Цифровий маркетинг та соціальні мережі

dc.citation.epage152
dc.citation.issue1
dc.citation.journalTitleМенеджмент та підприємництво в Україні: етапи становлення і проблеми розвитку : науковий журнал
dc.citation.spage146
dc.citation.volume3
dc.contributor.affiliationНаціональний університет “Львівська політехніка”
dc.contributor.affiliationLviv Polytechnic National University
dc.contributor.authorУголькова, О. З.
dc.contributor.authorUgolkova, O. Z.
dc.coverage.placenameЛьвів
dc.coverage.placenameLviv
dc.date.accessioned2023-08-21T08:08:17Z
dc.date.available2023-08-21T08:08:17Z
dc.date.created2021-02-25
dc.date.issued2021-02-25
dc.description.abstractДосліджено стан та особливості цифрового маркетингу в сучасних умовах діяльності підприємств. Важливим аспектом роботи є аналіз ролі соціальних мереж як одного із найважливіших маркетингових інструментів. Виокремлено особливості використання таких соціальних мереж, як Facebook та Instagram, для підтримки бренда та розвитку бази потенційних клієнтів. Виявлено найефективніші способи використання соціальних мереж як маркетингового інструменту, а також охарактеризовано основні тенденції та нововведення у використанні соціальних мереж, що будуть найзначущішими для маркетологів у 2021 та 2022 рр., із огляду на розвиток цифрових технологій.
dc.description.abstractThe rapid development of digital communication technologies, the spread of Internet access to the population, the growing number of smartphones, increasing the number of social network users and other factors are the reason for the sharp growth of online operations and services in recent years. In 2020, the COVID-19 epidemic was added to this list of factors, creating an additional impetus for the growth of online business. This situation causes significant changes in the implementation of marketing activities by enterprises. Digital marketing is an important tool that allows companies to achieve their marketing goals, as well as influence a large number of people at a relatively low cost. More and more consumers are spending a significant amount of time on the Internet searching for information, products and services, communicating with other consumers about their experience and interaction with companies. The purpose of this article is to substantiate the theoretical and practical provisions of the use of digital marketing in the enterprise, to characterize the possibilities of using social networks as a tool of digital marketing, taking into account their features, limitations and advantages. The article substantiates that in modern conditions it is not enough to have only a website for the enterprise. Social networks play an increasingly important role not only in people's lives, but also in business activities, which is an additional but important way to attract the attention of potential customers and promote trust. The most effective ways to use Facebook as a marketing tool are analyzed (direct advertising, social posting, detailed audience analysis, link sharing). It also describes a number of features that should be considered for forming a digital marketing strategy in 2021 and 2022. It is concluded that marketing in social networks can be a valuable tool that will help create an Internet brand awareness for the company, increase trust in it and develop the demand for goods and services.
dc.format.extent146-152
dc.format.pages7
dc.identifier.citationУголькова О. З. Цифровий маркетинг та соціальні мережі / О. З. Уголькова // Менеджмент та підприємництво в Україні: етапи становлення і проблеми розвитку : науковий журнал. — Львів : Видавництво Львівської політехніки, 2021. — Том 3. — № 1. — С. 146–152.
dc.identifier.citationenUgolkova O. Z. Digital marketing and social networks / O. Z. Ugolkova // Management and Entrepreneurship in Ukraine: the stages of formation and problems of development. — Lviv : Lviv Politechnic Publishing House, 2021. — Vol 3. — No 1. — P. 146–152.
dc.identifier.doidoi.org/10.23939/smeu2021.01.146
dc.identifier.urihttps://ena.lpnu.ua/handle/ntb/59779
dc.language.isouk
dc.publisherВидавництво Львівської політехніки
dc.publisherLviv Politechnic Publishing House
dc.relation.ispartofМенеджмент та підприємництво в Україні: етапи становлення і проблеми розвитку : науковий журнал, 1 (3), 2021
dc.relation.ispartofManagement and Entrepreneurship in Ukraine: the stages of formation and problems of development, 1 (3), 2021
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dc.relation.urihttps://www.statista.com/
dc.relation.urihttps://backlinko.com/social-media-users
dc.relation.urihttps://www.bankmycell.com/blog/how-many-phones-are-in-the-world
dc.relation.urihttps://prettylinks.com/blog/a-beginners-guide-to-using-facebook-as-a-marketing-tool/
dc.relation.urihttps://digitalmarketinginstitute.com/blog/10-trends-in-digital-marketing-in-2020
dc.relation.urihttps://sheleadsafrica.org/crowd-funding-social-media/
dc.relation.urihttps://www.easyship.com/blog/social-media-for-crowdfunding
dc.relation.urihttps://www.wordstream.com/blog/ws/2013/04/15/facebook-marketing
dc.relation.urihttps://digitalmarketinginstitute.com/
dc.rights.holder© Національний університет “Львівська політехніка”, 2021
dc.rights.holder© Уголькова О. З., 2021
dc.subjectсоціальна мережа
dc.subjectмаркетинг
dc.subjectінструмент
dc.subjectреклама
dc.subjectвебсайт
dc.subjectsocial network
dc.subjectmarketing
dc.subjecttool
dc.subjectadvertising
dc.subjectwebsite
dc.subject.udc65.01
dc.titleЦифровий маркетинг та соціальні мережі
dc.title.alternativeDigital marketing and social networks
dc.typeArticle

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