КОНТЕНТ-МАРКЕТИНГ И НАТИВНАЯ РЕКЛАМА В ПРОДВИЖЕНИИ ИНТЕРНЕТ-МАГАЗИНА АВТОМОБИЛЬНЫХ ШИН

The article deals with the specifics of using content marketing and native advertising to promote goods in a highly competitive segment with low margins. The analysis of the tire market in Penza is carried out, the main reasons preventing the growth of companies engaged in the sale of tires are identified. To promote the online store of tires on the market, it is proposed to use native advertising. The relevance of the method of promotion based on native advertising is associated with the evolution of user behavior in relation to traditional advertising formats: users blocking advertising on their devices, browser support for new versions of certain functions of advertising blocking, users ignored advertising (banner blindness). The difficulty of promotion with the use of native advertising is due to the lack of a single template for its creation. Native advertising can exist in different formats: these are special advertisements mimicking ordinary search results, these are advertising posts that look like a regular message, they are recommended blocks for interesting articles, they are partner materials on information sites with an advertising paragraph at the end and a couple of links in text and the main thing is special projects, which are developed individually for a specific company. The main thing in native advertising is the shift in focus from the company and its interests to the user and his interests. It is not an easy task to come up with formats for interacting with the user to create native advertising. The article describes variants of native advertising for a tire store: a mini-blog "Test drive of tires from our customers", mini-game "Duel of tires", infographics.