No abstract

No abstract

No abstract

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.

The article considers the theoretical and methodological aspects of the formation of a personal brand, describes modern approaches to the interpretation of the concepts of brand and personality brand. The main structural elements of a personal brand are analysed, its socio-psychological essence is determined. The emphasis is made on the practical significance of the formation of a personal brand, the components, properties and areas of application of a personal brand are considered.The models of personality brand formation in both offline and online environment are described in accordance with the structural and substantive transformations currently taking place in the information sphere and the factors that influence the effectiveness of communication through a personal brand. These are, first of all, such factors as the widespread of artificial intelligence technologies into everyday life, tools for logical data integration, a significant increase in the number of Internet users. All of the above factors largely determine the nature and degree of social influence of influencers on the behavior of individuals in society.In addition, much attention is paid to the analysis of existing models of personal brand formation, which form the theoretical and methodological basis of a personal brand. If we consider a brand as a tool that stimulates the consumer to a certain action, then in the case of a product brand, such an action will be the fact of buying a product or service directly. If we are talking about a personal brand, then the frequency of consumption of content created by a particular media personality will act as an action. In turn, it is possible to increase the frequency of content consumption by choosing the optimal model of brand communication with consumers. That is why it is especially relevant to study the theoretical and methodological aspects of the formation of a personal brand through online tools in the process of creating a personal brand.