Consumers Leading through Sales Funnel by Internet Marketing Tools Using the Example of Brand Baltika 0

Student: Bulatova Anastasiia

Supervisor:

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Marketing Technologies (Master)

Year of Graduation: 2018

The paper considers the hypothesis that site and contextual advertising in the digital strategy of the FMCG brand could help to keep users through the sales funnel. For hypothesis confirming the sales funnel for FMCG brands was considered; digital-communication methods which could be useful at each sales funnel step was described; current communications of alcohol free brands was analyzed by advantages and disadvantages. The validity of the site and contextual advertising using for was proved; recommendations for use these instruments by the example of the brand of non-alcoholic beer "Baltika 0" were compiled.

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