How to Determine the Effectiveness of Digital Marketing in Transnational Electronic Commerce

Modern economic development is characterized by the intensive influence of the use of scientific and technological progress. However, it should be noted, that any innovation in the business world is necessarily considered in terms of payback, even the most attractive. This also applies to new developments in the use of marketing tools to expand exports through e-Commerce channels. Therefore the development of e-Commerce is not only a relatively new type of business activity. It objectively requires the development of an approach to determining cost effectiveness. The most significant in the organization of sales in new markets are the costs of companies for advertising and marketing. But when entering foreign markets, the seller's tasks become more complicated, it is necessary to take into account the influence of new factors and circumstances, often unfamiliar to the exporter. That is why employees of marketing departments develop methods for estimating the costs. To date, several approaches to assessing the effectiveness of advertising and marketing costs have been developed. One of the most widely used methods for calculating return on investment (ROI) income on costs produced. However, this method is not always appropriate to obtain a real image. The objective of the study is the need to use another method, in particular the method based on taking into account the acquisition of durable customers who regularly make purchases from a particular vendor. It can be called the buyer's loyalty rate. This approach can be justified on the basis of the calculations made.