Micro-segmentation to improve the effectiveness of online advertising campaigns for food and beverages in Cuenca [Microsegmentación para mejorar la efectividad de campañas publicitarias online en alimentos y bebidas en Cuenca]
DOI:
https://doi.org/10.62574/rmpi.v6iespecial.483Keywords:
marketing, advertising, researchAbstract
The study analyses the role of micro-segmentation as a key strategy for improving the effectiveness of online advertising campaigns in the food and beverage sector in Cuenca. Its objective was to analyse how micro-segmentation allows advertising campaigns to be personalised in order to increase their effectiveness in digital marketing. A mixed methodology was applied through surveys of 75 consumers, complemented by synthetic, inductive-deductive, descriptive, and historical-logical analytical methods. The results show that microsegmentation significantly increases the relevance and accuracy of advertisements, improves willingness to interact, and strengthens the emotional connection with brands. More than 77% of participants perceive these campaigns as more attractive and effective. It is concluded that microsegmentation optimises resources, increases digital competitiveness and allows messages to be generated that are aligned with the interests of the public, although its implementation requires ethical data management and adequate technological capabilities.
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