| Abstract [eng] |
It is observed that retail chains have started to make more intensive use of the benefits of the digital marketing. Thanks to the digital marketing it is possible to reach the consumers and achieve the marketing goals of the company faster and more conveniently. However, it is not clear which digital marketing tools to choose for the success of the business, since many digital marketing tools have not been thoroughly researched regarding their effectiveness; therefore, the object of this paper is the effectiveness of the digital marketing tools. The aim of the research is to evaluate the effectiveness of the digital marketing in retail chains. The following tasks have been set in order to achieve this objective: to analyse the scientific literature and provide the theoretical aspects of the effectiveness of the elements and tools of the digital marketing concept; to examine the specifics of the digital marketing in retail chains and to present the digital marketing tools used in them; to establish the criteria for the evaluation of the effectiveness of the digital marketing; to offer the most effective digital marketing tools in retail chains based on theoretical and practical analysis. The methods of analysis of scientific literature, the analysis of statistical data and qualitative research have been applied in this work. A questionnaire survey, the sample of which consisted of 384 respondents, has been used for the quantitative research, and a standardised interview for 6 experts has been used for the qualitative research. The results of the quantitative research helped to identify which digital marketing tools used by retail chains have the greatest impact on consumers. The results of the qualitative research revealed the most effective digital marketing tools in retail to achieve marketing goals as well as the evaluation criteria, according to which it is necessary to analyse the effectiveness of tools. On the basis of the the analysis of the data obtained during both researches, proposals for retail chains have been formed. Based on the method of analysis of research results of scientific literature, questionnaire survey and interviews, it can be stated that digital marketing tools (mail advertising, search engine advertising, image advertising and social network advertising) are the most effective tools in retail chains to increase consumer loyalty and sales. However, in order to develop a successful strategy, it is essential to evaluate the effectiveness of the tools and to adapt to the ever–changing needs of consumers. |
