Performance of Social Media Marketing Communications of Industrial Companies

Abstract

Social media activities create additional opportunities for industrial companies to increase sales in industrial markets. The results will be influenced by the intensity of communications and posting online, as well as the content and its integrity. The article analyses current trends, prospects and possibilities of using digital marketing communications in industrial markets. Advantages and disadvantages of social media marketing for industrial companies are identified. The authors propose a methodology for assessing the performance of social media marketing for industrial companies. It includes correlation analysis, one-way ANOVA test and t-test. The authors have conducted a study of social media marketing communications of industrial companies operating in the PVC profile market. Methods of mathematical statistics were used to test the hypotheses about the influence of social media marketing activities on the results of the SEO promotion of industrial companies. Analysis of the marketing communications performance of the PVC profile producers showed that companies with active approach to social media marketing communications have significantly more search queries in the Yandex search engine.