Applying Internet Marketing Tolls to Promote an Educational Project

In the contemporary world, the use of digital marketing tools has become an inalienable part of companies marketing strategy implementation. Up to date instruments of online promotion allow not only to show precisely the relevant marketing offers for certain customer segments but also entirely conduct split tests of advertisements and communication channels as well. However, using Internet marketing tools does not guarantee a stable growth of the company's KPIs without systematic optimization of advertising channels which are using in the marketing strategy. The goal of this qualifying paper is to investigate the tools of digital marketing and optimization of tools for educational online project promotion. The given paper is created for the company that provides its customers with online educational services. The managerial problem is the following: the present instruments usage of Internet marketing tools requires certain optimization in order to increase ROI from each channel. A lack of rivals and market analysis is the reason of inefficiency of marketing channels. During the research the use of digital marketing tools in the company was investigated, hypothesizes of improvement were settled, optimization was carried out and results were obtained. A model was constructed which calculated the maximum permissible cost of lead. According to the results ROI of each tool significantly increased and the company obtained useful data that can be used to proceed the optimization process of the rest elements of the company’s sales funnel.