BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

The Efficiency of SMM as an Instrument of the Sales Policy of Enterprise
Lysa S. S., Kulik A. V.

Lysa, Svitlana S., and Kulik, Anna V. (2022) “The Efficiency of SMM as an Instrument of the Sales Policy of Enterprise.” Business Inform 1:432–437.
https://doi.org/10.32983/2222-4459-2022-1-432-437

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 2

Download article (pdf) -

UDC 339.138

Abstract:
The article is aimed at studying the impact of SMM on the sales activities of enterprise; substantiating the expediency of using SMM as a product promotion tool; grouping and determining the indicators of efficiency of the use of social networks in business activities. As a result of the study, the advantages of marketing in social networks are defined, which include: brand awareness, targeting, complementing PR strategy, expanding the circle of like-minded people, improving customer service and contact with them, etc. At the same time, the following problems in this area are identified: lack of sufficient knowledge in the field of SMM; the risk of inconclusive spending of money and time caused by the incorrect determination of the target audience; the complexity of measuring returns on investment (ROI) in digital marketing in general and in SMM in particular and others. It is determined that the marketing of social networks is an effective instrument for the strategy of enterprise in the conditions of the contemporary doing business. The trends in the development of SMM in the Ukrainian market, after distinguishing the content groups for social networks, and the peculiarities of business development in social networks are characterized. An important trend in the development of marketing in social networks is micro-influencer marketing, agile marketing, the tendency to change content from text to video format, the trend for exclusivity, high quality of service, the trend for live broadcasts. The indicators most often used in assessing the efficiency of social network marketing, which are recommended to be divided into internal and external indicators, are considered. The key performance indicators in SMM and the characteristics of each indicator are determined. The conclusion states that SMM is developing very actively, there are new tools for solving marketing problems, so the issue of assessing the efficiency of SMM remains relevant and has prospects for further scientific research.

Keywords: e-commerce, online trade, social media marketing (SMM), sales, sales management.

Fig.: 1. Tabl.: 1. Bibl.: 8.

Lysa Svitlana S. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management and Marketing, Kyiv National Linguistic University (73 Velyka Vasylkivska Str., Kyiv, 03680, Ukraine)
Email: [email protected]
Kulik Anna V. – Candidate of Sciences (Economics), Associate Professor, Department of Management and Administration, Open International University of Human Development «Ukraine» (23 Lvivska Str., Kyiv, 03115, Ukraine)
Email: [email protected]

List of references in article

Filina, O. V. “Vyznachennia pokaznykiv efektyvnosti vykorystannia sotsialnykh merezh pidpryiemstvamy“ [Definition of Indicators of the Social Networks Use Effectiveness by Enterprises]. Vcheni zapysky TNU imeni V. I. Vernadskoho. Seriia «Ekonomika i upravlinnia», vol. 31, no. 4 (2020): 23-29. DOI: https://doi.org/10.32838/2523-4803/70-4-30
Khalilov, D. Marketing v sotsialnykh setyakh [Marketing in Social Networks]. Moscow: Mann, Ivanov i Ferber, 2016.
“Digital 2021 April Global Statshot Report“. https://datareportal.com/reports/digital-2021-april-global-statshot
Baran, R. Ya., and Romanchukevych, M. I. “Otsinka efektyvnosti reklamnoi diialnosti v internet“ [Evaluation of the Efficiency of Advertising on the Internet]. Efektyvna ekonomika, no. 7 (2019). DOI: 10.32702/2307-2105-2019.7.36
“KPI v SMM. Metriki dlya otsenki dinamiki podpischikov“ [KPIs in SMM. Metrics for Evaluating the Dynamics of Subscribers]. https://f-s-s.com.ua/kpi-in-smm/
Uholkova, O. Z. “Tsyfrovyi marketynh ta sotsialni merezhi“ [Digital Marketing and Social Networks]. Menedzhment ta pidpryiemnytstvo v Ukraini: etapy stanovlennia i problemy rozvytku, vol. 1, no. 3 (2021): 146-152. DOI: https://doi.org/10.23939/smeu2021.01.146
Vynohradova, O. V., and Nedopako, N. M. “Digital marketynh: evoliutsiia rozvytku v Ukraini“ [Digital Marketing: Evolution of Development in Ukraine]. Ekonomichnyi visnyk Natsionalnoho tekhnichnoho universytetu Ukrainy «Kyivskyi politekhnichnyi instytut», no. 18 (2021): 103-108. DOI: https://doi.org/10.20535/2307-5651.18.2021.240678
Dubovyk, T. “Internet Marketing Communications of Trade Enterprises in Ukraine“. https://journal.poligran.edu.co/index.php/libros/article/view/1534/1425 ; https://doi.org/10.15765/poli.v1i253.1534

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster