Цифровий маркетинг та соціальні мережі

Abstract

Досліджено 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.

The 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.