Research of actual characteristics for describing of the target audience for digital marketing
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 w...
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| Format: | Article |
| Language: | English |
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Publishing House of the State University of Management
2022-01-01
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| Series: | Вестник университета |
| Subjects: | |
| Online Access: | https://vestnik.guu.ru/jour/article/view/3200 |
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| _version_ | 1832541682699075584 |
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| author | D. A. Khokhlov |
| author_facet | D. A. Khokhlov |
| author_sort | D. A. Khokhlov |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-54f4b5185ae84258895a7d9693ac6fb7 |
| institution | Kabale University |
| issn | 1816-4277 2686-8415 |
| language | English |
| publishDate | 2022-01-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj-art-54f4b5185ae84258895a7d9693ac6fb72025-02-04T08:28:10ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152022-01-01011475210.26425/1816-4277-2021-11-47-522194Research of actual characteristics for describing of the target audience for digital marketingD. A. Khokhlov0State University of ManagementThe 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.https://vestnik.guu.ru/jour/article/view/3200target audiencemedia planningcharacteristics of target groupsdigital marketinguser behaviorlong-term user interestssearch activityaccess devicesoperating systemaccess browser |
| spellingShingle | D. A. Khokhlov Research of actual characteristics for describing of the target audience for digital marketing Вестник университета target audience media planning characteristics of target groups digital marketing user behavior long-term user interests search activity access devices operating system access browser |
| title | Research of actual characteristics for describing of the target audience for digital marketing |
| title_full | Research of actual characteristics for describing of the target audience for digital marketing |
| title_fullStr | Research of actual characteristics for describing of the target audience for digital marketing |
| title_full_unstemmed | Research of actual characteristics for describing of the target audience for digital marketing |
| title_short | Research of actual characteristics for describing of the target audience for digital marketing |
| title_sort | research of actual characteristics for describing of the target audience for digital marketing |
| topic | target audience media planning characteristics of target groups digital marketing user behavior long-term user interests search activity access devices operating system access browser |
| url | https://vestnik.guu.ru/jour/article/view/3200 |
| work_keys_str_mv | AT dakhokhlov researchofactualcharacteristicsfordescribingofthetargetaudiencefordigitalmarketing |