USING GENERATION THEORY IN PLANNING TARGETED ADVERTISING IN INTERNATIONAL MARKETING

Abstract

The article is devoted to the topical topic of increasing the effectiveness of targeted advertising through a better understanding of the target audience. It is determined that the growth of Internet network coverage in the world, the spread of mobile devices leads to an increase in the time that users spend on the Internet and social networks, in particular. This, combined with the capabilities of processing large data sets, provides enormous opportunities for using targeted advertising in the marketing communications complex. Targeted advertising acts as a strong lead generation tool by interacting with a selected audience. The importance of taking into account the theory of generations and their specific behavior in using social networks and consuming content has been determined. The study used analysis methods to study the behavioral characteristics of each age group of consumers, and synthesis to form a general conclusion about the behavior of each age group. It is considered that social networks are among the most visited websites. They are popular among Internet users around the world. There is a steady growth in social network users. At the same time, the daily time spent scrolling through the data feed of social platforms leads to the effective use of the targeted advertising tool. It should be taken into account that the conditions in which each generation grew up affect their consumer behavior, including when using social networks. It is considered which social networks and what content are most popular among different age categories of users on a global scale. It is considered what content is best to prepare when marketing communication with consumers of different generations. Understanding generational theory will allow you to better adapt marketing tools and targeted advertising in communications with consumers. In addition, it is necessary to study the consumer behavior of the Alpha generation, which is only growing up, but will soon become another category of buyers. The younger generation is increasingly blurring the lines between online and offline life. In the future, it will have an even greater impact on the consumption of products and services and the development of social networks and content.