scholarly journals Research of actual characteristics for describing of the target audience for digital marketing

2022 ◽  
pp. 47-52
Author(s):  
D. A. Khokhlov
Keyword(s):  
Target Audience ◽  
Digital Marketing ◽  
Web Analytics ◽  
Target Groups ◽  
Digital Space ◽  
Current Characteristics

The article examines the current characteristics of the target audience in the digital marketing. The problem of the discrepancy between the classical ways of describing audiences and the advertising inventory of digital promotion channels has been actualised. Analysis of advertising campaigns and web analytics systems has identifed six main groups of characteristics that can be used to describe the target audience for any advertising service in the digital marketing. The new features complement existing audience description methods and allow target groups to be described in terms that are understandable to different specialists, and are available on any advertising channel in the digital marketing. The result of the study will increase the effectiveness of promotion in the digital space due to more precise settings of advertising messages. 

Internet marketing tool – SEO-optimization of the enterprise site

2021 ◽  
pp. 84-89
Author(s):  
Ihor Ponomarenko ◽  
Alina Sapian
Keyword(s):  
Search Engine ◽  
Research Methodology ◽  
Internet Marketing ◽  
Target Audience ◽  
Digital Marketing ◽  
The Internet ◽  
Digital Environment ◽  
Important Place ◽  
Search Engine Optimization ◽  
Web Resource

The purpose of this article is to consider issues related to the peculiarities of the use of search engine optimization in the implementation of a comprehensive marketing strategy in the digital environment. Research methodology. The research methodology is system-structural and comparative analyzes (to study the application of search engine optimization in the process of improving the efficiency of the company on the Internet); monograph (the study of various software solutions in the field of digital marketing); eco- nomic analysis (when assessing the effectiveness of the use of SEO in the process of attracting the target audience and its impact on the growth of conversions). The scientific novelty – features of using search engine optimization as an effective tool of digital marketing in modern conditions are revealed. The expediency of using SEO to increase the level of competitiveness of the company on the Internet is proved. A set of Internet marketing measures to strengthen the company’s communications with the target audience in the digital environment is revealed, as well as the role in this structure of search engine optimization is outlined. The expediency of building a semantic core as a basic element of search engine optimization of a company’s web resource and creating preconditions for long-term provision of high positions of the site in search services is proved. The subject of the research is the approach to the possibility of using search engine optimization methods in modern conditions to ensure a highly competitive position of the company and its web resources in the digital space in the long period. Conclusions. The digitalization of business leads to the intensification of the use of various digital marketing tools, among which search engine optimization occupies an important place. SEO-optimization of the company’s website involves the implementation of a set of measures aimed at increasing the place of the re- source in search results. Innovative approaches make it possible to integrate an up-to-date keyword list into important elements of a company’s web resource and to constantly update libraries in order to ensure high search engine rankings. Keywords: audience, Internet marketing, search engine optimization, site, targeted traffic.

scholarly journals Developing effective data visualization tools for nutrition: reflections on the design of a Nutrition Scorecard in Nigeria

2021 ◽  
Vol 5 ◽  
pp. 98
Author(s):  
Yashodhara Rana ◽  
Gianni Dongo ◽  
Caroline Snead ◽  
Grace Agi ◽  
Oluwagbenga Sadik ◽  
...  
Keyword(s):  
Data Visualization ◽  
Target Audience ◽  
Theory Of Change ◽  
Open Letter ◽  
Target Groups ◽  
Design Processes ◽  
Participatory Processes ◽  
Visualization Tools ◽  
Collaborative Efforts ◽  
Constructive Action

There has been a growing number of nutrition data visualization tools (DVTs) to monitor progress towards targets and encourage action. However, there are few documented examples of how to go about designing effective DVTs for nutrition-related audiences. In this Open Letter, we summarize reflections from collaborative efforts between the Nigeria Governors’ Forum (NGF) and the Data for Decisions to Expand Nutrition Transformation project (DataDENT) in 2019-2021 to design a sub-national nutrition scorecard that aims to hold Nigeria’s 36 Governors accountable to nutrition commitments. Our reflections add to an emerging body of work advocating for DVT design processes to develop a specific theory of change for how the DVT will influence target groups and achieve aims. Once the target audience is identified, it is important to create a strong engagement strategy to ensure that the DVT promotes constructive action. We also highlight the importance of identifying actionable indicators through participatory processes. We hope that these insights about collaborative DVT design can be applied by countries and institutions who want to develop similar tools to advance the nutrition agenda in their context.

