THEORETICAL AND METHODOLOGICAL ASPECTS OF TARGETING ADVERTISING AS A TOOL FOR INTEGRATED INTERNET MARKETING

Abstract

The article investigates the theoretical and methodological aspects of targeted advertising as one of the tools of integrated Internet marketing, its organization and implementation in the marketing activities of the enterprise. Current trends in the development of Internet marketing and targeted advertising are identified. The advantage of online advertising over traditional communication channels is the easy impact on certain target audiences. Of particular interest from a practical point of view is the study of its tools. Features of targeted advertising are revealed. Targeted advertising provides an opportunity for Internet marketers to identify the necessary target audience and work with it. That is, the user segment is automatically combined on a certain basis, according to interests, as a result of which advertising is directed to people in this segment. Setting up targeted advertising on social networks allows professionals to use advertising campaigns to offer a particular product or service directly to stakeholders. Unlike traditional advertising, which requires a large budget, targeted advertising on Facebook and other social networks allows any authorized user to run advertising campaigns with a minimum budget. On the basis of previous researches the bases of formation of system of researched process are defined. Contemporary approaches to the organization and conduct of targeted advertising in enterprises are considered. Comparison of contextual and targeted advertising. Internet marketers have the opportunity to choose from different types of targeting, which allows you to select the target audience from the total number of recipients of advertising. The main difference between them is the principles of audience distribution, but they are complementary. The authors also identified a number of key concepts for targeted advertising and identified the main areas of implementation of the use of targeted advertising. The scientific process of targeting organization consists of stages, each of which has important features that must be taken into account when setting up an advertising campaign to achieve its goal.