Methodology of assessing the digital marketing’s impact on business efficiency
The article outlines methodological aspects of the role of digital marketing in the process based on the analysis and systematization of theoretical and practical approaches to a comprehensive assessment of the business marketing activity efficiency.
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The main purpose, presented in this article is to investigate and identify the problematic aspects, key features and factors of effective media planning, a conceptual scheme for creating a digital media plan as an important component of digital marketing.
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