Relevant bibliographies by topics / Digital content marketing

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Digital content marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 21 February 2023

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Journal articles on the topic "Digital content marketing"

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Rowley, Jennifer. "Understanding digital content marketing." Journal of Marketing Management 24, no. 5-6 (July 7, 2008): 517–40. http://dx.doi.org/10.1362/026725708x325977.

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Umami, Zakiya, and Gede Sri Darma. "DIGITAL MARKETING: ENGAGING CONSUMERS WITH SMART DIGITAL MARKETING CONTENT." Jurnal Manajemen dan Kewirausahaan 23, no. 2 (September 17, 2021): 94–103. http://dx.doi.org/10.9744/jmk.23.2.94-103.

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The accelerated development of digital technology is currently affected by several factors such as the use of internet technology, the development of smartphones, the emergence of various social media, the deve­lopment of e-commerce and the large number of people who actively use the internet. This study aimed to find a suitable marketing strategy for promoting food products by observing the development of digital marketing, especially today’s social media marketing. Bali was well known as one of the destinations visited by local and International tourists. One restaurant located in Kuta called Maisyaroh, in spite of the advancement of digital technology, had not optimized the use of the technology well. Whereas, it actually could affect the competitive advantages. In addition, a qualitative descriptive approach was used in this research, while the data collection techniques were carried out through observation, in-depth interviews by using Zoom Meeting and docu­men­tation. The results stated that promotion using Instagram (IG) endorsement and paid promote could increase brand awareness and buying interest.
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Kreutzer, Ralf T. "Digital Branding und Content-Marketing." Der Betriebswirt: Volume 56, Issue 3 56, no. 3 (September 30, 2015): 21–28. http://dx.doi.org/10.3790/dbw.56.3.21.

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Digitale Markenführung umfasst den Prozess der emotionalen Aufladung einer Marke sowie der Kommunikation zentraler Nutzenelemente einer Marke zur Erreichung einer Differenzierung im Wettbewerb durch den Einsatz digitaler Medien als integraler Bestandteil eines ganzheitlichen Markenführungsansatzes. Eine wichtige Komponente der digitalen Markenführung stellt das Content-Marketing dar. Dieses kann sowohl im BtC- wie im BtB-Markt wichtige Impulse zur Auseinandersetzung mit Angebot, Marke und/oder Unternehmen liefern. Digital brand management encompasses the process of emotionalizing the brand and of communicating the central benefit elements of a brand. The target is the achievement of competitive advantages through the use of digital media as integral part of a holistic brand management approach. An important component of digital brand management represents content marketing. This can provide an important impetus for the promotion of the offer, the brand and/or the company itself – in both the B2C as the B2B markets. Keywords: stakeholder, online medien, markenführung, informationskonkurrenz, image, identity
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Koiso-Kanttila, Nina. "Digital Content Marketing: A Literature Synthesis." Journal of Marketing Management 20, no. 1-2 (February 2004): 45–65. http://dx.doi.org/10.1362/026725704773041122.

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Shadrin, Vladislav, and Olga Kotova. "Digital Marketing Evolution." Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences 2020, no. 2 (May 29, 2020): 263–69. http://dx.doi.org/10.21603/2500-3372-2020-5-2-263-269.

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Marketing complex acquires a new content as it tries to adjust itself to the changing business practices and consumer behavior. The research objective was to study the content of Marketing 4.0 and the changing relationship between the brand and the consumer. The authors conducted a comparative analysis of the changes in marketing concepts, which proved that consumers have become partners in marketing communications. Internet communities and opinion leaders proved to affect consumer behavior. Social networks and messengers shape attitude of whole communities. The research revealed an increasing role of customization and personalization in the promotion of brands and products in the era of digitalization. Consumer experience and pleasure derived from marketing interaction are becoming more and more important. Previously obtained materials made it possible to define the change in the marketing complex in the digital economy from 4P to 4C. New consumer communities search for information on the Internet, thus overlooking traditional methods of marketing communications.
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Lozynska, O. I. "Closer Defining of the Content of the Concept of Bank Marketing in the Context of Digitalization of the Economy." Business Inform 1, no. 516 (2021): 320–27. http://dx.doi.org/10.32983/2222-4459-2021-1-320-327.

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The article is aimed at exploring the evolution of scientific approaches to defining the essence of bank marketing, closer defining the content of the concept of bank marketing in the context of digitalization of the economy, determining the essence and place of digital marketing in the general system of bank marketing. As a result of the research, it is found out that the modern scientific conception of bank marketing is digital marketing, which provides grounds to supplement the periodization of the development of bank marketing in Ukraine with a modern stage that corresponds to the introduction of the conception of digital marketing. It is substantiated that digital marketing coexists in the general system of bank marketing with traditional and Internet marketing and applies to traditional and innovative banking products and services. In this context, a differentiation of bank marketing by two features is proposed: type of bank product/service (traditional/innovative) and the type of bank marketing (traditional, informational, digital). In accordance with the suggested differentiation, it is proposed to develop a portfolio of bank marketing strategies. It is proved that the digital marketing strategy is systematically integrated into the overall strategic marketing planning of banking institutions. It is proposed to consider the stages of formation of the digital marketing strategy in connection with the portfolio of marketing strategies implemented in the bank’s activities. Prospects for further research are the scientific substantiation of strategic, tactical and operational aspects of digital marketing in order to increase its efficiency and effectiveness in promoting the image of the bank, banking services and products, attracting and retaining consumers of financial services.
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Khairani, Asmara, and Ira Fachira. "The Influence of Different Digital Content Marketing on Consumer Engagement in The Tourism Sector." International Journal of Social Science and Business 5, no. 3 (August 14, 2021): 443. http://dx.doi.org/10.23887/ijssb.v5i3.38109.

