Research on the Effectiveness of Digital Marketing Tools in Restaurant Business in Russia

In this paper, the role of Internet marketing in Russia and the world was identified by 2018: the top 10 countries grew in their market volume by 54% in the period from 2013 to 2016, while the Russian market - by 45%. Speaking about the global ratio of Internet marketing with other advertising industries, we can note the relative overall growth of Internet marketing tools from 21.2% to 28.2% in the period from 2013 to 2016. Also, the features of Internet marketing were distinguished, the differences from traditional marketing both from firms and from consumers. The main Internet marketing tools, their features were identified: Search engine optimization (SEO), contextual advertising (within the ads in the search engine search engine) and promotion through their site have an effect in the case of a generated request from the consumer. Email marketing, social networks, text marketing, affiliate marketing and banner advertising have the effect of brand recognition. In the work the development tendencies, competitive environment and prospects of development of two boundary categories of restaurant business and fast food were revealed. After constructing the regression using the least-squares method with throwing out the importance of variables that are insignificant at 10%, a model was obtained in which the Referrals, Social, Email, Display remained among the components of interest in the study. However, tests by Broyush-Pagan-Godfrey, Glazer and Harvey showed that the regression has heteroscedasticity. To get rid of it, a regression was built, adjusted for heteroscedasticity. It can be concluded that restaurant chains need to invest in tools associated with increasing brand awareness, choosing channels in which Internet users can consciously choose the information they are interested in, not to make advertising intrusive.