UDK 339.138 Маркетинг
The article focuses on the theoretical aspects of evaluating the effectiveness of integrated marketing strategies for consumer goods, using social media marketing as an example. It outlines the main approaches to organizing marketing in social media, highlights the unique features of social media as a communication channel, and discusses its advantages for promoting consumer goods. Key metrics for evaluating marketing effectiveness are summarized, and a division into general and specific metrics is proposed to enable a more precise analysis of marketing outcomes. Specific metrics are suggested for individual components of integrated marketing strategies in social media, such as content marketing, targeted advertising, and influencer marketing. It is revealed that social media combines the phenomena of globalization and demassification, providing access to a vast target audience and enabling precise segmentation for improved marketing communications. The necessity of integrating web analytics tools and leveraging feedback is emphasized to enhance the effectiveness of social media marketing, presenting promising opportunities for optimizing consumer goods promotion strategies.
social media marketing, promotion, integrated strategies, consumer goods marketing, globalization in marketing, demassification in marketing, social media as a communication channel
1. Vagner, E.V. Sovremennye strategii prodvizheniya potrebitel'skih tovarov na inostrannom rynke na osnove vybrannoy koncepcii mezhdunarodnogo marketinga // Simvol nauki. – 2018. – № 10. – S. 21-24.
2. Val'ko, D.V. Rol' social'nyh setey v sovremennom marketinge i menedzhmente // Vestnik Sankt-Peterburgskogo universiteta MVD Rossii. – 2015. – № 3 (67). – S. 91-94.
3. Vicelyarova, K.N., Zaharova, Yu.N. Social'nye seti i ih znachenie v internet-marketinge // EGI. – 2021. – № 5 (37). – S. 52-55.
4. Zlobina, N.V., Zavrazhina, K.V. Marketing v social'nyh setyah: sovremennye tendencii i perspektivy // π-Economy. – 2015. – № 6 (233). – S. 166-172.
5. Ignat'eva, I.V., Zedgenizova, I.I. Marketing social'nyh setey kak instrument prodvizheniya // Innovacii i investicii. – 2019. – № 7. – S. 125-129.
6. Luzhnova, N.V., Mihaylova, O.P. Rol' massovyh kommunikaciy v postindustrial'noy teorii obschestva v aspekte razvitiya informacionnogo marketinga // Obschestvo: politika, ekonomika, pravo. – 2017. – № 4. – S. 61-64.
7. Luzhnova, N.V., Fedorov, M.V. Tehnologii marketinga v social'nyh setyah dlya malogo biznesa // Intellekt. Innovacii. Investicii. – 2022. – № 3. – S. 28-37.
8. P'yanova, N.V., Potapova, E.V., Andrianova, M.V. Marketing v social'nyh setyah: effektivnost' sovremennyh metodov stimulirovaniya sbyta // Teoriya i praktika servisa: ekonomika, social'naya sfera, tehnologii. – 2018. – № 2 (36). – S. 46-50.
9. Ryabuhina, Yu.V. Menedzhment, marketing, diskurs // Ekonomika i ekologicheskiy menedzhment. – 2014. – № 2. – S. 1-17.
10. Statistika social'nyh setey - pol'zovateli i dohody (2024). [Elektronnyy resurs]. URL: https://clck.ru/3F2ztB (data obrascheniya: 31.11.2024).
