Turinio marketingo taikymas paieškos sistemose esančiose reklamose: Google AdWords atvejis

Abstract

Dėka augančios konkurencijos virtualioje erdvėje atsiranda naujos marketingo rūšys. Turinio marketingas, viena iš naujausių ir daugiausia žadančių marketingo rūšių, susiformavo siekiant sudominti vartotojus. Dėl srities naujumo, vis dar trūksta informacijos apie turinio marketingo taikymą konkrečiuose sklaidos kanaluose. Straipsnyje, remiantis ankstesniais moksliniais darbais ir atlikta Google AdWords sistemos analize, nagrinėjamas turinio marketingo diegimo paieškos sistemose esančiose reklamose procesas

The use of content marketing, new marketing approach, and its elements in advertisement is one of the straightforward ways to get an advantage and successfully compete with other members of the market. Furthermore, it can help improve the effect of different digital channels on the consumer. Due to novelty of content marketing there is no widely analyzed the possibilities to use content marketing in search advertisement. This paper analyzes the ways to use content marketing in the search advertisement and its impact on the effect of advertisement. The main purpose of this paper is to determine how to use content marketing in a search advertisement. The first part of this paper deals with theoretical analysis of content marketing concept. Idea of content marketing was analyzed in details: its definition, advantages and specific aspects. Comprehensive theoretical analysis shows that content marketing is based on high-quality content, which includes separate elements and can improve results of marketing actions. The second part includes insights about interfaces between content marketing and search advertisement effect. Furthermore, impact of content marketing on search advertissement effectivenes were taken into account too. Analysis of search advertisement effect and features of effective advertising shows that positive effect can be understand differently. Literature analysis reveals that are several different content marketing elements. These elements used in search advertisement are able to improve advertisement impact upon the customers and indicators of advertising. The analysis ends with a practical model of content marketing elements influence on the effect of search advertisement.[...]