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15THE EFFECTIVENESS OF MARKETING COMMUNICATIONS ON THE INTERNET AND HOW TO
EVALUATE IT Jumaboyev AA.
Jumaboyev Alisher Askarjon ugli - Student,
FACULTY OF AGROBUSINESS AND DIGITAL ECONOMY, ANDIJAN INSTITUTE OF AGRICULTURE AND AGRO
TECHNOLOGIES, ANDIJAN, REPUBLIC OF UZBEKISTAN
Abstract: efficiency in economics is understood as "the achievement of any specific results with the lowest possible cost." When it comes to the effectiveness of marketing activities, the task arises to form an idea of "the contribution of marketing and (or) its individual tools to the final results of the organization's activities - linking with financial indicators and indicators used at the corporate level".
Keywords: marketing, communicative, classical, key performance indicators, customer, efficiency.
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Some researchers propose to consider separately the internal and external efficiency. The first type of efficiency is obtained by comparing the results of marketing activities with the costs of it. Accordingly, the task of the marketer here again comes down to obtaining the maximum benefit with the minimum cost.
External efficiency characterizes the organization's ability to develop and adapt to changing environmental conditions. In this case, the issue of investment is, as it were, taken out of the brackets, and all attention is directed to achieving the maximum key indicators. At the same time, the external efficiency is still evaluated differently by different authors.
On the other hand, it may seem that in classical marketing a purely economic understanding of efficiency is not always appropriate, since marketing activities often contribute to profit growth in an indirect way that is difficult to estimate. The
solution to this problem seems to be the allocation of three types of marketing effectiveness:
• Economic:
S ROI (Return on investment)
S Cost per contact
S Income from repeat sales
• Communicative:
S Brand awareness
S Number of ad responses
• Strategic (combines the two previous types):
S Client asset value
S Market share
S Customer loyalty rate
S Customer Satisfaction
Using the above types when analyzing the effectiveness of a classical marketing communications program allows you to measure and evaluate it as much as possible. However, it is impossible to talk about evaluating the effectiveness of marketing without touching on such an aspect as marketing metrics.
At the same time, KPIs (Key performance indicators) - key performance indicators - are already entering the scene. It is important to always clearly define them, since they will be different for each business. There are hundreds of indicators to measure the performance of the marketing department, but many of them threaten to be meaningless in the context of the specifics of a particular industry, or simply not so critical and important for assessing effectiveness.
But if all this relates to classic marketing, then how are things going with efficiency and its assessment on the Internet?
It can be argued that the understanding of efficiency in classical and online marketing is identical, which is determined by the main goal of any business - making a profit. Accordingly, any entrepreneur wants to spend less and receive more.
And this despite the fact that one of the main differences between marketing and marketing communications on the Internet from marketing activities offline is a much higher degree of measurability. The environment itself, which we have already
noted more than once in this study, contributes to the accumulation and analysis of a large amount of data on user behavior, which literally frees the hands of a competent online marketer.
What is the problem? Of course, one could say that marketing communications in the online environment are turned towards quantity (volume of content, frequency of communications, etc.), rather than its quality, or, for example, highlight such an aspect as the low level of qualifications of a part of the online marketers. However, in reality, there are two main reasons:
• Lack of understanding of efficiency factors (both individual Internet marketing tools and comprehensive strategies for promoting on the Internet);
• Lack of metrics to assess the effectiveness of online marketing;
As for the metrics, we should dwell on them in more detail. So, the commonly used metrics in online marketing - again due to the technical characteristics of the environment in which communications are carried out - are slightly different from those in classic marketing. For a short and concise overview of the indicators that may be included in their composition, we propose to take a special table that includes nine types of indicators to assess the effectiveness of online activities:
The task of an online marketer is to select the most important and significant indicators that will allow the most reliable assessment of the effectiveness of online promotion.
References
1. Brito M. Your brand, the next media company: how a social business strategy enables better content, smarter marketing, and deeper customer relationships. Que Publishing, 2013. P. 39.
2. Cases A.S., Fournier C., Dubois P.L., Jr. J.F. Web Site spill over to email campaigns: The role of privacy, trust and shoppers' attitudes. Journal of Business Research, 2009. № 910. P. 993-999.
3. Krishnamurthy S. Introducing E-MARKPLAN: A practical methodology to plan e-marketing activities. Business Horizons, 2006. № 1. P. 51-60.
ESSENCE AND DEVELOPMENT OF A MARKET
ECONOMY Jumaboyev AA.
Jumaboyev Alisher Askarjon ugli - Student, FACULTY OF AGROBUSINESS AND DIGITAL ECONOMY, ANDIJAN INSTITUTE OF AGRICULTURE AND AGRO
TECHNOLOGIES, ANDIJAN, REPUBLIC OF UZBEKISTAN
Abstract: the modern market economy is a complex organism, consisting of a huge number of various industrial, commercial, financial and information structures interacting against the background of an extensive system of legal norms of business, and united by a single concept - the market. The most simplistic definition of a market is where people, as sellers and buyers, find each other.
Keywords: enterprises, banks, insurance companies, market, buyers and sellers, price.
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The main disadvantage of the above definitions is that the content of the market is reduced only to the sphere of exchange.
When identifying the essence of market relations, one must proceed from the fact that the concept of "market" has a dual meaning. First, in the proper sense, the market means sales, which is carried out in the sphere of exchange, circulation. Secondly, the market is a system of economic relations between people, covering the processes of production, distribution, exchange and consumption. It acts as a complex mechanism for the functioning of the economy, based on the use of various forms of ownership,
