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- Title
INTERNETINĖS RINKODAROS TENDENCIJOS IR EFEKTYVUMO VERTINIMO KRITERIJAI.
- Authors
JUŠČIUS, VYTAUTAS; BARANSKAITÉ, EDITA
- Abstract
The article analyses a very important topic -- directions for online marketing efficiency improvement. Online marketing is one of the fastest growing areas but the topic still lacks of scientific analyses. Companies face a marketing strategy efficiency evaluation problem. It is very difficult to calculate the payback of the chosen mix of online marketing tools. The aim of this article is to analyse the ways how to improve the online marketing efficiency. It was founded that the newest online marketing trends are WEB 2.0, localization and the multiscreen. The main online marketing tools are: Search Engines Optimization (SEO), Search Engines Marketing (SEM) email marketing, syndicated content, Pop Up, RSS, podcast, review websites, social media, discussion boards, blogs and widgets. The efficiency of those trends are identified by financial and non-financial criteria. Non-financial criteria is client priorities. Customer accepts online marketing tools differently, some tools are more appreciated than others. Financial criteria are user traffic on the website, the return on investment (ROI) and conversion rate. It is directly related to financial results as preference for the product is repressed by sales, income, profit and market share. Those variables are correlating with traffic on the website, conversion rate and ROI.
- Subjects
INTERNET marketing research; INDUSTRIAL efficiency; MARKETING strategy; SEARCH engine optimization; DIRECT e-marketing; RSS feeds; PODCASTING; SOCIAL media in marketing
- Publication
Regional Formation & Development Studies, 2015, Issue 16, p44
- ISSN
2029-9370
- Publication type
Article
- DOI
10.15181/rfds.v15i2.1084