Brand promotion through online advertising: current tools

In the conducted research, the authors describe the features of brand promotion using Internet marketing tools. The key types of online advertising and their differences are given alongside with the data on the Internet advertising market and its specifics. The purpose of the study was to determine the features of brand promotion with the help of online advertising. To achieve it, the following objectives were set: to consider the available types of online advertising; to analyse the cases of 5 Russian companies; to determine the specifics of promoting companies through advertising on the Internet. The research methodology was based on the works on Internet marketing and brand promotion. The authors analysed 5 cases of large Russian companies related to Internet marketing: Aviasales, Yota, Dodo Pizza, Tinkoff Bank, Samokat. In particular, the effective influence marketing of Aviasales and its integration with Yandex were noted alongside with the use of contextual, targeted and unusual advertising by Yota to increase awareness. In addition, the features of managing SMM (social media marketing) by Dodo Pizza, effective advertising campaigns of Tinkoff Bank and commercials based on the research of the target audience of Samokat were highlighted. The following characteristics of brand promotion using online advertising were identified: interactivity, the ability to test advertising creatives, simplicity of calculating results, the need to create bright advertising campaigns in order to increase brand competitiveness.

1. Akhmaeva L.G. Features of content preparation for product promotion in the digital environment. In: Language and speech on the Internet: personality, society, communication, culture: Proceedings of the V International Scientific and Practical Conference: in 2 volumes, volume 1, Moscow, April 22–23, 2021. Moscow: Peoples’ Friendship University of Russia named after Patrice Lumumba; 2021. Pp. 90–98. (In Russian).

2. Arzhanova K.A., Eremeeva A.I. Situational and communication in the framework of SMM brand promotion in social networks. Digital Sociology. 2023;2(6):4–11. (In Russian). https://doi.org/10.26425/2658-347X-2023-6-2-4-11

3. Demchenko A.A. Internet marketing tools for increasing the effectiveness of communications of small enterprises. In: Innovative development of society, economy, business in modern conditions: Proceedings of the XXII International Scientific and Practical Conference, Kursk, April 20–21, 2023. Kursk: Kursk Institute of Management, Economics and Business; 2023. Pp. 38–40 (In Russian).

4. Dmitriev I.A. Internet advertising: definition, types, performance evaluation. Economics and Society. 2018;6(49):369–372. (In Russian).

5. Dolgopolov D.V. Transformation of the TV segment of the advertising market in Russia. In: Current issues of management – 2020: Proceedings of the 25th International Scientific and Practical Conference, issue 2, Moscow, November 5, 2020. Moscow: State University of Management; 2021. Pp. 116–120. (In Russian).

6. Ivanchenko O.V. On development of the company’s integrated Internet marketing program. Vestnik of Rostov State University of Economics (RINH). 2021;1(73):82–90. (In Russian).

7. Kalyakina N.S., Dovzhik G.V. Modern trends in the advertising and PR market in Russia. In: Socio-humanitarian problems of education and professional self-realisation (Social engineer-2022): Proceedings of the All-Russian Scientific Conference of Young Researchers with International Participation, part 2, Moscow, December 12–16, 2022. Moscow: A.N. Kosygin Russian State University (Technologies. Design. Art); 2022. Pp. 102–106 (In Russian).

8. Khimich E.V. Competitive analysis in Internet marketing. Marketing and Marketing Research. 2021;4:308–319. (In Russian). https://doi.org/10.36627/2074-5095-2021-4-4-308-319

9. Shishakova Yu.V., Kokoreva N.V., Silina S.A. Features of the Internet marketing tools using in the formation of relationships with customers in consumer markets. Journal of Marketing in Russia and Abroad. 2022;2:88–96. (In Russian).

10. Usanova E.A., Beregovaya I.B. Role of targeted advertising in Internet marketing. Scientific research of the XXI century. 2020;1(3):163–166. (In Russian).

11. Vasilyeva O.A. Opinion leaders as an effective channel for formation of consumer preferences in generation Z. Trends in the development of science and education. 2021;75–2:154–157. (In Russian). https://doi.org/10.18411/lj-07-2021-69