Proceedings of the International Scientific and Practical Conference "Sustainable development of environment after Covid-19" (SDEC 2021)

Digital Marketing of Social Networks as a Factor for Sustainable Business Development During the Covid-19 Pandemic

Authors
O. I. Popova*, N. M. Gagarina, T. B. Minina, A. A. Holodilov
Ural State Economic University, Yekaterinburg, Russia
*Corresponding author. Email: o.popova63@mail.ru
Corresponding Author
O. I. Popova
Available Online 18 January 2022.
DOI
10.2991/assehr.k.220106.045How to use a DOI?
Keywords
The Covid-19 Pandemic; Sustainable Business Development; Digital Marketing; Social Networks
Abstract

This article deals with the transformation of digital marketing tools used by social networks Instagram and VKontakte to support business during the COVID-19 pandemic. Digital marketing today focuses on interacting with customers and business partners in the Internet environment and is a set of marketing strategies adapted to working on the channels that appeared on the Internet. In order to keep business in the B2B and B2C markets during the pandemic, companies started an active process of digitalization [1]: small companies created their communities in social networks (48%) and started online sales, while large companies accelerated the integration of their own applications. According to AppDynamics, 65% of offline retail have implemented the deferred IT projects [2]. The authors think that changes during the pandemic affected not only the companies’ digital marketing, but also the marketing tools of the social networks themselves.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the International Scientific and Practical Conference "Sustainable development of environment after Covid-19" (SDEC 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
18 January 2022
ISBN
978-94-6239-516-9
ISSN
2352-5398
DOI
10.2991/assehr.k.220106.045How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - O. I. Popova
AU  - N. M. Gagarina
AU  - T. B. Minina
AU  - A. A. Holodilov
PY  - 2022
DA  - 2022/01/18
TI  - Digital Marketing of Social Networks as a Factor for Sustainable Business Development During the Covid-19 Pandemic
BT  - Proceedings of the International Scientific and Practical Conference "Sustainable development of environment after Covid-19" (SDEC 2021)
PB  - Atlantis Press
SP  - 249
EP  - 252
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220106.045
DO  - 10.2991/assehr.k.220106.045
ID  - Popova2022
ER  -