Analytical view of online marketing tools in the dimension of marketing campaigns’ personalization in Slovakia

Abstract

The objective of the article is to enrich knowledge about marketing personalization of the optimization of marketing campaigns. In the article, differences in how customers perceive individual tools of marketing communication in the online environment were evaluated. When creating campaigns, only the customer's view of the product (segmentation) is often taken into account. This article recommends some bases depending on campaign optimization variables. From a methodological point of view, a homogeneity analysis was used to analyse the hypotheses that assessed the impact of instruments, as well as the impact depending on identification variables, such as gender, education and social status. Based on the outputs these facts were analysed. A questionnaire was used. (Data collection took place in early 2017). Our research has an application character and, therefore, one of the most attractive findings is in the area of practice, where focusing marketing campaigns on sales support in visual forms was recommended. In the vast majority of cases, the maker of marketing activities focuses on the construction of segments based on assumptions in strong association with the product. We optimize this approach because different customer groups respond differently to different tools and forms of tools and to their mutual combinations. Limitations of applications can be determined depending on the nature of the base file and therefore for countries with a distinctly different structure, the outputs do not have to be valid. Applying the lessons learned from the field of diversification of the impact of individual instruments in the early stages of campaigns can be recommended or in campaigns where there is an explicit problem with the exact determination of customer segments and the optimal tools

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