EFFECTIVENESS OF DIGITAL MARKETING TOOLS IN THE HORECA SECTOR: A ROI-BASED EVALUATION OF RESTAURANTS AND CAFÉS
Abstract
This study evaluates the effectiveness of key digital marketing tools used in the HoReCa sector of Central Asia, with a focus on Uzbekistan. Using synthetic financial modeling and established marketing metrics such as ROI, CAC, and LTV, the research compares the performance of Paid Social Ads, Influencer Marketing, CRM loyalty systems, Organic Content, and Google Search Ads. Results demonstrate that CRM and Search deliver the highest returns due to stronger customer retention and intent-based acquisition, while Paid Social and Influencers provide visibility but lower cost efficiency. The study highlights the need for data-driven budgeting and structured ROI measurement in emerging hospitality markets.
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