| Abstract | Širokopojasni internet i pojava društvenih mreža potpuno su promijenili marketing industriju. Način komunikacije korisnika i njihove navike nepovratno su se promijenile. Iz navedenog razloga i način oglašavanja je morao pronaći nove kanale komunikacije prema svojim korisnicima. Društvene mreže su sigurno predstavljale veliku marketinšku priliku koju su kompanije htjele iskoristiti na što bolji način. Na početku su se najviše koristile metode sponzoriranih članaka i banner oglasa kojih je bilo u prevelikim količinama i postajali su sve agresivniji da je došlo do zasićenja i odbojnosti korisnika prema njima. Rješenje je pronađeno u native oglašavanju čije je pristup potpuno drugačiji od prethodno korištenih marketinških metoda. Native oglasi su stručno napisani članci, koji se uklapaju u sadržaj stranice i korisnik nema problema s distrakcijom prilikom svojih aktivnosti na društvenim mrežama. Sama poanta ovakve vrste oglašavanja je prenošenje vrijednosti samog proizvoda bez poticanja na kupnju. Kvalitetno napisani native oglasi mogu imati trajnu vrijednost, korisnici mogu takve vrste članaka pročitati i mjesecima nakon što su napisani te i dalje imati korisni od takvih članaka. Ovakva vrsta oglasa privlači više pažnje zbog kvalitete napisanog članka, pomaže u stvaranju odnosa kompanija s postojećih i potencijalnim novim kupcima. Pomoću native oglasa moguće je prezentirati brendirani sadržaj na suptilan i uvjerljiv način istodobno pružajući korisnicima sve podatke koji su im potrebni. Takvim oglasima kompanije mogu uvjeriti svoje korisnike da im je više stalo do njih nego do njihovog novca, a korisnici u većini slučajeva takav trud nagrade svojom lojalnošću. Dakako postoje i negativne strane native oglasa pa tako u nekim slučajevima ako su naslovi nekorektno napisani, čitatelji mogu smatrati native oglase kao obmanjujuće ili čak neetične. Native oglasi u većini slučajeva puno su privlačniji i prilagođeniji od tradicionalnih oglasa pa je iz tog razloga njihovo stvaranje radno intenzivno i dugotrajno. Stvaranje native oglasa često sadrži cijeli tim stručnjaka za oglašavanje, marketinški tim, autore tekstova, izdavačke partnere što definitivno nije financijski mali izdatak. |
| Abstract (english) | Broadband Internet and the emergence of social networks have completely changed the marketing industry. The way users communicate and their habits have irreversibly changed. For the reasons above, the method of advertising had to find new channels of communication with its users. Social networks certainly represented a great marketing opportunity that companies wanted to use in the best possible way. At the beginning, the methods of sponsored articles and banner ads were mostly used, which were in excessive quantities and became more and more aggressive until there was saturation and repulsion of users towards them. The solution was found in native advertising, whose approach is completely different from previously used marketing methods. Native ads are expertly written articles that fit into the content of the page and the user has no problem with distraction during their activities on social networks. The very point of this type of advertising is to convey the value of the product itself without encouraging a purchase. Well-written native ads can have lasting value, users can read these types of articles months after they were written and still benefit from such articles. This type of ad attracts more attention due to the quality of the written article, helps to create a company relationship with existing and potential new customers. Using native ads, it is possible to present branded content in a subtle and persuasive way while providing users with all the information they need. With such ads, companies can convince their users that they care more about them than their money, and users in most cases reward such efforts with their loyalty. Of course, there are also negative sides of native ads, so in some cases if the headlines are written incorrectly, readers may consider native ads as misleading or even unethical. In most cases, native ads are much more attractive and customized than traditional ones, and for this reason their creation is labor-intensive and time-consuming, and the creation of native ads often includes a whole team of advertising experts, marketing team, copywriters, publishing partners, which is definitely not a small financial expense. |