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Social media marketing and change in consumer behavior when traveling in the digital era, present opportunities for tourism sector. Aligned with these facts, digital content marketing becomes more important in improving consumer engagement through social media. Content marketing currently has shifted to a digital world known as digital content marketing. The more people view content on social media, the more it affects consumer engagement. Thus, a study is required to determine how social media marketing can help promote Indonesian locations, especially when Indonesia is trying to cope with many losses due to the pandemic. This study used content analysis to identify the differences between digital content marketing of the travel content by identifying 150 informative and persuasive content and analyzing consumer engagement on the social media platform Instagram. The results show that persuasive content has the most impact on consumer engagement. Also, this study can contribute to digital content marketing and consumer engagement concept literature in the tourism context. In addition, it can be a reference for company in the tourism sector to market their content by paying more attention to the type of content that is of interest to the public to attract public interest in the intended destination (destination branding).
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Holliman, Geraint, and Jennifer Rowley. "Business to business digital content marketing: marketers’ perceptions of best practice." Journal of Research in Interactive Marketing 8, no. 4 (October 7, 2014): 269–93. http://dx.doi.org/10.1108/jrim-02-2014-0013.

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Purpose – This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques. Design/methodology/approach – Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors. Findings – B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s information needs, and their purchase consideration cycle. Valuable content is described as being useful, relevant, compelling and timely. Content marketing requires a cultural change from “selling” to “helping”, which in turn requires different marketing objectives, tactics, metrics and skills to those associated with more traditional marketing approaches. The article concludes with a theoretical discussion on the role of digital content in marketing, thereby contextualising the findings from this study within a broader exploration of the role of digital content in marketing and relational exchanges. Originality/value – As the first research study to explore the use of digital content marketing in B2B contexts, this research positions digital content marketing with regard to prior theory, and provides both an agenda for further research, and suggestions for practice.
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Forsyth, Keith. "Digital Marketing — Content management: A prerequisite to marketing and sales effectiveness." Journal of Medical Marketing 4, no. 3 (July 1, 2004): 228–34. http://dx.doi.org/10.1057/palgrave.jmm.5040169.

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Đokić, Ines, Nikola Milićević, and Nenad Đokić. "Marketing research of general determinants of the choice of the study programme digital marketing by academic studies students." International Journal of Economic Practice and Policy 18, no. 1 (2021): 1–13. http://dx.doi.org/10.5937/skolbiz1-33650.

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Digital marketing is becoming increasingly relevant in business practice. At the same time, there is a growing need to include digital marketing content in the curricula of higher education institutions. Based on the above, this paper sets two goals-to describe the growing application of digital marketing in business practice in general and to explore the general determinants of the choice of the study program by the students at the higher education institution that will start realization of a master's study program in digital marketing in 2021/22 school year. In the context of the previous objectives, in addition to collecting secondary information, a primary survey was conducted in June 2021 (n = 89). The results of the primary research indicate a pronounced positive acceptance of the study program digital marketing by students, regardless of specific general determinants.
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Dissertations / Theses on the topic "Digital content marketing"

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Barbro, Patrick A. "Content and Context: Consumer Interactions with Digital Decision Aids." Diss., Temple University Libraries, 2015. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/332469.

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Business Administration/Marketing
Ph.D.
Through four essays, this dissertation contributes to the body of marketing literature by advancing understanding of consumer interactions with digital decision aids. Different aspects of the content contained within digital decision aids are explored in several contexts. First, the drivers of consumer interactivity in an online review community are examined and it is found that violations of community norms are an important factor in stimulating consumer action. Second, a tool is developed to facilitate the normalization of online review content across languages. Next, elements of language and national culture are investigated to determine their influence on consumer reviews in an international context. It is found that cultural biases play an important role in the relative verbosity, valence, and helpfulness of online reviews across countries. Lastly, the role of images in digital decision aids is considered and it is found that image type and perspective can influence consumer product evaluation. In sum, the influence that content and context have on consumer interactions with digital decision aids is clearly demonstrated through a diverse yet intertwined set of studies.
Temple University--Theses
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MONTI, ELISABETTA. "“Sales-marketing integration”: un’indagine esplorativa sul ruolo della strategia di digital content marketing." Doctoral thesis, Università Politecnica delle Marche, 2021. http://hdl.handle.net/11566/290738.