A Closer Look at Direct Carrier Billing

2020 ◽  
Vol 10 (4) ◽  
pp. 18-40
Author(s):  
Lorena Herrera López
Keyword(s):  
Big Data ◽  
Data Analytics ◽  
Big Data Analytics ◽  
Mobile Network ◽  
Marketing Channels ◽  
Digital Marketing ◽  
Mobile Service ◽  
Web Analytics ◽  
Network Operator ◽  
Over The Top

The impulse to digitalization by telecom operators requires the commercialization of over-the-top services (OTT) based on the fine understanding and prediction of customer behaviour through pattern recognition involving big data, resulting in an essential part of web analytics and digital marketing. The objective of this research is to analyse factors influencing the purchase and use of a mobile game commercialized by a mobile network operator (MNO), through different digital marketing channels and using direct carrier billing (DCB) as payment channel. The novelty contribution of this study is twofold. Firstly, it assesses determinants related to the purchase and use of a mobile service through the analysis of variables identified in the scientific literature's review. In addition, it also incorporates a set of variables based on data retrieved from big data analytics. Secondly, this research analyses the willingness of consumers to pay through DCB.

scholarly journals IMPLEMENTATION OF INNOVATIVE APPROACHES IN DIGITAL MARKETING

2021 ◽  
Author(s):  
Ihor Ponomarenko
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Data Science ◽  
Target Audience ◽  
Machine Learning Algorithms ◽  
Digital Marketing ◽  
Digital Environment ◽  
Innovative Products ◽  
Potential Customers ◽  
Innovative Approaches

The article focuses on the intense transformation of marketing in connection with the processes of digitalization and socio-economic transformations as a result of the COVID-19 pandemic. The features of using the main digital marketing tools as effective elements for establishing communications with the target audience are revealed. The expediency of introducing innovative approaches and technologies to increase the conversion rate has been proven. In the context of digital marketing, traffic generation involves the implementation of measures set that encourage potential customers to follow the company's links. The presence of an effective marketing strategy of the company in the digital environment involves the use of sales funnels, with the characteristics of the traffic involved at each stage. The focus of the company on generating organic and paid advertising traffic in accordance with the specifics of the company's functioning in the digital environment has been substantiated. The need for market research has been proven to create, on an ongoing basis, personalized content that will be in demand among the relevant groups of potential customers. It is not enough for modern subscribers to periodically provide access to thematic content, it is necessary to ensure the constant interest and desire of users to get acquainted with the materials, which is possible only with the implementation of flexible and original approaches. The necessity of using various digital marketing tools has been substantiated, since a large number of companies focus only on social media. The interest of large companies in creating specialized social media to promote specialized content increases competition and leads to the introduction of innovative products that can be used to increase the efficiency of formation and improvement of marketing strategies in the digital environment. The specificity of the machine learning algorithms application to improve the effectiveness of a company's marketing strategy in the digital environment is disclosed. Using a variety of data science approaches, it is possible to segment the target audience based on large amounts of data and increase the likelihood of increasing the level of potential customers loyalty.

scholarly journals Workshop of Web Analytics and Google My Business as Digital Marketing Tools

JUDIMAS ◽  
2021 ◽  
Vol 1 (1) ◽  
pp. 50
Author(s):  
Amar P. Natasuwarna
Keyword(s):  
Community Service ◽  
Business Students ◽  
Sales Performance ◽  
Google Trends ◽  
Digital Marketing ◽  
Web Analytics ◽  
Knowledge And Skills ◽  
Online Sales ◽  
Online Registration

