Development of Marketing Digital Strategy. The Case of MC AMD Laboratory

Nowadays, a competently built marketing digital strategy plays a crucial role in the company's activities. The effectiveness of marketing campaigns in the service industry areprimary reflected in the customer relations, the popularity of the organization and the level of communication channels development. In the course of the work, there were held the marketing analysis of the medical centre AMD Laboratory and the assessment of the effectiveness of current campaigns. Moreover, in this research paper, the costs of advertising sources are restructured and the segmentation of consumers is conducted using ABC and XYZ analysis. The proposed new marketing strategy includes less expensive digital marketing tools, whereas it tends to bring a significantly better economic performance. Thus, this work develops constructive recommendations for improving each of the marketing tools for the medical centre AMD Laboratory.