Journal of International Economics Research
Journal DOI
PendingISSN (Online)
Volume 2 , Issue 2 , PP: 16-20, 2025 | Cite this article as | XML | Html | PDF | Full Length Article
Tatyana Nam Gennadyevna 1 *
Doi: https://doi.org/10.54216/JIER.020203
This article develops a reproducible framework for selecting digital marketing tools in the textile industry and for measuring performance for national brands with weak digital salience. The study covers 2021–2024 and uses a conceptual-methodological design: (i) a structured synthesis of peer‑reviewed research on digital marketing, customer journey and marketing metrics, and (ii) operationalization into seven implementation tables. A two‑tier measurement protocol is proposed: Tier A relies on open signals (official statistical releases, publicly observable Instagram/Meta signals, and a Google Trends branded‑search index as a proxy for awareness), while Tier B (when firm access exists) uses Google Analytics 4 (GA4) and CRM/sales data to compute conversion, customer acquisition cost (CAC), return on marketing investment (ROMI), and customer lifetime value (LTV). Results include a tool taxonomy (social media marketing, content, influencer marketing, SEO, PPC, analytics, CRM automation, AI personalization, AR/VR), a unified KPI dictionary, a digital maturity model, a risk/limitations map, a data‑accessibility matrix, and a 90‑day roadmap. The framework enables firms to move from reach‑only reporting to conversion and retention management under explicit data constraints.
Digital marketing , Textile industry , National brands , Digital salience , Social media marketing , Influencer marketing , SEO , PPC , Analytics , GA4 , CRM , KPIs , CAC , ROMI , LTV , Branded search
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