Online marketing model for evaluating the effectiveness of companies' relationships with end customers

A model for creating effective relations, based on inbound marketing, enables established companies which operate in online consumer markets to assess the strengths and weaknesses of their marketing approach at each stage of their communication with customers. It also outlines the funnel scheme of companies' sales. In addition, the evaluation of global indicators gives a comprehensive idea of the effectiveness of marketing activities and the chosen marketing tools. The importance of the factors influencing the local business environment in the model can be assessed by preparing a matrix of uniform criteria applicable to the various sectors and organizations selling their products and /or services on consumer markets in the B2C segment. The main aim of the article is to present a model for evaluating the effectiveness of companies' relationships with end customers, and justify theselection of criteria and the opportunities for their application.