• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Maria Polyakova
Improving the Effectiveness of an Advertising Campaign through the Use of Geotargeting Tools
Electronic Business
(Master’s programme)
2018
Currently, the topic of increasing the effectiveness of an advertising campaign through the use of geotargeting tools is very relevant, its capabilities grow in direct proportion to the increase in the number and popularity of mobile devices, since the key advantage for marketers in mobile marketing is the knowledge of the exact geolocation of users. Modern mobile technologies and Big Data turn geotargeting into a real commercial advantage. The purpose of this work is to turn to local coffee companies that have not yet used or are not fully using the potential of digital marketing channels in order to increase the effectiveness of their advertising campaigns. Within the framework of the work, the methods of increasing the effectiveness of an advertising campaign through the use of four selected geotargeting tools, suitable for the local SMB segment company, the coffee house «Кофе с собой», were identified and investigated. As a result, the proposed hypotheses about the use of geotargeting have been confirmed, which should convince local coffee companies to use geotargeting tools in their advertising campaigns in order to increase their effectiveness.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses