EVALUATION OF THE EFFECTIVENESS OF USING MODERN INTERNET COMMUNICATIONS AND DIGITAL MARKETING TECHNOLOGIES FOR OPTIMIZING THE ENTERPRISE

Abstract

The article is devoted to topical issues of introduction of modern Internet communications and digital marketing technologies at the enterprise to optimize its work. The introduction of Internet marketing communications and strategies and the effective use of modern digital technologies are integral components of the successful operation of any enterprise in the market. In order to retain its customers, it is no longer enough for the company to have a favorable location and modern design of the premises, it is also necessary to implement modern technologies of digital marketing and Internet communication in the strategy of its activities. For many Ukrainian companies, the question is no longer whether to use the Internet, but what budget to allocate for it and how to distribute it. The purpose of this article is the introduction of modern Internet communications and digital marketing technologies in the enterprise to optimize its work. It has been researched that the most effective internet communication channel and digital marketing tool today are Business Websites and Landing Page. Analysis of existing Web-resources of enterprises has shown that it is a kind of interface between the enterprise and its environment – partners, suppliers, customers. Therefore, creating a website is one of the main tasks of business. Research on digital marketing tools has shown that landing page serve only one clearly defined purpose – to convince users to perform one specific action: buy, order or download. To assess the effectiveness of enterprise web resources, several evaluation methods and metrics were considered: CR conversion factor, CTR click-through rate, LTV ratio, and methods of SEO analysis, optimization and promotion of Internet resources. The most popular web analytics systems have been studied and it has been established that the choice of web analytics tools depends on the business and marketing needs of the enterprise. Internet communications and digital marketing in Ukraine are developing very rapidly, as foreign companies with powerful web representation and numerous multinational online stores are entering the market, which Ukrainians already use today. In order to compete with them, domestic business must pay more attention to digital marketing tools and study its main trends and Internet communications, choose quality Internet strategies for their business in the fight for the customer and their own prosperity.