LIVE STREAMING ЯК ІНСТРУМЕНТ ЦИФРОВОГО МАРКЕТИНГУ

Abstract

The article is disclosing features and advantages of using Live streaming technology in digital marketing and in marketing communication strategies. Live streaming technology is a process of broadcasting any live event that takes place in real time anywhere via the Internet. Marketers incorporate Live streaming into their digital marketing communication strategies as they seek to build customer trust, attract and retain their attention, and broadcast their competitive advantages in real time. Companies can use Live streaming for free, but at the same time must understand that paid live broadcasting can be more profitable. Authors identify the traditional channels and methods of Live streaming in digital marketing and clarify the main types of streaming platforms, each of which offers different functions, but the result is always feedback from existing or potential consumers. It is noted that the development of digital technologies and the COVID-19 pandemic have changed the format of online shopping, companies are actively using Livestreaming e-commerce, which allows to increase sales, promote the brand, talk more about the product and attract more customers. The most important feature of live stream shopping is the so-called seamlessness, i.e. the buying process is organized in the simplest way for consumers, literally in one click. It has been proven that video streaming in a pandemic crisis can serve, first and foremost, as a powerful tool for raising brand awareness. This can be achieved when quality content will meet such important criteria as high quality and uniqueness, creativity of the presented idea. Modern business practice confirms that Live streaming technology will dominate companies' marketing communications, as it is low-budget instrument that provides company transparency, inspires trust and feedback from consumers, and reaches a large audience. Taking advantage of Live streaming will help companies develop an effective marketing strategy to increase the number of potential customers and turn them into regular followers in the long-term.