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INTRODUCTION
Company of FMCG (Fast Moving Consumer Goods) felt the consequences of the high development competition in the industry. Today, there is a significant growth of active players in the FMCG market, able to offer new products and solutions to the consumer, and unambiguous market leaders are formed capable of actively defending their positions through regular updating of product offers and a steady increase in their advertising budgets.
At the same time, we can see a slowdown in the growth rates of key industries and market segments. It becomes more difficult for modern enterprises to win and retain a significant place and a high market share. Many companies have already improved production, logistics, finance and other operating resources. To further increase competitiveness, they need new areas of effort aimed at improving the level of customer satisfaction. The current trend of the modern FMCG market is the shift of industry competition to SMM marketing issues. Effective solutions for a set of marketing tasks provide companies with a stable demand for its goods and services, which in turn guarantees the business a steady profit and a stable position in the market. This is especially true at a time when shifting to SMM marketing issues, a flexible approach, the introduction of innovations becomes a guarantee for companies to survive and maintain their market positions. Richard Daft, in his monograph on management issues, cites data from one of the latest polls in North America, Europe, South America and Asia, which interviewed about 1,000 managers. As a result, 86% of respondents agreed that for «long-term success, innovation is more important than cost reduction».
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1. CRITICAL ANALYSIS AND CHOICE OF METHODOLOGY IN THE DEVELOPMENT OF MARKETING STRATEGY (SMM)
1.1 The concept of SMM, the main platform for its implementation, an overview of some of the most popular sites
The Internet has become an integral part of the life of modern people. The Internet has become a convenient tool for obtaining various information, users are purchasing goods and services. Users of the Internet are more than three billion people of the entire population of the Earth . Many Internet users also visit social networks. 95% of Internet users are active users of social networks . Social networks are platforms that allow people to communicate, receive information, watching videos, listen to music, and learn something about goods and services, for example, read customer testimonials in official communities. About 18 days a month a person spends in social networks, so today SMM-promotion role and SMM-strategy are growing in marketing .
SMM - promotion is a relatively new phenomenon in Internet marketing. According to C.Trettner and F.Keppe , SMM - promotion is the attraction of traffic, attention to the brand, product, service through social platforms. In addition to this definition, we will consider SMM promotion as a way to attract the audience through social networks, forums, blogs, which allows drawing attention to the company, brand, product .
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