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La letteratura ha messo più volte in evidenza la rilevanza dell'integrazione tra marketing e vendite. Nonostante ciò, tale integrazione costituisce ancora un problema nelle imprese, specie nei contesti B2B. Studi recenti in tema di Digital Content Marketing (DCM) hanno suggerito che il DCM può contribuire ad allineare il marketing alla funzione commerciale. Questi studi, però, hanno dimostrato l’impatto del DCM sul ciclo di vendita, mentre il ruolo di tale strategia nell'integrazione tra le due aree non ha rappresentato il fenomeno oggetto di indagine. Pertanto non sono state ancora indagate le motivazioni e le modalità con le quali l’implementazione del DCM possa favorire l’integrazione tra marketing e vendite. La tesi si pone l’obiettivo di esplorare in che modo il DCM può supportare l’integrazione, rispondendo alla seguente domanda di ricerca: “Attraverso quali specifici meccanismi il Digital Content Marketing (DCM) può favorire l’integrazione tra area marketing e area vendite?”. La metodologia utilizzata è di tipo qualitativo, mediante il ricorso al single case study, indagando in profondità l’implementazione di una strategia di DCM all’interno di una PMI B2B e il suo impatto in termini di integrazione. I risultati dello studio, contribuendo alla letteratura sul tema, mostrano per la prima volta che il DCM è in grado di favorire l’integrazione non solo allineando le due aree su un comune orientamento al cliente, ma innescando i meccanismi e attivando le dimensioni dell’integrazione individuate in letteratura: la condivisione delle informazioni, la creazione di legami strutturali, il potere e la conoscenza. I risultati forniscono spunti interessanti per indagini future e per i manager B2B, evidenziando come il DCM possa rappresentare un investimento di natura strategica in grado di apportare non solo benefici strettamente correlati al DCM, ma è in grado di favorire l’integrazione tra marketing e vendite.
The academic literature has devoted increasing attention to the sales-marketing integration. A significant gap between sales and marketing still exists, specially in B2B contexts. Scholars have recently suggested that digital content marketing (DCM) might play a role in the sales-marketing integration in B2B companies. However, the literature has emphasized the positive effects of DCM on sales-related outcomes. Yet, the literature lacks a thorough understanding of how and why the implementation of DCM triggers those mechanisms and dimensions which lie behind the sales-marketing integration. Therefore, the role of DCM in sales-marketing integration is not fully explored. Against this backdrop, we aim at answering the following research question: Through what specific mechanisms can Digital Content Marketing (DCM) foster the sales – marketing integration?". We employ a single case study to answer the research question. Thus, this methodology enhances the understanding of the dynamics and contextual complexities of the DCM strategy’s role in the sales-marketing integration in a B2B SME. The study contributes to the literature on the sales-marketing integration and on the DCM. The analysis shows for the first time that the DCM strategy can effectively play a supporting role in the sales-marketing integration. The DCM strategy allows to exchange more information between marketing and sales, requires formal meetings among the two units to jointly plan objectives and activities, encourages teamwork for executing activities together. The DCM supports the sales-marketing integration by emphasizing a customer orientation and market knowledge in both units, and brought about a gradual change in the organization. This study offers valuable insights for future researches and for manager B2B. The DCM, implemented with a strategic approach, is able to bring benefits within B2B companies that go beyond those closely related to DCM, such as sales – marketing integration.
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Claesson, Amanda, and Albin Jonsson. "The Confusion of Content Marketing : a study to clarify the key dimensions of content marketing." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-16932.

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Content marketing is a popular marketing strategy, which has increased significantly during the last years. The term content marketing is new but companies have been working with parts of the strategy for decades. The new digital era changed the communication from a one-way to a two-way communica- tion. Customers now have a demand for relevant content that is valuable for them. The purpose of this dissertation is to develop an understanding of this marketing strategy, and clarify the key dimensions that distinguish content marketing from other marketing strategies. This thesis rests on a realistic philosophy with an abductive approach. Based on previous research different definitions of the marketing strategy are used to develop a model of the key dimensions of content marketing. A qualitative data collection with semi-structured interviews is performed on seven participants in order to explore what is seen as important aspects, and to gather new insight about the unclear marketing strategy. The findings indicate a differentiation between companies, but there is a consensus of the most im- portant aspects. Findings of how the strategy is done results in a new model, and a new definition of the marketing strategy. Suggestions for further research include examining how companies measure con- tent marketing. The results contribute with a clarification and further description of what content marketing is, and the most important aspects to consider when working with the strategy. The results of this study are useful as a guideline for people starting to work with content marketing, with the aim to understand the market- ing strategy.
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Khan, M. (Md). "Impact of digital content marketing (DCM) on customers’ online purchasing behavior." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201905081642.

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Abstract. This study aims to understand how digital contents are acting as a motivating factor to influence on customers online purchasing behavior as well as online purchasing process. More clearly this study will understand and analyze the phenomenon closely on how digital contents are influencing customers into customers five stages of the online purchasing process. The theoretical framework is formed during the study which is based on the findings of previous researches related to digital content marketing and online purchasing behavior. The research is conducted on the qualitative method where semi-structured interview is applied for data collection. The target age group for data collection is 25 to 34 who purchase mostly electronic products from the online marketplace. The empirical analysis is done based on abductive reasoning approach. The finding of the study shows that digital contents affect on customers online purchasing process. The research also found that the right structure and strategy should be applied to create and distribute digital content which engages customers towards digital contents and motivate them to rely on digital contents into the online purchasing decision-making process. Finally, the study showed theoretical contributions, managerial implications, and suggestions for further research regarding digital contents.
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Larsson, Anna, and Linn Tallberg. "Konsten att sälja utan att ropa ”KOM OCH KÖP!” : Att genomföra content marketing på sociala medier." Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-17054.

