On the development of social media marketing in the field of publishing services

Abstract

The article is devoted to the study of the development of social media marketing in the publishing business in the context of sanctions restrictions and the withdrawal from Russia of a number of information and communication platforms, which is a negative factor and led to an accelerated transformation of advertising campaigns in social networks. The author substantiates the relevance of marketing promotion tools in social networks in order to effectively interact with the audience, since social networks are currently among the growing segments of digital promotion. The article highlights the main advantages of social media marketing in the aspect of interactive communication with the target audience, thanks to which the company is able to achieve effective marketing activities, reach a new level of recognition and sales, increase competitiveness. The author notes that the most popular network in Russia has become Vkontakte as a priority social platform for business promotion, which makes it possible to inform and attract numerous audiences, which are also the target segment of various companies. The results of the study made it possible to determine the current methods of promoting the publishing house in the social network Vkontakte, in addition to the official page, such as: advertising in thematic communities, cross-marketing, targeting and collaboration with opinion leaders. The article outlines strategies for the development of targeted advertising by adjusting the publisher's advertising to competitors' subscribers, to groups with a theme for each publication, setting up advertising by interests, demographic characteristics and keywords. For the highest performance indicators of an advertising company, it is necessary to use a set of channels and communication tools in a social network.