Turinio marketingo paveikumo vertinimo galimybės naudojant Google Analytics įrankį

Abstract

Sparčiai populiarėjant įvairioms internetinėms primonėms, kurių pagalba daromas poveikis vartotojų nuomonei, vis daugiau mokslininkų bei specialistų pripažįsta turinio svarbą vartotojo pasirinkimui. Turinio marketingas tampa nauja sritimi, nagrinėjama įvairiuose marketingo tyrimuose. Tačiau vis dar trūksta informacijos padėsiančios įmonėms įvertinti jų internetinėse svetainėse naudojamo turino poveikį vartotojams. Šiame darbe pateikiamos mokslinės literatūros apžvalgos bei programos Google Analytics analizės išdavoje sudarytas Turinio marketingo paveikumo vartotojų nuomonei vertinimo modelis, naudojant Google Analytics įrankį

The use of content marketing elements in advertisement is one of the straightforward ways to get an advantage and successfully compete with other market players. Furthermore, it can help improving the impact taking into account different digital channels. Due to novelty of content marketing, there is no widely analyzed the assessment of content marketing impact cases. This paper analyzes the possibilities of content marketing impact assessment using Google Analytics. The main purpose of this paper is to determine what are the possibilities of content marketing impact assessment utilising the Google Analytics tool? In the first part of this paper, there is given an overview of content based marketing as a new type of marketing: its definition, advantages and specific features. Comprehensive theoretical analysis shows that content marketing is based on high-quality content, which can improve results of marketing actions. Second part of the paper is focused on assessment of content marketing impact. Content marketing effects can be understood as the ability to grab the attention of consumers, interest them, cause a desire and lead them to action. The assessment of content marketing impact also depends on selected content distribution channel. One of the primary content distribution channels is the official site of the company. The main advantage of website is that marketer is able to get various data about website visitors. This data can be used in order to improve effectiveness of marketing actions and provided content. The third part of the paper deals withanalysis of the Google Analytic tool. A model of content marketing application impact assessment, based on results of analysis performed, is presented. Ten different indicators reflecting the impact of content at different stages of the effect on consumers are indentified. Also, the model includes two specific programs suggested by the Google Analytics.[...]