Social media marketing: strategies and tools in the B2C market
Journal Title: Маркетинг і цифрові технології - Year 2017, Vol 1, Issue 1
Abstract
The aim of the article is to find the definition of the theoretical and methodological foundations of the strategy construction and the implementation of marketing tactics in social networks. The results of the analysis. Scientific and practical value is represented by the results related to the interpretation of the concept of marketing in social networks, the definition of the role and place of the SMM strategy in the company's overall marketing strategy, the consistency of planning for the strategy of brand presence in social networks and the application of tactical marketing tools in social networks. The main results are as follows. Conclusions and direction for further research. The interpretation of the term marketing in social networks is proposed, which takes into account the tendencies of globalization of the economic and cultural space, the rapid development of electronic commerce and online retail, the prevalence of the model of social integration, localization and mobility. Social Media Marketing is a complex of specific online marketing activities that influences the target audience through the channels of social platforms and aims to achieve the marketing goals of the organization or person (improving the quality or quantity of the target audience, changing the habits of buying and using the product; director / product / company And increasing loyalty to him, attracting a new audience). The main advantages of using SMM are shown. This is the possibility of low-budget marketing (the word-of-mouth effect) attracting the target audience, the ability to conduct benchmarking studies and monitor the behavior of consumers and users of social media resources. The shortcomings include: a significant impact of the human factor and living labor, the need of constant communication with subscribers, insufficient knowledge of the issues of assessing the effectiveness of marketing activities in social media. The place of SMM strategy in the overall marketing strategy of the company is determined. It is proved that it is a logical continuation of functional marketing strategies and can be considered as an element of the communication strategy. The emphasis is on linking SMM tools to other digital marketing tools such as Search Engine Marketing, Search Engine Advertising, Search Engine Optimization, Social Media Optimization and Lead generation through email-marketing and sms-marketing. SMM-strategy allows to achieve such goals: to create a culture of the consumer pattern, to create or change the established reputation of the brand; to carry out constant monitoring of the brand audience, the goods in social networks and to study consumer behavior in general. The stages of planning the strategy for the brand presence in social networks have been determined, allowing the combination of the following tactical marketing tools in social networks: community management, content marketing, interface work; social networks monitoring. The main directions for further research are related to the issues of evaluating the effectiveness of marketing activities in social networks, automating the process of planning a strategy for the brand presence in social networks.
Authors and Affiliations
Natalya Savytska
Keywords
Related Articles
- EP ID EP246639
- DOI 10.15276/mdt.1.1.2017.2
- Views 182
- Downloads 0
THE ANALYSIS OF INTERNET MARKETING RESEARCH DIRECTIONS
The sustainable development of internet marketing (later identified as IM) faces the dynamic environment and its alterations, which occurs in both - business terms and conditions, and in the use of electronic tools and a...
Evaluation of consumers’ preferences impact on the level of the wine enterprise marketing mix communication component adaptation
Aim of the article. The market is an extremely dynamic institution, consumer preferences are changing rapidly, so information about consumer preferences needs to be constantly updated in order to build the most effective...
Strategy and tactics of internet marketing of distributors on the B2B market
The aim of the article. The purpose of the article is to investigate the features of Internet marketing in the B2B segment on the example of the field of flexible transport packaging, to identify the main strategic and t...
THE ROLE OF MEASURING THE EFFICIENCY OF MARKETING E-TOOLBRAND MANAGEMENT
Building a brand nowadays is definitely different than 50 years ago. That time the founders positioned the brand and then spent a lot of money on its marketing in order to show it and to present the whole vision of the b...
Complexity of marketing and logistics strategies in the supply chain of fast moving consumer goods
The aim of the article. The purpose of the article is to justify the directions and conditions for achieving complementarity of marketing and logistics strategies in the supply chain of fast-moving consumer goods (FMCG)....