Individual adaptation of targeted advertising to digital environment

• Main Authors: Petrov Igor, Zemtsov Maxim, Bokareva Daria, Ivashchenko Andrey
• Format: Article
• Language: English
• Published: EDP Sciences 2020-01-01
• Series: E3S Web of Conferences
• Online Access: https://www.e3s-conferences.org/articles/e3sconf/pdf/2020/70/e3sconf_itse2020_13037.pdf

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.