Digitalisation as a Prerequisite for the Groundswell Concept Encouraging the Optimisation of Investments in Online Advertising Using an Audit Approach

Adam Madleňák; Václav  Kupec; Vladimíra  Hladíková; Přemysl  Písař; Michael  Kupec

doi:10.36941/ajis-2023-0123

Authors

Adam Madleňák University of Ss. Cyril and Methodius in Trnava, Faculty of Mass Media Communication, Námestie J. Herdu, 2, Trnava, Slovak Republic
Václav Kupec University of Economics and Business, Faculty of Business Administration, Nám. Winstona Churchilla 1938/4, Prague, Czech Republic
Vladimíra Hladíková University of Ss. Cyril and Methodius in Trnava, Faculty of Mass Media Communication, Námestie J. Herdu, 2, Trnava, Slovak Republic; *Corresponding Author
Přemysl Písař University of Finance and Administration, Faculty of Economic Studies, Estonská 500, Prague, Czech Republic
Michael Kupec University of West Bohemia, Faculty of Economics, Univerzitní 2732, Plzeň, Czech Republic

DOI:

https://doi.org/10.36941/ajis-2023-0123

Keywords:

Online Marketing, Groundswell Concept, Controlling, Audit, Artificial Intelligence, Programmatic Advertising

Abstract

In an environment of hypercompetition, Industry 4.0 and the impact of the social trend called groundswell on corporate communication mediated through social media, online advertising is critical to enterprise marketing. Moreover, the COVID-19 pandemic has accelerated the transformation from classical advertising to digital. The Controlling/Audit approach could serve as a tool for optimising online advertising performance. The paper analyses a sample of online advertisements (n=248,812) and the finding of this research points to possible significant improvement in CPT (Cost per thousand) ratio and enhanced efficiency of enterprise marketing strategies. Based on the research findings, three linear regression models were developed for improving investment in online advertising. These models were used to set up a controlling/audit approach that was experimentally tested in selected enterprises. Experimental testing proved that Controlling/Audit improved the efficiency of online advertising, in some cases, by over 50% in terms of CPT.

Received: 24 June 2023 / Accepted: 23 August 2023 / Published: 5 September 2023