UDC 339.138                     

Bazilevich S.V.¹ (Omsk, Russian Federation) – bsv65@mail.ru; Malygina M.V.² (Omsk, Russian Federation) – marija-72@mail.ru

¹Omsk State Transport University

²Omsk State Agrarian University named after P.A. Stolypin

Abstract. The article discusses practical aspects of developing product promotion content. It has been revealed that in modern conditions, organizations need to communicate with their consumers. And diverse content can help them with this. Therefore, an effective promotion option will be the development of diverse content. The authors found out that BauArt LLC is a company with many years of experience in building brick houses. Over the years, BauArt has implemented more than 300 projects. Each of them is a place where a person accumulates reserves of spiritual and physical values. The company’s houses are a solid foundation for the prosperity of the future of the whole family with the dynamics of ongoing life processes. One of the most convenient and effective methods for conducting a marketing audit of content is the SWOT analysis method, or a matrix of opportunities and threats to the external environment, strengths and weaknesses of the company’s potential for creating and posting content. The authors examined the marketing activities of the construction company OOO BauArt from the point of view of the 4P concept, which includes four main elements of marketing: product, price, distribution and promotion. It was found that the construction company OOO BauArt uses the following social networks in its activities: VKontakte, Odnoklassniki, YouTube, Telegram. It should be noted that on all platforms BauArt publishes mostly news and information content (photos, videos), emojis and hashtags are present. The authors present a competitive analysis of the content released in social networks. Based on the analysis of the content of OOO BauArt, the following problems were identified: irregularity of content publications; lack of local content in certain areas; monotony of content; low media coverage on the Internet. It was determined that the content released in the online environment can both attract users and weaken the company’s position in the market. It is important to post content in a timely and appropriate manner to increase target audience loyalty, improve the company’s image and increase sales.

Keywords: marketing activities, product promotion, low-rise construction, construction company, SWOT analysis, content, social networks, banner, services, projects.

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For citation:  Bazilevich S.V., Malygina M.V. Practical aspects of developing product promotion. CITISE, 2025, no. 2, pp. 669-589.