Abstract:

With the rapidly evolving technology over the past twenty years, the importance of internet advertising has increased and the enterprises are trying to transmit it to consumers by various digital methods. Of these strategies used, Banner ads, ads, search engine ads are the most commonly used types of internet advertising. But recently, a consumer structure has emerged away from advertising due to the fact that a lot of advertising has penetrated the consumer and a conscious consumer profile has formed the appearance of advertising content supply. Therefore, different types of internet advertising have come to the forefront in order to attract the interest of consumers who are away from advertising due to the use of various programs that block advertising. One of these is a type of internet advertising, expressed as "Native Marketing" or "Natural Advertising" and prepared according to the content and visual design of the platform where it is located. Method – Today, the increasing popularity of social media platforms (Youtube, Facebook, Twitter, Instagram) has made it easier for consumers to access the internet via mobile devices. In this context, advertisements made through social media are made by bringing the user’s preferences and likes to the forefront, making a personal advertising. The findings- As a natural advertising tool, social media is being used more and more on a daily basis and becomes successful in the direction of attracting the consumer's pleasure. In this study, the concept of natural advertising is studied, and the characteristics and types of natural advertising are discussed. Also, by comparing the titles with natural advertising with banner and advertising marketing, the advantages and disadvantages, similar and different aspects have been addressed. However, focusing on the concept of social media, the subject of the use of natural advertisements in these locations has been studied. Finally, there are examples of natural advertising on social media networks.