Keywords
social media marketing
marketing strategies
brand building
promotion
effectiveness
target audience
targeted advertising
personalized approach
How to Cite
Abstract
In today’s society, social networks play a significant role in the space of online communication platforms. The rapid progress of digital technological solutions, the integration of Web 2.0 technology has opened up additional opportunities for the development of social networks, with the functionality of instant communication, production and placement of diverse information content. Marketing involving the potential of social networks in modern business is positioned as a powerful tool for building a brand, its promotion and expanding the client audience through the integration of visual content. Modern society most actively perceives information messages precisely through posts on social networks, which allows attracting and retaining the attention of potential customers for a long time. The purpose of the study is to analyze the capabilities of social networks in building a brand, increasing the effectiveness of business advertising campaigns, and attracting a client audience. The article substantiates the importance of creativity in advertising content as a factor in the success of a marketing campaign and brand promotion, which allows a business to form sustainable advantages of its own product or service within the current target audience. It is proven that the proposed approach is particularly effective for small business segments. The key ways of using social networks by enterprises to increase profitability are considered. The disadvantages and advantages of using social media, modern approaches to promotion, and potential challenges in the area under study are outlined. The specifics of targeted advertising are determined, the significance of preventively building a portrait of the business target audience and a personal approach is substantiated, which will allow optimizing the marketing activities of the enterprise. The potential of social media is clarified in the context of actually determining successful directions for brand development and identifying bottlenecks, which will allow focusing efforts on improving marketing strategies
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