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Liburkina L. M.

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Improving the Marketing Activities of an Enterprise by Means of Digital Communications in Social Networks
Savytska N. L., Priadko O. M., Kuliashov V. K., Timofeeva A. O.

Savytska, Nataliia L. et al. (2024) “Improving the Marketing Activities of an Enterprise by Means of Digital Communications in Social Networks.” Business Inform 6:407–414.
https://doi.org/10.32983/2222-4459-2024-6-407-414

Section: Management and Marketing

Article is written in Ukrainian
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UDC 658.8:004.77:316.472.4

Abstract:
Attention in this article is focused on the substantiation of the applied principles of building long-term relationships of interaction between customers and enterprises in the face of modern challenges. The aim of the study is to substantiate and develop recommendations for improving the marketing activities of enterprise by means of digital communications in social networks. To achieve this goal, formal, dialectical and specific methods were used, in particular structural and logical analysis, desk research, content analysis. The article consistently reveals the mechanism of the process of promoting goods/services through digital channels of social networks. The stages of promotion of goods/services through digital channels of social networks are systematized. To carry out monitoring and analytics, it is proposed to use a combined approach, using marketing services and built-in Instagram analytics. The features of the application of the main engagement metrics of the target audience in the Instagram social network are described: ER (engagement rate) and ERR (involvement in the post). Approbation of marketing tools in social media on the example of a manufacturing enterprise has been carried out. The tools for building digital communications in social media are studied. The relationship between personal sales (in salons), sales promotion through an Instagram business account, the launch of paid targeted advertising and the use of influencers or industry experts for cooperation is substantiated. Recommendations for improving marketing activities have been developed. The main directions of improving the marketing activity of enterprise by means of digital communications in social networks are presented. Among them, the following are identified: the closest interaction with their customers through the development of digital communication channels; finding solutions that can affect competitiveness through the formation of a value proposition for a specific product; increasing the recognition of the enterprise’s products in the market, which will allow you to reach a wider audience and gain the trust of consumers.

Keywords: digitalization, marketing, resilience, enterprise, promotion, communication, social media.

Fig.: 2. Tabl.: 1. Bibl.: 17.

Savytska Nataliia L. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Priadko Olha M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Kuliashov Vadim K. – Bachelor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Timofeeva Angelika O. – Bachelor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)

List of references in article

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