ИНФЛЮЕНС-МАРКЕТИНГ КАК ИНСТРУМЕНТ ЭФФЕКТИВНОЙ КОММУНИКАЦИИ В ЦИФРОВОЙ СРЕДЕ

Abstract

The purpose of the article is to reflect the influence marketing in the modern vision of regional companies actively working in the digital environment. The tasks are aimed at emphasizing the relevance of the issue under study against the background of digitalization in all spheres of activity, as well as the expediency of using influence marketing in expanding brand communications with target audiences and forming a "sales funnel". As a result of monitoring Internet resources, the features of the use of influence marketing by companies of the Rostov region and Rostov-on-Don in comparison with the regions of the country are presented graphically, content segments, regularity and frequency of work in social networks are highlighted. It is determined that Rostov companies use various types of content, but it does not find a response from the target audience due to the low involvement of users in the "history" of the brand, which is primarily due to the lack of a professional approach to attracting opinion leaders who strongly influence the presentation of the brand in the digital environment and attracting audiences. The main online platforms are also highlighted, which show relative efficiency and high conversion when using influencer marketing by Rostov companies in the digital environment. The study of the use of influencer marketing predetermined the development of a content plan for the implementation of an influencer marketing strategy, from setting goals, choosing opinion leaders to implementation and obtaining effectiveness. A survey was conducted among representatives of 30 companies on the choice of an opinion leader and use in brand promotion. As it turned out, it is bloggers who have an authoritative influence on the choice of brands in various fields, including cafes, restaurants, places to relax and buy goods, beauty salons, sports clubs, medical institutions, etc. A content plan adapted to the activities of small and medium-sized businesses was tested in a commercial medical institution in Rostov-on-Don in 2023.

Keywords: influencer marketing, opinion leaders, monitoring of Internet resources, digital environment

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About the Author

Ekaterina V. Pisareva – Dr. Sci. (Economics), Professor, Rostov State University of Economics, Rostov-on-Don, Russia. E-mail: ekaterina838@yandex.ru. SPIN РИНЦ 9852-4620. ORCID 0000-0002-2533-1303

For citation: Pisareva E.V. Influencer Marketing as a Tool for Effective Communication in the Digital Environment // Beneficium. 2023. Vol. 4(49). Pp. 85-91. (In Russ.). DOI: 10.34680/BENEFICIUM.2023.4(49).85-91