EVALUATING THE EFFECTIVENESS OF PRODUCT PROMOTION ON MAJOR TRADING SITES
Abstract
Electronic marketplaces have become an integral part of e-commerce. Product promotion on trading platforms (e-marketplaces, marketplaces) is automated due to the built-in functions of digital platforms, which allow selecting a set of tools for sale and optimizing them. The effectiveness of promotion tools is measured through key indicators, which are also built into the marketplace, standardized for users (sellers) and allow to evaluate the promotion of an individual product. The aim of the article was to form a system of indicators to evaluate the effectiveness of product promotion on large marketplaces. The study formed a system to assess the effectiveness of product promotion on the digital marketplace, which consists of strategic evaluation indicators (market share, share of competitors' advertising costs, the cost of advertising relative to sales), indicators of operational efficiency (conversion, cost per click, return on investment), indicators measuring customer interaction (customer loyalty and satisfaction based on the index of customer support, customer profitability index, the level of satisfaction with the consumption of the product, the average level of customer satisfaction with the product). Evaluating the effectiveness of promotion on trading platforms is fully automated, which provides a quick operational response of the company to a decrease in sales or customer dissatisfaction. The feedback system is an important element of the sales and product promotion system, on which the company's future interaction with its existing customer base and new customers depends. A feedback system provides insight into planned sales volumes, and when combined with a system of customer loyalty scores, it allows you to forecast future revenues, profitability, and return on advertising investment. The feedback system on the e-marketplace is automated and includes analysis of product rating, volume and relevance of reviews, most useful comments, customer perception. These indicators provide an understanding of customer needs and the potential to meet customer expectations based on an analysis of the advantages and disadvantages of products.
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