МЕТОДИКА ПРОСУВАННЯ ПРОДУКТУ У ВИСОКОКОНКУРЕНТНІЙ НІШІ НА МАРКЕТПЛЕЙСІ
Digital product sales platforms provide an increasing volume of trade transactions due to the convenience in product selection, customer-oriented service. Digital trading platforms or marketplaces provide companies with platform-integrated product promotion tools, automatically leading to creating unique selling business models in a digital environment. This article aimed to develop a methodology for promoting a product in a highly competitive niche on marketplaces. The author noted that for advertising to be effective, it is necessary to choose the right promotional solutions that meet advertising objectives. The author carried out forming a set of promotional tools with gradual adjustment according to their effectiveness. A set of tools at the product launch stage can be different from the set of tools at the sales stage. As a result of studying the practice of promoting the product of company X, the author formed the methodology of promoting the product in a highly competitive niche in the marketplace. The author determined that effective promotion methodology should include: 1. Identification of prerequisites and goals of product promotion on the digital platform. 2. Development of a unique selling proposition based on product preferences. 3. Competitor product analysis. 4. Determination of the budget and promotion strategy for the product. 5. Selection of types of advertising campaigns and campaign promotion tools. To estimate the efficiency of the product launch and advertising campaigns, the author used the following indicators: conversion rates, the target audience coverage level, CPC (Payperclick – price per click), CTR (click-through rate or clickability), the relationship between the cost of advertising and sales (AdCostOverSales, ACOS), the competitors' share of advertising expenses (ShareofSpend, SOS) and the target market share for the product (SOM). The redistribution of advertising investments between the selected advertising campaigns ensures the achievement of the target sales volume by investing in the most effective tools.