Title of the article

Hyper-Local Targeting as an Innovative Promotional Tool

 Authors 

Margarita K. Karpova — Associate Professor, Department of Philosophy and Social Communications, Institute of Law, Penza State University, Candidate of Sociology, Associate Professor, 40 Krasnaya Street, Penza, 440026, Russia, karpovamk@mail.ru
Angelina A. Kureneva — Applicant, Institute of Law, Penza State University, 40 Krasnaya Street, Penza, 440026, Russia, kurenev55555@gmail.com

 Category 

SOCIOLOGY

Year,.Volume, Number 

2020, Vol. 8, № 2 (30)

 Pages 

220-227

 Article type 

Original article

 Index UDK 

316

 DOI 

10.21685/2307-9525-2020-8-2-24

 Abstract 

The article discusses the most relevant and innovative advertising tools, which include targeted advertising. A special algorithm for working with this tool has been identified. The article reveals the features of using hyperlocal targeting in the Internet by specialists. We consider specific niches of local business for which hyperlocal targeting is one of the most effective promotion tools. Examples of implementing such mechanisms in advertising campaigns of large and small businesses are given. Are presented popular services to configure this type of ad-vertising, including platform, "Google", "Yandex" and "Vkontakte". The main types of hyperlocal targeting that can be carried out with search engines, social net-works; directories and Wi-Fi marketing are highlighted. The level of psychological impact of geo targeting on the target audience is determined.

 Keywords 

innovation, targeting, local business, Internet marketing, target audience location, advertising tool, geo targeting

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References

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For citation

Karpova M.K., Kureneva A.A. Hyper-Local Targeting as an Innovative Promotional Tool. Electronic scientific journal «Science. Society. State», 2020, vol. 8, no. 2, pp. 220-227, available at: http://esj.pnzgu.ru. DOI: 10.21685/2307-9525-2020-8-2-24. (In Russian).