This article examines the characteristics and factors influencing the effectiveness of SMM campaigns in a highly competitive environment. Modern approaches to using social media in marketing are analyzed, and key performance indicators for brand promotion are identified. Based on this analysis, key methods for improving the effectiveness of SMM campaigns are identified, including the use of analytics, targeted advertising, and content strategy.

Digital transformation, marketing strategy, digital marketing, SMM, social media, digital marketing, efficiency, content marketing, targeting, competitive environment.

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