Segmentation and communication in digital marketing

Abstract

In the article it is determined trends in digital marketing, it is proved that the essence of digital marketing is the personification of business processes in the ``seller-buyer{''} system. It is investigated factors of cultural order and segments of online communities that are formed by means of cultural factors. It is formed the model of advanced marketing communication and it is represented the specificity of progressive tools in digital marketing communications, possibilities and advantages of online communication, marketing goals in online activities. It was developed the matrix for target segments typology of online communities with the allocation of the following target segments: loyal communities, opponent communities, potentially loyal communities, complex communities. It is noted that in the presence of new technologies benefits it is important to keep in mind that communicative campaign should integrate digital and traditional tools.