Open AccessSOCIAL NETWORKS AS TOOLS OF MARKETING COMMUNICATIONS IN THE DIGITAL ENVIRONMENT
Author(s) -
Iuliia Kostynets,
AUTHOR_ID,
Bogdan Kolesnyk,
AUTHOR_ID
Publication year - 2020
Publication title -
aktualʹnì problemi ekonomìki
Language(s) - English
Resource type - Journals
ISSN - 1993-6788
DOI - 10.32752/1993-6788-2020-1-223-102-108
Subject(s) - digital marketing , the internet , online advertising , marketing channel , business , marketing , marketing research , advertising , scale (ratio) , computer science , world wide web , quantum mechanics , physics
The article is devoted to the study of the use of social networks as a tool of marketing communications, in particular, the use of Facebook for marketing purposes. Trends in the development of advertising on the Internet, social networks, search engines and types of Internet advertising, marketing communications on the Internet and modern methods of marketing research are analyzed. In today's world, the issues of mass communication in the digital environment are becoming extremely important. This is a large system of specific communicative activities. In this regard, the systematization of information about existing methods, the development of a convenient and modern classification and the search for ways to increase the influence of communication texts on social networks becomes especially important. Internet technologies have always been considered promising by marketers due to their scale - the number of people that can be reached. However, with the increase in the number of users, the Internet has become a huge digital market, which is no less difficult to stand out than the regular market. Social networks offer the widest set of marketing tools in the history of Internet technologies. In addition to the measurement of conversions and multi-channel attribution (analysis of which advertising delivery channel had the greatest impact on the consumer), which have already been offered by search engines, there are tools of marketing communications of unprecedented scale. An important role is played by the format of advertising on social networks, which tries to be useful, relevant to the consumer and not like traditional advertising. Regularities between the growing need to use Internet resources in marketing and the necessary knowledge about the history of development and ways to apply the functions of the studied systems on the Internet are identified. It is proved that today advertising on the Internet is one of the most effective areas of marketing communications, which aims to inform consumers about goods, services or the company it self.