ANALYSIS OF THE EFFECTIVENESS OF METHODS TO EXPAND THE AUDIENCE OF THE BRAND IN ITS OWN MEDIA

Abstract

Companies are turning to digital marketing to promote their brand and increase sales through various methods. Nowadays, thanks to social media, companies are able to attract the attention of consumers on the internet, attracting a certain part of the brand's target audience. Overall, it can be said that social media has had a huge impact on how companies find and communicate with their audiences. Thus, there is a need to explore strategies to attract more engaged brand audiences to companies' social media pages. The purpose of this article, as part of the scientific research, is to identify the essence of marketing management strategies in social media, which will include cost-effective expansion of the brand audience, as well as comparing their effectiveness. Dialectical method of scientific knowledge, method of analysis and synthesis, comparative method, as well as the method of data generalization are used in the work. The results obtained represent the comparative effectiveness of brand audience expansion methods that can be applied in the areas of digital marketing and brand management. The need for a clear strategy for promoting a company on social platforms is dictated by their effectiveness, as well as the size of potentially spent budgets on ineffective digital campaigns. The results of the study allow developing a set of strategies for effective expansion of companies' own media, which can be applied both in Ukraine and all over the world. In addition, the results of the study help to determine the possible values of performance indicators and suggest audit methods.