PERSONALIZATION OF DIGITAL MARKETING COMMUNICATIONS IN THE PET FOOD MARKET BY SEGMENT

Abstract

The purpose of the article is to substantiate approaches to the personalization of digital marketing tools in the pet food market, taking into account consumer segments, and to provide theoretical and practical recommendations for enhancing the effectiveness of marketing communications. Methodology of research. The achievement of the purpose set in the article was carried out using the following research methods: logical generalization and scientific abstraction, analysis of trends in digital marketing communications, segmentation analysis of pet owners’ behavior, as well as structural and comparative analysis of marketing communication practices of leading brands. Findings. Key trends in digital marketing communications in the pet food market have been identified, including content personalization, the use of artificial intelligence, interactive content, and multichannel communications. Based on original research on consumer behavior, a selection of digital marketing tools tailored to different customer segments is proposed. For instance, rational premium consumers and subscription-ready segments require detailed information and personalized channels via email and CRM; promo-dependent and passive buyers respond to mass channels and promotional incentives; multi-pet owners benefit from automated reminders and regular delivery, while digital-savvy consumers prefer fast, interactive channels and chatbots. The proposed approach enhances the effectiveness of communications, reduces the time consumers spend searching for information, and stimulates repeat purchases across various segments. Practical significance. The results of the study can be applied by pet food market companies to develop segment-oriented marketing strategies, optimize the use of digital marketing tools, increase customer loyalty, and improve the efficiency of marketing communications. The proposed methodology provides a framework for aligning digital marketing instruments with the specific characteristics and needs of different consumer segments, ensuring more precise targeting and higher engagement rates.