Evaluation of Digital Advertising Effectiveness on Social Media

With the advancement of information technology and the Internet, new and promising ways of promoting products and services are emerging for modern businesses. Successful promotion and positioning of an enterprise on the Internet is the key to success of its activity. At the same time, the lack of information about a company on the Internet today can even lead to the loss of a regular customer and, as a consequence, the effectiveness of an organization’s activity. Important innovative tools for advertising products and services of modern businesses online are the use of social media. In a broad sense, social media are an Internet service that is intended to disseminate certain information created by users, whereas any consumer of the service may be the author of such information. The emergence and rapid development of social media is due to the fact that the modern consumer is gradually losing confidence in traditional media and is ignoring them. Social media, as a new space for consumers, have their own features that differentiate them from the rest of the media, and accordingly their methods of work are also different from traditional ones. Therefore, the questions of the features of advertising on social media and the evaluation of its effectiveness are relevant and important in the organization of an enterprise’s marketing and in the process of promoting its products or services. The evolution of social media in the modern world has reached such a level that millions of people around the world create, disseminate and promote information about themselves, or about certain things. The concept of customers creating their own content on the Internet has become commonplace today. This has provided new opportunities for researchers to observe, communicate and collect information