Digital marketing of brands in social media
DOI:
https://doi.org/10.31617/2.2024(49)02Keywords:
digital marketing, social networks, social media, brands, promotion, marketing communications, brand success cycle, social listening, social influence, establishing useful contacts, social selling.Abstract
The formation of the digital environment and the possibilities of virtual space have led to an increase in the number of online users in the world and simplified communication between people in all areas of social production and consumption. The technological opportunity for this was provided by social media, including social networks. Transferring some of the brandʼs business processes related to marketing, communications, and sales to social media saves time and resources. And the formation of a loyal audience and its increase, provided that the brandʼs marketing communications are properly built, ensures the improvement of its image, business reputation, and an increase in the financial results in the long term. The purpose of the article is to substantiate the tools of digital marketing of brands in social media and provide practical recommendations for brand promotion to ensure their cyclical success in social networks in the long term. General scientific and special methods are used: analysis and synthesis, system-structural analysis, comparison, systemic, statistical, graphical, and logical generalization of results. To interact with people in social networks, brands are recommended to use the following methods: communities of interest, following opinion leaders, targeting. The statistics and trends of social networks presented in the article testify to the continuous growth of their popularity in the world and in Ukraine. To achieve long-term success in social networks, brands should follow a cyclical approach, which is ensured by systematic work in four areas: social listening, social influence, establishing useful contacts and social selling. The effectiveness of the recommended cycle of brand success in social networks is ensured by systematic planning and implementation of marketing activities in their interconnection in the presented areas. This will ensure, due to the synergy effect, the improvement of the brand image, the increase of the target audience and its loyalty, the realization of goals and the solution of business and digital marketing tasks.
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