The identification of the target e-space for the company’s advertising

Abstract

The development of information technology and the appearance of new marketing channels have led to the changes in marketing and the emergence of new scientific problems. The identification of the target e-space for the company’s online advertising is one of the key problems of modern marketing. This topic has been studied by a number of scientists; however, the majority of the studies are focused on the analysis of the business-to-consumer (B2C) marketing features. The present article deals with identification of the target e-space for the advertising in the business-to-business (B2B) conditions while evaluating the means of the formation of the flow of the Internet surfers as well as the users’ browsing habits and the areas of their professional interests. The article aims at identifying the factors defining the company’s target space for online advertising and improving the algorithm of the formation of the target e-space for advertising, considering the features of the business-to-business model. The following methods are employed: the comparative analysis of the scientific literature; the systems analysis; and the Pareto analysis.