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Technologies for Promoting a Company on the Internet Using Telegram Messenger

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Imitation Market Modeling in Digital Economy: Game Theoretic Approaches (ISC 2020)

Abstract

The authors focus on the issues of promoting companies using telecommunication technologies to find tools for the effective promotion of the brand, products, and services. Particularly, the authors study the issue of increasing brand awareness using marketing technologies in Telegram messenger. The research methods include collecting, processing, analyzing, and systematizing publicly available information on the discussed issue. The authors analyze the most popular messengers in Russia in 2020 and state that Telegram is the only suitable application for the integrated promotion of a company. The study summarizes the most promising approaches for the company to work with the audience in Telegram messenger. The best combinations of these approaches are offered to achieve maximum effect. The authors consider the technologies of promotion in this messenger, including the creation of a channel (group, bot), the purchase of advertising in other channels and groups, and promotion on external platforms. Moreover, the authors describe the main problems encountered by organizations during the promotion of their brand (products, services) in the Telegram messenger. The recommendations for the solution to these problems are provided. The study shows that the creation of a company’s Telegram channel, group, or chatbot is the most effective and financially optimal algorithm for promoting a company. The authors systematize the independent experience of three years of work with the technologies provided by Telegram messenger and the experience of marketing specialists working in this messenger.

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Correspondence to Gennady B. Voronov .

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Voronov, A.G., Voronov, D.G., Voronov, G.B., Nefedov, I.Y. (2022). Technologies for Promoting a Company on the Internet Using Telegram Messenger. In: Popkova, E.G. (eds) Imitation Market Modeling in Digital Economy: Game Theoretic Approaches. ISC 2020. Lecture Notes in Networks and Systems, vol 368. Springer, Cham. https://doi.org/10.1007/978-3-030-93244-2_39

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