Influence of content marketing elements for search advertisement effectiveness in a leisure

services sector
Riita Repovieni/
*Master of Advertising management, Department of Marketing, Vytautas Magnus University, Lithuania.
Email - ruta.repoviene@gmail.com

Abstract

The main mechanism of market economy - competition - has forced organizations to search
for a content influencing advertising effectiveness. The use of content marketing, a new marketing
approach, and its application can help to get an advantage and successfully compete with other
members of the leisure services market. Moreover, it can help to improve the effect of different digital
channels upon a customer. Due to recency of content marketing, there is lack of widely analyzed the
influence of content marketing for different marketing channels. The objective of this study is to find
out the influence of content marketing elements for search advertisement effectiveness in a leisure
services sector.

Keywords: content marketing, virtual content, search advertisement, advertisement effectiveness,

leisure services.

I. Introduction

The inventions of new technology hence marked the start of the digital revolution, which then
brought the onset of the information age (Lin &Yazdanifard, 2014).0ver the last decade, virtual space
has become a popular channel through which to strengthen customers' relationships with services,
brands, and enterprises. Furthermore, the dramatic changing virtual environment has formed a
competitive business setting, which provides opportunities for conducting businesses online (Kidane
& Sharma, 20 16).In the developed and changing environment, organizations have understood the
importance of digital marketing (Khan & Siddiqui, 2013; Jarvinen & Krujaluoto, 2015).However, as
the number of end users and marketers who are active on digital media increases, it becomes
increasingly difficult for companies to stand out from the crowd enough to engage their target
audiences and increase traffic for their products and services (Szabo &Huberman, 2010; Haan &
Moraga-Gonzalez, 2011; Khan & Siddiqui, 2013;Jaakonmak:i, Muller, & Brocke, 2017).Leisure
services sectors face with the new challenges in customer attraction and multiple competition as well.
This prompted the researchers and marketing professionals (Gagnon, 2014; Hanafizadeh &
Yarmoharnmadi, 2015) to recognize the importance of virtual content. Due to huge competition the
role of quality content in leisure services sector is of growing importance too.

The increasing importance of content quality created preconditions for content marketing to
become a separate marketing paradigm. A more thorough understanding of online consumers is a
prerequisite for digital content that meet consumer expectations, and at the same time, forms a basis
for competitive and sustainable business (Halttunen, Makkonen, Frank, & Tyrviiinen, 2010).

Discussions about the content marketing benefits and application to different kind of business
shows the importance of knowing how content quality affects consumers in different marketing
channels and how it can be used for leisure services sector. From a managerial perspective,
understanding the effect from all marketing tools is necessary for developing an efficient marketing
plan. Therefore, the scientific problem solved in the paper is presented as follows: does the use of
content marketing elements influence the effectiveness of search advertisement? Accordingly, this
paper aims to fmd out the influence of content marketing elements for search advertisement
effectiveness in a leisure services sector.

Research methods: Achieving the aim of the article, the comprehensive analysis and
synthesis of scientific literature was provided. In order to get better understandings about the