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Content marketing är ett fenomen som vuxit och blivit en trend, på grund av den stora tillgången av information som onlinemiljön bidragit med till företagen. Vad content marketing handlar om har visat sig bristfälligt bland forskare, då det saknas en tydlig akademisk avgränsning. Definitionen av fenomenet content marketing är många, och forskare uttrycker sig olika vid beskrivningen om vad content marketing innebär. Hur content marketing används och vad som är viktigt att förmedla genom sin content marketing på sociala medier skiljer sig också från företag till företag. Däremot är flera forskare överens om att en strategi är viktig vid skapandet av content marketing. Syftet med denna studie är skapa en nyanserad bild av content marketing på sociala medier. Detta eftersom det råder delade meningar om innebörden av content marketing inom forskningsområdet. Att avgränsa studien till sociala medier har gjorts då onlinemiljön är ett för brett område för studiens storlek och avsatta tid. En kvalitativ små-N-studie har genomförts med intervjuer av företag. För att kunna besvara studien syfte genom företagens beskrivningar om deras uppbyggnad av content marketing på sociala medier. En tematisk analys har använts för att kunna identifiera återkommande teman ur det insamlade materialet från företagen. Resultaten från denna studie visar på att processen för hur content marketing på sociala medier används styrs utifrån vilka mål företag har, samt vilka dimensioner som företag anser viktigast vid en specifikt kampanj. Däremot påverkas inte antalet steg i processen som helhet av antalet mål eller antalet dimensioner, utan skiljer sig från företag till företag. Samt att sociala medier bidragit till nya fynd i processen. Således är content marketing på sociala medier ett komplext arbete.
Content marketing is a phenomenon that has grown and has become a trend, due to the vast availability of the information that the online environment has contributed to companies. What content marketing is involving has proved to be insufficient among researchers, as there is no clear academic delimitation. The definition of the content marketing phenomenon is many, and researchers express this differently when describing what content marketing means. How content marketing on social media is used and what is important to convey through content marketing also differs from company to company. However, several researchers agree that a strategy is important in the creation of content marketing on social media. The main purpose of this paper is to create a nuanced depiction of content marketing on social media. This is because there is disagreement about the meaning of content marketing in the research area. The delimitation of this paper to social media has been done because of the online environment is a too wide field for the size and time allocated for this paper. A qualitative small-N-study has been conducted with interviews of companies. In order to be able to answer this paper purpose through the companies' descriptions of their structure of content marketing on their social media. Thematic analysis has been used to identify recurring themes from the collected material from the companies The results of this paper show that the process for how content marketing on social media is used is governed by what goals companies have, and what dimensions companies consider most important in a specific campaign. However, the number of steps in the process as a whole is not affected by the number of goals or the number of dimensions but differs from company to company. And that social media contributed to new findings in the process. Thus, content marketing on social media is a complex work.
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Wester, Petra. "Framtidens marknadsföring : En kvalitativ studie om hur B2B-företag definierar och tillämpar content marketing i digital marknadsföring." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-134181.

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This study has been conducted with an aim to examine how employees working at B2B companies in Umeå understand, and describe the ever changing strategy of content marketing whilst at the same time analysing how said companies utilise the strategy on their own websites. Another aim of this study is to determine whether content marketing is used differently depending on the companies size and reach. The study was conducted by means of interviews and content analysis, using semiotics as a method. The result showed that despite each company understanding and using the term content marketing they differed slightly when describing its meaning, and implementation.
Denna studie har genomförts med syfte att undersöka hur anställda på B2B-företag i Umeå uppfattar och beskriver den växande marknadsföringsstrategin content marketing, samt att analysera hur den används på företagens hemsidor. Studien syftar även till att undersöka om begreppet används och uppfattas olika beroende på företagens storlek. Det teoretiska ramverket består av tidigare forskning och teorier som behandlar content marketing som begrepp och strategi. Studien har genomförts med ett kvalitativt förhållningssätt i form av intervjuer samt en innehållsanalys där vi utgår från semiotiken som metod. Resultatet av studien visade att trots att samtliga B2B-företag uppfattat det omtalade begreppet så skiljer det sig i hur de definierar det och dess innebörd samt hur strategin tillämpas i praktiken.
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Jakešová, Nina. "Content Marketing via Online Media in Interior Design Market." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-264523.

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This work aims to provide an overview of current knowledge in the field of content marketing. Based on that, it defines key requirements for successful content marketing via online media. The system can be further used for creating or re defining content marketing for any company that wishes to effectively attract and retain their customers by providing them with valuable information. In the practical part, the thesis discusses the case of Insidecor, a company providing a web portal that showcases interior design products and inspiration available on Czech market. Based on the theoretical knowledge, description of the company's business, market situation and primary research, the thesis proposes key areas for improvement of the company's content marketing initiative.
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Lázaro, Abarca Hugo Enrique. "Actividades de Inbound Marketing y valor de marca de cervezas tradicionales del segmento masculino del NSE C que residen en la zona 8 de Lima, año 2019." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/627760.

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El mercado de bebidas alcohólicas en el Perú es peculiar debido a las preferencias de los consumidores, en este sentido la cerveza cobra gran protagonismo, debido a su arraigo con el consumidor peruano. Así mismo, las actividades de marketing digital se han incrementado exponencialmente en el rubro en mención, por lo que es determinante para la presente investigación analizar ambos factores de cara a la escena actual del mercado de cervecería tradicional y la digitalización de los consumidores. Por lo antes expuesto, el objetivo del presente estudio es investigar como las actividades de Inbound Marketing guardan relación con el valor de marca de las cervezas tradicionales del segmento masculino del NSE C que residen en la zona 8 de Lima metropolitana. Para ello se diseñó una investigación cualitativa con la aplicación de instrumentos como focus group y entrevistas a especialistas, así mismo una investigación cuantitativa a una muestra de 385 personas a las cuales se le aplicó una encuesta. En este sentido, se consulta y contrasta con principales autores de investigaciones respecto a la metodología del Inbound Marketing y valor de marca, para que permita corroborar los resultados de la presente investigación. Finalmente, se obtuvo que las variables descritas si guardan relación entre sí, pues las actividades de atracción e interacción, propias del Inbound Marketing, incrementan positivamente el valor de marca, dado a sus esfuerzos en la comunicación empática y bidireccional.
The market of alcoholic beverages in Peru is peculiar due to the preferences of the consumers, in this sense the beer takes great prominence, due to its roots with the Peruvian consumer. Likewise, digital marketing activities have increased exponentially in the area in question, so it is crucial for the present investigation to analyze both factors facing the current scene of the traditional brewing market and the digitalization of consumers. For the foregoing, the objective of this study is to investigate how the activities of Inbound Marketing are related to the brand value of the traditional beers of the male segment of the NSE C that reside in zone 8 of metropolitan Lima. To this end, qualitative research was designed with the application of instruments such as focus group and interviews with specialists, as well as a quantitative investigation of a sample of 385 people to whom a survey was applied. In this sense, it is consulted and contrasted with leading research authors regarding the methodology of Inbound Marketing and brand value, in order to corroborate the results of this research. Finally, it was obtained that the variables described are related to each other, since the activities of attraction and interaction, typical of Inbound Marketing, positively increase brand value, given their efforts in empathic and bidirectional communication.
Trabajo de investigación
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Denham-Smith, John, and Pontus Harvidsson. "Content Marketing’s effect on customer engagement." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12685.