<p> Web analytics can raise online sales. Businesspeople take advantage provided by the Google platform named Google My Business to promote their products online. As part of the implementation of Community Service, a workshop was held in collaboration with SMK Negeri 5 Pontianak on the use of web analytics and Google My Business. The participants took part were 30 students of the Culinary Art Department. This workshop was seized to increase students’ knowledge and skills in using web analytics tools and Google My Business so that they who were already in business be able to utilize these skills on online selling. Web analytics -including the two most popular tools used by businesses, namely Ubersuggest and Google Trends- were introduced. During the introduction of Google My Business, students directly practiced the online registration and feature introduction. A questionnaire was used to find out the attainment of knowledge. The results showed an increase in students’ knowledge in the important terms of Ubersuggest, Google Trends, and Google My Business. Moreover, students are expecting to develop their learning in using web analytics and Google My Business after practicing what has been learned in this workshop. Supposing they run digital marketing, this knowledge is worth accelerating sales performance, as well as escalating visitor traffic of the student’s fan page. </p>

scholarly journals Dynamics of Innovations and Value Creation in Small Business by Diffusion of Digital Marketing

2019 ◽  
Vol 8 (4) ◽  
pp. 4978-4982
Keyword(s):  
Small Business ◽  
Value Creation ◽  
Random Sampling ◽  
Business Group ◽  
Target Audience ◽  
Digital Marketing ◽  
Stratified Random Sampling ◽  
Revenue Generation ◽  
Customer Base ◽  
The Impact

The digital arena is now seeing a swift transformation into a platform for marketing and communication, with an increasing number of apps scouting for ways to bridge the gap between brands and audience. The marketers thus have to focus on right sources that can help them to reach their target audience optimally, even in the gaming space. The study focused on the impact of digital marketing to influence the successful revenue generation of small business in different cities of Odisha. 342 respondents were selected for the study and stratified random sampling was used. The respondents belong to the food, handicraft, jewelry, mobile shop and coaching centers business group. The findings suggested digital marketing had an impact on revenue generation as well as effectiveness in acquision of new customers as well as retaining the customer base

scholarly journals Implementasi Weighted Product untuk memberikan Rekomendasi Prospek Pelanggan bagi Sales Marketing Berdasarkan Web Analytics

2020 ◽  
Vol 7 (2) ◽  
pp. 367
Author(s):  
Fajar Pradana ◽  
Fitra Abdurrachman Bachtiar ◽  
Mochammad Dearifaldi Al Ikhsan
Keyword(s):  
World Wide Web ◽  
World Wide ◽  
Recommendation System ◽  
Digital Marketing ◽  
Web Analytics ◽  
Marketing Activities ◽  
Number Of Visits ◽  
Comparison Of The Results ◽  
A Company ◽  
Traffic Source

<p>Keberhasilan sebuah perusahaan dalam memasarkan produk atau jasa yang ditawarkan sangat tergantung dari kinerja marketing. Kegiatan marketing saat ini berkembang tidak hanya dilakukan secara kovensional melalui tatap muka langsung dengan pelanggan. Salah satu pemasaran yang dilakukan pada perusahaan adalah dengan <em>digital marketing</em>. <em>Digital marketing</em> menggunakan<em> Internet</em> dan <em>World Wide Web</em> untuk mendekati pelanggan. Dalam mencapai tujuan ini, perusahaan harus mengadopsi <em>Web analytics</em>, yang didefinisikan sebagai pengukuran, pengumpulan, analisis dan pelaporan data Internet untuk tujuan memahami dan mengoptimalkan penggunaan Web. Dengan melakukan <em>web analytics</em>, <em>marketing</em> dapat mengenali calon pelanggan prospek yang sering mengakses <em>website</em> perusahaan. Tidak seperti kegiatan marketing konvensional, kegiatan mengenali pengunjung website menjadi kesulitan tersendiri. Pada penelitian ini akan dilakukan penggalian data lebih dalam untuk melihat perilaku dari pengunjung website dari sebuah perusahaan dengan menggunakan metode Weighted Product. Parameter yang dipertimbangkan antara lain: jumlah kunjungan (<em>visit</em>), durasi kunjungan (<em>visit length</em>), jumlah halaman yang dilihat (<em>pageview</em>), jumlah satu halaman yang dilihat pada satu kali kunjungan (<em>bounce</em>), kategori dari traffic source (<em>medium</em>), dan asal dari traffic (<em>source</em>). Berdasarkan proses perhitungan dan pengujian validasi maka didapatkan nilai kecocokan 100%. Sehingga dapat disimpulkan sistem rekomendasi memiliki tingkat akurasi yang tinggi.</p><p> </p><p><em><strong>Abstract</strong></em></p><p> </p><p class="Abstract"><em>The success of a company in marketing the product or service offered is very dependent on marketing performance. Marketing activities currently developing are not only done conventionally through face-to-face contact with customers. One of the marketing activities done by companies is digital marketing. Digital marketing uses the Internet and the World Wide Web to approach customers. In achieving this goal, companies must adopt Web analytics, which is defined as "measurement, collection, analysis and reporting of Internet data for the purpose of understanding and optimizing Web use. By doing web analytics, marketing can recognize potential customers who often access the company's website. Unlike conventional marketing activities, the activity of recognizing website visitors becomes a particular difficulty. In this study deeper data will be extracted to see the behavior of website visitors from a company using the Weighted Product method. Parameters considered include: number of visits (visit length), number of visits (pageview), number of pages viewed at one visit (bounce), category of traffic source (medium), and origin from traffic (source). Based on the comparison of the results of the decision by applying the WP and the expert achieving a 100% match value. So it can be concluded that the recommendation system has a high level of accuracy.</em></p>

