CONVERSION OF INDICATORS OF THE COST-BENEFIT ANALYSIS OF INTERNET MARKETING TECHNOLOGIES IN SMALL BUSINESSES
Keywords:
Internet marketing technologies, small businesses, cost-benefit analysis, informational flow, targeted requests, conversion efficiency, stages of conversion process, Internet marketing processes, marketing consulting, website visitors.Abstract
The article is devoted to the consideration of the conversion of indicators of the cost-benefit analysis of Internet marketing technologies in small businesses. A research problem based on the contradiction between the variety of performance indicators of Internet marketing activities and the need for small organizations to do a cost-benefit analysis is highlighted. The analysis of the role of Internet marketing as a property of modern marketing based on the methodology of inbound marketing is carried out. The process of the cost-benefit analysis of Internet marketing activities is described from the standpoint of determining the cost and quantitative characteristics of the Internet marketing informational flow. The specifics of the activities of external marketing expert entities in the process of implementing Internet marketing technologies is considered. An option for the interaction of the performance indicators of Internet marketing and indicators of cost-benefit analysis of marketing activities based on a study of the properties of the Internet marketing informational flow is formed. A mathematical description in the form of a system of inequalities that reflect the quantitative and cost characteristics of the Internet marketing informational flow is compiled. A practical illustration of the conversion of indicators of the cost-benefit analysis of Internet marketing technologies for small business enterprises in the form of a calculation table is developed.References
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