DIGITAL-MARKETING AS A MODERN TOOL FOR PROMOTION OF GOODS AND SERVICES IN SOCIAL NETWORKS

Abstract

The article substantiates the expediency of using digital marketing to promote goods and services in social networks. The results of the analysis reflect the important role of digital marketing as the main tool in promoting goods and services on social networks, building loyalty and consumer confidence. The significance of external factors (the region where the goods (services) were entered; the level of economic development of the country; the quality of Internet coverage; Internet access for all segments of the population; the age of the audience, etc.) in choosing a marketing strategy through digital marketing. The difference between digital marketing and Internet marketing is given and it is determined that the concept of «digital marketing» is a broader concept and in addition to Internet marketing includes advertising and promotion through digital technologies. Based on the research of scientists, the concept of «digital marketing» is generalized and it is proposed to consider it as a means of promoting goods (services, brand, product) through the use of digital technologies to meet consumer needs. Based on the results of the study, proposals were made to determine the feasibility of using digital marketing to promote various types of goods (services) in various social networks using an integrated indicator of the applicability factor. The stages of building a digital marketing strategy are proposed. The expediency of conducting a preliminary marketing audit is determined, based on analytical data obtained through various services that act as digital marketing tools. In the context of the growing popularity of online shopping, there is also a large-scale competition between online stores. Therefore, in order to be customer-oriented and have its own loyal audience, the business must take into account the personal preferences of potential consumers who may become customers of the online store and / or brand.