DIGITAL MARKETING STRATEGIES FOR PROMOTING MOBILE APPS, THE ROLE OF TARGETED ADVERTISING

Abstract

Mobile applications are an essential tool for interaction between businesses and users. In conditions of growing competition, the effectiveness of mobile application promotion depends on choosing an appropriate marketing strategy. One of the most effective tools that allows businesses to attract users and retain their attention is targeted advertising, which will enable you to target advertisements to the most important users for the business. The work aims to determine the place of targeted advertising in digital marketing strategies using the example of Ukraine and the USA. The study used statistical analysis methods, a comparative method, and a descriptive method. As a result of the study, the importance of developing effective digital marketing strategies was substantiated, as evidenced by the growth of digital advertising spending worldwide. It was noted that the United States of America is the leader in the digital advertising market. The work characterized the main components of a digital marketing strategy - targeted market research, competitor analysis, presence creation, etc. It was noted that targeted advertising occupies a special place among digital marketing strategies due to its precise targeting of the audience needed by the business. The paper stated the varieties, display formats, payment models, key goals, and advantages of targeted advertising. It also emphasized the main disadvantage of targeted advertising, which is related to ensuring data privacy and security. It was noted that the experience of the United States of America as a world leader in the digital advertising market can help determine the role of targeted advertising. The trends in the development of the digital advertising market in the country were characterized by emphasizing the importance of targeted advertising for business, in particular, the growing role of e-commerce and social commerce, the prevalence of social networks, the growth of the number of mobile device users, the spread of programmatic advertising and data-driven advertising. Comparing the American and Ukrainian experiences of using targeted advertising allowed us to identify some differences regarding the solvency of users, the cost of advertising, in particular, pay-per-click, the diversity of the audience, and its behavioral characteristics, as well as approaches to regulating the use of personal information. The conclusions obtained may be helpful for businesses in developing digital marketing strategies, particularly for considering the possibilities of expanding into the American market.