Маркетинг у соціальних мережах: стратегії та інструменти на ринку В2С

Abstract

У статті розкрито теоретико-методичні засади здійснення маркетингової діяльності підприємств роздрібної торгівлі в соціальних мережах у стратегічному та тактичному розрізі. Запропоновано трактування терміну маркетинг у соціальних мережах; визначено місце стратегії SMM у загальній маркетинговій стратегії компанії. Доведено, що вона є логічним продовженням функціональних стратегій маркетингу та може розглядатися як елемент комунікаційної стратегії. Окреслено етапи планування стратегії присутності бренду в соціальних мережах, що дозволяють здійснити комбінацію інструментів тактичного маркетингу в соціальних мережах.

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.