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User buying decision models are continually changing. Few people spend money spontaneously - people watch reviews, read reviews, compare prices, and only after they receive the relevant information are they ready to move on to the next stage. Therefore, the definition of useful Internet marketing tools is one of the main steps in strategic management. Along with the classic tools, such as website, email marketing, SMM, SEO and SEM, content marketing, it is necessary to implement modern, sharply gaining popularity in recent years: chatbots and instant messengers, optimization for voice search, audio content. Particular attention should be paid to end-to-end analytics, which can track the effectiveness of each advertising channel, even offline. Based on the indicators, it is necessary to optimize advertising budgets and adjust the management strategy.
Lagodiienko et al. (Mon,) studied this question.