The Role of Measuring The Efficiency of Marketing E-Toolbrend Management

of the problem and its relation to important scientific or practical tasks. These recommendations can be a useful instrument for managing the development process in enterprises in the area of: estimation of the value of a brand perceived as the connection between the customer and the company that respects consumer knowledge as the core of the brand's value; measuring the brand position of the company (a well-positioned company on the Internet as a chance of omnipresence with its customers).

Companies use the Internet as an additional channel for transferring information about the company, as interactive communication increasing the effectiveness of promotional activities and as a commercial tool [6]. Results of the research of Millward Brown SMG/KRC show that representatives of companies acknowledge that e-marketing tools are an effective business communication channel and a factor improving the company image (73% and 44% of responses). The research conducted in 2014 by Microsoft, IAB and Infotarget shows that the digital revolution resulted in the fact that the role of modern marketing is nowadays shaped by an integrated, multi-channel approach to communication with customers [5]. Proper proportions between technology and management thus become a contemporary challenge. Relationships with customers shaped in the management process as well as relations between employees should determine the technological development. Furthermore, the type of business, the organizational culture, and the segment of customers should stimulate the selection of appropriate digital models. Only a combination of virtual relations with direct relations may bring success to a company.

Analysis of the latest research and publications, which initiated the solution of this problem and on which the author relies.
Information society as the operator of e-toolbrand management.
The information society, the process of development of which we are witnessing and participating in, is a new form of organizational and functional human civilization. It is not easy to determine its main characteristics. At the initial stage of its development, with which we are currently dealing, the following attributes of such a form of information society are mentioned the most often (Table 1): common access for people to information; use of the Internet as a way of providing public information and interpersonal communication; common and permanent education. Source: [2] Маркетинг і цифрові технології The information society is accompanied by new methods of management, which create an economy based on knowledge. In the first periods of its development, it is based on three important elements: 1) the leading role of information and knowledge and technology as the main production factors; 2) the dominance of sector information employees within the workforce structure, as well as; 3) the creation of the greatest part of the gross domestic product in the information sector [3].
According to OECD, the term «knowledge-based economy» results from a more comprehensive recognition of the role of knowledge and technology in the economic growth. Knowledge may be called a professional intelligence, which consists of such elements as: know-what, know-how, know-why, self-motivating creativity or experience, concepts, values, beliefs, and work methods that can be shared and transferred [3]. Knowledge, as embodied in people (as «human capital») and technology, has always been crucial for economic development. However, no sooner than in the past few years has its weight been recognized [10]. In a knowledge-based economy, companies should continuously develop. The necessary changes include, among others, development of knowledge management methods, change management, risk management, innovation management, and technology transfer management [7].
In information society and knowledge-based economy, we are dealing with completely new socio-economic structures and new principles of their functioning, which are not commonly known or understood. This applies not only to children, teenagers or other groups of young people, but also to people from higher age ranges. Young people treat many serious features of the new society uncritically and often carelessly, unaware of their long-term consequences related, among others, to [10]: the new social stratification, including a narrow information elite, a wide-ranging group of users and an expanding margin of the excluded; the progressing phenomenon of information exclusion; the dehumanization of many forms of activity, so far reserved only for people; the reduction of the human element (the person) in information processes; the growth in importance of the so-called artificial intelligence, with all its effects for humans as the so-far leading species; the reification of interpersonal relations and the reduction of the function of families (households).
At the present stage of development of the information society and the knowledgebased economy, the leading role is played by the Internet, a mega-network with very diverse features, scope and forms of impact.
The Internet and digitalization as the basis for enterprise innovativeness. Currently, the pace of changes is so great that companies have to deal with a practically continuous change on the market, which causes the average product life cycle to be drastically shortened, and the survival to depend on the ability to respond quickly [4]. Development of a new, improved organizational process, improvement or creation of new solutions for technological processes, or continuous changes in the companies' product catalogue are necessary to prevail on the market. The economic growth in the contemporary world is, to a large extent, the result of the introduced innovations. According to Eurostat, companies innovative with regard to non-technological innovations are such which have implemented marketing and/or organizational innovations. The proportion of innovative enterprises in the field of technological innovations (product and process) in Poland is at the level of 16%, and in the field of non-technological innovation, it is at the level of 15.5%. Definitely the smallest percentages of innovative companies in the field of non-technological innovations operate in Poland (15.5%). The results are very varied depending on the company size. Compared with the presented countries, the innovativeness of small Polish enterprises that employ between 10 and 49 persons is almost the lowest concerning both technological (11%) and non-technological (12%) innovation. Medium-sized enterprises employing between 50 and 249 persons (28%) and large enterprises employing more than 249 persons (56%) perform better in terms of technological innovations. When it comes to innovation in terms of marketing and organizational methods, 22% of medium-sized enterprises in Poland engage in this field of innovation activity. In the case of large enterprises, the share of companies that have implemented new marketing methods or have implemented an organizational change was 46%. Conclusions can be drawn that non-technological innovations are usually complementary to product or process innovation activity in large enterprises [15]. Contemporary companies constantly try to maintain innovative activity, usually stimulated by understanding of their customer and his needs, and thereby by adjustment of their product or service. More and more often, this need at the customer's end is created and modelled, and finally, he is sold a product that satisfies it. The emerging changes in the company's environment and its interior, on the one hand, constitute threats, but on the other hand, are opportunities to be exploited. To launch new methods production, to gain new sales markets, to introduce new organization of the company In view of the foregoing, the digital transformation should mean the following for companies: creation of products or services with the use of technological innovations, transformation of paper documentation into digital form, development of social media. Some of these directions should certainly also be an element of digital transformation, but it is worth reminding that a successful digital transformation is a comprehensive, significantly broader process. Digitalization is definitely necessary, not only due to growing customer requirements, but also as a result of changes in the business model of companies, with their symptoms being the integration of all business processes in organizations. The research conducted by Puls Biznesu in 2016 confirms that Polish companies seem to already notice that, for some time now, businesses operating on developed markets have been entering an era of marketing based on the use of data on customer preferences and interests. They also use the so-called scoring tools. The research confirms that there is direct association between implementation of the digital transformation strategy and the growth in revenues -21 percent of respondents who are currently using it expect more than a 10-percentage increase in revenues in 2016.
The following reasons to use e-marketing are accepted: today's reality is represented by new technologies, which are based on information and comprehensive use of information, they are a very characteristic element of a dynamically developing market: there is a need to move actions outside the company, by defining goals in the context of market and customer needs, the most powerful tool of marketing is the Internet, the global network allows for making a big progress towards meeting individual expectations of current and future customers.
the presentation of data on websites is very attractive from the point of view of marketing, the amount of information that can be put on a website is virtually unlimited, and at the same time information can be updated quickly and inexpensively.
The role of e-marketing is rising every day. It is possible thanks to the Internet. The main advantages of the Internet in company marketing include: global reach and impactthe network resources and services can be used everywhere; unlimited accessthe network resources can be used 24 hours a day, 7 days a week, and that is very simple for a regular user; interactive communicationthe time between sending a message and the recipient's reaction may theoretically be extremely short, comparable to direct conversation; multimedia flexibilitythe network can be used to transfer files containing images, sounds, texts, animations; unlimited information capacityestimating the size of information resources on the network is almost impossible, it can be said that if the information is not available on the network, it should be assumed that it does not exist; the cost of achieving similar goals using traditional business methods is much higher.
Highlighting the previously unresolved parts of the general problem to which the article is devoted. Information and knowledge are the main paradigm of their market success: the client wants to know more and more about products and services, which results in a number of digital services (Internet) both informational as well as process and service related [8]. Therefore, there is a need for researching e-marketing and its impact on company operation.
Formulation of the purpose of the article (statement of the problem). The aim of this paper is to show the effectiveness of e-marketing tools in building a brand on the market and a general presentation of the problem and its relation to important scientific or practical tasks. These recommendations can be a useful instrument for managing the development process in enterprises in the area of: estimation of the value of a brand perceived as the connection between the customer and the company that respects consumer knowledge as the core of the brand's value; measuring the brand position of the company (a well-positioned company on the Internet as a chance of omnipresence with its customers).

