ENHACING USER ENGAGEMENT IN BRAND’S COMMUNICATIONS WITH AID OF DIGITAL MARKETING TOOLS

Author(s): Burykin E.S.

Rubric: Management

DOI: 10.21777/2587-554X-2020-4-81-86

Release: 2020-4 (35)

Pages: 81-86

Keywords: digital marketing, technologies in communication promotion, promotion tools, digital marketing tools

Annotation: The article presents theoretical foundations of communication promotion and user engagement by means of digital marketing tools. Significant opportunities in the field of low-budget promotion are currently provided by modern digital marketing technologies, which are a set of promotion methods using marketing communications through digital channels. These technologies allow you to establish effective feedback from the target audience, to study in detail the preferences of consumers and the characteristics of their behaviour. The correct digital promotion strategy is one of the key factors of successful presence in the market. That is why the importance of this type of communication is undeniable. This article examines the stages and tools for using engaging technologies, analyzes involvement in projects using examples of a commercial and a non-commercial organization. The digital marketing industry is currently the most effective and efficient consumer engagement technique. The analysis showed that due to the use of digital promotion tools it is possible to popularize both a commercial and a non-commercial project. Thus, digital marketing technologies, from the point of view of user engagement, are the most effective, and their use in the Internet environment only enhances this effect, thereby increasing the effectiveness of promotion.

Bibliography: Burykin E.S. ENHACING USER ENGAGEMENT IN BRAND’S COMMUNICATIONS WITH AID OF DIGITAL MARKETING TOOLS // Economics and Management. – 2020. – № 4 (35). – С. 81-86. doi: 10.21777/2587-554X-2020-4-81-86