Advertising targeting trends: Retargeting and new technologies user perception of e-commerce platforms in Colombian and Israeli cities
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 segmentati...
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| Main Authors: | , , |
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| Format: | Artículo de divulgación |
| Language: | spa |
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Universidad Autónoma de Ciudad Juárez
2024
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| Subjects: | |
| Online Access: | http://erevistas.uacj.mx/ojs/index.php/NovaRua/article/view/6104 |
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| Summary: | 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.
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