ADVERTISING IN SOCIAL NETWORKS AS A MARKETING COMMUNICATION OF THE ENTERPRISE IN MODERN CONDITIONS

Abstract

Purpose. The aim of the article is determining the role of social networks as an instrument of marketing communications of the enterprise, analysis of the purposes of advertising in social media for modern business. Methodology of research. General scientific and special methods are used in the course of the research which allowed to study the market situation, in particular: statistical and economic – to study the current state of development of the Internet audience of Ukraine; comparative and graphic – for comparing statistics in different time periods in order to identify and visualize causal relationships; analysis – when recreating the connections between techniques and methods of advertising in social networks, etc. Findings. The Internet audience of Ukraine by volume of users and their age category on the basis of statistical data is explored. The ranking of popular websites has been determined and the devices most often accessed by the World Wide Web are tracked. The basic techniques and methods of advertising of digital marketing are described. It is emphasized that communication with the target audience is best done through the creation of an official page in the social network, publications in popular communities, promotion through the built-in advertising system, hidden and content advertising. The use of retrieval using a variety of Facebook tools is described. Examples of marketing impact on the Instagram network are presented and the role of bloggers in the implementation of bulk goods and services in the B2C segment is identified. The main advantages and disadvantages of using various systems of monitoring and analysis of social media for market research purposes are outlined. Originality. The main goals of marketing communications with potential consumers through social networks are specified. The potential of social networks for the realization of individualized offers to users in the zone of information influence in order to meet the needs of a particular person is revealed. Practical value. The results of the study can be proposed for effective communication with the target audience of the enterprise in gaining positions in the domestic and international markets. Tricks and methods of advertising digital marketing in social media are needed to establish trusting relationships with consumers in order to enhance brand image and profit enterprise.