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The marketing landscape is changing, with the focus shifting from traditional marketing methods towards digital marketing. Enterprises must realize the importance of this new paradigm to not risk falling behind competitors. The new paradigm focuses on customer relationships and trying to attract and create loyal customers. A new way of creating loyal trusting customer relationships is by using content marketing, meaning providing customers with valuable information in the form of content and enabling two-way communication. To understand how consumers perceive content and why they choose to engage or not, is crucial for enterprises, in creating successful content marketing.This study aims to provide knowledge and understanding of how content marketing affects customer engagement from a consumer's perspective. This study is a qualitative study using several semi-structured interviews and observations to gather data. A conceptual framework from previous research is used to analyse the result, this framework is a multidimensional approach of how consumers react and perceive different types of online content marketing.The outcome of this study shows that consumer engagement is a psychological state that is hard to reach for any enterprise/brand, to be truly successful the consumers dimensions of cognitive, emotional and action response must all be affected, which can be enabled through credible, targeted and differentiated content marketing.
Omgivningen för marknadsföring håller på att förändras, fokus har flyttats från traditionella metoder mot digitala marknadsmetoder. Företag måste förstå hur viktig detta paradigmskifte är för att inte halka efter sina konkurrenter. Det nya paradigmet fokuserar på kundrelationer och att försöka attrahera och skapa lojala kunder. Ett nytt sätt att skapa dessa relationer är att använda innehållsmarknadsföring (content marknadsföring), med det menas att tillhandahålla värdefull information i form av innehåll och att bistå med plattformar för att underlätta tvåvägskommunikation mellan kunder och företag. Att förstå hur kunder uppfattar innehåll och varför de väljer att engagera sig i den eller inte är avgörande för ett företag i att skapa lyckad innehållsmarknadsföring.Syftet med denna studie är att förse läsaren med kunskap och förståelse för hur innehållsmarknadsföring påverkar kundengagemang ur ett kundperspektiv. Studien är en kvalitativ studie som använder semi-strukturerade intervjuer och observationer som dataunderlag. Ett ramverk baserat på tidigare forskning används för att analysera resultatet, som byggs på ett flerdimensionellt synsätt hur kunder reagerar och upplever olika typer av innehållsmarknadsföring.Resultatet av studien visar hur kundengagemang är ett psykiskt tillstånd som är svårt för företag/varumärken att skapa hos konsumenten. För att uppnå lyckosam innehållsmarknadsföring måste kundens kognitiva, emotionella och viljan att ta handling stimuleras, vilket kan skapas genom trovärdig, målinriktad och differentierad innehållsmarknadsföring.
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Santos, Pedro Filipe Madeira dos. "Relatório de estágio na Agência Digital WayNext." Master's thesis, Universidade de Évora, 2020. http://hdl.handle.net/10174/29042.

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De acordo com uma estimativa realizada pela União Internacional de Tecnologia (UIT), mais de metade da população mundial (53,8%), o que corresponde a cerca de 4,1 mil milhões de pessoas, estão conectadas a um serviço de Internet. A utilização desta ferramenta é praticamente indispensável e hoje considerado um utensilio básico quer no trabalho, quer na vida pessoal mas também uma das maiores dependências. Neste contexto surgem as agências de marketing digital para aumentar a notoriedade e destacarem um negócio neste mercado tão vasto e em constante actualização. Este relatório de estágio, tem como principal objectivo relatar a experiência laboral realizada na agência de marketing digital WayNext, entre setembro de 2018 e fevereiro de 2019. Durante o estágio foram acompanhados diversos projetos e colaborações no desenvolvimento de diversas tarefas: redacção de artigos para blogues, páginas de clientes e para a própria página da WayNext (Copywritting); a introdução e edição de conteúdos em backoffice e Wordpress; realização de análises de mercado e construção de base de dados. Para além destas, também foi mantido o contacto com as restantes áreas de actuação da agência. Todos os trabalhos foram desenvolvidos em contexto de equipa tendo sido importante a discussão de ideias e os modos de acção por parte de diferentes visões; Internship Report at Digital WayNext Agency Abstract: According to an estimate made by the International Union of Technology (IUT), more than half of the world's population (53.8%), corresponding to about 4.1 billion people, are connected to an internet service. The use of this tool is practically indispensable and today is considered a basic tool both at work and in personal life but also one of the biggest dependencies. In this context, digital marketing agencies emerge to raise awareness and highlight a business in this vast and constantly updated market. The main objective of this internship report is to describe the work experience carried out at WayNext digital marketing agency, between September 2018 and February 2019. During the internship were followed several projects and collaborations in the development of various tasks: writing articles for blogs, customer pages and WayNext's own page (Copywritting); the introduction and editing of backoffice and Wordpress content; market analysis and database construction. In addition to these, contact was also maintained with the other areas of activity of the agency. All works were developed inserted in a team context and it was important the discussion of ideas and modes of action by different views.
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Books on the topic "Digital content marketing"

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Tassel, Joan M. Van. Managing electronic media: Making, marketing, and moving digital content. Burlington, MA: Focal Press, 2010.

