Development of marketing efficiency based on investment in the global market

Abstract

This article examines marketing efficiency investments, trends across countries, their expected returns, and what needs to be changed to reap greater benefits. The aspect of digital marketing, which includes marketing intelligence, social media and search engines, has been chosen to be examined. Four monolingual countries were selected in which main language is English and four other languages speaking countries. The idea is that there will be more investment in English-speaking countries, which is the most popular second language in the world, as this makes marketing easier to apply in other countries, which greatly raises the return on investment. Countries are compared using COPRAS ranking method. By systematizing, normalizing, and organizing the data, it is possible to determine which country has emerged in the overall context. The investment criteria use a return on investment (ROI) model to determine how well the marketing intelligence has been conducted, what the expected return has been, and how efficiently the budget has been allocated to reap greater benefits. The study found that in English-speaking countries with significantly fewer people, companies invest more in marketing due to easier localization abroad and higher return on investment.