Methods of target audience analysis in digital marketing: from segmentation to CJM

INTRODUCTION. The rapid development of information and communication technologies necessitates the analysis of preferences and behavior patterns of target consumer groups. The study aims to examine the characteristics and selection criteria for target audience analysis methods. Comprehensive audience research requires developing appropriate market research and segmentation methodologies, as well as identifying key target audiences to maximize the effectiveness of companies’ advertising and marketing activities. Alongside traditional consumer research methods (surveys, observations, focus groups), new approaches (CJM, consumer profiling, ABCDX segmentation, etc.) are becoming widespread.

MATERIALS AND METHODS. The study identifies key target audience analysis methods and selection criteria for companies in the communication and media sectors. The research timeframe covers December 2024. Primary research methods include analysis, synthesis, comparison, and interviews.

RESULTS AND DISCUSSION. When creating advertising projects, it is crucial to study the brand’s target audience. The main characteristics of the audience depend on the project’s specifics and the company’s field of activity. Key factors influencing the choice of methods for analyzing the target audience include the objectives of the research, the company’s market segment (B2B or B2C), and its area of operation.

CONCLUSION. Target audience analysis represents a crucial step for successful brand development. It provides valuable market insights about the target audience and its needs, enabling companies to implement effective communication strategies in their operations.