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Digital Marketing as an Environment of the Interactive Digital Advertising Technology
Miroshnyk M. V., Kopytsa D. O., Stryuk L. O.

Miroshnyk, Mariia V., Kopytsa, Darina O., and Stryuk, Lina O. (2020) “Digital Marketing as an Environment of the Interactive Digital Advertising Technology.” Business Inform 5:503–510.
https://doi.org/10.32983/2222-4459-2020-5-503-510

Section: Management and Marketing

UDC 339.138

Abstract:
The article is aimed at researching the digital marketing as an environment for the development of digital advertising. The main channels of digital marketing, their instruments, features and trends of contemporaneity are considered. It is detailed that the consumers’ perception of the channels and instruments of marketing communications in the digital environment depends on the age of users, as evidenced by the theory of generations X, Y and Z. It is determined that the volume of digital advertising in the communication market of Ukraine during 2019 has grown by 34%, and, according to the All-Ukrainian Advertising Coalition (AAC), the forecasted growth will amount to 31% in 2020. The results of the AAC Advertiser’s Choice study, resulting in a list of the top 10 Ukrainian communication agencies and media agencies, are presented. Sociological studies on the users of digital marketing of the age category of the generation X (35–55 years) regarding their digital advertising preferences are carried out. It is determined that 90% of respondents experience overload from the amount of advertising; their loyalty to distribution channels such as computers and tablets, digital TV, interactive screens and self-service terminals is quite high (8-9 points), but these channels do not enjoy sufficient trust among consumers (5, 6, 6, 7 points respectively). It is defined that 65% of respondents are positive about viewing the branded content, 93% of them are ready to view content with the mention of celebrities. However, only 48% are ready to pay attention to articles (large in volume), even with such interactive elements as images, videos, quotes and infographics. It is concluded that digital marketing is the main focus of marketing development in the context of informatization of society. Digital channels provide the efficiency of information dissemination and become a breeding ground for the development of interactive digital advertising technologies.

Keywords: digital marketing, Internet, digital channels, digital advertising, content.

Fig.: 7. Bibl.: 14.

Miroshnyk Mariia V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Marketing, Educational and Scientific Institute of Economics, Management and International Business of the National Technical University (building U1, 2 Kyrpychova Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Kopytsa Darina O. – Master, Educational and Scientific Institute of Economics, Management and International Business of the National Technical University (building U1, 2 Kyrpychova Str., Kharkiv, 61002, Ukraine)
Stryuk Lina O. – Master, Educational and Scientific Institute of Economics, Management and International Business of the National Technical University (building U1, 2 Kyrpychova Str., Kharkiv, 61002, Ukraine)

List of references in article

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Korostashovets, A. “Teoriya pokoleniy: kak brendam dostuchatsya do pokoleniya X, Y, Z“ [Generation Theory: How Brands Can Reach Generation X, Y, Z.]. https://mmr.ua/show/teoriya_pokoleniy
“Kantar Millward Brown: AdReaction: Engaging Gen X, Y and Z“. https://www.slideshare.net/IAB_Europe/kantar-millward-brown-adreaction-engaging-gen-x-y-and-z
Frolov, D. “Kak molodezh raznykh stran otnositsya k reklamnym formatam“ [How Young People from Different Countries Relate to Advertising Formats]. https://www.sostav.ru/publication/kak-molodezh-raznykh-stran-otnosyatsya-k-reklamnym-formatam-25726.html
“Smartfon perehrav yashchyk. Shcho vidbuvaietsia z rynkom reklamy v Ukraini - khto, komu i za shcho platyt“ [The Smartphone Overplayed the box. What is Happening with the Advertising Market in Ukraine - Who, to Whom and for What Pays]. https://nv.ua/biz/markets/rynok-reklamy-itogi-i-prognozy-internet-protiv-televizora-novosti-ukrainy-50067589.html
Zhylenko, D. “Naibilshi hravtsi ukrainskoho internet-rynku obiednalysia v Biuro Interaktyvnoi Reklamy (IAB Ukraine)“ [The Largest Players in the Ukrainian Internet Market Have United in the Bureau of Interactive Advertising (IAB Ukraine)]. https://tns-ua.com/news/naybilshi-gravtsi-ukrayinskogo-internet-rinku-ob-yednalisya-v-byuro-interaktivnoyi-reklami-iab-Ukraine
“Tempy spovilniatsia. Obsiahy reklamnoho rynku v Ukraini zrostut na 18% - prohnoz“ [The Pace Will Slow Down. The Volume of the Advertising Market in Ukraine Will Grow by 18% - Forecast]. https://nv.ua/ukr/biz/markets/rinok-reklami-obsyagi-reklamnogo-rinku-v-ukrajini-u-2020-roci-zrostut-na-18-novini-ukrajini-50064234.html
“IAB Ukraine otsiniuie rozmir rynku mediinoi Internet-reklamy v Ukraini u 5 mlrd hrn“ [IAB Ukraine Estimates the Size of the Online Internet Advertising Market in Ukraine at UAH 5 Billion]. https://detector.media/rinok/article/166509/2019-04-16-iab-ukraine-otsinyue-rozmir-rinku-mediinoi-internet-reklami-v-ukraini-u-5-mlrd-grn/
“Obiem reklamno-komunikatsiinoho rynku Ukrainy 2019 i prohnoz obiemiv rynku 2020“ [The Volume of the Advertising and Communication Market of Ukraine 2019 and the Forecast of Market Volumes 2020.]. https://vrk.org.ua/ad-market/
Blashchuk, O. “YouTube predstavil portret ukrainskogo polzovatelya“ [YouTube Presented a Portrait of a Ukrainian User]. https://ain.ua/2016/07/22/nacionalnye-predpochteniya-youtube-predstavil-portret-ukrainskogo-polzovatelya/
“U 2019 rotsi rynok mediareklamy vyris na 25% - Vseukrainska reklamna koalitsiia“ [In 2019, the Media Advertising Market Grew by 25% - All-Ukrainian Advertising Coalition]. https://detector.media/rinok/article/173084/2019-12-09-u-2019-rotsi-rinok-mediareklami-viris-na-25-vseukrainska-reklamna-koalitsiya/
“Reitynh komunikatsiinykh ta media ahentstv. Vybir reklamodavtsia - Advertiser`s Choice 2019/2020“ [Rating of Communication and Media Agencies. Advertiser's Choice - Advertiser`s Choice 2019/2020]. https://vrk.org.ua/news-events/2020/ad-choice-2019-2020.html
Golitsyna, A., and Afanaseva, A. “Moshenniki runeta“ [Runet Fraudsters]. http://www.vedomosti.ru/newspaper/articles/2014/03/26/moshenniki-runeta

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