scholarly journals External image of hypermarket as a factor of influence on consumer behavior

2020 ◽  
Vol 3 (1) ◽  
pp. 33-38
Author(s):  
A. N. Timokhovich
Keyword(s):  
Consumer Behavior ◽  
Online Survey ◽  
Target Audience ◽  
Survey Method ◽  
Consumer Attitude ◽  
Target Groups ◽  
Point Of Sale ◽  
Online Technologies ◽  
Internet Resources ◽  
The Impact

The set of problems of perception of elements of the external image of the organization that sells in the fast moving consumer goods (FMCG) area by the target audience has been raised. The elements of the external image of the organization that influence the behavior of hypermarket consumers are analysed. The article is based on the results of the empirical research of the hypermarket chain Globus consumer behavior. The study has been conducted using the online survey method, a sample of 658 respondents.Consumer perceptions about the company as a whole have been described, consumer attitude to the hypermarket has been revealed, the main elements of the external image of the hypermarket, on which the consumer target audience is focused on, have been defined. Insufficient involvement of consumers in events at points of sale, low awareness of different types of activities to stimulate consumers, a generally positive attitude and high brand awareness of the hypermarket have been identified. Insufficient use of the hypermarket’s website and official Internet resources by representatives of target groups (social network accounts, mobile application) has been revealed. The main channel for informing the target audience is advertising at the point of sale.Conclusions have been made about the need to develop the image policy of trade companies in the field of FMCG; about the need to promote mobile applications of hypermarkets; about the need to use interactive online technologies in social media and through the trade company`s website for operational communication with consumers, as well as to activate consumer behavior. It has been concluded about the impact of the atmosphere of a point of sale on the image of the company in the field of FMCG. Recommendations on optimizing communication channels, through which the target audience receives information about the point of sale of FMCG products, – have been developed.

scholarly journals Illuminating the Dark: Exploring the Unintended Consequences of Digital Marketing

2021 ◽  
Vol 13 (1) ◽  
pp. 10-17
Author(s):  
Caroline Wiertz ◽  
Christine Kittinger-Rosanelli
Keyword(s):  
Data Privacy ◽  
Free Choice ◽  
Personal Data ◽  
Unintended Consequences ◽  
Digital Marketing ◽  
High Concentration ◽  
Digital Space ◽  
Use Of Data ◽  
Inadequate Knowledge ◽  
The One

Abstract Our relationship to technology is deeply paradoxical. On the one hand, we buy and constantly use more devices and apps, leaving our traces in the digital space. On the other hand, we increasingly fear the dark sides of being dependent on technology and of data abuse. Inadequate knowledge and errors make it difficult to predict unintended consequences, and often problems emerge due to deliberate choices to pursue some interests while ignoring others. Hot topics include data privacy, potentially biased or discriminating algorithms, the tension between free choice and manipulation, and the optimization of questionable outputs while ignoring broader effects. Fighting unintended consequences should get to the roots of the problems. As for personal data, users should get more control over what they share. Further, more transparency can help avoid dystopian outcomes. It concerns the use of data, in particular, by algorithms. The high concentration of power of a few global players should also be watched closely, and societies need to be critical towards their actions and objectives. Even seemingly noble motives come at a price, and this price needs to be negotiable.

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