Open AccessResearch of actual characteristics for describing of the target audience for digital marketing
Author(s) -
D. A. Khokhlov
Publication year - 2022
Publication title -
vestnik universiteta
Language(s) - English
Resource type - Journals
eISSN - 2686-8415
pISSN - 1816-4277
DOI - 10.26425/1816-4277-2021-11-47-52
Subject(s) - promotion (chess) , online advertising , digital marketing , advertising , target audience , complement (music) , computer science , service (business) , space (punctuation) , analytics , marketing , world wide web , business , data science , the internet , political science , politics , biochemistry , chemistry , complementation , law , gene , phenotype , operating system
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.