E3S Web Conf.
Volume 210, 2020Innovative Technologies in Science and Education (ITSE-2020)
|Number of page(s)||6|
|Published online||04 December 2020|
Individual adaptation of targeted advertising to digital environment
1 Vyatka State University, 36, Moskovskaya str., 610000, Kirov, Russia
2 Moscow State University of Civil Engineering, 26, Yaroslavskoye Shosse, 129337, Moscow, Russia
* Corresponding author: firstname.lastname@example.org
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.
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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