PRACTICAL MECHANISMS OF DIGITAL MARKETING, ANALYTICAL MONITORING AND AUDIENCE SEGMENTATION

Abstrak

This article examines the theoretical foundations of digital marketing, analytical monitoring, and audience segmentation, as well as the practical mechanisms arising from their mutual integration. Against the backdrop of rapidly evolving technologies, the article justifies why the influence of traditional marketing methods is narrowing and why businesses need to transition to digital channels. The concepts of digital marketing, its key characteristics and strategies — including social media marketing (SMM), blog-based marketing, and online public relations — are analyzed in detail. The distinction between analytical monitoring and data analysis, their joint application, and the role of audience segmentation in ensuring targeted communication are also highlighted. Using cultural and arts institutions as an example, the article illustrates how the synergy of these three components — digital marketing tools, segmentation outcomes, and analytical monitoring — forms a comprehensive management mechanism. In particular, the article examines the segmentation of a theater audience and the strategy of attracting a youth segment through SMM. The article concludes that the harmonious integration of all three components is the primary condition for improving the effectiveness of a modern marketing system.