Innovative Methods of Assessing the Efficiency of Internet Communications of Enterprises

Abstract

There are a large number of marketing communication tools that can increase the competitiveness of the enterprise by representing the advantages of the enterprise or its product over competitors on the Internet market. The main forms of enterprise promotion on the Internet are the website of the enterprise, search engine marketing, external company`s activity on the Internet, brand promotion on the Internet, Rich-media. The Internet, as a platform for advertising, is ahead of other media in terms of growth. Therefore, assessing the efficiency of advertising, in particular Internet advertising, as a tool for enhancing the product competitiveness, is an important task for business specialists. In analysing the advertising activities of domestic enterprises, we see that tools such as print, television and radio advertising are less in demand among advertisers, while the volumes of Internet advertising are growing many times over. It is obvious that the pandemic crisis phenomenon caused by the covid-19 virus affected the working innovative methods of enterprises of all spheres and industries, many of them switched to remote work, separate from the consumer, and consumers physically distanced themselves for security purposes and began spending more time on the Internet and on social networks. The study improved the innovative methods of assessing the efficiency of the implementation of Internet communications using indicators "Objectives and key result - OKR", "Key performance indicators - KPI", "Key success indicators - KSI", "Balanced score cards - BSC", "Search distribution coefficient ","Net Promoter Score", "Number of subscribers/channels", "Share of valuable outputs" as criteria. The importance of assessing business process and effective functioning of key indicators is substantiated, its measurement requirements are determined. All indicators are considered over time in order to be able to justify their value, to track the change of indicators in the dynamics, as all indicators should stimulate the implementation of important actions for the enterprise.

Keywords: Internet marketing, Internet communications, methods of assessing the efficiency of Internet communication tools