Rahimi, H. R., & Khaled, S. (2024). Promoting the fashion industry through digital marketing: The relationship of digital marketing strategies to consumer behavior and fashion & beauty trends. Al Kut Journal of Economics and Administrative Sciences, 16(50), 38–56. https://doi.org/10.29124/kjeas.1650.30
Ponomarenko, I. V., Pavlenko, V. M., Morhulets, O. B., Ponomarenko, D. V., & Ukhnal, N. M. (2024). Application of artificial intelligence in digital marketing. In CEUR Workshop Proceedings (Vol. 3662, pp. 155–166). CEUR-WS. https://doi.org/10.5937/aneksub2300033m
Pasaribu, C. R., & Ronda, M. (2024). The influence of digital influencer marketing communication on Instagram on awareness, interest, search, action and share: Beli Kreatif Sumatera Selatan. International Journal of Humanities Education and Social Sciences (IJHESS), 3(4). https://doi.org/10.55227/ijhess.v3i4.772
Solveo. (2025). AI-powered marketing in 2024: A benchmarking report for 2025 planning. Solveo.co. https://solveo.co/ai-powered-marketing-in-2024-a-benchmarking-report-for-2025-planning/
Ця робота ліцензується відповідно до Creative Commons Attribution 4.0 International License.
