Year of Graduation
Improving the Effectiveness of an Advertising Campaign through the Use of Geotargeting Tools
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.