The Limits of Content Marketing and Native Advertising in the Context of Environmental Behaviour
The Limits of Content Marketing and Native Advertising in the Context of Environmental Behaviour
Author(s): Martin Vanko, Anna ZauškováSubject(s): Energy and Environmental Studies, Communication studies, Behaviorism, Present Times (2010 - today), Marketing / Advertising, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: content marketing; environment; environmental behaviour; native advertising; social media;
Summary/Abstract: Any creation of the content to be published within marketing communication should be a main pillar of the communication strategy stimulating interest and interactivity in the target audience. Despite the fact that content marketing or native advertising were described as mainstream back in 2018 or as an ordinary element of marketing communication in 2019 – still in 2020 we are observing insufficient awareness of businesses regarding various marketing forms, hence the possibilities how they would attract their potential customers more effectively and in a broader context. The authors of this paper are presenting the results of their marketing research focusing on the rate of use of content marketing and native advertising by businesses in order to name or identify present limits of these digital marketing tools.
Journal: Megatrendy a médiá
- Issue Year: 7/2020
- Issue No: 1
- Page Range: 447-459
- Page Count: 13
- Language: English