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ABSTRACT
Rise of social media and social networks bring many questions and tasks to marketing and Public Relations. Traditional mass communication model (one-to-many) in last decade rapidly transformed into personal communication model (one-to-one) through new methods of customer targeting (micro-targeting, hyper-targeting and nano-targeting) which map target audiences on totally different ways. Research results in last three years (Jovanovic, Fastbridge and Brankovic) show that most of customers younger than 40 years embrace an idea of personalization and multiple choices of media contents which they demand, as well as growing amount of time they spent in pseudo communities. What expected as is spoiled, conformist consumer who is hard to find and who don't like random ads. This paper consider methods and tools marketing and PR use to target consumers of new media, from psychographic, interests, emotions, values, cultural differences to software programs such as crawlers and spiders.
Keywords: advertising, hyper-targeting, marketing, micro-targeting, nano-targeting, PR
1 INTRODUCTION
"Audience Targeting is Dead! Long Live Hyper-Targeting!"1 is just one of headlines in American press that provoked intense debate among marketers last year. Simultaneously, terms micro-targeting, hyper-targeting and nano-targeting became armor of debate. These trends are consequences of an older one-media personalization, taking place in last decade as personalization of media contents. While marketers talked about Generation X, Millennials and Baby Boomers media world brought to them a special kind of audience-Spoiled2 (named by Tyler Loechner). Spoiled have no respect for generation or geography borders, demanding everything now. They communicate through social networks, change TV with YouTube, they like, share, download and upload with ultimate request for instantaneousness. Only real-time media can satisfy conformists unable to watch TV for hours or read papers enough to spot an ad. Instead, they prefer digest versions of media contents with no ads at all. According to research results in last two years process of media content personalization is irreversible. Market recognized easier way to advertize and sell so we can expect trends to become standards.
Communication in 21st century puts marketers in difficult dilemma: interpersonal or mass communication? Despite the fact that, economically speaking, mass media seems to be an ideal channel for dissemination of advertizing messages, ongoing studies show that communication in small groups or one-to-one model can far more efficiently influence...