Use of digital and social network marketing in formation of new brands and services

The article discusses the use of digital and social media marketing, which is now widely popular, and discusses their benefits and harms.

Keywords: marketing, targetologist, marketer, statistics, brand, maximum, minimum.

The 21st century is an era of modern, digital technology and technology. That's why no one can imagine their life today without the Internet and various gadgets. It is known that the Internet, which we all use today without any difficulties or restrictions, was first created in the United States for a completely different purpose, that is, in 1969, and the Internet, called ARPANET, was created for military purposes [5]. Over the years, this has come to be perceived as a convenience network for all, and it really was. And in 1991, the well-known protocol www-World Wide Web was created in the European physics laboratory CERN.

The Internet came to Uzbekistan in 1992. The Uz domain was established on April 29, 1995 [6]. Today, the Internet is used endlessly for all sorts of purposes. Just as there are two sides to the coin, there are pros and cons to the Internet. It is up to each individual to decide which approach to take. To date, there has been an endless debate among people and professionals about the pros and cons of the internet and whether or not society needs it. Some argue that it is necessary for our lives and society, while others argue that it is more harmful than beneficial and not necessary at all. But we still use the Internet.

People of all ages use the Internet for a variety of purposes. For example, young children use different games to view different animated information, while adolescents use it for more interaction, different entertainment purposes, and when they are over 20, they use it. It would be wrong to say that the program will focus on learning, setting goals, looking for different motivational materials. From the age of 30, people use the Internet more for commercial purposes. To date, the Internet has become the most convenient and popular system for branding new products and services. Previously, it was convenient and popular to provide information about different brands of products or services, mainly through systems such as television, radio, newspapers, but now the most popular system is the Internet and social networks (Telegram, Instagram, Facebook, Twitter, Vkontakte, WhatsApp, You Tube) marketing. All of this can be collectively called digital marketing.

Digital marketing is a general term used for targeted and interactive marketing of goods and services that uses digital technology to attract potential customers and retain them as consumers. The main goal of digital marketing is to promote goods and increase sales through various techniques. Digital marketing involves a variety of marketing tactics to promote products, services and brands. Its intermediaries are the above-mentioned television, radio and Internet networks.

Fig. 1. Hootsuite, “We are social”. World Internet Use Index (April 2020)

Below we look at the statistics for the “We are social” column provided by Hootsuite. (all data are as of April 2020) [7] Figure 1, we can see from the statistics that the world population is currently approaching 7.8 billion and almost 4.6 billion of them are active Internet users.

Fig. 2. Hootsuite, “We are social”. The world most-used social platforms Index (April 2020)

People who engage in marketing through social media are called targetologists. And they may earn different amounts of money depending on factors such as how well they know their profession, their audience of influence, their high personal image in the community, and so on. For example, on Facebook, targetologists with an average level of personal status can earn $ 300–400 from the advertising of one company. Or if we take the YouTube network, for every 1,000 viewers who watch videos provided by bloggers through this network, the YouTube network pays video owners an average of $ 1.5–2, and that’s different excluding taxes [8]. (As of 2020) We see that the “blogging profession”, which is becoming more popular among young people today, can be beneficial in its own right. But in order to become more popular, to spend all day on the Internet, to lose health, to lose family and friends, to be disconnected from real life in general, this «popularity» is it worth it? It all depends on the choice of everyone living in a democracy.

It is well known that every company has marketing departments that are engaged in in-depth analysis of the scope of its products or services and market research, which determines the supply. We call these specialists marketers. Marketers are mainly specialized in the field in which they work, and their main task will be to increase sales of products or services, with in-depth study of the company's competitors, market demand and supply.

Let's take a look at the advantages and disadvantages of using digital and social media marketing in branding new products and services.

Benefits:

The popularity of these industries among the population;

− Maximum efficiency can be achieved at minimal cost;

− The brand can be popularized all over the world directly through a single well-prepared marketing;

− Being able to make a brand popular among exactly the age or social class you want, and so on.

Disadvantages:

− Plenty of opportunities for competitors to make a negative impact;

− High risk of losing brand popularity through a single negative opinion in the industry;

− Be able to offer a product or service that is similar to yours but counterfeit;

In conclusion, the popularity of the new brand has its own advantages and disadvantages in the use of digital and social media marketing, in which case the most effective use is the proper management of the enterprise. It would be wrong to say that it is big. As any business aims to make a big profit, it should try to use all the legitimate means of popularization, branding, and as we have seen, digital marketing and social network marketing can be a great help. 'lib can serve.

References:

1. Posts by Siymon Kemp “Digital 2020 April Global Statshot Report”;
2. Scientific electronic journal «Economics and Innovative Technologies»;
3. William C. Frederick. Natural Corporate Management: From the Big Bang to Wall Street. A Greenleaf Publishing, USA, 2017;
4. Artikov A. Industrial economics. Textbook. — Tashkent: TDIU, 2014. — 256b;
5. https://kun.uz/uz/news/2018/10/29/kun-sanasi-29-oktabr-internet-pajdo-bulgan-kun
6. Official website of the Ministry of Information Technologies and Communications of the Republic of Uzbekistan, www.mitc.uz
7. https://wearesocial.com/digital-2020 “We are social” April 2020.
8. From the social network YouTube, based on blogger Alex Chaplinsky’s blog https://www.youtube.com/watch?v=gE_LGdW_AgY