PERSONALIZATION OF TARGETED ADVERTISING IN SOCIAL NETWORKS: ADVANTAGES AND DIFFICULTIES

Abstract

The article explores the theoretical foundations of targeted advertising personalization in social networks as a key tool of marketing communications, highlighting its advantages and challenges for businesses. The role of targeted advertising in social networks is defined, along with the main benefits of personalized advertising, including increased consumer engagement, optimized advertising budget allocation, higher conversion rates, and improved brand loyalty. Additionally, potential issues that may arise during the implementation of targeted advertising in personalized campaigns are identified, such as technical limitations, data privacy concerns, ethical issues, segmentation errors, and high competition. The most popular social networks, key tools, and technologies provided by platforms for targeting settings are examined. Possible development paths are analyzed, and recommendations are formulated for companies considering the implementation of targeted advertising in their marketing strategies. Developing an effective marketing strategy that incorporates targeted advertising in social networks is a crucial aspect of innovative growth, enabling businesses to actively promote their products or services, adapt to market conditions, and enhance their competitiveness. The main theoretical foundations of this process include: selecting an advertising platform – depends on the interests and age of the target audience. Determining the type of targeting – varies based on business goals and the product or service being advertised. Customer data analysis – allows for quick adaptation of campaigns to changing trends and consumer behavior. Automation and AI implementation – significantly improves the accuracy of ad campaign settings and reduces preparation and launch costs. The development of personalized targeted advertising is one of the key factors of business competitiveness in the digital environment, enhancing advertising effectiveness and enabling campaigns to be individually tailored to each consumer, fostering brand loyalty.