Research of social media channels as a digital analytical and planning technology of advertising campaigns

Abstract

In Russia social media, in particular instant messengers, have advanced rapidly in recent years. The most popular ones are WhatsApp, Viber, Skype, Telegram. The purpose of this article is to systematize factors of market positioning of social media channels as a digital analytical and planning technology of advertising campaigns. A systematic approach and comparative analysis were used to study this problem. The authors attempted to develop a methodological approach towards analyzing and planning of advertising campaigns in social media based on the analysis of the factors characterizing quantitative parameters of the Internet platform development and its target audience distribution. The proposed approach was tested by the authors for determining the development features of Telegram messenger, analyzing its target audience (users with higher education engaged in science, technique, information technology, etc.) and its promotional product (posts in the form of a native format, etc.). The analysis concluded that Telegram platform is suitable for analyzing and planning of promotion campaigns in any business field.

Acquiring, Analyzing and Interpreting Knowledge Data for Sustainable Engineering Education: An Experimental Study Using YouTube

“…In [27], the authors discussed the use of YouTube analytics both to assess student attendance during lectures and to measure the impact of lectures on the student learning experience. Going further, the authors in [28] planned campaigns by processing analytics data from the tools offered by social media channels.…”

“…The remarkable popularity of social media applications can be attributed to the encryption technology used, which ensures user privacy and limits access to personal information [28]. Social media is thought to offer benefits such as enhancing human interaction through the use of electronic media, increasing creativity, creating a sense of affiliation and acceptance, encouraging engagement and cooperative learning, reducing restrictions in terms of space and social or economic position within a community, increasing interaction and communication among members, and improving users' technological expertise [29].…”