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VALUE OF ONLINE MARKETING RESEARCH Fayzieva S.A. (Republic of Uzbekistan) Email: [email protected]
Fayzieva Sayyora Annamuradovna - Senior Lecturer, DEPARTMENT OF SERVICE SPHERE ECONOMICS, BUKHARA STATE UNIVERSITY, BUKHARA, REPUBLIC OF UZBEKISTAN
Abstract: this article describes the value of online marketing research. Evaluating the effectiveness of marketing activities on the internet it is important to evaluate what the company's marketing goal is. If the strategic objective is to promote the brand, it is important to calculate the number of presentations made by the target auditor, and not the number of people who responded to the banner. If the goal is to increase sales, the company's effectiveness can be overestimated as the ratio of sales to the number of advertising banners for people interested in the products that you offer.
Keywords: internet marketing, online marketing, marketing activities, marketing research.
ЗНАЧЕНИЕ ОНЛАЙН-МАРКЕТИНГОВЫХ ИССЛЕДОВАНИЙ Файзиева С.А. (Республика Узбекистан)
Файзиева Сайёра Аннамурадовна - старший преподаватель кафедра экономики сферы услуг, Бухарский государственный университет, г. Бухара, Республика Узбекистан
Аннотация: в этой статье описывается ценность онлайн-маркетинговых исследований. Оценивая эффективность маркетинговой деятельности в интернете, важно оценить, какова маркетинговая цель компании. Если стратегической целью является продвижение бренда, важно рассчитать количество презентаций, сделанных целевым аудитором, а не количество людей, откликнувшихся на баннер. Если целью является увеличение продаж, эффективность компании можно переоценить как отношение продаж к количеству рекламных баннеров для людей, заинтересованных в продуктах, которые вы предлагаете.
Ключевые слова: интернет-маркетинг, интернет-маркетинг, маркетинговая деятельность, маркетинговые исследования.
The percentage of server visitors interested in the products you offer can be estimated using a survey. Information on the effectiveness of an advertising campaign can be obtained in various ways, the formation of which depends on the depth, accuracy and detail of reporting requirements. Among the analysis methods, the following can be distinguished.
- collection and analysis of statistical data using technological monitoring (counters, log files, panel studies, spy loa system);
- opinion polls among internet users;
- conducting "focus groups" before and after advertising campaigns;
- assess the dynamics of sales during and after the advertising campaign.
The first object of assessment is the availability of the site. His schedule usually looks like this during the transitional period of an advertising campaign, and also for a certain period after that. The transition period during the advertising campaign is faster than the next. On average, however, the average penetration rate is much higher than in an advertising campaign. Such a schedule means that the company has successfully resolved the issue of attracting visitors. It is important to understand that such an invasion is not an adequate measure of effectiveness. Nevertheless, it is a tool for assessing the state of the site.
The next object of evaluation is the quality of traffic, that is, the level of adequacy of the audience in the advertising space, which is focused on targeted choice. Even. This is especially true for search engines for ranking and directories, as visitors from search engines have significantly more buyers than other visitors.
Determining the quality of traffic is not a mandatory part of the analysis of the advertising company, but it is necessary for the next advertising campaign. The criterion for the quality of traffic for a virtual store is simple: the more visitors visit the order page, the better the quality of traffic, given the number of users who return to the site after a certain period of time, the percentage of such users can reach 60%. The quality of traffic for content projects is determined by two indicators. Returns in percent and depth of study. In each case, an assessment of the export of the resource is necessary to determine which quality indicator plays a major role. The simplest methodological technology for traffic analysis is to calculate the conditional activity of visitors, which is calculated as the ratio of the number of visits to the number of visitors. A more accurate
method is to study the routes of visitors from a well-known source. The third method is to determine the routes of visitors from a particular site, taking into account their return to the site during their stay.
From the point of view of modern marketing of long-term relationships, it is useful to evaluate a regular audience of visitors who are part of a certain network resource at certain intervals. Depending on the method used, there are several user groups that return to the site at different intervals, depending on the topic of the site and the speed of its updating. The constant growth of the audience is a good indicator of the successful development of the site, including the growth of a stable audience, especially during the advertising campaign, especially for content projects or services that do not have clear indicators of sales volume or the number of registrations. , the ratio of the growth of an ordinary audience to an advertising company provides the costs of attracting one user to a permanent audience. This, in turn, reflects the profitability of the entire enterprise.
It is also important to monitor changes in brand position as a result of an advertising campaign. The traditional focus is outside the group where technological monitoring of brand growth can be carried out using the capabilities of the modern Internet. These will be the resources of large catalogs, network services, e-mail, popular news resources and other Internet access points.
The next important indicator is the citation index, the number of links to the desired resource on other sites, which is used in scientific circles to calculate the conditional level of importance of all the work of a scientist. Search engines Yandex, Google, Rambler calculate the citation index on the Internet. It is also displayed in a directory, such as Spylog.ru, in the appropriate settings. The citation index is not flexible, and it is recommended to calculate it at least a month in advance.
The next indicator of brand brand behavior is the change in demand, that is, the number of queries that users trademarks in search engines. This is especially true for previously unknown brands. However, often we are talking about increasing traffic - access to network resources. Getting the traffic you want is not an easy task, as websites are growing rapidly every day.
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