Keyword: «marketing tools»

In today's economic environment, the main goal of marketing and sales is not to increase their metrics, but to respond to user requests as quickly as possible and set up close interaction with them. One of the marketing tools that allows you to achieve this is the sales funnel and the calculation of the conversion rate at each stage. The article considers a real case on the example of a Karelian company, demonstrating a situation where an increase in conversion as a result of an advertising campaign does not lead to a noticeable increase in revenue. It is concluded that it is important to interpret the conversion rate in each specific case, since the wrong context leads to erroneous strategic decisions.

The article examines the levels of the hotel company's relationship with guests and highlights their features, identifies ways to increase the confidence coefficient, identifies areas of work on consumer loyalty management, and suggests tools that allow monitoring the effectiveness of measures used by the hotel company to manage consumer loyalty.