Statement of the main material of the research with full justification of the scientific results obtained.
Premises for the research. The recent years in Poland marked a very dynamic growth in Internet access: in 2009, the Internet was used by 46% of Poles, while in 2012already by 56% [CBOS , 2015], and in 2017already 81.8% [2]. It can be clearly seen that the interesting age groups of health resort operators are constantly increasing their share in using the Internet. In the CBOS research, we may also refer to the place of residence: the percentage of Internet users in the countryside is 56%, and in large cities (above 500,000)more than 86% [1]. Results concerning the use of the Internet for exchange of goods and services are very interesting. More than a half of all examined adults -51%bought something this way at least once, which was 4 percentage points more than the year before [1]. In 2017, 81.8% of households had at least one computer [2]. Across the last several years, a persisting growth tendency can be clearly seen: in 2012, it was 73.4%, so within four years, the number of households with at least one computer increased by 8.4% [2]. The respondents demonstrated a great interest in spa tourism. The respondents demonstrated in the study that the main barrier for purchasing tourist services on the Internet is the lack of possibility of finalizing the purchase in real time and the lack of direct contact with the seller [2].
Promotion is a part of mix marketing, which is constantly dynamically evolving along with the changing needs of consumers, tourists, patients. Both advertisement, sales promotion, public relations, personal selling, and direct marketing [14] undergo continuous evolution, by individual adaptation to the customer's requirements and the possibilities to reach him. Promotion is more and more present on the Internet and uses this contact channel with the customer. The instruments of e-promotion include: with regard to advertisingbanner forms, pop formats, layer advertisements, advertisements sent out to people; with regard to sales promotionshopping platforms, auctions, online stores; with regard to public relationscooperation with mass media, presence in network news services, response to criticism posted on websites, participation and activity of the entity in discussion groups, network sponsorship, use of interactive forms, viral marketing; with regard to personal sellingcontact with the seller through Gadu-Gadu messenger, Skype, interactive websites, social network sites, chat, phone; with regard to direct marketinge-mailing, newsletter; with regard to sponsorshipwebsite sponsorship, website department sponsorship, sponsored article, sponsorship of interactive elements, newsletter sponsorship [11]. To sum up this part, we should mention benefits for a health resort company, which may result from the use of e-promotion instruments. First for all, this includes interactive contact with the customer. Simplicity of use with a simultaneous abundance of possibilities of use, as well as the possibility of quickly responding to the customer's impulse. An important benefit is the global and 24/7 reach, as well as the relatively low cost of reaching a mass recipient and the possibility of getting to know the recipients' opinions [9]. What differentiates health resort companies from other enterprises is their nature and business model. Here we present the following proposed model for a health resort business, where SCP is solving customer's problems and the MSVP vector means Medical service virtualization processes (Figure 1).

