DIGITAL TECHNOLOGIES IN PROMOTING THE SERVICES OF COMPANIES FROM THE FIELD OF ONLINE EDUCATION: ASSESSING THE EMOTIONAL EFFECTIVENESS OF TOOLS

Abstract

The article is devoted to the analysis of the emotional effectiveness of digital tools in promoting the services of companies from the field of online education. Digital technologies include many tools for promoting goods and services of companies. Each of these tools has a number of features, and in different situations different methods of promotion turn out to be effective. In order to build marketing strategies, companies need to understand the key tools of digital promotion, understand the specifics of using each of them. The study identified the key tools of digital promotion, their features, advantages and disadvantages. The market of online education in Russia has been analyzed, the target audience of educational products and companies in this area have been identified. An analysis of the results of an empirical study of users on their attitude to the tools for promoting educational products was carried out. As part of the study, a number of author's hypotheses were identified, which were tested using statistical analysis. The practical testing of hypotheses was carried out on the basis of a survey by the method of questioning respondents (Internet questionnaires) - individuals. The assessment of the attitude of citizens of the Russian Federation to the use of digital marketing tools when promoting services was studied. Respondents were asked questions with one answer, with several answers, questions based on the Likert scale. Data processing was carried out in the SPSS Statistics program. Recommendations are given to companies from the field of online education to promote their goods and services based on the studied theory and empirical research.