Digital-Special Projects as Promotion Tool of the Brand in the Internet Space (on the Example of Samsung)

Every year the budget, which companies plan to spend on digital promotion, is increasing. According to current statistics, in 2018, the average company, in general, lays about 41% of the total marketing budget for digital, but it is expected that by 2020 this figure will reach 45%. Choosing digital as the main promotion channel, brands tend to use different tools. Studies show that for Russia the most popular tools are: banner advertising, targeted advertising in social networks, contextual advertising, special projects and digital-video. At the same time, analyzing trends, experts agree that there is growing interest in content and its various mechanics. While traditional methods of promotion are beginning to lose their relevance, branded content is rapidly taking its place, offering non-standard solutions. In practice, the type of branded content, that most often used by companies, is special projects. Special projects began to gain popularity recently, and now large companies necessarily include them in their marketing strategy when planning their communicational activities. This work is designed to study the phenomenon of special projects gradually. To test the hypothesis of high efficiency of this method, it conducts a research, based on Samsung’s marketing activity in digital in 2017.