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.
ABSTRACT
The study evaluated the state of international activities of extractive industry enterprises of Ukraine in the conditions of overcoming the consequences of corona crisis. The system of indicators to assess the effectiveness of their marketing activities in conditions caused by the pandemic coronavirus COVID-19 was developed. The evaluation system proposed in the study includes the analysis of indicators of production volume of the main types of extractive industry products, the dynamics of kaolin mining volumes in Ukraine and the dynamics of sales volumes of extractive industry products by Ukrainian enterprises on international markets. Also the structure of sales volumes of extractive industry products by Ukrainian enterprises on international markets was determined. An important stage of the proposed research methodology is the assessment of indicators of convergence of international markets in the conditions of overcoming the consequences of corona crisis. In the process of the study a comprehensive assessment of the convergence of Ukrainian enterprises of extractive industry in the conditions of overcoming the consequences of corona crisis was carried out. The approach is based on the application of ranks summation method for rating international markets by the system of dynamic indicators. The results of the study made it possible to determine the marketing attractiveness of markets of Belgium, Canada, Netherlands, Bangladesh, Hong Kong China, Pakistan for the activities of domestic enterprises of extractive industry at them, and assess their convergence. The last stage of the research was an expert assessment of convergence indicators of international markets in the conditions of overcoming the consequences of the coronocrisis. As a result of such assessment four international convergent markets were identified - Belgium, Canada, the Netherlands, Hong Kong, which demonstrate favorable conditions for doing business at them, and which indicates the existence of convergent conditions for domestic mining companies to sell the commodity group "2507 Kaolin and other kaolin clays" at the markets".