Digital Marketing Techniques in Social Media

Abstract

The purpose of thіs article is to review the marketing techniques in social media (SM),with an assessment of how suitable it are for using by Ukrainian marketers, as well as to review the trendsof the last year in social media marketing. Nowadays, using different marketing methods to promote productsand services in the market, the modern marketer resorts not only to classic tools Particularly importantfor business units is SM Marketing (SMM) as part of the overall digital marketing used to drive traffic andpromote products in social media. Methodology of research. The solution of the tasks posed in the articlewas carried out using such general scientific and special research techniques: method of an analysis andsynthesis, methods of systematization and generalization, method of classification. Findings. The articlerevealed that the principles of relationship marketing determined the current trends of digital marketing insocial media. It was prove that now the main characteristic feature of social media marketing techniquesis the orientation to a person, the «revitalization» of content and work methodology. The analysis of thegroups of methodological support of digital marketing in social media permitted to identify promising andmost used of them in Ukraine. Also there are those who do not integrate well with the national mentality,for example, the relationship with brand activists. But in general, the analysis showed that working with thetarget audience in social media today is the most promising form of marketing, the capabilities of which areextremely expanded by modern communication Internet technologies. Practical value. The article substantiatesthat the methodological support of marketing in social media is closely related to their technologicaldevelopment and customer focus of modern marketing work in companies, including Ukrainian ones.A few scientific conclusions of this article can be used in the practice of domestic companies interested inpromoting of their goods and services, including via Internet. Keywords: techniques, marketing, social media, digital marketing, SM-marketing. REFERENCES 1. SMM-trendy 2019 goda: luchshie biznesinstrumentydlja socsetej [Jelektronnyjresurs]. – Rezhim dostupa: https://smm-blog.com/smm-trends-2019/ (data zvernennia:10.08.19.). – Nazva z ekrana. 2. MakKonell, B. Jepidemija kontenta. Marketingv social'nyh setjah i blogosfere/B. MakKonell, Dzh. Huba. – Moskva :Vershina, 2008. – 192 s. 3. Halilov, D. 100 instrumentov SMM-prodvizhenija[Jelektronnyj resurs] / D. Halilov.– Rezhim dostupa: http://www.cmsmagazine.ru/library/items/internet-marketing/smm-100-instruments-to-promote/ (data zvernennia:11.08.19.). – Nazva z ekrana. 4. Halilov, D. Marketing v social'nyh setjah/D. Halilov. – Moskva : Izdatel'stvo Mann,Ivanov i Ferber, 2013. – 240 c. 5. Personalnyi bloh Billa Heitsa v Instagram[Elektronnyi resurs]. – Rezhym dostupu: https://www.instagram.com/thisisbillgates/?utm_source=ig_embed (data zvernennia: 10.08.19). – Nazva z ekrana. 6. Sait ukrainskoi IT-kompanii SoftServ [Elektronnyiresurs]. – Rezhym dostupu: https://www.softserveinc.com/uk-ua/ (data zvernennia:10.08.19). – Nazva z ekrana. 7. Bloh ukrainskoi IT-kompanii SoftServ[Elektronnyi resurs]. – Rezhym dostupu:https://www.softserveinc.com/uk-ua/blog/(data zvernennia: 10.08.19.). – Nazva z ekrana. Published: 2020-03-26