Issue: № 5, 2025
Doi: https://doi.org/10.37634/efp.2025.5.18
Introduction. In the context of increasing competition and rapid changes in the digital environment, effective communication with the target audience is a key factor in commercial success for both B2B and B2C segments. Commercial texts play a crucial role in attracting clients, building brand trust, and boosting conversion rates. At the same time, differences in motivational and behavioral characteristics of consumers across business environments require flexible approaches to creating and optimizing textual content. This highlights the need for a systematic analysis of copywriting methods and textual communication strategies. The purpose of the paper is to identify the features of commercial text optimization considering the specifics of B2B and B2C segments, as well as to develop practical recommendations for increasing the effectiveness of content depending on the target audience type. The study applies methods of comparative analysis and systematization of theoretical sources. To present the results analytically, tabular visualization of key characteristics and communication approaches in B2B and B2C segments is used. Results. The paper identifies fundamental differences in how B2B and B2C audiences perceive textual information. Linguistic, stylistic, structural, and motivational features of commercial texts in each segment are analyzed. Comparative analytical tables are developed, outlining approaches to communication strategies, interaction with target audiences, and text optimization methods. A set of practical recommendations is proposed for content adaptation aimed at increasing engagement and conversion rates. Conclusions. It is concluded that successful textual communication in the digital space must be closely aligned with the psychological, behavioral, and professional characteristics of the target audience. The proposed recommendations can be applied in the fields of digital marketing, copywriting, and brand communications. Prospects for further research include the study of behavioral responses to various content formats, taking into account industry specifics and the use of artificial intelligence tools.
Keywords : market specifics, strategic approaches, target audience, information environment, copywriting
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