USE OF DIGITAL MEDIA AND SOCIAL NETWORKS IN MARKETING CAMPAIGNS: EFFECTIVENESS AND RISKS
Abstract
The article is devoted to the current issues of determining the effectiveness and risks of using digital media and social networks in marketing campaigns of companies. A differential analysis of the categorical concepts of "digital media" and "social networks" is carried out. In the course of the work social networks and digital media are considered as important marketing tools in the current conditions of promotion of goods (services) on the market. Considerable attention is paid to statistical indicators on a global scale and in Ukraine related to the use of social media. In particular, the author analyzes the number of active smartphone users and the projected number of users for 2019-2028, as well as the number of social media users and their projected number for 2017-2027. The number of active users is growing every year, with Facebook being the most popular social network both globally and in Ukraine. The article analyzes and systematizes the general performance indicators common to all social networks, such as multichannel advertising, significant audience coverage, and measurability of the effectiveness of events. The risks associated with marketing campaigns that are common to all social networks, such as targeting and lack of measurability of the effectiveness of native advertising, are identified. The author analyzes the risks associated with conducting marketing activities that are characteristic of only some social networks. It is found that Facebook has better tools for calculating the effectiveness and distribution of marketing activities, but has a smaller number of solvent users interested in purchasing goods (services) and the risk of removing advertising messages, reducing user loyalty by violating privacy rules. In contrast, other social networks, such as Instagram, Tik-Tok or YouTube, have a younger audience that is capable of and interested in purchasing goods, but such social networks are significantly inferior in terms of tools for measuring the effectiveness of marketing activities. Taking into account the effectiveness and risks of each social network allows marketers to create targeted and appropriate marketing campaigns with maximum efficiency and minimum risks and negative consequences.
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