Ефективність SMM як інструменту збутової політики підприємства

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.