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Liburkina L. M.

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SMM as Modern Marketing Technologies
Shtal T. V., Dmytriyev G. B.

Shtal, Tetyana V., and Dmytriyev, Georgiy B. (2019) “SMM as Modern Marketing Technologies.” Business Inform 12:446–452.
https://doi.org/10.32983/2222-4459-2019-12-446-452

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 7

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UDC 339.138

Abstract:
The article is aimed at generalizing the theoretical foundations of SMM as modern marketing technologies. The article explores the essence of the concept of «social media marketing» (SMM). It is found out that SMM existed as a part of marketing long before the advent of social media and the Internet. The SMM marketing forms such as social networks, blogs and micro-blogs, forums, social bookmarks and catalogs, photo hosting and video hosting, virtual and multi-player on-line games are considered. The main features of SMM-promotion are examined and it is discovered that the widespread use of social networks in society allows to confidently talk about the emergence of a new way to attract customers in any domestic market. The advantages and drawbacks of SMM are analyzed. One of the main advantages of SMM is the analysis of the study on demand and consumer motivations in the market carried out by marketers. The main drawback is the risk of losing the commitment of customers because of incorrect actions in communications. The need of consumers and businesses in SMM has been researched. Data on the most popular social networks in Ukraine are provided. A number of instruments for activities on various social networks are allocated, which result in promotion of brands, creation of groups of the consumers of certain productions, the audience Internet users is being increased and retained. Thus, the reasons for use of promotion in Facebook, together with its features and methods, are considered. The benefits of usage and the components of the promotion strategy on Instagram are researched, and the main methods of promotion on Instagram are provided. The services for self-promotion on Twitter and LinkedIn are examined. The main tasks and opportunities for promotion on Tеlеgram are described. It is defined that the correct use of social networks increases brand awareness, creates constant contact with the audience, provides prompt information to the audience, forms a circle of loyal users, enhances the attendance of the websites of companies, and therefore increases sales.

Keywords: SMM, Internet marketing, SMM marketing, social media, social networks, marketing communications.

Fig.: 5. Tabl.: 3. Bibl.: 9.

Shtal Tetyana V. – Doctor of Sciences (Economics), Professor, Dean, Faculty of International Economics and Entrepreneurship, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Dmytriyev Georgiy B. – Masters Student, Faculty of International Economic Relations, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

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