Influence of the Context Marketing on the Effectiveness of the Content Marketing

Abstract

This article aims to identify the ways to increase the effectiveness of content marketing through the use of context marketing tools aimed to make the content more desirable in the eyes of a potential customer. The study emphasises the significant position of the content marketing strategy in marketing activities and also shows the objectives that can be implemented with the help of this strategy. In addition, it presents the importance of customers in the content marketing, describing the observed purchasing trends called the ROPO and ROTOPO effect. The author presents the key assumptions of context marketing and indicates the possibility of the use of its tools to implement the content marketing strategy more effectively. The aim of the article was fulfilled by conducting a secondary research of the available literature and reports.