Research concerning the effect of e-marketing on the functioning of health resort companies in Poland.
Research concerning the effect of e-marketing on the functioning of a company were conducted with the example of health resort companies, their images and brands, and related to measuring: the website with regard to: information, grabbing the user's attention; domain address as a branding element; the advertising campaign via the Internet with regard to: formtext, banner, quantity and quality, for measuring the positioning in search engines and the use of the Google AdWords tool; the brand name in correlation with the target image.
The study was addressed to all health resorts in Poland in 2017. 34 of health resorts consented to full conduct the survey, which constitutes 54% of all health resort companies recognized by the National Health Fund in Poland in 2017. This confirms the representative character of the research sample. The study was of quantitative naturesurveys, and qualitative naturefocus study. This paper presents the most important conclusions from this research concerning the health resort market leaders in Poland.
During the research, an analysis of participation of the Lądek Zdrój Health Resort (LZHR) on the Internet was conducted, comparing it with 4 leading health resorts in Poland in order to check the involvement of LZHR in areas related to: activity on social network sites; positioning of the Health Resort's website ( Table 2). The conducted search shows that the Lądek Zdrój Health Resort has a substantial participation in the network, however, its popularity as compared to the Cieplice Health Resort is smaller by half. The Cieplice Health Resort has the most extensive website, more search keywords, and thereby is at the top position in the Google search engine, which is considered to be the most popular Internet search engine. Table 3 presents a test of websites of 3 health resorts in terms of: -Compatibility with mobile phones.
-Website loading speeds on mobile phones.
-Website loading speeds on PCs and laptops. The test was conducted using the Google tool for testing website efficiency, in which a website may obtain from 0 to 100 points 2 . The obtained results show that the website of LZHR is correctly adapted for mobile phones and achieves a result as high as 96/100, and the competition's websites perform similarly. Failure to adapt for mobile phones would lead users to be more willing to leave the mobile website of a given health resort.  On the other hand, in the category of website loading speed on mobile phones, the website of LZHR does not perform as well. In the test, it obtained only 45/100 points, which means that it works very slowly on mobile devices; additionally, this is the weakest result as compared to the competition. According to the research conducted by Google, if a website does not load within 3 seconds, most users of mobile devices will give up browsing this site.
In terms of the website's speed on computers, LZHR obtained only 68/100 points, which gives it the second place among the analyzed pages. This result indicates that the website does not work quickly enough, and it should be improved. According to the research, 9/10 users browse numerous sites at the same time. The slower the loading speed of the website, the greater the likelihood that the computer user resigns from browsing it.
Surveys about customer satisfaction conducted in particular health resorts indicate that 62% of present patients browse the Internet on a regular basis or incidentally before and during their stay in the health resort.
Conclusions from this research and prospects for further developments in this area. Internet users constitute nearly two-thirds of the adult inhabitants of Poland. For this reason, health resort companies also cannot ignore or treat this channel as insignificant or additional. They should focus on it, as its importance will be growing every year. As noticed by the founder of Microsoft -Bill Gates -building of communities will be one of the most rapidly developing areas of the Internet, including communities using health resorts. The Internet enables purchase of services 24 hours a day, and it is the greatest force that can be used by a given company or by its competition. The research performed for Google [9] indicates that a Polish internaut-tourist, before making a choice, browses websites of towns (86%), opinions of other tourists (78%), and compares prices (71%). After making a choice, the customer wants to book a service and receive a confirmation.
For this reason, a considerable part of health resort businesses introduced new positions to their organizational structures during the past two years: e-marketer. The scope of his responsibilities usually applies to contacts with e-customers and e-PR, but their role goes much further than that. E-marketers are more or less aware creators of a virtual organization, which is what health resort companies are becoming [13].
Nowadays, companies will need to deal with overabundance of information and knowledge, as well as their quality. The problem of contemporary companies is the proper selection of e-tools and the proper balanceonly in companies that operate on the traditional and virtual market, between traditional techniques and those that are used to traverse the virtual world. Optimization of costs and revenues is not only a result of the level of digitalization of the company. Treating a company as a temple of knowledge, where wisdom is created, stored and improved, seems to be the right point of reference and adjustment of digitalization processes.