Advertising targeting trends: Retargeting and new technologies user perception of e-commerce platforms in Colombian and Israeli cities
DOI:
https://doi.org/10.20983/novarua.2023.27.2Keywords:
Advertising, E-commerce, Digital marketing, Advertising mediaAbstract
Digital media advertising has undergone changes with the advent of industry 5.0, transforming promotional methods for digital consumers and their behaviors regarding the offered products. This transformation has influenced the user's final decision. It is aimed to analyze advertising segmentation or "targeting" trends on e-commerce platforms and their impact on the digital user's perception. The used method is descriptive, within the post-positivist paradigm, through a probabilistic sampling of the digital consumer population surveyed in the cities of Barranquilla, Colombia, and Tel Aviv, Israel. Results indicate that retargeting has a general presence of 4.38, being very common among consumers. Psychographic segmentation is at 2.55, with low presence, geographic segmentation at 4.15, which is "present," and behavioral segmentation at 3.77. These new trends have impacted the market with marketing strategies.
References
Armstrong, G., Adam, S., Denize, S., y Kotler, P. (2014). Principles of marketing. Pearson Australia Group.
Borg, K., Lindsay, J., y Curtis, J. (2021). Targeted change: Using behavioral segmentation to identify and understand plastic consumers and how they respond to media communications. Environmental Communication, 15(8), 1109-1126. DOI: https://doi.org/10.1080/17524032.2021.1956558.
Brotspies, H., y Weinstein, A. (2019). Rethinking business segmentation: a conceptual model and strategic insights. Journal of strategic marketing, 27(2), 164-176. DOI: https://doi.org/10.1080/0965254X.2017.1384750.
Davidson, D. (1991). Three varieties of knowledge. Royal Institute of Philosophy Supplements, 30, 153-166. DOI: https://doi.org/10.1017/S1358246100007748.
Desimpelaere, L., Hudders, L., y Van de Sompel, D. (2022). Children’s hobbies as persuasive strategies: the role of literacy training in children’s responses to personalized ads. Journal of Advertising, 1-16. DOI: https://doi.org/10.1080/00913367.2022.2102554.
Ferreira-Barbosa, H., García-Fernández, J., y Cepeda-Carrión, G. (2023). The Mediating Role of e-Lifestyles to Use the Fitness Center App. International Journal of Human–Computer Interaction, 1-10. DOI: https://doi.org/10.1080/10447318.2023.2204273.
Griva, A., Zampou, E., Stavrou, V., Papakiriakopoulos, D., y Doukidis, G. (2023). A two-stage business analytics approach to perform behavioural and geographic customer segmentation using e-commerce delivery data. Journal of Decision Systems, 1-29. DOI: https://doi.org/10.1080/12460125.2022.2151071.
Hayes, J. L., Holiday, S., y Park, H. (2022). Corporate social responsibility & the advertising strategic planning process: a literature review & research agenda. International Journal of Advertising, 41(2), 210-232. DOI: https://doi.org/10.1080/02650487.2022.2038432.
Helmold, M. (2022). Market Segmentation, Targeting, Differentiation and Positioning. En Helmold, M. (Ed.), Performance Excellence in Marketing, Sales and Pricing: Leveraging Change, Lean and Innovation Management (pp. 105-116). Springer International Publishing.
Kim, J. (2021). Advertising in the metaverse: Research agenda. Journal of Interactive Advertising, 21(3), 141-144. DOI: https://doi.org/10.1080/15252019.2021.2001273.
Lang, V., y Lang, V. (2021). Digitalization and Digital Transformation. En Digital Fluency. Apress. DOI: https://doi.org/10.1007/978-1-4842-6774-5_1.
Lee, H., y Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332-341. DOI: https://doi.org/10.1080/02650487.2019.1642015.
Li, H. (2019). Special section introduction: Artificial intelligence and advertising. Journal of advertising, 48(4), 333-337. DOI: https://doi.org/10.1080/00913367.2019.1654947.
Liu, H., Huang, Y., Wang, Z., Liu, K., Hu, X., y Wang, W. (2019). Personality or value: A comparative study of psychographic segmentation based on an online review enhanced recommender system. Applied Sciences, 9(10), 1992. DOI: https://doi.org/10.3390/app9101992.
Mark, T., Dhar, T., Verhoef, P. C., y Lemon, K. N. (2023). How is retargeting related to purchase incidence, channel choice, and purchase quantity?. Marketing Letters, 1-14. DOI: https://doi.org/10.1007/s11002-023-09693-4.
Permanasari, K. I., Sarosa, M., Moentamaria, D., y Zuhri, F. M. A. (2022). The Influence of Marketing Mix and Demographic Segmentation on Customer Satisfaction. En Annual Management, Business and Economics Conference (1[1], 144-149). Recuperado de: http://proceeding-ambec.polinema.ac.id/index.php/ambec2022/article/view/37.
Preston, C. (2005). Advertising to children and social responsibility. Young Consumers, 6(4), 61-67. DOI: https://doi.org/10.1108/17473610510701322.
Rathore, B. (2023). Digital Transformation 4.0: Integration of Artificial Intelligence & Metaverse in Marketing. Eduzone: International Peer Reviewed/Refereed Multidisciplinary Journal, 12(1), 42-48. Recuperado de: https://www.eduzonejournal.com/index.php/eiprmj/article/view/248.
Sayoh, M. M. R. (2023), Utilizing Artificial Intelligence in Digital Out-of-Home Advertising. International Design Journal, 13 (4), 417-425. DOI: https://dx.doi.org/10.21608/idj.2023.305380.
Stidsen, B. (1975). Market segmentation, advertising and the concept of communication systems. Journal of the Academy of Marketing Science, 3, 69-84. DOI: https://doi.org/10.1007/BF02729959.
Subawa, N. S., Widhiasthini, N. W., Astawa, I. P., Dwiatmadja, C., y Permatasari, N. P. I. (2021). The practices of virtual reality marketing in the tourism sector, a case study of Bali, Indonesia. Current Issues in Tourism, 24(23), 3284-3295. DOI: https://doi.org/10.1080/13683500.2020.1870940.
Sung, E. C. (2021). The effects of augmented reality mobile app advertising: Viral marketing via shared social experience. Journal of Business Research, 122, 75-87. DOI: https://doi.org/10.1016/j.jbusres.2020.08.034.
Zatonatska, T., Dluhopolskyi, O., Artyukh, T., y Tymchenko, K. (2022). Forecasting the Behavior of Target Segments to Activate Advertising Tools: Case of Mobile Operator Vodafone Ukraine. Economics, 10(1), 87-104. DOI: https://doi.org/10.2478/eoik-2022-0005.
Zierau, N., Hildebrand, C., Bergner, A., Busquet, F., Schmitt, A., y Marco, J. (2023). Voice bots on the frontline: Voice-based interfaces enhance flow-like consumer experiences & boost service outcomes. Journal of the Academy of Marketing Science, 51, 823-842. DOI: https://doi.org/10.1007/s11747-022-00868-5.
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Mauricio Junior Santamaría Ruíz, Brays Pérez Barragán, Sebastian David Hinojoza-Montañez
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
All contents of the electronic edition of the journal are distributed under a license and distribution "Creative Commons Attribution-Noncommercial-ShareAlike 4.0 International" (CC-BY-NC-SA). You can see from here the informative version of the license.
Those authors/publications as having this journal agree to the following terms:
a) Is allowed and recommends authors / as disseminate their work via the Internet (p. eg .: institutional telematic files or on their website), which can produce interesting exchanges and increase appointments of the published work. (See The Effect of Open Access).
