Economic evaluation of digital marketing management at the enterprise

Yuliia Tataryntseva (), Oleksandr Pushkar, Olena Druhova, Svitlana Osypova, Anastasiya Makarenko and Oleksandr Mordovtsev
Additional contact information
Yuliia Tataryntseva: National Technical University "Kharkiv Polytechnic Institute"
Oleksandr Pushkar: Simon Kuznets Kharkiv National University of Economics
Olena Druhova: Kharkiv National University of Civil Engineering and Architecture
Svitlana Osypova: National Technical University "Kharkiv Polytechnic Institute"
Anastasiya Makarenko: National Technical University "Kharkiv Polytechnic Institute"
Oleksandr Mordovtsev: Kharkiv National University of Civil Engineering and Architecture

Eastern-European Journal of Enterprise Technologies, 2022, vol. 2, issue 13(116), 24-30

Abstract: The meaning of the “digital marketing management” concept that takes into account the role of customer impressions and emotional response as prerequisites for activating targeted actions is clarified. It is proved in the paper that one of the most important criteria of digital marketing management effectiveness is the formation of user impressions. The issues of digital marketing management evaluation are generalized. It was found that modern methods of economic evaluation do not take into account the emotional component of content perception. It is proposed to introduce qualitative evaluation of impressions along with quantitative methods of digital marketing management. Digital marketing formats are systematized according to the ability to track customer feedback after interacting with a particular format. It was found that the most popular formats of digital marketing in 2021 were those that take feedback into account. In particular, companies spend their budgets for SMM – 75 %, banner advertising – 71 %, and for sharing they mostly choose social networks: Facebook – 88 %, Instagram – 78 %, Google – 75 % and YouTube – 71 %. Methodical recommendations to substantiate the economic evaluation of digital marketing management are proposed. Based on the concept of impression economy, the method of assessing the impressions of users by reviewing their reactions on social networks is analyzed. SWOT analysis of user impressions is made, and it is proposed to choose digital content, which is more emotional. The proposed methodological recommendations reflect the results of the effectiveness of digital marketing management both in quantitative (assessment of absolute and relative indicators) and qualitative forms (assessment of impressions)

Keywords: digital marketing management; economic evaluation; advertising campaign; SWOT analysis (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:baq:jetart:v:2:y:2022:i:13:p:24-30

DOI: 10.15587/1729-4061.2022.254485

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