Digital advertising in cross-channel communications

Advertising has passed a long way of development and today it is no longer limited to the printed press, static billboards, radio and television commercials. Digital technology has started a completely new era of digital advertising, which allows marketers and advertisers to target audiences with gr...

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Bibliographic Details
Main Authors: A. V. Mordovin, N. S. Polusmakova
Format: Article
Language:Russian
Published: Voronezh state university of engineering technologies 2018-03-01
Series:Vestnik Voronežskogo Gosudarstvennogo Universiteta Inženernyh Tehnologij
Subjects:
Online Access:https://www.vestnik-vsuet.ru/vguit/article/view/1640
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spelling doaj-51dac0db29d0428e864134cb327f85052021-07-29T08:05:10ZrusVoronezh state university of engineering technologies Vestnik Voronežskogo Gosudarstvennogo Universiteta Inženernyh Tehnologij2226-910X2310-12022018-03-0179429730510.20914/2310-1202-2017-4-297-3051313Digital advertising in cross-channel communicationsA. V. Mordovin0N. S. Polusmakova1Volgograd state universityVolgograd state university)Advertising has passed a long way of development and today it is no longer limited to the printed press, static billboards, radio and television commercials. Digital technology has started a completely new era of digital advertising, which allows marketers and advertisers to target audiences with great precision. To meet the needs and expectations of customers who gain new personal experience through involvement in the process of continuous network communication advertisers make use of digital technologies that continue to develop intensively. Based on technological advances, new advertising technologies employ tracking methods to produce tailor-made advertisements that meet specific needs of customers, and new advertising platforms that can host new types of ads with dynamic content provide endless opportunities for marketers and advertisers. This paper will explore the key trends in the segment of digital advertising. In the process of this research methods of desk research and expert interviews were used. The received results can be used for updating of strategy and structure of marketing communications of the enterprises, their marketing budgets; in the educational process and for the further deepening of scientific and applied research.https://www.vestnik-vsuet.ru/vguit/article/view/1640advertising market trends, media channels, digital advertising.
collection DOAJ
language Russian
format Article
sources DOAJ
author A. V. Mordovin
N. S. Polusmakova
spellingShingle A. V. Mordovin
N. S. Polusmakova
Digital advertising in cross-channel communications
Vestnik Voronežskogo Gosudarstvennogo Universiteta Inženernyh Tehnologij
advertising market trends, media channels, digital advertising.
author_facet A. V. Mordovin
N. S. Polusmakova
author_sort A. V. Mordovin
title Digital advertising in cross-channel communications
title_short Digital advertising in cross-channel communications
title_full Digital advertising in cross-channel communications
title_fullStr Digital advertising in cross-channel communications
title_full_unstemmed Digital advertising in cross-channel communications
title_sort digital advertising in cross-channel communications
publisher Voronezh state university of engineering technologies
series Vestnik Voronežskogo Gosudarstvennogo Universiteta Inženernyh Tehnologij
issn 2226-910X
2310-1202
publishDate 2018-03-01
description Advertising has passed a long way of development and today it is no longer limited to the printed press, static billboards, radio and television commercials. Digital technology has started a completely new era of digital advertising, which allows marketers and advertisers to target audiences with great precision. To meet the needs and expectations of customers who gain new personal experience through involvement in the process of continuous network communication advertisers make use of digital technologies that continue to develop intensively. Based on technological advances, new advertising technologies employ tracking methods to produce tailor-made advertisements that meet specific needs of customers, and new advertising platforms that can host new types of ads with dynamic content provide endless opportunities for marketers and advertisers. This paper will explore the key trends in the segment of digital advertising. In the process of this research methods of desk research and expert interviews were used. The received results can be used for updating of strategy and structure of marketing communications of the enterprises, their marketing budgets; in the educational process and for the further deepening of scientific and applied research.
topic advertising market trends, media channels, digital advertising.
url https://www.vestnik-vsuet.ru/vguit/article/view/1640
work_keys_str_mv AT avmordovin digitaladvertisingincrosschannelcommunications
AT nspolusmakova digitaladvertisingincrosschannelcommunications
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