Abstract:
As part of the study, to analyze the effectiveness of the use of Internet marketing tools by educational institutions, a matrix-type methodology "Attractiveness - utility" (PP) was developed. Attractiveness is a marketing indicator that denotes any aspect or irritants that attract attention, including the visualization of a site or page, a catchy title, a user-friendly interface, high-quality audio and video information, ergonomic text, and a convenient viewing system. Usefulness is a technical indicator that indicates the relevance of a given resource, the importance, the need for its presence on this site or page. There are four quadrants in the matrix: perfect marketing, failed marketing, unjustified marketing, and insufficient marketing. The results of the analysis using the matrix can be used to develop a strategy for the development of Internet marketing of an educational institution. JEL: M Business Administration and Business Economics; Marketing; Accounting; Personnel Economics, M3 Marketing and Advertising.
Description:
КАРЧЕВСКАЯ, Елена, СМИРНОВА, Мария. Matrix analysis of the effectiveness of internet marketing tools = Матричный анализ эффективности инструментов интернет- маркетинга. In: Strategii şi politici de management în economia contemporană [Resursă electronică]: conf. şt. intern., ed. a 6-a, 26-27 mar. 2021. Scientific committee: Ala Cotelnic [et al.]; organizing committee: Ion Negru [et al.]. Chişinău: ASEM, 2021, pp. 337-340. ISBN 978-9975-155-20-5 (PDF).
