Features of promoting different categories of products on marketplaces

The research topic is relevant because marketplaces have become effective platforms for not only sales, but also promoting products, maintaining consumer activity, and offering automatic promotional functions. Understanding the media behavior and preferences of buyers on marketplaces enables sellers to promote their products more effectively. More effective promotion means obtaining the planned sales volumes with the lowest possible promotional costs. In order to understand the specifics of media behavior and the media preferences of buyers on marketplaces, sellers must use internal marketplace analytics tools and web analytics services to evaluate the effectiveness of their promotional activities. They must also conduct field research with users in the form of online surveys at regular intervals. This frequency is justified by the continuous evolution of consumer behavior. The study's problem is that the Russian online retail media market ecosystem comprises many types of participants offering a wide range of promotional services for sellers. However, each type of seller requires a specific set of promotional methods determined by the characteristics of the goods and the media behavior and preferences of key buyer segments. This study aims to develop a methodology for researching marketplace users' media behavior and preferences, including conducting field research in the form of surveys and developing proposals to improve marketplace promotion for different product categories. The study tested the hypothesis that the set of promotional methods for different product categories on marketplaces is determined by product category characteristics and the specifics of the media behavior and preferences of key buyer segments. The study employed general scientific research methods, such as analysis, synthesis, and abstraction, as well as specific methods, including comprehensive analysis, surveys, and statistical analyses. These approaches ensured the reliability of the results and the validity of the conclusions. The specific results obtained by the author in accordance with the verification of the research hypothesis include the clarification of the classification of methods for promoting goods on marketplaces; a methodology for studying the media behavior and preferences of marketplace users; a set of proposals for improving the promotion of different categories of goods on marketplaces, developed based on the results of testing the proposed methodology in January-February 2025 The main results of the study are the identification of three key consumer segments that make purchases on marketplaces. These segments were formed based on the results of a factor analysis of responses to a question about preferred forms of advertising. A subsequent in-depth analysis of responses from each segment's representatives made it possible to develop effective promotional methods for each category of goods. The study's practical significance lies in its potential application by sellers for effectively promoting their goods on marketplaces.