MARKETING INNOVATIONS IN TARGETING AGAINST THE BACKGROUND OF OPTIMIZATION OF ADVERTISING CAMPAIGNS

With the development of innovations in marketing and the high demand for effective advertising campaigns, targeting and targeted advertising are in high demand, and marketers are paying great attention to a detailed study of the advantages and potential opportunities in the development of targeting. It should be noted that, according to experts and practitioners, targeting is a marketing tool for accurately delivering personalized advertising content and an individual offer to a potential customer or buyer from the target audience. It was determined that for a long time targeted advertising was based on personalized customer data and general information about potential consumers, but later, taking into account the introduction of innovations and improvements in the legislative and regulatory framework, targeting and targeted advertising began to take into account information only based on anonymized data that was obtained with the consent of users. The introduction of innovations in marketing and the promotion system in the domestic market of goods and services, according to forecast indicators, will annually increase the effectiveness of targeting in social networks by about 5–7%. Among the trends in the development of marketing innovations in targeting against the background of optimizing advertising campaigns, taking into account current trends in the development of digital technologies and innovations in marketing, the use of artificial intelligence and machine learning is highlighted, which increases the level of optimization of commercials and individual content and allows us to identify consumer preferences, factors of consumer behavior change, indicators of queries and customer search feeds, to form a digital portrait of an individual consumer and create a unique dynamic profile of each client.