title: ÐÐ°ÑÐ¸Ð²Ð½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð° Ð¸ ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ ÐºÐ°Ðº ÑÐ¿Ð¾ÑÐ¾Ð±Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð² B2B ÑÐµÐ³Ð¼ÐµÐ½ÑÐµ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Native advertising and content marketing as a way for brand promotion on the b2b market
Creators: name: ÐÐ°Ð»Ð¸ÑÐ¾Ð²Ð°, ÐÐ½Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2025
Subjects: Ð½Ð°ÑÐ¸Ð²Ð½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
b2b ÑÐµÐ³Ð¼ÐµÐ½Ñ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð±ÑÐµÐ½Ð´Ð°
ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸
native advertising
content-marketing
b2b segment
brand promotion
concept development

description: Ð¢ÐµÐ¼Ð° Ð¼Ð°Ð³Ð¸ÑÑÐµÑÑÐºÐ¾Ð¹ Ð´Ð¸ÑÑÐµÑÑÐ°ÑÐ¸Ð¸: Â«ÐÐ°ÑÐ¸Ð²Ð½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð° Ð¸ ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ ÐºÐ°Ðº ÑÐ¿Ð¾ÑÐ¾Ð±Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð² B2B ÑÐµÐ³Ð¼ÐµÐ½ÑÐµÂ». Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð² B2B ÑÐµÐ³Ð¼ÐµÐ½ÑÐµ Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼ Ð½Ð°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð¸ ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð¾ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ ÐÐÐ Â«Ð-ÐÑÐ¾Ð´Ð°ÐºÑÐ½Â». ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐ¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð½Ð°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð¸ ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð½Ð° B2B ÑÑÐ½ÐºÐµ. ÐÐµÑÐ¾Ð´ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð°Ð½Ð°Ð»Ð¸Ð· Ð»Ð¸ÑÐµÑÐ°ÑÑÑÐ½ÑÑ Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ¾Ð², ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ð¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¼ÐµÑÐ¾Ð´ ÐºÐµÐ¹Ñ-ÑÑÐ°Ð´Ð¸, Ð¼ÐµÑÐ¾Ð´ Ð¿ÑÐ¾ÐµÐºÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: - Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð° Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð° Ð½ÐµÐ³Ð°ÑÐ¸Ð²Ð½Ð¾Ð³Ð¾ Ð²Ð¾ÑÐ¿ÑÐ¸ÑÑÐ¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¼ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð² ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð¿ÐµÑÐµÐ½Ð°ÑÑÑÐµÐ½Ð½Ð¾ÑÑÐ¸ ÑÑÐ½ÐºÐ°; - Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐÐ Â«Ð-ÐÑÐ¾Ð´Ð°ÐºÑÐ½Â», Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ñ Ð¿Ð¾ Ð±ÑÐµÐ½Ð´-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ; - ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð¿Ð¾Ð½ÑÑÐ¸Ñ Ð½Ð°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð¸ ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°, Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¸Ñ Ð¿ÑÐµÐ¸Ð¼ÑÑÐµÑÑÐ²Ð° Ð¿ÑÐ¸ ÑÐ¾Ð²Ð¼ÐµÑÑÐ½Ð¾Ð¼ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ð¸; - ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð² B2B ÑÐµÐ³Ð¼ÐµÐ½ÑÐµ Ð´Ð»Ñ digital-Ð°Ð³ÐµÐ½ÑÑÑÐ²Ð° Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¾Ð´Ð½Ð¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð½Ð°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð¸ ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°; - ÑÐ°ÑÑÑÐ¸ÑÐ°Ð½Ð° ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ°Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½Ð¾Ð¹ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð²: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð´Ð»Ñ B2B-ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹. ÐÐ°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð¾Ð¹ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¸Ð½ÑÐµÐ³ÑÐ°ÑÐ¸Ð²Ð½Ð°Ñ Ð¼Ð¾Ð´ÐµÐ»Ñ, Ð¾Ð±ÑÐµÐ´Ð¸Ð½ÑÑÑÐµÐ¹ Ð½Ð°ÑÐ¸Ð²Ð½ÑÑ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð¸ ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð´Ð»Ñ B2B ÑÑÐ½ÐºÐ°. ÐÑÐ¸ ÑÐ°Ð±Ð¾ÑÐµ Ð½Ð°Ð´ ÐÐÐ  Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸: CRM-ÑÐ¸ÑÑÐµÐ¼Ñ, Ð¯Ð½Ð´ÐµÐºÑ ÐÐµÑÑÐ¸ÐºÐ°, Excel, Ð³ÑÐ°ÑÐ¸ÑÐµÑÐºÐ¸Ðµ ÑÐµÐ´Ð°ÐºÑÐ¾ÑÑ Canva Ð¸ Adobe Photoshop. ÐÑÐ²Ð¾Ð´Ñ. ÐÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð° ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð² B2B ÑÐµÐ³Ð¼ÐµÐ½ÑÐµ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð½Ð°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð¸ ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¿Ð¾Ð²ÑÑÐ°ÑÑÐ°Ñ ÑÐµÐ½Ð½Ð¾ÑÑÑ Ð±ÑÐµÐ½Ð´Ð° Ð¸ ÑÐ¾ÑÐ¼Ð¸ÑÑÑÑÐ°Ñ Ð´Ð¾Ð»Ð³Ð¾ÑÑÐ¾ÑÐ½ÑÐµ Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ñ Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¼, ÑÑÐ¾ ÑÐ¿Ð¾ÑÐ¾Ð±ÑÑÐ²ÑÐµÑ ÑÐ´ÐµÑÐ¶Ð°Ð½Ð¸Ñ ÐºÐ»Ð¸ÐµÐ½ÑÐ° Ð¸ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð¿ÑÐ¾Ð´Ð°Ð¶.
description: The title of the masters thesis: "Native Advertising and Content-Marketing as Methods for Brand Promotion in the B2B Segment." The aim of the study opportunities for Using Native Advertising and Content Marketing Tools to Promote Corporate Brands in the B2B Market. The study was carried out on the basis of P-Production LLC. Research subject: the use of native advertising and content marketing for brand promotion in the B2B segment, exemplified by P-Production LLC. Research methods: analysis of literature and sources, comparative analysis, marketing analysis, economic analysis, case study method, design method. The main results of the study: - the problem of negative consumer perception of advertising due to market oversaturation has been substantiated; - a marketing analysis of LLC "P-Production" has been conducted, identifying key brand promotion issues; - the concepts of native advertising and content marketing have been examined, and their advantages in combined application have been identified;Â  - a brand promotion concept for a digital agency in the B2B segment has been developed based on the simultaneous use of native advertising and content marketing tools; - the economic efficiency of the proposed concept has been calculated. Application field: marketing strategies for B2B companies. The scientific novelty of the study is is an integrative model that combines native advertising and content marketing for the B2B market. Information technologies like CRM systems, Yandex Metrica, Excel, graphic editors Canva and Adobe Photoshop were used while working on the graduate qualification work. Conclusions. A brand promotion concept for the B2B segment has been proposed, based on the use of native advertising and content marketing. This approach enhances brand value and fosters long-term relationships with consumers, contributing to customer retention and increased sales.