Abstract
The study is discussing the method of increasing the effectiveness of targeted advertising. Targeted advertising is the most popular form of advertising on social networks. The key element of the method is the formation of content considering the typological characteristics of the individual. The key problem that is solved by this method is increasing consumer loyalty to the brand or product through the formation of a perception of the value of the product. Perception of product value is formed by adapting advertising content and reaction to consumer actions. The characteristics of metrics for assessing the effectiveness of discretization of the audience of targeted advertising are given. The methodology of forming an individualized marketing strategy in the context of the differentiation of consumers specified in the article is discussed. Conclusions are drawn about the applicability of the proposed method for a traditional and digital sales channel.
Highlights
Modern economic development trends are changing the vision for the key elements of product formation
The advantage in customers is realized in digital sales channels through social networks and digital trading platforms
The largest audience reach in Russia is achieved through social networks, social networks are chosen as the target
Summary
Modern economic development trends are changing the vision for the key elements of product formation. The modern principles of digital marketing distinguish as a separate element the digital transformation of product presentation, product advertising and feedback analytics [1,2,3]. Any marketing research is a special case of analytics and is not allocated as a separate element. From consumer research to building business models. Consumer understanding is the key to any business model. The business model allows you to systematically look at the organization of the business, track the migration of value in the event of a change in technology, the appearance of new products, or changes in consumer requirements. The task of consumer research, value proposition and competent construction of advertising communications all this requires an individualized approach to each buyer
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
