TARGETING AS A STRATEGIC TOOL FOR BUILDING COMPETITIVE ADVANTAGES IN MARKETING ACTIVITIES

Abstract

The article explores the conceptual foundations and practical significance of targeting within contemporary marketing strategies. Targeting is presented not only as a tactical tool for audience segmentation but also as a fundamental element of strategic marketing management. The study systematically analyzes major targeting methods—demographic, geographic, behavioral, psychographic, and contextual—highlighting their strengths, limitations, and applicability across different business contexts. Special attention is given to behavioral, psychographic, and contextual targeting, as these approaches demonstrate the highest potential for achieving meaningful personalization in consumer communication. The findings suggest that personalization is not merely about delivering tailored messages, but also about maintaining consumer trust by ensuring transparency, respecting privacy, and adhering to ethical principles. The article reviews recent empirical and theoretical research showing that consumers respond more favorably to targeted advertising when it is relevant yet non-intrusive, while excessive commercialization or poorly adjusted targeting settings may result in declining campaign efficiency and loss of trust. The integration of big data analytics and machine learning algorithms is emphasized as a critical driver for advancing targeting precision, enabling real-time campaign optimization, and predicting consumer behavior with higher accuracy. Furthermore, the paper underlines the strategic role of targeting in optimizing marketing expenditures, increasing conversion rates, strengthening customer loyalty, and building sustainable competitive advantages. The analysis confirms that the evolution of targeting has shifted from basic demographic models to advanced behavior-based approaches supported by artificial intelligence and predictive analytics. Such transformation allows businesses not only to adapt campaigns to dynamic market conditions but also to anticipate changes in consumer preferences. In conclusion, targeting is defined as a multidimensional strategic process that combines technological innovation, ethical responsibility, and long-term customer relationship management. Future development in this field depends on enhancing segmentation models, improving transparency of advertising practices, and leveraging predictive analytics as a cornerstone of sustainable marketing strategies.