Applied principles of niche narrowing as an innovative strategy for promotion in social networks in the conditions of business digitalization and formation of the digital environment

  • Olena Bilovodska Kyiv National University of Technologies and Design https://orcid.org/0000-0003-3707-0734
  • Yuliia Tkhoruk Kyiv National University of Technologies and Design
  • Viсtoria Zbarzhivetska Kyiv National University of Technologies and Design
DOI: https://doi.org/10.26565/2310-9513-2020-12-08
Keywords: social media promotion strategy, SMM, niche narrowing, innovative promotion methods, social media promotion tools, targeted advertising, business digitalization, digital environment

Abstract

In today's world, people go online not only for entertainment, but also to study, shop, search for the necessary information and more. And social networks are approaching a giant like Google every year in terms of number of users and frequency of using.Therefore, almost all entrepreneurs have their own page on social networks, which are an ideal platform for promoting their products and services. Over the past 10 years, a new Internet marketing tool has appeared that specializes in promoting and doing business on social networks – SMM (Social Media Marketing). And here it is especially important to build a quality and effective strategy that will make social networks a quality image and sales channel of any goods and services. The subject of the article is a marketing strategy for development and promotion in social networks.The purpose of the article is to develop the applied principlesof an innovative strategy for narrowing the niche for promotion in social networks according to the features and means of its implementation for various business projects, brands and blogs. General scientific methods are used, such as systems analysis, synthesis and abstract-logical – to clarify the features of the blogs in each niche, which work on the strategy of narrowing the niche; analysis of Facebook for Business algorithms – to determine the impact of such a strategy on the further effectiveness of targeted advertising and the allocation of a unique trade offer due to the strategy of narrowing the niche.The following results were obtained: ways of implementing a niche narrowing strategy for various blogs, brands and business projects were developed and demonstrated, their effectiveness was proved. Conclusions: the practical principles of implementing an innovative strategy for narrowing the niche for social networks, which can be used for various business projects, brands and blogs, described the possibilities of implementing this strategy according to their features and tools, highlighted the main advantages of this strategy for rapid development of social networks.

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Published
2020-12-28
Cited
How to Cite
Bilovodska, O., Tkhoruk, Y., & Zbarzhivetska, V. (2020). Applied principles of niche narrowing as an innovative strategy for promotion in social networks in the conditions of business digitalization and formation of the digital environment. The Journal of V. N. Karazin Kharkiv National University. Series: International Relations. Economics. Country Studies. Tourism, (12), 88-96. https://doi.org/10.26565/2310-9513-2020-12-08
Issue
No. 12 (2020): The Journal of V. N. Karazin Kharkiv National University. Series "International Relations. Economics. Country Studies. Tourism"
Section
Economy

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