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Lisa, Poe-Howfield, ed. Managing electronic media: Making, marketing, and moving digital content. Burlington, MA: Focal Press, 2010.

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Frick, Tim. Return on engagement: Content, strategy, and design techniques for digital marketing. Boston, Mass: Focal Press, 2010.

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Return on engagement: Content, strategy, and design techniques for digital marketing. Boston, Mass: Focal Press, 2010.

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Eastin, Matthew S. Handbook of research on digital media and advertising: User generated content consumption. Hershey, PA: Information Science Reference, 2010.

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Eastin, Matthew S. Handbook of research on digital media and advertising: User generated content consumption. Hershey, PA: Information Science Reference, 2011.

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1933-, Burns Neal M., Daugherty Terry 1971-, and Eastin Matthew S, eds. Handbook of research on digital media and advertising: User generated content consumption. Hershey, PA: Information Science Reference, 2010.

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Joe Public II: Embracing the new paradigm : a strategic guide to digital and content marketing for hospitals and health systems. Minneapolis, MN: Interval, 2014.

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Welcome to the funnel: Proven tactics to turn your social and content marketing up to 11. [Place of publication not identified]: Heavy Metal Thunder Publications, 2014.

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Fuell, Arvilla. Content Marketing Basics : How to Increase Customers by Using Digital Marketing Strategies: Content Marketing Techniques. Independently Published, 2021.

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Book chapters on the topic "Digital content marketing"

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Chaffey, Dave, and PR Smith. "Content marketing." In Digital Marketing Excellence, 186–222. 6th ed. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003009498-4.

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Thompson, Jay Daniel, and John Weldon. "Digital Marketing." In Content Production for Digital Media, 35–46. Singapore: Springer Singapore, 2022. http://dx.doi.org/10.1007/978-981-16-9686-2_4.

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Iredale, Sophie, Aleksej Heinze, and Martin J. Williams. "Content marketing." In Digital and Social Media Marketing, 230–56. Second edition. | Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429280689-13.

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Fletcher, Gordon, and Alexander Christov. "Future users, content and marketing." In Digital and Social Media Marketing, 317–33. Second edition. | Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429280689-17.

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Lewis, Wendy. "The Secret Sauce of Content Marketing." In Aesthetic Clinic Marketing in the Digital Age, 47–54. Boca Raton, FL : CRC Press/Taylor & Francis Group, [2018]: CRC Press, 2017. http://dx.doi.org/10.1201/9781351228114-6.

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Kim, KyungOk Kacy. "Measurement of Digital Content Marketing Effectiveness Through Social Media." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 815. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10951-0_294.

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Clara, Irina, Teresa Paiva, and Elisabete Paulo Morais. "Digital Marketing and User-Generated Content: A Case Study of Vidago Palace Hotel." In Marketing and Smart Technologies, 451–61. Singapore: Springer Singapore, 2022. http://dx.doi.org/10.1007/978-981-16-9268-0_38.

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Rach, Markus. "The Influence of Brands and Platform Mechanics on Creator’ Content Sovereignty on TikTok." In Advances in Digital Marketing and eCommerce, 35–42. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-76520-0_4.

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Vollero, Agostino, Alfonso Siano, and Domenico Sardanelli. "Amazon Effect? an Analysis of User-Generated Content on Consumer Electronics Retailers’ Facebook Pages." In Advances in Digital Marketing and eCommerce, 188–93. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-47595-6_23.

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Cowan, Kirsten, and Laura Hunt. "What Makes Digital Content Influential? A Comparison of Celebrities and Influencers: An Abstract." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 541. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-02568-7_147.

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Conference papers on the topic "Digital content marketing"

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Eric and Sinta Paramita. "Viral Marketing Model Through Digital Content." In The 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/assehr.k.201209.066.

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Davidavičius, Sigitas, and Tadas Limba. "SEARCH PECULIARITIES OF EDUCATIONAL CONTENT IN CONTEXT OF REMOTE WORK." In 12th International Scientific Conference „Business and Management 2022“. Vilnius Gediminas Technical University, 2022. http://dx.doi.org/10.3846/bm.2022.888.

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Last decades showed that there is a huge shift in the way how marketing professionals and scientists under-stand digital marketing activities. The focus moved from proper selection of communication channel or other measures to more holistic approaches such as inbound marketing, which unifies the range of marketing tactics like content mar-keting, marketing on social media, search marketing etc. The content became one of the core elements of digital value proposition (OVP) along with the product. The pandemic of COVID-19 have changed the behavior of people in their everyday life both in the context of entertainment and work. Teleworking has become a norm and revealed a range of issues faced by those who work from home. They are on they own with adoption of new and in some cases never used before technologies and obviously need for effective support in form of accessible and usable content which in turn creates a lot of uncertainties for companies operating in the field. Decisions related to the form of content the search channel became relevant as never before. Paper aims to investigate trends and changes of the educational content con-sumption preferences among the users in the face of COVID-19. In order to investigate needs and preferences of con-sumers in terms of educational content related to teleworking software consumption, a survey method and descriptive statistics where employed. Home-based workers of various profiles were interviewed and specific trends of needs for software and educational content as well as forms and search channels of the content were revealed. The study shows that during the COVID-19 and the remote work determined by it, a need for communicational technologies, and software increased which caused in turn increased need for educational content related to usage of those technologies. Costumers are intended to look for such a content using mainly search engines then video streaming services, websites of software producers and then forums. The most preferred form of content – video and combined text and images.
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Geçit, Barış Batuhan, and Erdoğan Taşkın. "Digital Marketing Usage and Measurement in Turkey." In International Conference on Eurasian Economies. Eurasian Economists Association, 2018. http://dx.doi.org/10.36880/c10.02204.

