Marketing of social networks: the challenge of today

Abstract

The aim of the article. The purpose of the article is to research social network marketing as a modern element of promotion in the Internet space. Analysis results. The rapid development and digitization of society has caused the transformation of traditional marketing tools and methodologies into new, more effective marketing elements and methods. Social networks as a new space for the presence of consumers have acquired their own characteristics and properties that distinguish them from traditional ones, which is why the very methods of working in the acquired conditions differ from classical ones. Because it is vital for business entities to respond in a timely and competent manner to modern trends and changes in consumer behavior, making social networks an important element of their marketing processes. Marketing activity in social networks has become one of the most effective ways to attract and engage more consumers, however, it remains a fairly new concept and is characterized by constant and dynamic changes, so it is worth investigating the features and trends in the development of social network marketing, their tasks, advantages, disadvantages and opportunities application of social networks in the marketing strategy of enterprises. Today, using social media marketing is the most versatile method of online promotion. The pace of development is so rapid that every year social media become an integral part of the marketing activities of any enterprise. The article discusses the issue of marketing ,as an important component of the modern Internet space. The right choice of Internet marketing strategy and tools is one of the components of marketing. Attention is focused on the use of an effective social media marketing strategy in modern business conditions. Conclusions and directions for further research. The relevance and necessity of using the described type of marketing has been proven, as it contributes to increasing the competitiveness of economic entities in the modern business environment. Therefore, today's business environment requires establishing a strong presence in the Internet space, and the use of an effective social media marketing strategy allows today's market representatives to influence traffic and conversions. Thus, today, social network marketing is becoming a valuable tool that helps to create and develop modern brands, increase consumer confidence and form demand not only on the Internet, but also in traditional markets