STRATEGIC APPLICATION OF THE SALES FUNNEL MODEL IN ONLINE ADVERTISING
DOI:
https://doi.org/10.24867/10GI08SavanovicKeywords:
marketing strategy, sales funnel, online promotionAbstract
The emergence of digital communication channels, as expected, went in the direction of the development of digital ways of advertising, digital products and online sales. Whether it is an offline or online approach to sales, customers always go through the same stages from the moment of not knowing a particular product or service to the moment of concluding a purchase, which illustrates the sales funnel model. The problem arises in linking the effects of offline and online advertising through the sales left. Therefore, the subject of this paper will be the study of the strategic application of the sales funnel in online advertising. This includes analysis of the way it is formed in accordance with the goals of activities on digital channels, monitoring results and optimization. Therefore, the goal is to determine the effects of the strategic application of the sales funnel on digital channels in the overall results of sales activities.
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