Defining patterns in the implementation of digital marketing of innovative products in order to improve the level of financial results

Authors

DOI:

https://doi.org/10.15587/1729-4061.2024.309385

Keywords:

digital marketing, innovative products, advertising effectiveness, product promotion, marketing campaign, financial justification

Abstract

The object of research is digital marketing of innovative products. The problem addressed in the study was the need to define digital marketing tools for the promotion of innovative products in order to increase the financial results of enterprises.

The specificity of digital marketing of innovative products, which have their own specificity, has been clarified, including the need to explain the benefits of new technologies to consumers. The results of the research revealed that the study of the target audience using analytical tools allows better optimization of marketing campaigns. It has been proven that the substantiation of the expenditure budget based on the method "from the achievement of goals" provides effective use of marketing resources and flexibility in case of changes in market conditions. The advantages of this budgeting method have been revealed, which makes it possible to clearly define marketing goals and direct resources to achieve them. This ensures optimal use of marketing resources. On the basis of regression analysis, the influence of expenses on various digital marketing tools on the total income of the enterprise was determined. Verification of the guidelines included an assessment of the impact of various digital marketing tools on total revenue.

Based on the regression analysis, it was established that the costs of setting up a website and search advertising, advertising in social networks and email marketing showed a significant positive impact on the total income of the enterprise. However, spending on content marketing revealed a negative effect. The identified dependences made it possible to accurately assess the impact of each marketing tool on the total revenue of the enterprise, which is critical for effective planning of marketing campaigns and cost optimization

Author Biographies

Yuliia Tataryntseva, National Technical University «Kharkiv Polytechnic Institute»

PhD, Associate Professor

Department of Accounting and Finance

Ruslan Kryvobok, National Technical University «Kharkiv Polytechnic Institute»

