Proceedings of the Russian Conference on Digital Economy and Knowledge Management (RuDEcK 2020)

Planning, Implementing and Evaluating the Effectiveness of an Advertising Campaign in Digital Environment (Through the Example of Telegram)

Authors
E.I. Makrinova, E.V. Matuzenko, I.I. Rozdolskaya, N.A. Odnoral, V.V. Grigorieva
Corresponding Author
E.I. Makrinova
Available Online 1 August 2020.
DOI
10.2991/aebmr.k.200730.038How to use a DOI?
Keywords
advertising campaign, advertising effectiveness, online advertising, digital platforms, Telegram
Abstract

Currently, social media are attracting more and more active users, therefore it is not surprising that almost every company has corporate accounts on VK, Facebook, Instagram, LinkedIn or Twitter. But due to the huge number of paid ads, posts, advertising campaigns and questionnaires aimed at increasing brand awareness and driving traffic, competition in social media are quite fierce. This forces market newcomers to look for alternative channels to reach their target audience. Many of them find such opportunities in instant messengers that are developing even faster than social media in the past. One of these messengers is Telegram, which has already managed to break out in the lead among other messaging applications. The audience of this digital platform is growing every year, so Telegram is a promising advertising platform for any business. The purpose of this article is to develop a methodological approach to planning advertising campaigns in the Telegram messenger. In the study of this problem, a systematic approach and comparative analysis were used. In the article, the authors attempted to develop a methodological approach to planning, implementing and evaluating advertising campaigns in a digital environment (using the Telegram messenger as an example). The authors revealed the features of advertising in the digital environment, systematized advertising platforms of this platform depending on payment, reflected the cost of advertising services on a digital platform, specified the types of implementation of an advertising campaign, and presented methods for evaluating its effectiveness on the Telegram platform.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the Russian Conference on Digital Economy and Knowledge Management (RuDEcK 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
1 August 2020
ISBN
978-94-6252-997-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.200730.038How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - E.I. Makrinova
AU  - E.V. Matuzenko
AU  - I.I. Rozdolskaya
AU  - N.A. Odnoral
AU  - V.V. Grigorieva
PY  - 2020
DA  - 2020/08/01
TI  - Planning, Implementing and Evaluating the Effectiveness of an Advertising Campaign in Digital Environment (Through the Example of Telegram)
BT  - Proceedings of the Russian Conference on Digital Economy and Knowledge Management (RuDEcK 2020)
PB  - Atlantis Press
SP  - 206
EP  - 211
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200730.038
DO  - 10.2991/aebmr.k.200730.038
ID  - Makrinova2020
ER  -