The evaluation of content effectiveness within online and offline marketing communications of an enterprise

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The article aims to investigate the role and features of the content and test proposed indicators for evaluating its effectiveness within the marketing enterprise communications with the client using Internet technologies. The differences between traditional content communications and content communications using unifying content have been presented. Based on review of scientific works and statistic data and results of the studies, a system of indicators for evaluating the level of content supply cost-effectiveness is proposed: average cost of attracting one user of website, coefficient of lead generation of the Internet website, average cost of attracting one lead, content effectiveness ratio, average purchase in consequence of content supply, profit from the sale of goods in consequence of content supply, profitability of using the Internet marketing tools. This system of indicators allows monitoring of content effectiveness at key stages of enterprise-customer interaction. The proposed indicators of content effectiveness were tested on two leading enterprises in the field of water purification and water supply in Ukraine: “ZIKO Company” and “BWT Ukraine”. It was concluded that only a high quality of content supply could provide an enterprise with a high level of customer conversion and significant visibility of its website in different search engines.

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    • Table 1. Main indicators of interaction with clients of LLC “ZIKO Company” and LLC “BWT Ukraine” for 2018
    • Table 2. The results of calculations of the effectiveness of interaction with clients of LLC “ZIKO Company” and LLC “BWT Ukraine”
    • Table 3. Differences between traditional content interaction and interaction via unifying content supply
    • Conceptualization
      Ievgenii Ugolkov, Oleh Karyy , Volodymyr Zhezhukha
    • Investigation
      Ievgenii Ugolkov, Oleksandr Skybinskyi, Olena Ugolkova
    • Methodology
      Ievgenii Ugolkov, Oleh Karyy
    • Validation
      Ievgenii Ugolkov
    • Supervision
      Oleh Karyy
    • Writing – review & editing
      Oleh Karyy , Oleksandr Skybinskyi, Olena Ugolkova
    • Visualization
      Oleksandr Skybinskyi, Volodymyr Zhezhukha
    • Project administration
      Olena Ugolkova
    • Writing – original draft
      Olena Ugolkova
    • Data curation
      Volodymyr Zhezhukha
    • Formal Analysis
      Volodymyr Zhezhukha