Analysis of modern digital communication channels and evaluation of the effectiveness of their use in marketing management PJSC NK Rosneft
Rubrics: SCIENTIFIC ARTICLES
Authors:
1.
Yuri Gagarin State Technical University of Saratov
graduate student
graduate student
Type:
Article
Pages:
from 9
to 17
Status:
In work
Subject area:
UDC 339.138
Language:
Russian
Keywords:
digital communication channels, digital transformation, marketing management, Rosneft Oil Company, a model for evaluating the effectiveness of digital communication channels
Abstract:
The article provides a literature review, which analyzes existing approaches to evaluating the effectiveness of digital communication channels in the marketing management of companies. It was determined that the use of classical web analytics metrics is more suitable for use in the small and medium-sized business sector, but ineffective for use in corporations. The main problem is that the conversion data assessment approach is not complete enough and does not take into account many factors necessary for evaluating communication. The importance of changing this approach is described in the article using the example of PJSC NK Rosneft, and the author's model of a comprehensive assessment of the effectiveness of communication channels is proposed. The model is based on values that were not determined by the authors of scientific papers studied during the literary review: technological, semantic, qualitative and ethical values. Each of these elements needs to be adjusted depending on the company's strategy. Empirical calculations of the proposed model, which were carried out on the basis of the main communication channels of PJSC NK Rosneft, confirmed the practical significance of the author's position. The results showed that the most effective digital communication channels are the official website and messenger channels, and the article provides practical recommendations for implementing the proposed model.
The article provides a literature review, which analyzes existing approaches to evaluating the effectiveness of digital communication channels in the marketing management of companies. It was determined that the use of classical web analytics metrics is more suitable for use in the small and medium-sized business sector, but ineffective for use in corporations. The main problem is that the conversion data assessment approach is not complete enough and does not take into account many factors necessary for evaluating communication. The importance of changing this approach is described in the article using the example of PJSC NK Rosneft, and the author's model of a comprehensive assessment of the effectiveness of communication channels is proposed. The model is based on values that were not determined by the authors of scientific papers studied during the literary review: technological, semantic, qualitative and ethical values. Each of these elements needs to be adjusted depending on the company's strategy. Empirical calculations of the proposed model, which were carried out on the basis of the main communication channels of PJSC NK Rosneft, confirmed the practical significance of the author's position. The results showed that the most effective digital communication channels are the official website and messenger channels, and the article provides practical recommendations for implementing the proposed model.
Keywords:
digital communication channels, digital transformation, marketing management, Rosneft Oil Company, a model for evaluating the effectiveness of digital communication channels
digital communication channels, digital transformation, marketing management, Rosneft Oil Company, a model for evaluating the effectiveness of digital communication channels
