SMM-ІНСТРУМЕНТАРІЙ В СУЧАСНОМУ БІЗНЕС АНАЛІЗІ

Abstract

The article examines the main characteristics of the digital economy, which include informatization, globalization, the use of IT technologies, ease and accessibility of obtaining information. Therefore, an analysis of the development of individual markets, companies, and enterprises is impossible without an analysis of the level of their digitalization. It was determined that the modern scheme of conducting business analysis needs expansion, namely the assessment of digital marketing and digital tools. Therefore, in addition to the general characteristics of the market, state regulation of the industry, production and sales dynamics, sales volumes on the market, prices and pricing on the market, and other stages, it is necessary to add a stage of digital marketing assessment to the typical structure of a classic business analysis. The main components of digital marketing are characterized, namely: search engine optimization, search engine marketing, content marketing, influencer marketing, content creation automation, e-commerce marketing, social media marketing (SMM), direct mail, contextual advertising, e-book advertising, programs, games and other forms of digital products. Channels that are not directly connected to the Internet are defined: mobile phones (SMS and MMS), callback, call hold tones. It is proposed to implement the assessment of digital marketing by applying the proposed SMM audit methodology. This technique consists of several stages, in particular: an audit of the investigated company in social networks is conducted according to certain criteria, information is collected for further business analysis; it is proposed to perform an audit of the content and promotion of the investigated company in social networks; an audit of competitors is conducted, i.e. strategies of presence in social networks, and the model of maintaining Internet pages, strengths, good ideas of content and activities that can be adapted to the field of activity chosen by the investigated company are determined; after conducting an SMM audit of competitors, it is advisable to summarize their strengths and form a list of relevant tasks for the company under investigation. The purpose of a digital marketing assessment is to provide information for reporting and checking a company's online marketing strategy.