НАТИВНА РЕКЛАМА – НОВИЙ ІНСТРУМЕНТ ВЛУЧНОГО ОХОПЛЕННЯ ЦІЛЬОВОЇ АУДИТОРІЇ

Abstract

The article is devoted to the research of the problem of increasing the efficiency of marketing communication tools in the conditions of fierce competition and neglecting of the majority of advertising appeals by the consumer. The research of the market of advertising services of Ukraine was conducted. It is proved that in the market there is a shift of emphasis from traditional marketing technologies to new creative tools. These tools include: contextual advertising, targeted advertising, e-mailing. It is substantiated that in the world of modern advertising the necessary condition for the successful business activity is the use of a wide range of marketing communications. And it's a must-have condition - this advertisement must be effective. One such effective marketing tool is native advertising. The concept of native advertising is formed - "natural" advertising, which takes on the form and characteristics of the platform on which it is located. Native ads can be in the form of articles, tests, blogs, photos, videos, and audio. That is to have all the characteristics of content - advertising. In general terms, native advertising is a set of measures for the creation and distribution of information in social networks. Moreover, this information is clearly aimed at the individual consumer.The use of native advertising in Internet marketing as one of the most versatile and effective tools of modern advertising is substantiated. The disadvantages and advantages of native advertising, examples of its successful and unsuccessful use, the types and technologies on which native advertising on the Internet is created and implemented, the possibilities and the purposes of application are considered. The basic characteristics of native advertising are defined, namely its distinctive attributes in front of other types of Internet marketing.On the basis of the analysis, the specificity and high efficiency of the use of native advertising is determined, due to a clear hit in the target audience. The promise of application of non-standard means of marketing communications in the market of advertising services of Ukraine is proven.