Ways to improve the effectiveness of targeted advertising: addressing the challenges of targeted advertising in niche markets

This article focuses on the study and generalization of methods to improve the effectiveness of targeted advertising in niche markets. It highlights the current state and key conceptual characteristics of targeted advertising, while emphasizing the specifics of targeting in niche markets. The study consolidates ideas related to increasing detail in targeted advertising (hyperlocal targeting), based on which the potential for developing a detailed customer profile in niche markets is identified. Specific problems of targeted advertising in niche markets are outlined, along with recommendations for overcoming these challenges. A set of steps necessary to enhance the effectiveness of targeted advertising in niche markets is formulated. The theoretical significance of the study is presented through the generalization and specification of the fundamentals of hyperlocal targeting and the assessment of its applicability in niche markets. The practical significance of the findings is reflected in the proposed algorithm for improving the effectiveness of targeted advertising in niche markets and the formulated recommendations, which will be valuable for marketers.