The concept of advertising media in the digital marketing

Abstract

The article examines the main factors affecting the effectiveness of promotion in the digital marketing. The problems of determining the advertising media and the distribution of the budget in the media plan for the digital environment are examined in the article. Four main factors influencing effectiveness of digital promotion are revealed through the analysis of advertising campaigns and web analytics systems. Based on the results of the study, the actual advertising media for the digital marketing is determined, an advertising hypothesis, consisting of the characteristics of the audience, advertising message, channel and format of the advertising message is described. It is between advertising hypotheses that the author recommends distributing the budget when planning digital advertising campaigns. In conclusion, directions for the development of the topic raised are set and the need to study the topic of site conversion and its dependence on advertising channels is emphasized.