Introduction. Studies have shown that despite the fact that advertising management tools, including tools for promoting goods on the Internet have a high degree of development in the scientific works, many problems caused by the new economic conditions have not yet been reflected in them. Assessing the effectiveness of the use of various online advertising tools and the feasibility of their use for specific types of consumer goods has become extremely relevant for many businesses affected by the 2020 crisis. The purpose of this article is research of target advertising as a tool of advertising management and evaluation of its effectiveness. Results. In this article, such an advertising management tool as target advertising was analyzed, key indicators of its effectiveness were evaluated in social networks Facebook and Instagram in different periods of 2020 on the example of Instagram-women's shoe store, as well as the impact on these indicators of 2020 crisis and quarantine measures, which were introduced in Ukraine during the year. The dynamics of such indicators as the cost of a click on the ad, the cost of 1000 ad impressions, the cost of the order, etc. The dynamics of such indicators as cost of 1000 impressions of an advertisement, cost of a click (transition on advertising), CRT (click-through rate) and cost of one order of goods are analyzed. The analysis was conducted in different periods of 2020: before quarantine, in the spring, during quarantine, after quarantine. The vector of attention in the article is aimed at determining the causes and factors that caused significant fluctuations in the effectiveness of consumer goods advertising on social networks. Conclusions. The Internet as a media channel is characterized by high efficiency due to the significant spread and the ability to attract the target audience. Target advertising is one of the most effective tools of advertising management, as it focuses on the interests, habits, tastes and preferences of the target audience. Thus, it demonstrates its high efficiency, especially in the context of the COVID-19 pandemic, when most consumers shop online. Keywords: marketing, advertising management, online advertising, target advertising, social networks, key performance indicators, cost per click, cost per 1000 impressions.
Introduction. The national problem of timely delivery of goods from production to the population, the formation of demand for them, taking into account the socio-demographic characteristics of certain groups of consumers, the education of the rational needs of people requires advertising. Its role is especially growing in a market economy, competitive environment, constant updating of the range of goods, the complexity of the design of many household goods. Comprehensive information for the population about consumer properties and ways of using goods are the most important tasks of advertising. The purpose of this article is to research features of Internet advertising in the company advertising management. Results. The features of Internet advertising to promote products on the market is considered. The main types of Internet advertising and their features in the company management system are studied. The main advantages of Internet advertising and its shortcomings in the system of marketing tools to promote products on the market are highlighted. The volume of the Internet advertising market, the volume of the search advertising market in Ukraine, the share of social media and messengers, %, the share of Mobile in media Internet advertising, % were studied. It is established that the volume of the Internet advertising market in 2019 in Ukraine amounted to 12.6 billion hryvnias, which exceeds the results of 2018 by 35%, the share of mobile paid search in 2019 increased to 73% compared to 66% in 2018 and 56% in 2017. The share of advertising expenditures in social media and messengers in agencies continues to grow actively and in 2019 the scale was 45.5%, which is 11% more than in 2018. The share of mobile in online Internet advertising continues to grow and reached 47.7% in 2019. The share of digital video has slightly increased compared to 2018. Conclusions. As a means of communication between the company and its consumers, Internet advertising creates new opportunities, in particular related to the personification of contact and dialogue between both stakeholders. As a form of interpersonal communication, online advertising acts both as a means of self-expression and as a means of forming interest groups. Its role is also important in other spheres of society. Keywords: marketing, advertising management, online advertising, targeted advertising, social networks, key performance indicators, cost per click, cost per 1000 impressions.
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