EFFECTIVENESS OF SALES PROMOTION THROUGH SOCIAL NETWORKS - Наукові конференції
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EFFECTIVENESS OF SALES PROMOTION THROUGH SOCIAL NETWORKS

27.04.2017 10:39

[Секція 3. Маркетинг]

Автор: Klymenko Daryna, student , Kyiv National University of Technology and Design


Active spread of the Internet has already led to the fact that users of social media do not communicate only online with each other, but also use its ability to search for product information, exchange their views about it. Companies, in their turn, do not have their own need to involve consumers to discuss their products and conduct surveys to determine their opinion, but rather just listen to what their customers are saying on network pages and promptly react to the information.

Social networks provide companies the ability to communicate directly with their potential customers, to make customer support, maintain feedback and accurately understand the target audience and instantly share with them the most relevant information using the so-called "word of mouth" - the transfer of information from user to user. The costs of these methods of promotion are minimal, but their effect often exceeds multimillion advertising campaign budgets and has a long-term nature.

Evaluation of the effectiveness of sales stimulate measures conducted by the example of Café «Fika» in Cherkassy. Results of estimation allowed to reveal major problems of the institution. Sales are oriented on students and have short-term nature, and after that sales the sales level does not increase but returns back on the previous level. The reasons for this are:

firstly, the involvement and stimulation of only one segment of consumers;

secondly, as defined in the survey, the reason for the short-term effect of sales could be caused by low sales awareness of consumers.

From the research it appeared that of the 122 respondents, only 57 learned about sales from social networks. Thus, in the social network "Vkontakte" the group of the cafe "Fika" has only 1371 people there. This demonstrates the lack of people involved in the group cafes.

It is very important for the successful development of the cafe to establish channels of informing potential target audience and receiving feedback. To solve this problem, it is advisable to use the tools SM-marketing.

SMM (social media marketing) - site promotion in social networks, forums, portals and so on.

Promotion of web pages of cafes «Fika» in popular social networks such as "VKontakte», «facebook», «instagram» will get the commitment of the target audience, ie a potential buyer. Thus, the facility will have and develop further source of paying customers, most of which are permanent.

This will perform a wide range of services, content generation, informing the target audience, communication with the audience, advertising, engagement of opinion leaders and bloggers, analysis of campaigns, reporting. Activity in social media brings traffic that converts into sales, and therefore SMM-specialist work will always  be payed off.

Literature:

1. Weber L. Social networks, blogs and other promotion tools on the web



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