The aim of the article. Research of trends of digital marketing to identify types of online communities and develop models of digital marketing communications taking into account differences of segmentation in online media. The results of the analysis. It is stated that digital marketing is a form of implementation of marketing activities using digital channels: the Internet, local area networks, computers, mobile phones, digital television, advertising displays, interactive displays, POS terminals. It is distinguished the trends of digital marketing: a new form of marketing agencies appeared, these are Digital agencies; the share of SMM is growing in the budgets of major advertisers; new digital marketing tool is “cloud” technologies; digital technologies have stimulated the development of video advertising; new type of marketing is mobile marketing; marketers were able to qualitatively assess the return on investment (ROI) of activity in social media and online platforms. It is proved that online communities in social networks are often formed on the basis of cultural factors, such as culture, subculture; target audience of digital communications is a range of people who make similar requests in search engines. It is shown the content of complex of digital marketing communications: RTB (real time bidding); retargeting; SMM (social media marketing); SMO (social media optimization); SEO (search engines optimization); SEM (search engine marketing). It was identified four segments of online communities: 1) loyal communities (know about the product and want to buy it) – to reduce communication risks it is necessary to provide access to product and support the desire to buy it by loyalty programs and the level of service. The use of supporting communications for an ongoing support of connection and reminding about the company and product is effective; 2) opponent communities (they know about the product, but do not want to buy it) – to reduce communication risks it is necessary to influence the desire to buy the product. This category (loyal customers of competitors; former clients who have negative experience of purchase or contact with personnel of the company) has a negative demand for goods. The use of the conversion communications to create a desire to buy a product is effective; 3) potentially loyal communities (do not know about the product, but want to buy it) – to reduce communication risks it is necessay to provide information on the existence of goods in distribution channels with a view of latent demand transforming into a real desire to buy and to maintain by loyalty programs and the level of service. This category contains customers, who are open to the perception of information and are ready to cooperate. They have a demand and an opportunity to satisfy it. The use of developing communications to deliver information in the most convenient and comprehensive way is effective; 4) complicated communities (do not know about the product and do not want to buy it) – to reduce communication risks it is necessary to inform about the product and create a desire to buy it. This category is the most unattractive for professionals in marketing communications. Conclusions and direction of further researches. It was identified trends of digital marketing that is the basis for segmenting of target audiences and assess of users’ interest level in goods. It was distinguished factors of cultural order and segments of online communities formed by cultural factors. The model of digital marketing communication contains forms, means of implementation, possibilities and advantages of online communications, goals of marketing activities in the Internet. Defined attributes of the model give the opportunity to reflect the specifics of advanced tools of digital marketing communications. IMT technique is a tool for developing of communication strategy, selecting of appropriate advertising media, quantitative evaluation of the communicative impact on the online communities. It allows to make segmentation of the online environment with separation of these target segments – loyal communities, opponent communities, potentially loyal communities, complicated communities. In comparison to existing methods it has got a high reliability of the information received. It was considered the technology of Big Data, which enables to conduct market research, based not on the sample study but on the analysis of the behavior of general totality and will improve the accuracy of segmentation.
Keywords: digital marketing, segmentation, digital marketing communications, online communities, social networks
JEL Classification: L86, M31.
Cite as: Oklander М. & Oklander, T. (2017). Segmentation and communication in digital marketing. Marketing and Management of Innovations, 3, 69-78. https://doi.org/10.21272/mmi.2017.3-07