Research of actual characteristics for describing of the target audience for digital marketing

Autor:	D. A. Khokhlov
Jazyk:	English<br />Russian
Rok vydání:	2022
Předmět:	target audience media planning characteristics of target groups digital marketing user behavior long-term user interests search activity access devices operating system access browser Sociology (General) HM401-1281 Economics as a science HB71-74
Zdroj:	Вестник университета, Vol 0, Iss 11, Pp 47-52 (2022)
Druh dokumentu:	article
ISSN:	1816-4277 2686-8415
DOI:	10.26425/1816-4277-2021-11-47-52
Popis:	The article examines the current characteristics of the target audience in the digital marketing. The problem of the discrepancy between the classical ways of describing audiences and the advertising inventory of digital promotion channels has been actualised. Analysis of advertising campaigns and web analytics systems has identifed six main groups of characteristics that can be used to describe the target audience for any advertising service in the digital marketing. The new features complement existing audience description methods and allow target groups to be described in terms that are understandable to different specialists, and are available on any advertising channel in the digital marketing. The result of the study will increase the effectiveness of promotion in the digital space due to more precise settings of advertising messages.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/54f4b5185ae84258895a7d9693ac6fb7 Zobrazit plný text záznamu View record in DOAJ