FORMATION OF A PROMOTION PROGRAM FOR THE INTERNET RESOURCE OF A CONSULTING COMPANY

Shcherban M. ()
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Shcherban M.: Plekhanov Russian University of Economics

Annals of marketing-mba, 2021, vol. 2

Abstract: The article deals with the issues of contextual promotion of a company providing consulting services. The situation with the spread of the pandemic and the increased interest of various companies in the use of Internet resources has created a situation that made it difficult for companies to see them for potential consumers. In this regard, it is especially difficult for small companies whose resources do not allow investing significant funds in promotion. This paper considers the possibilities of promotion and focuses on contextual advertising. The author defines the words markers, target audience and geography of promotion. To analyze the effectiveness, the following indicators have been determined: viewing depth; bounce rate; time spent on the site; as well as the number of achievements of the set goals.

Keywords: marketing; small companies; pandemic; contextual advertising (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2021
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