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Technological advances force firms to adapt new strategies and be more innovative. As firms changed their strategies, they also had to change their marketing strategies. There has been the necessity of surviving and obtaining more competitive advantage as world advance. In order to gain competitive advantage, marketing strategies should have been applied more technologically. This made firms adapt to the concept of digital marketing. Digital marketing is simply the application of marketing tools via digital or technological devices. This research focuses on exploring the digital marketing issue that is evolving through virtual connections. For this purpose hypothesis related to digital marketing has been tested on this study and survey method has been applied to marketing managers in Turkey. A survey with five-likert scale has been conducted. According to the results obtained from survey, managers see measurement of digital marketing important and see lack of knowledge and difficulty of content creating as the biggest barriers for using digital marketing.
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Hsu, Shang-Fang, and Shyhnan Liou. "Artificial Intelligence Impact on Digital Content Marketing Research." In 2021 9th International Conference on Orange Technology (ICOT). IEEE, 2021. http://dx.doi.org/10.1109/icot54518.2021.9680666.

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Mitrović, Ksenija, Anja Jakšić, and Jelena Spajić. "The analysis of graphic design platforms used in social media marketing." In 10th International Symposium on Graphic Engineering and Design. University of Novi Sad, Faculty of technical sciences, Department of graphic engineering and design,, 2020. http://dx.doi.org/10.24867/grid-2020-p74.

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Development of the internet conditioned the evolution of marketing. Nowadays, organizations have relocated their marketing activities on the internet, so digital marketing comes into focus, as the most influential branch of marketing. A progress of digital marketing activities established the appearance of different digital marketing elements, among which social media marketing becomes more prevalent. Social media marketing is an inevitable element of digital marketing strategy and nowadays business. In order to complement social media marketing activities, graphic design is used as a crucial part of a content strategy. This paper focuses on the importance of effective visual content for social media and the usage of different tools that can facilitate and improve its creation. Social media users interact with visual content. In order to achieve higher engagement, social media posts are enriched with compelling visuals. Social media have become a real field for competition in terms of creating competitive content and attracting more users’ attention. The aim of this paper is to analyze the effectiveness of online graphic design tools that are used for creating visual content adapted to the requirements of communication on social networks. Given the importance of visuals in social media marketing, an abundance of tools are created with different features in order to support content design. These online platforms offer complete customization options, a wide range of different editing tools and templates and diverse functionalities. Visual content, through social media platforms, boosts user awareness of existing brands and makes it easier for users to associate with the organization. Through a relevant literature review in the field of social media marketing, the importance of visual elements and graphic design in online marketing communication is emphasized. In addition, this paper provides a comparative analysis of the most commonly used online tools and platforms that provide graphic design solutions and increase the effectiveness of online marketing campaigns.
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Sokolova, N. "ИНТЕРПРЕТАЦИЯ, СРЕДСТВА И КАНАЛЫ ЦИФРОВОГО МАРКЕТИНГА." In Perspektivy social`no-ekonomicheskogo razvitiia prigranichnyh regionov 2019. Институт экономики - обособленное подразделение Федерального исследовательского центра "Карельский научный центр Российской академии наук", 2019. http://dx.doi.org/10.36867/br.2019.89.45.059.

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В статье дополняется научнотеоретическое содержание маркетинга путём интерпретации понятия цифрового маркетинга . Определяются его каналы, выделяются формирующие их средства. Вводится понятие цифрового маркетингового контента. The article supplements the scientific and theoretical content of marketing by interpreting the concept of digital marketing. Its channels are determined, their means are allocated. The concept of digital marketing content is introduced.
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Granato Ferreira Campos, Arthur, Ítalo Trindade Rosário Pessanha, Caio Leite Quitete, Lyanderson Oliveira Barreto Rangel, Glauber Soriano Ribeiro, Luciano Lima de Souza Júnior, and André Machado Ribeiro de Souza. "Application of digital content marketing strategies to engage engineering students on social networks." In 7th International Congress on Scientific Knowledge. Exatas & Engenharias, 2021. http://dx.doi.org/10.25242/885x331120212345.

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With the popularization of internet access and smartphones, people spend much of their time accessing content through their cell phones. In this context, the way in which the individual interacts with organizations has also been changing significantly: the figure of the active consumer, who shares content and engages with brands, emerges. This work aimed to analyze different types of content as tools for engaging and creating an audience formed by engineering students. The initial stage of the methodology consisted of defining the target audience. After that, the brand was created, a logo was designed and the fonts and colors were chosen. After creating a page in a social network, different content creation strategies were adopted - varying parameters such as type, format and subject - to build an audience, and engagement metrics were evaluated - likes, comments, shares and "saves” – to see which are the most effective strategies for raising the number of followers. The chosen target audience was composed of young engineers and engineering students, under the age of 35, and the main channel chosen for sharing the content was Instagram. The characterization of the followers showed that most of them are between the 1st and 8th period of the engineering course, with the majority belonging to the mechanical engineering course (44%), followed by civil (22%) and production (11% ) engineering. The types of content that were most relevant, according to the engagement metrics, were: tips from courses, movies and books; curiosities; generic technical content and technical content for mechanical engineering, which may reflect the higher numbers of this course observed in followers. Furthermore, publications where the visual aspect presented a pattern, the authors showed themselves or that promoted some type of interaction with the public also obtained better results in general. Thus, it can be concluded that the best strategy for the growth of the page involved the creation of mixed content between tips for extracurricular activities, basic technical content and curiosities. The visual aspect and interaction with the public were also important.
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Hamacher, Kevin, and Rüdiger Buchkremer. "Sensory-Marketing-Evaluation of E-Commerce Websites with Artificial Intelligence." In Digital Support from Crisis to Progressive Change. University of Maribor Press, 2021. http://dx.doi.org/10.18690/978-961-286-485-9.51.

