FEATURES OF CONTENT-MARKETING AS A SEPARATE ELEMENT OF PROMOTION IN THE INTERNET

Sapega L.I. Spivakovska T.V.,candidate. economy. Science, Associate Professor
National Technical University of Ukraine "KPI"

FEATURES OF CONTENT-MARKETING AS A SEPARATE ELEMENT OF PROMOTION IN THE INTERNET

The article examines different Internet marketing tools, special attention is paid to content marketing as a new perspective tool of promotion in the Internet. From different aspects the concept of «content marketing» is revealed, key elements are considered, advantages and disadvantages of this Internet marketing tools, indicators of application are demonstrated. The software that allows to determine the efficiency of content marketing is considered. The purposes of using, and stages of content marketing strategy development are defined. Features of using different elements of promotion in the Internet are analysed: advertising, PR, SEO-optimization; main differences between content marketing and other tools are determined. It was found that content marketing combines features of other elements of promotion, but has a particular application, evaluation criteria of efficiency, allowing to identify content marketing as a separate element of promotion in the Internet.

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