A Method for Selecting an Online Promotion Strategy for Small Enterprises
https://doi.org/10.35854/1998-1627-2021-1-58-64
Abstract
Aim.The presented study aims to develop a method for selecting an online promotion strategy for small enterprises.
Tasks.The author systematizes online promotion strategies and formulates recommendations regarding the selection of an online promotion strategy with allowance for the features specific to small enterprises.
Methods.This study uses general scientific research methods, such as analysis, comparison, systems, process, logical, and empirical approaches.
Results. The factors that determine the development direction of online promotion for small enterprises are highlighted. The problems of developing webstrategies for small enterprises are identified.
The examples and specific features of promotion are described. The main stages of selecting a promotion strategy are formulated.
Conclusions. The described method for selecting an online promotion strategy makes it possible to estimate which actions would be more rational in terms of achieving results relative to the advertising campaign budget and sales volumes in the shortest term. The method is recommended primarily for small start-up enterprises that need to launch an online project as soon as possible and receive feedback as quickly as possible. The proposed approach to analyzing the results of the developed method is aimed at identifying and correcting problems in online promotion during an advertising campaign.
About the Author
N. E. Lugert
St. Petersburg University of Management Technologies and Economics
Russian Federation
Russian Federation
Nelli E. Lugert - Postgraduate Student of the Department of Economics and Management of Socio-Economic Systems
44/A, Lermontovskiy Ave., St. Petersburg, 190103
References
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Review
For citations:
Lugert N.E. A Method for Selecting an Online Promotion Strategy for Small Enterprises. Economics and Management. 2021;27(1):58-64. (In Russ.) https://doi.org/10.35854/1998-1627-2021-1-58-64
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