Digital advertising as a tool to promote goods or services. Project implementation experience

The article has been devoted to theoretical issues of the digital advertising sphere, its tasks and features. The online advertising market development level has been estimated, based on analytical data. Digital advertising is a complex of analytical, technological and supporting tools, which are in...

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Autores principales:	V. V. Godin, A. E. Terekhova
Formato:	article
Lenguaje:	RU
Publicado:	State University of Management 2019
Materias:	digital advertising internet advertising digital marketing internet marketing digital technologies Electronics TK7800-8360 Management information systems T58.6-58.62
Acceso en línea:	https://doaj.org/article/e336878a885c43218e73e6b9264e8486
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id	oai:doaj.org-article:e336878a885c43218e73e6b9264e8486
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spelling	oai:doaj.org-article:e336878a885c43218e73e6b9264e84862021-11-14T15:54:16ZDigital advertising as a tool to promote goods or services. Project implementation experience2658-34452686-840710.26425/2658-3445-2019-3-13-21https://doaj.org/article/e336878a885c43218e73e6b9264e84862019-10-01T00:00:00Zhttps://e-management.guu.ru/jour/article/view/39https://doaj.org/toc/2658-3445https://doaj.org/toc/2686-8407The article has been devoted to theoretical issues of the digital advertising sphere, its tasks and features. The online advertising market development level has been estimated, based on analytical data. Digital advertising is a complex of analytical, technological and supporting tools, which are interconnected directly. It includes a system of methods and tools, which use digital channels to promote a product or brand, attract and retain customers. The main areas of digital advertising are display advertising, banner advertising, video advertising and contextual advertising. Digital advertising is not limited by the Internet, but it uses other communication resources such as television, radio, telephone, direct sales and direct contact. A key feature of digital advertising is its interactivity and formed on its basis analytical resources (consumers, their preferences, products, channels, etc.), that provide personalization. At its core, personalization is the process of understanding the true intentions, desires and needs of a person, as well as the transfer of relevant, targeted and significant experience for that person. In practical terms, this means building and using a customer model and managing customer experience. The article examines the properties of digital advertising and its implementation as a project. The interdisciplinary properties of digital advertising predetermine the cross-subject nature of the training of specialists in digital advertising: marketing and information technology specialists. To illustrate the given theoretical material a real project of digital advertising company for popular among young people food product has been presented. The project goals and concept, its plan and organization of execution, the tools of digital advertising used have been considered: chat bots, mobile version of the site, landing page, gamification, promo codes, CRM system, bloggers, SMM. It has been shown, how the assessment of digital advertising impact activities of the company and the costs of the project were carried out.V. V. GodinA. E. TerekhovaState University of Managementarticledigital advertisinginternet advertisingdigital marketinginternet marketingdigital technologiesElectronicsTK7800-8360Management information systemsT58.6-58.62RUE-Management, Vol 2, Iss 3, Pp 13-21 (2019)
institution	DOAJ
collection	DOAJ
language	RU
topic	digital advertising internet advertising digital marketing internet marketing digital technologies Electronics TK7800-8360 Management information systems T58.6-58.62
spellingShingle	digital advertising internet advertising digital marketing internet marketing digital technologies Electronics TK7800-8360 Management information systems T58.6-58.62 V. V. Godin A. E. Terekhova Digital advertising as a tool to promote goods or services. Project implementation experience
description	The article has been devoted to theoretical issues of the digital advertising sphere, its tasks and features. The online advertising market development level has been estimated, based on analytical data. Digital advertising is a complex of analytical, technological and supporting tools, which are interconnected directly. It includes a system of methods and tools, which use digital channels to promote a product or brand, attract and retain customers. The main areas of digital advertising are display advertising, banner advertising, video advertising and contextual advertising. Digital advertising is not limited by the Internet, but it uses other communication resources such as television, radio, telephone, direct sales and direct contact. A key feature of digital advertising is its interactivity and formed on its basis analytical resources (consumers, their preferences, products, channels, etc.), that provide personalization. At its core, personalization is the process of understanding the true intentions, desires and needs of a person, as well as the transfer of relevant, targeted and significant experience for that person. In practical terms, this means building and using a customer model and managing customer experience. The article examines the properties of digital advertising and its implementation as a project. The interdisciplinary properties of digital advertising predetermine the cross-subject nature of the training of specialists in digital advertising: marketing and information technology specialists. To illustrate the given theoretical material a real project of digital advertising company for popular among young people food product has been presented. The project goals and concept, its plan and organization of execution, the tools of digital advertising used have been considered: chat bots, mobile version of the site, landing page, gamification, promo codes, CRM system, bloggers, SMM. It has been shown, how the assessment of digital advertising impact activities of the company and the costs of the project were carried out.
format	article
author	V. V. Godin A. E. Terekhova
author_facet	V. V. Godin A. E. Terekhova
author_sort	V. V. Godin
title	Digital advertising as a tool to promote goods or services. Project implementation experience
title_short	Digital advertising as a tool to promote goods or services. Project implementation experience
title_full	Digital advertising as a tool to promote goods or services. Project implementation experience
title_fullStr	Digital advertising as a tool to promote goods or services. Project implementation experience
title_full_unstemmed	Digital advertising as a tool to promote goods or services. Project implementation experience
title_sort	digital advertising as a tool to promote goods or services. project implementation experience
publisher	State University of Management
publishDate	2019
url	https://doaj.org/article/e336878a885c43218e73e6b9264e8486
work_keys_str_mv	AT vvgodin digitaladvertisingasatooltopromotegoodsorservicesprojectimplementationexperience AT aeterekhova digitaladvertisingasatooltopromotegoodsorservicesprojectimplementationexperience
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Digital advertising as a tool to promote goods or services. Project implementation experience

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