ПОЛЗИ И ПРЕДИЗВИКАТЕЛСТВА ПРЕД КЛАСИФИКАЦИЯТА И КАТЕГОРИЗАЦИЯТА НА ПОКАЗАТЕЛИTE ЗА ЕФЕКТИВНОСТ НА ИНБАУНД МАРКЕТИНГA
BENEFITS AND CHALLENGES OF THE CLASSIFICATION AND CATEGORIZATION OF INBOUND MARKETING EFFECTIVENESS INDICATORS

Author(s): Ralitsa Yaneva
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: inbound marketing; performance; metrics; classification; categorization
Summary/Abstract: In a competitive global online environment, inbound marketing has become one of the most successful forms of marketing practiced by organizations that have diversified businesses. Its rapid development has made it a preferred format in a dynamic and deeply personalized online environment. However, this raises the need for indicators to measure and manage its performance. As a result of the research, a package of categorized and classified metrics was proposed, measuring outbound marketing approaches in an online environment, in the case of emergent and realized communication activities with clients. Performance indicators tailored to precise strategic intentions give a clear picture of stakeholders about their position and potential. Their Classification and categorization allow to define a framework for measurement procedures subsequently.

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