Marketing Opportunity Of Social Networks

Abstract

Modern means of electronic communication generate new forms of economic organization, the development of new spheres of economy, transform social and economic institutes that used to be stable. One of the most significant consequences of information technology evolution for economics in general is the extensive use of Internet communication network means in the sphere of marketing. This defines the objective of this research: to analyze the influence of social networks on the sphere of marketing and to point out the most significant characteristics of marketing activity in different types of social media with the help of empirical study. The article shows that social networks are extensively used for solving various problems of product/brand promotion on specific market. Marketing in social networks is especially widespread in the b2c sector. The expert poll of the representatives of small, medium enterprises as well as freelancers shows that social networks have a valuable marketing opportunity. They can promote advertising new products, raise the awareness of the brand/product, provide the loyalty of consumers, create the long-lasting positive image of the brand/product. Marketing specialists prefer visually oriented social media and traditional Russian social networks. The peculiar feature of marketing in b2c sector is commitment to the use of such instruments as a personalized account of the firm, personalized community and articles about the product of service. Experts name targeting and open contact with the target audience as the main strong point of marketing in social networks, which allow one to achieve various marketing goals.