Planning, Implementing and Evaluating the Effectiveness of an Advertising Campaign in Digital Environment (Through the Example of Telegram)
- 10.2991/aebmr.k.200730.038How to use a DOI?
- advertising campaign, advertising effectiveness, online advertising, digital platforms, Telegram
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.
- © 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 -