SEGMENTATION OF THE TARGET AUDIENCE OF USERS OF DIGITAL MARKETING TOOLS IN RUSSIA

This article presents selected findings from a study conducted using Sherrington's methodology, demonstrating the segmentation of consumer audiences using the most common digital marketing tools. The digital transformation of traditional marketing models, mechanisms, and methods has led to the emergence of digital marketing as a distinct area of marketing activity. It is assumed that digital marketing is characterized by new subjects, objects of target influence, tools, methods, and models for implementing operational and strategic marketing activities. Given the close dependence and interdependence of digital marketing on technical and technological factors and the information and network resources of Internet communications, defining and segmenting the consumer audience is a top priority. Understanding the age, gender, and territorial characteristics of identified and defined segments of digital marketing consumer audiences will enable the development of scientifically sound approaches and recommendations for the development and implementation of marketing strategies in the context of the digitalization of the economy for various target markets, territories, and contact audiences. The obtained results may be useful to scientists and specialists in the field of digital marketing, mechanisms for improving marketing activities and marketing coordination of markets of various types and levels of localization.