Innovative approaches to the development and increase of the efficiency of marketing in social networks

Ivan Tereshchenko; Tatyana Borovyk; Viktoriia Danylenko; Olena Maiboroda

Ivan Tereshchenko Ph.D., Associate Professor, Department of Marketing Poltava State Agrarian University
Tatyana Borovyk Ph.D., Associate Professor, Department of Marketing Poltava State Agrarian University
Viktoriia Danylenko Ph.D., Associate Professor, Department of Marketing Poltava State Agrarian University
Olena Maiboroda Ph.D., Associate Professor, Department of Marketing Poltava State Agrarian University

Abstract

The article considers the development novation trends of e-commerce and social media marketing, it analyzes the use of marketing tools, examines the implementation of novation trends in Internet marketing to promote the enterprise in social networks. Systematization of literature sources on the research topic showed that the use of Internet marketing tools to promote their products and services is very effective. These Internet marketing tools are considered: SEO-optimization; e-mailing; advertising on social networks; contextual advertising; video marketing; intuitive marketing; marketing 3.0; analytical marketing. The main trends that dominate in the field of Internet marketing and social media marketing are identified and analyzed. They are: dynamic activation of mobile marketing, active use of web analysis, advertising in video format, influence marketing, email marketing, content marketing, Instagram promotion, Facebook, chatbots and messengers, personalization of business pages.

Keywords: social media marketing, novations, internet marketing, e-commerce, marketing effectiveness

DOI: 10.15276/mdt.6.3.2022.4

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