TARGETED ADVERTISING ON SOCIAL NETWORKS: ITS POPULARITY AND EFFICIENCY

Authors

DOI:

https://doi.org/10.15330/apred.2.17.115-123

Keywords:

targeted advertising, social networks, targetologist, internet marketing

Abstract

The aim of the article is to study the popularity and effectiveness of targeted advertising as a tool of marketing communications.

To achieve this goal used a set of methods: theoretical - analysis, synthesis and systematization of scientific literature on the use of targeted advertising as a tool of marketing communications - to clarify the current state of research, the availability of platforms for targeting in social networks, types of targeted advertising; empirical - conversation, observation, survey - to find out the basic skills and competencies of a modern targetologist, necessary in professional activities.

The information base of this research consisted of works of domestic and foreign scientists, statistics, data of web analysts, experts.

The popularity and effectiveness of targeted advertising on social networks has been proven. The basic requirements for the skills and competencies of a targetologist are formed, namely the ability to conduct marketing analysis, write texts that "sell", work in graphics and video editors, in web analytics systems. Targeted advertising by types is characterized and systematized, in particular, the main types include: behavioral targeting (audience targeting), contextual targeting, search retargeting, site retargeting, predictive targeting, demographic and also, geographical targeting. The effectiveness of targeted advertising on social networks was evaluated and social networks were analyzed as the main platforms for launching targeted advertising (Facebook, Instagram, Twitter, Viber, Telegram, Tik Tok, QQ, WeChat, Tumblr, Sina Weibo). The main platforms for targeting on social networks - Facebook and Instagram - are outlined. Examples of the use of targeted advertising by the retail network Sephora, Tesco and the charity fund "Amanda" are given.

The scientific novelty of the obtained results lies in the formation of the basic skills and competencies of a modern targetologist.

The results of the study can be used in the training of target specialists and in organizing the process of preparation for the launch of targeted advertising.

Author Biographies

S.S. Hrynkevych , Lviv Polytechnic National University, Ministry of Education and Science of Ukraine, Department of Marketing and Logistics, Bandera str., 12, Lviv, 79013

Doctor of Economics, Professor

Z.D. Sorokina , Lviv Polytechnic National University, Ministry of Education and Science of Ukraine, Shevchenko str., 338, apt. 65, Lviv, 79069

Student

M.A. Sitarchuk , Lviv Polytechnic National University, Ministry of Education and Science of Ukraine, Barvinok str., 1, Lviv, 79044

Student

References

1. Romanova, A.V., Andrushkevich, Z.M., and O.B. Valkov. “Targeted advertising as an effective way to promote in social networks.” Bulletin of Khmelnytsky National University, no. 5, 2019, pp. 207–210, journals.khnu.km.ua/vestnik/wp-content/uploads/2021/01/45-12.pdf. Accessed 28 Sept.2021.
2. Evseytseva, O.S., and D.D. Merkulova. “Targeting - targeted impact on the consumer.” Economy and state, no. 3, 2019, pp. 107–113, www.economy.in.ua/?op=1&z=4287&i=18. Accessed 28 Sept.2021.
3. Karas, O. “Targeting - one of the types of strategic advertising.” Journal of European Economy, vol. 13, no. 3, 2014, pp. 324–332.
4. “What is targeting?” Gravitec, gravitec.net/en/blog/chto-takoe-targeting-kak-rabotaet/ Accessed 28 Sept.2021.
5. The number of Internet users in the world has reached 4.66 billion URL: https://root-nation.com/ua/news-ua/it-news-ua/ua-new-internet-records/ Accessed 28 Sept.2021.
6. Platforms for Targeting in Social Networks, futurenow.com.ua/21-najpopulyarnishyh-sotsialnyh-merezh-svitu-ta-rejtyng-ukrayiny/. Accessed 28 Sept.2021.
7. “Information Business and Advertising: How We Promoted the Educational Workshop in a Limited Time Under Quarantine Conditions.” Median-ads, median-ads.com/en/blog-en/info-business-and-advertising/. Accessed 28 Sept.2021.
8. “What is Targeted Advertising: Guide.” Sendpulse, sendpulse.com/support/glossary/targeted-advertising. Accessed 28 Sept.2021.

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Published

2021-11-30

How to Cite

Hrynkevych , S., Sorokina , Z., & Sitarchuk , M. (2021). TARGETED ADVERTISING ON SOCIAL NETWORKS: ITS POPULARITY AND EFFICIENCY. The Actual Problems of Regional Economy Development, 2(17), 115–123. https://doi.org/10.15330/apred.2.17.115-123

Issue

Vol. 2 No. 17 (2021): THE ACTUAL PROBLEMS OF REGIONAL ECONOMY DEVELOPMENT

Section

Marketing and logistics

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