Online Product Promotion: Platforms and Techniques

The thesis is dedicated to research of the instruments of online product promotion and their efficiency through (1) studying the results of an Internet marketing campaign and (2) data analysis of the business company. The first chapter examines the theory of online product promotion. The critical analysis of scientific literature sources and statistics analysis of the research topic is presented. Relevant tools for online promotion and methods for assessing their effectiveness are identified. The features of legal regulation of the process of implementing Internet marketing strategies are considered. The second chapter implements a practical study of online promotion tools based on the data of the case-company. Hypotheses were tested regarding the effectiveness of promotion on the Internet due to the statistical calculations, as well as calculations of macro level and micro level metrics. A plan for evaluating investments in Internet marketing is developed; related calculations have been made. A comparative analysis of promotion methods on the Internet and also the analysis of the results of using online marketing tools are carried out. Recommendations for the case company and companies promoting products on the Internet are given on the basis of the results of the present study. The results of this research are relevant both for specialists engaged in marketing research, and for practitioners - representatives of companies promoting their products / services on the Internet.