FACTORS AND INDICATORS AFFECTING THE EFFICIENCY OF DIGITAL COMMUNICATIONS OF THE ENTERPRISE
Abstract
In today’s market economy, enterprise communications are the basis of sustainable transactional relationships. Today there is also a problem of complex analysis of elements of the communication system of the enterprise, clarification of communication and content of elements of organizational communications. Identifying the factors that affect the effectiveness of Internet communications and their effective management can create conditions for the most effective use of information available to the company to achieve its strategy and current goals, increase the market value of the company and gain competitive advantage in a dynamic market environment. The article analyzes the current state of global trends in the development and use of Internet communications in the activities of enterprises, as well as identifies factors and indicators that affect the effectiveness of Internet communications by influencing its sources and classifies the Internet communications tool by type of impact on potential customer. Web analytics is very important for the development of the organization and the evaluation of its work on the World Wide Web. It is web analytics that provides businesses with information about what users do on the site, how they navigate, what their actions are, and how they behave in general. Obtained in the process of viewing and studying statistical information about visits and site visitors allows you to identify the target audience, determine its behavioral characteristics and on this basis to make informed decisions to improve site content, optimize product offerings. However, it is necessary to take into account the fact that the web analytics process has many nuances and features for each project. Thus, web analytics can be considered as an effective tool for developing an Internet strategy. The purpose of the article is to study the main factors and indicators that affect the effectiveness of digital communications of the enterprise. The study identified the main factors influencing the effectiveness of Internet communications: Internet traffic, user search queries, PPC advertising, regular users, page traffic per visit, duration of visit, refusal of ordered goods and services.
References
Безшкура А.Ю. Глобальні мережеві структури як форма комунікацій в інноваційному бізнесі. Держава та регіони. Серія «Економіка та підприємництво». 2013. С. 56–62.
Красноруцький О.О. Конкурентні аспекти формування комунікаційних стратегій в структурі комплексу маркетингу підприємств. Вісник Національного університету харчових технологій. 2014. № 1. С. 112–123.
Омельяненко Т.В. Ракурси інформаційної стратегії підприємства. Вчені записки. 2016. Вип. 12. С. 124–130.
Бернет Дж. Маркетинговые коммуникации: интегрированный подход / пер. с англ. С.Г. Божук. Санкт-Петербург : Питер, 2016. 864 с.
Котлер Ф. Маркетинг Менеджмент: анализ, планирование, внедрение, контроль / пер. с англ. М.В. Бугаев. Санкт-Петербург : Питер, 2011. 887 с.
Павленко А.Ф., Войчак А.В., Примак Т.О. Маркетинговые коммуникации: современная теория и практика : монография. Киев : КНЕУ, 2015. 408 с.
Головкіна Н.В. Теоретична спадщина сучасних маркетингових комунікацій. Маркетинг в Україні. 2012. № 3. С. 55–62.
Иванов Ю.Б. Конкурентоспособность предприятия в условиях формирования рыночной экономики : монография. Харьков : РИО ХГЭУ, 2015. 246 с.
Карпенко Н.В. Комплекс маркетингових комунікацій у стратегічному управлінні маркетинговою діяльністю підприємства : монографія. Полтава : ПУЕТ, 2015. 278 с.
Bezshkura A.Yu. (2013) Hlobalni merezhevi struktury yak forma komunikatsii v innovatsiinomu biznesi [Global network structures as a form of communication in innovative business]. State and Regions: Research and Production Journal, pp. 56–62.
Krasnorutskyi O.O. (2014) Konkurentni aspekty formuvannia komunikatsiinykh stratehii v strukturi kompleksu marketynhu pidpryiemstv [Competitive aspects of the formation of communication strategies in the structure of the marketing complex of enterprises]. Visnyk of National University of Food Technology, no. 1, pp. 112–123.
Omelianenko T.V. (2016) Rakursy informatsiinoi stratehii pidpryiemstva [Foreshortenings of information strategy of the enterprise]. Vcheni zapysky, vol. 12, pp. 124–130.
Burnett J. (2016) Marketingovyie kommunikatsii: integrirovannyiy podhod [Marketing Communications: An Integrated Approach]. St. Petersburg: Piter (in Russian).
Kotler F. Marketing (2011) Menedzhment: analiz, planirovanie, vnedrenie [Management: analysis, planning, implementation] St. Petersburg: Piter (in Russian).
Pavlenko A.F., Voichak A.V., Prymak T.O. Marketynhovie kommunykatsyy: sovremennaia teoryia y praktyka [Marketing communications: modern theory and practice]. Kyiv: KNEU (in Ukrainian).
Holovkina N.V. (2012) Teoretychna spadshchyna suchasnykh marketynhovykh komunikatsii [Theoretical heritage of modern marketing communications]. Marketing in Ukraine, no. 13, pp. 55–62.
Ivanov Yu.B. Konkurentosposobnost predpriyatiya v usloviyah formirovaniya ryinochnoy ekonomiki [Competitiveness of the enterprise in the conditions of formation of market economy]. Kharkov: RIO HGEU (in Ukrainian).
Karpenko N.V. Kompleks marketynhovykh komunikatsii u stratehichnomu upravlinni marketynhovoiu diialnistiu pidpryiemstva [Complex of marketing communications in strategic management of marketing activity of the enterprise]. Poltava: PUET (in Ukrainian).