PhD, Associate Professor

Department of Ceramics, Refractory Materials, Glass and Enamels Technology

References

  1. Maksymenko, I., Akimov, A., Bikulov, D. (2024). Development of the e-commerce market in ukraine in the context of modern challenges. Baltic Journal of Economic Studies, 10 (2), 177–186. https://doi.org/10.30525/2256-0742/2024-10-2-177-186
  2. Ma, X., Gu, X. (2024). New marketing strategy model of E-commerce enterprises in the era of digital economy. Heliyon, 10 (8), e29038. https://doi.org/10.1016/j.heliyon.2024.e29038
  3. Christina, I. D., Fenni, Roselina, D. (2019). Digital marketing strategy in promoting product. Management and Entrepreneurship: Trends of Development, 4 (10), 58–66. https://doi.org/10.26661/2522-1566/2019-4/10-05
  4. Tataryntseva, Y., Pushkar, O., Druhova, O., Osypova, S., Makarenko, A., Mordovtsev, O. (2022). Economic evaluation of digital marketing management at the enterprise. Eastern-European Journal of Enterprise Technologies, 2 (13 (116)), 24–30. https://doi.org/10.15587/1729-4061.2022.254485
  5. Bilovodska, O., Ivanchenko, K., Ponomarenko, I., Shatskaya, Z., Budiakova, O. (2024). Digital Promotion as Innovative Business Management Technologies of Retail Chains. Lecture Notes on Data Engineering and Communications Technologies, 297–313. https://doi.org/10.1007/978-3-031-54012-7_13
  6. Panchenko, V., Biletska, I., Basii, N., Kohut, M., Vasyltsiv, T., Mulska, O. (2024). Competitiveness vs business financial resource opportunities: innovation marketing strategies. Financial and Credit Activity Problems of Theory and Practice, 2 (55), 502–518. https://doi.org/10.55643/fcaptp.2.55.2024.4351
  7. Robul, Y., Lytovchenko, I., Tchon, L., Nagornyi, Y., Khanova, O., Omelianenko, O. (2020). Digital marketing tools in the value chain of an innovative product. International Journal of Scientific & Technology Research, 9 (4), 158–165.
  8. Salonen, A., Mero, J., Munnukka, J., Zimmer, M., Karjaluoto, H. (2024). Digital content marketing on social media along the B2B customer journey: The effect of timely content delivery on customer engagement. Industrial Marketing Management, 118, 12–26. https://doi.org/10.1016/j.indmarman.2024.02.002
  9. Toukola, S., Ståhle, M., Mahlamäki, T. (2023). Renaissance of project marketing: Avenues for the utilisation of digital tools. Project Leadership and Society, 4, 100091. https://doi.org/10.1016/j.plas.2023.100091
  10. Wang, R., Wang, Q., Chiang, W. K. (2024). Optimal promotional mix and pricing when faced with uncertain product value. European Journal of Operational Research, 313 (2), 637–651. https://doi.org/10.1016/j.ejor.2023.08.042
  11. Lebedev, V. V., Miroshnichenko, D. V., Nyakuma, B. B., Moiseev, V. F., Shestopalov, O. V., Vyrovets, S. V. (2023). Design of Inorganic Polymer Composites for Electromagnetic Radiation Absorption Using Potassium Titanates. Journal of Engineering Sciences, 10 (1), C1–C8. https://doi.org/10.21272/jes.2023.10(1).c1
  12. Lebedev, V., Miroshnichenko, D., Xiaobin, Z., Pyshyev, S., Savchenko, D. (2021). Technological properties of polymers obtained from humic acids of Ukrainian lignite. Petroleum and Coal, 63 (3), 646–654.
  13. Lebedev, V., Kryvobok, R., Cherkashina, A., Bliznyuk, A., Lisachuk, G., Tykhomyrova, T. (2022). Design And Research Polymer Composites For Absorption Of Electromagnetic Radiation. 2022 IEEE 3rd KhPI Week on Advanced Technology (KhPIWeek). https://doi.org/10.1109/khpiweek57572.2022.9916467
  14. Lebedev, V. V., Miroshnichenko, D. V., Kryvobok, R. V., Cherkashina, A. M., Riabchenko, M. O. (2023). Ceramic-inorganic polymer composites for protection against electromagnetic radiation mechanical properties designing. IOP Conference Series: Earth and Environmental Science, 1254 (1), 012010. https://doi.org/10.1088/1755-1315/1254/1/012010
  15. Mensah, E. E., Azis, R. S., Abbas, Z. (2022). Experimental and computational study of the microwave absorption properties of recycled α-Fe2O3/OPEFB fiber/PCL multi-layered composites. Journal of Materials Science and Chemical Engineering, 10, 30–41. https://doi.org/10.4236/msce.2022.103003
  16. Kasgoz, A. (2020). Quantifying dielectric and microwave absorption properties of barium titanate and strontium ferrite filled polymer composites. Polymers and Polymer Composites, 29 (9), 1377–1389. https://doi.org/10.1177/0967391120967502
  17. Prokopenko, S. L., Mazurenko, R. V., Gunja, G. M., Abramov, N. V., Makhno, S. M., Gorbyk, P. P. (2020). Electrophysical properties of polymeric nanocomposites based on cobalt and nickel ferrites modified with copper iodide. Journal of Magnetism and Magnetic Materials, 494, 165824. https://doi.org/10.1016/j.jmmm.2019.165824
  18. Yakovenko, O. S., Matzui, L. Yu., Vovchenko, L. L., Oliynyk, V. V., Zagorodnii, V. V., Trukhanov, S. V., Trukhanov, A. V. (2021). Electromagnetic Properties of Carbon Nanotube/BaFe12−xGaxO19/Epoxy Composites with Random and Oriented Filler Distributions. Nanomaterials, 11 (11), 2873. https://doi.org/10.3390/nano11112873
  19. Google Trends. Analiz poiskovogo zaprosa «maskirovochnye setki». Available at: https://trends.google.com.ua/trends/explore?date=now%201-d&geo=UA&q=%D0%BC%D0%B0%D1%81%D0%BA%D0%B8%D1%80%D0%BE%D0%B2%D0%BE%D1%87%D0%BD%D1%8B%D0%B5%20%D1%81%D0%B5%D1%82%D0%BA%D0%B8&hl=ru
Defining patterns in the implementation of digital marketing of innovative products in order to improve the level of financial results

Downloads

Published

2024-08-23

How to Cite

Tataryntseva, Y., & Kryvobok, R. (2024). Defining patterns in the implementation of digital marketing of innovative products in order to improve the level of financial results. Eastern-European Journal of Enterprise Technologies, 4(13 (130), 110–117. https://doi.org/10.15587/1729-4061.2024.309385

Issue

Vol. 4 No. 13 (130) (2024): Transfer of technologies: industry, energy, nanotechnology

Section

Transfer of technologies: industry, energy, nanotechnology

License

Copyright (c) 2024 Yuliia Tataryntseva, Ruslan Kryvobok

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

The consolidation and conditions for the transfer of copyright (identification of authorship) is carried out in the License Agreement. In particular, the authors reserve the right to the authorship of their manuscript and transfer the first publication of this work to the journal under the terms of the Creative Commons CC BY license. At the same time, they have the right to conclude on their own additional agreements concerning the non-exclusive distribution of the work in the form in which it was published by this journal, but provided that the link to the first publication of the article in this journal is preserved.

A license agreement is a document in which the author warrants that he/she owns all copyright for the work (manuscript, article, etc.).
The authors, signing the License Agreement with TECHNOLOGY CENTER PC, have all rights to the further use of their work, provided that they link to our edition in which the work was published.
According to the terms of the License Agreement, the Publisher TECHNOLOGY CENTER PC does not take away your copyrights and receives permission from the authors to use and dissemination of the publication through the world's scientific resources (own electronic resources, scientometric databases, repositories, libraries, etc.).
In the absence of a signed License Agreement or in the absence of this agreement of identifiers allowing to identify the identity of the author, the editors have no right to work with the manuscript.
It is important to remember that there is another type of agreement between authors and publishers – when copyright is transferred from the authors to the publisher. In this case, the authors lose ownership of their work and may not use it in any way.