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Multisensory consumer engagement on e-commerce websites is technically limited to visual, acoustic, and written elements. Consumers communicate, buy, and share products and services via digital environments in which sensory information is limited. To improve consumers' online sensory experience, media types and the content need to be quantitatively assessed and adapted. This project aims to develop a quantitative model, an Online Sensory Marketing Index (OSMI), which assesses ecommerce websites in multisensory communication quality. The OSMI will be supported by an automatic procedure that is based on artificial intelligence. Content of texts, images, and videos is evaluated by natural language processing (NLP), natural language generation (NLG) as well as automatic machine learning (AutoML) procedures. Multiple e-commerce websites from various industries are examined.
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Siddoo, Veeraporn, and Jinda Sawattawee. "A Comparative Analysis of Digital Content Marketing Competency in Singapore and Thailand." In 2020 5th International Conference on Information Technology (InCIT). IEEE, 2020. http://dx.doi.org/10.1109/incit50588.2020.9310779.

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Susanti, Rina, and Lidya Ananda. "Pandemic Era: Application of Digital Marketing Strategy for Content Marketing-Based Micro, Small and Medium Enterprise to Increase Sales." In Proceedings of the 1st International Conference on Social, Science, and Technology, ICSST 2021, 25 November 2021, Tangerang, Indonesia. EAI, 2022. http://dx.doi.org/10.4108/eai.25-11-2021.2318842.

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Reports on the topic "Digital content marketing"

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Cunningham, Stuart, Marion McCutcheon, Greg Hearn, Mark Ryan, and Christy Collis. Australian Cultural and Creative Activity: A Population and Hotspot Analysis: Sunshine Coast. Queensland University of Technology, December 2020. http://dx.doi.org/10.5204/rep.eprints.136822.

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The Sunshine Coast (unless otherwise specified, Sunshine Coast refers to the region which includes both Sunshine Coast and Noosa council areas) is a classic regional hotspot. In many respects, the Sunshine Coast has assets that make it the “Goldilocks” of Queensland hotspots: “the agility of the region and our collaborative nature is facilitated by the fact that we're not too big, not too small - 330,000 people” (Paddenburg, 2019); “We are in that perfect little bubble of just right of about everything” (Erbacher 2019). The Sunshine Coast has one of the fastest-growing economies in Australia. Its population is booming and its local governments are working together to establish world-class communications, transport and health infrastructure, while maintaining the integrity of the region’s much-lauded environment and lifestyle. As a result, the Sunshine Coast Council is regarded as a pioneer on smart city initiatives, while Noosa Shire Council has built a reputation for prioritising sustainable development. The region’s creative economy is growing at a faster rate that of the rest of the economy—in terms of job growth, earnings, incomes and business registrations. These gains, however, are not spread uniformly. Creative Services (that is, the advertising and marketing, architecture and design, and software and digital content sectors) are flourishing, while Cultural Production (music and performing arts, publishing and visual arts) is variable, with visual and performing arts growing while film, television and radio and publishing have low or no growth. The spirit of entrepreneurialism amongst many creatives in the Sunshine Coast was similar to what we witnessed in other hotspots: a spirit of not necessarily relying on institutions, seeking out alternative income sources, and leveraging networks. How public agencies can better harness that energy and entrepreneurialism could be a focus for ongoing strategy. There does seem to be a lower level of arts and culture funding going into the Sunshine Coast from governments than its population base and cultural and creative energy might suggest. Federal and state arts funding programs are under-delivering to the Sunshine Coast.
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Vaskivskyj, Yurij. Branding in journalism: prospects for operation. Ivan Franko National University of Lviv, February 2022. http://dx.doi.org/10.30970/vjo.2022.51.11395.

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The article analyzes the branding process in the context of the development of individual units of journalism. After all, in the current conditions of competition in the Ukrainian information space, it is important to apply and master new technologies for the development and promotion of media resources in the media market. The history of branding is presented and it is noted that branding is the key to the success of each media brand in using the necessary tools and technologies, which involves the branding process. It is necessary to know and understand not only the basic laws of branding, but also its possibilities as the main tool of Internet marketing and offline or digital marketing. It is emphasized that the personal brand should be considered as a tool that builds a reputation and a positive image in the information space, as well as allows you to get a variety of resources only using professional skills and knowledge. It is important not only to form your own audience, but also to meet its needs. The GORDON online publication is analyzed, because this media resource is a consequence of the influence of personal brand on the audience and rapid development in the context of promoting a particular media resource, and the main ideologue and co-founder of this publication is an example of how personal brand can affect audiences. and promote the development of a specific business project. It is noted that the reputation of Dmitry Gordon and his odious figure became the basis for the success of this online publication, and attitudes toward him may be different and often ambiguous, but his person is known to everyone in the post-Soviet space. Modern information space needs scandalous and odious personalities, because they are able to arrange a show, give people emotions. The author points out that branding is an extremely promising technology not only in the context of promoting and promoting a particular media resource or personal brand, but also promotes the comprehensive development of journalists as public opinion experts and potential speakers at international conferences not only in journalism, but also internet marketing.
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