Using e-marketing on the example of detailed targeting technology

E-Management

T. Fedyanina¹  V. Dovzhik²  G. Dovzhik² 

[1] Nisterendo Russia;State University of Management;

关键词: e-marketing;    big data;    detailed targeting;    segmentation of the target audience;    conversion;    forcing the advertising budget;   

DOI  :  10.26425/2658-3445-2019-3-29-37

来源: DOAJ

【 摘 要 】

The concept of “Big data” as a way of processing huge amounts of data has been considered, the principles of working with big data have been formulated, the techniques of electronic marketing have been reviewed. The definition of targeting has been given, its possibilities have been described. The sources of information for the General targeting field have been presented. The concept of hyperlocal targeting has been interpreted. The specificity of the use of e-marketing technologies depending on the goals of promotion and the ways of creating individual sales tunnels, the so-called “narrow entry” technique, have been investigated. The content essence and possibilities of using the technology of detailed marketing have been revealed. On the example of using the technology of detailed targeting by means of automatic redirection of users from one URL to another (redirect) and on the basis of the obtained data the formation of a portrait of a potential client and segmentation of target audiences an algorithm for the use of detailed targeting technology has been developed. The process of segmentation and creation of a typical portrait of a representative of the target audience has been shown. On the basis of the developed portraits of representatives of the target audience, the client’s path design was created. Herewith, the standard logical chains of customer involvement in the process of making a purchase, namely, attracting a potential buyer, increasing his level of interest in the product and the final sale, have been described. The most significant technological difficulties have been studied, consisting primarily in the simultaneous connection of a variety of platforms and modules necessary for the automation of processes and the collection of statistics for analytical work. The list of tools used in the implementation of detailed targeting technology has been presented: LeeLoo.ai, AmoCRM, LPGenerator, Yandex.Metrics.The logic of expansion of the applied tools of electronic marketing for different target audiences for the purpose of increase of conversion and, accordingly, economy of the advertizing budget has been described.

【 授权许可】

Unknown