DIGITAL TECHNOLOGIES IN BRANDING MANAGEMENT: ACHIEVING A VIRAL EFFECT

Abstract

The article is devoted to the use of digital technologies and the consequences of digitalization in the management processes of brand management in social media to achieve the viral effect of brand marketing campaigns. The factors that force the integration of digital tools for optimization of marketing processes are given. Such factors include the possibility of personalizing information, interactivity and multidimensionality of content, as well as the user experience of information consumers, to which the brand can appeal when constructing the semantic load of its own messages. The aspect of brand reputation management in the online space of the brand's business ecosystem is considered. The key principles of viral marketing methodology are proposed, which include: uniqueness of content, promotion of spreading, influencers, analysis of effectiveness. According to each principle, examples are given in the text of the article. Theorization and classification of viral content is also presented both from the point of view of its semantic value and from the point of view of the form of its broadcast through the marketing channels of the brand's communication with the audience. Depending on the semantic load, content can be entertaining, provocative, interactive, emotional and social. In terms of format, the content shared by a brand on social media platforms can be video content, image content, text content, audio content and interactive. A model for expanding the marketing funnel through the use of viral content has been built. The audience growth at each level will be less than at the previous one, however, in general, each level will increase without the use of advertising costs.