RESEARCH OF THE OPPORTUNITIES OF BUSINESS PROMOTION ON DIFFERENT INTERNET PLATFORMS USING TECHNOLOGIES SOCIAL MEDIA MARKETING
The authors emphasize that in the context of the digital transformation of the economy, which has led to a high demand for online advertising as a means of promoting a business, the effectiveness of marketing communications will depend on the choice of a digital advertising platform, including within the framework of the social media marketing strategy. In order to determine the role of social digital media in Internet business promotion, the authors considered the total volume of advertising in the means of its distribution, estimated the time spent by users on the Internet, analyzed the volume of mobile traffic by type of Internet connection, studied the target audience and features of promotion in popular social media. networks such as: Vkontakte, Instagram, Odnoklassniki, Facebook, TikTok. The article systematizes and describes the methods of business promotion in terms of their effectiveness as social media marketing tools. The conclusions and results obtained by the authors can be used to develop a concept for building and assessing the effectiveness of advertising communications of entrepreneurial structures in digital media.