MARKETING TECHNOLOGIES IN SOCIAL NETWORKS FOR SMALL BUSINESS
N. V. Luzhnova1, M. V. Fedorov2
Orenburg State University, Orenburg, Russia
1 e-mail: nat_val@inbox.ru
2 e-mail: mikafodor@yandex.ru
Abstract. The relevance of the research topic is determined by the importance of developing a set of tools for the interaction of small businesses and individual entrepreneurs with potential and real buyers using the resources of social networks on the Internet. The formation of the modern stage of development of the Internet Web 3.0, including artificial intelligence, big data, augmented reality, unmanned vehicles and the Internet of Things, is based on the active use of the resources of the Web 2.0 phase — the development of social networks as an electronic platform for interaction not only between individual users of the global Internet, but also business representatives, potential and real consumers. The possibilities of social networks as the main channel of communication with consumers are being implemented by large and medium-sized businesses to a sufficient extent, but small businesses are careful to use only certain marketing techniques and solutions. The purpose of this article is to study and systematize marketing technologies in social networks in the field of small business and individual entrepreneurship. The study was carried out on the basis of a systematic approach, using the methods of deduction, monitoring and systematization of methods and techniques implemented in the Internet information and telecommunications network through electronic platforms for interaction between business entities and potential and real buyers of products or services. The result of the study is the main elements of the marketing scheme in social networks identified by the authors that affect sales: content, engagement and traffic. The scientific novelty is the essence of the definition of “engagement” formed in the study in the context of digital marketing, which is a voluntary activity of visitors to business accounts of social networks that increases sales of products or services, forms true consumer loyalty and creates social evidence of the company’s interest for potential buyers. The practical result of the article is manifested in the definition of universal types of content to be included in promotion in social networks by business representatives of all levels. Further scientific research can be aimed at clarifying the set of management tools identified in this study for the types of traffic of visitors to business communities in social networks in order to increase the popularity of the company’s Internet resource in social networks.
Key words: marketing, digital marketing, social networks, small business, promotion, consumer relations, online industry, content, engagement, traffic.
Cite as: Luzhnova, N. V., Fedorov, M. V. (2022) [Marketing technologies in social networks for small business]. Intellekt. Innovatsii. Investitsii [Intellect. Innovations. Investments]. Vol. 3, pp. 28–37, https://doi.org/10.25198/2077-7175-2022-3-28.
