Digital-Special Projects as a Tool for Brand Promotion on the Internet

Modernity dictates its own rules, and old methods of promotion lose their relevance due to the loss of interest in them among target audiences. The problem with research is that brands tend to be in line with trends, forgetting about those marketing, image and PR tasks that should take a leading position in choosing an advertising campaign strategy. Because of this, companies lose the loyalty of their audience and its involvement drops. The work consists of an analysis of the current situation of the advertising online market in Russia, modern marketing trends inherent in the digital sphere, and study of the main aspects of brand promotion on the Internet. The empirical part of the study consists of a quantitative survey conducted using the Google platform and three virtual focus groups conducted online using the Zoom program. Each focus group focuses on a specific brand, its products and online promotion methods to identify correlations between their advertising integration and brand perception patterns. Based on the conducted research, recommendations are formulated for brands and Internet publications, whose activities include the creation of high-quality digital special projects for brand promotion on the Internet.