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Dissertations / Theses on the topic 'Marketing de contenu'
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1
Marinov, Boris. ""Processus" et "contenu" dans les stratégies d'innovation : vers une gestion organisationnelle intégrée "marketing et finance"." Nice, 1994. http://www.theses.fr/1994NICE0007.
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L'objectif de cette these est d'etudier le fonctionnement integre au niveau de l'entreprise d'un systeme axe sur le phenomene de l'innovation de produits, de services et de procedes technologiques. Les composantes majeures de ce systeme sont la "renovation" organisationnelle, le "processus" et le "contenu" strategiques en marketing et en finance. Elles sont mises en coherence et en interaction dans le contexte du marche. La premiere partie de la these esquisse les aspects theoriques communs qui caracterisent l'innovation et le processus strategique de l'organisation. L'analyse de la renovation organisationnelle y est entreprise. On traite la creation de produits nouveaux et l'interaction entre "competences" et "rigidites" de l'entreprise. Les alliances strategiques pour la gestion des projets d'innovation et les problemes de synergie entre "competences" et ressources dans le domaine interorganisationnel sont abordes. La deuxieme partie etudie la gestion integree de l'entreprise en marketing et en finance dans le contexte de l'environnement. Les problemes de l'efficacite de l'innovation sont analyses, ainsi que ceux du "marketing integre" dans les strategies d'innovation. La problematique des dimensions financieres est traitee en fonction de la dynamique technologique et des besoins de financement des projets d'innovlation. Le dilemme : "la gestion centralisee et les mecanismes de marche" est aborde dans le but de retrouver la vision des strategies d'innovation utiles a l'entreprise en transition de a planification totale vers l'economie de marche<br>The objective of this dissertation is to study the integrated functionning at the organizational level of a system built on the innovation of products, services and technologies. The major components of this system are the organizational renovation, the "process" and the "content" of strategies in marketing and finance. These elements interact and get synchronized in the market context. Part one of the dissertation outlines the common theoretical aspects characterizing the innovation and the strategic process of the organization. The analysis of the organizational "renovation" is undertaken. The new products creation and the interaction between organizational "competences" and "rigidities" are examined. The strategic alliances for innovation projects management and the problems of synergy between "competences" and resources in the interorganizational field are approached. Part two deals with the firm's integrated management in marketing and finance with respect to the environment. The problems of the innovation effectiveness as well as those of the "integrated marketing" are analysed. The problematic related to financial parameters is tackled in function of the technological dynamics and the needs for innovation projects financing. The "centralized management and or market mechanisms" dilemma is approached with the aim to rediscover the vision of innovation strategies useful for the firm in transition from total planning to market economy
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Ali, Hussein. "Structure, contenu, fonctionnement et facteurs de contingence des systèmes d'information marketing dans les grandes entreprises." Paris 1, 1996. http://www.theses.fr/1996PA010050.
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La recherche traite les facteurs qui influencent la structure, le contenu et le fonctionnement des systèmes d'information marketing. Selon les facteurs étudiés (structure de l'entreprise, nature des clients, nature des produits, internationalisation des activités), nous présentons les caractéristiques, et le modèle, du système d'information marketing dans : les entreprises centralisées, les entreprises décentralisées, les entreprises industrielles, les entreprises de produits de grande consommation, les entreprises de services, les entreprises multinationales<br>In this research, we study the factors that influence the structure, the content and the function of marketing information systems in large companies. We found that the factors that have the most important influence on marketing information systems are : the company structure, the nature of its customers, the nature of its products and the level of internationalization of its activities. According to these factors, we present the characteristics and the model of marketing information systems in the following situations : centralized and decentralized companies, industrial and public companies, services companies, multinational companies
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Fourny-Arrivé, Sandra. "Contenu de marque : nature de la pratique et tensions associées à la formation d'une stratégie marketing hybride." Thesis, Paris Sciences et Lettres (ComUE), 2017. http://www.theses.fr/2017PSLED025/document.
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Le contenu de marque désigne des contenus éditoriaux qui sont produits par les marques. Ce format de communication va à l’encontre des codes habituels : le produit n’est pas mis en avant et la marque se montre désintéressée pour mieux séduire son audience. Notre recherche vise à comprendre la nature de la pratique (ses motivations, ses effets, ses acteurs), le processus de formation de la stratégie et les logiques animant ses parties prenantes. Vingt entretiens individuels (annonceurs et publicitaires) et deux études de cas (voyage-sncf.com et Louis Vuitton) ont été menés. Nous proposons une conceptualisation du contenu de marque, ainsi qu’une typologie des pratiques existantes. Nous expliquons le caractère hybride de la stratégie ainsi que sa formation. Nous montrons qu’il existe des stratégies de contenu de marque planifiées (ou délibérées) et des stratégies émergeant d’initiatives non planifiées (émergentes). Nous relevons les tensions survenues au cours de la formation de la stratégie et nous expliquons leur résolution. Nous contribuons ainsi à la fois aux travaux relatifs à la marque et à son management, ainsi qu’au champ de la strategy as practice<br>Brand content refers to editorial contents that are produced by the brand itself. This form of communication appears to be disruptive compared to traditional advertising as it does never mention the product and thus does not appear to intend to sell anything to the consumer. The objective is more to seduce the audience with an interesting and entertaining content. Our research aims at understanding brand content strategies, as well as its actors and logics.Twenty individual interviews with communication experts and two brand case studies have been implemented.We propose a conceptualization of brand content, as well as a typology of existing practices. We explain the formation of the strategy and the logics of actors participating to the formation. We illustrate the fact that strategy can be formalized (deliberate) or that it can also arise from non-planned initiatives. We finally present the tensions emerging from the strategy formation.Our research contributes to both brand management and strategy as practice literatures
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M, Jagemark Lisa. "Les maux de la traduction : Le marketing de contenu des antidouleurs en traduction : une approche fonctionnaliste." Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65937.
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The purpose of this master’s thesis, written in French, is to examine some of the challenges that the content marketing genre poses on translation. More specifically, it studies the author’s translation of the medical advice published on the website GammeDolipraneConseils.fr: a site published by the company behind a French line of pain-killers. The functionalist Skopos theory, particularly as described by Christiane Nord, answers for the theoretical background, as well as adding to the understanding of the purpose of the source text. To understand what is being sold, the notion of conceptual metaphor and the previous research made on medical metaphors are used. The translated website was created to make the line Doliprane more visible online, by using search engine optimization (SEO) and content marketing. Analysing the skopos (purpose) of the source text allows the translator to understand the text and its distinctive problems. One of the characteristic problems found in this translation, is the balancing between the use of correct terms, which in the case of medical advice creates a sense of authority, and the way that search engines understand, index and show a website to its users. This type of text puts terminology in a new light, as each specialised word becomes more than a term, but also a keyword for the search engine. As shown in the analysis, this can both limit and broaden the way the terms are translated, from using two words (smärta and värk) where there were only one (douleur), or diminish it (using only huvudvärk for maux de tête and céphalée). A content marketing text is, although it is not always obvious, also a part of a campaign that aims to sell. To keep with the genre’s soft-sell approach, the products or services marketed need to be presented in a discrete way. Our translated text tries to sell pain-killers, or more abstractly the decreasing of pain, and the notion of conceptual metaphor helps to analyse and understand how to express this purpose. This translation shows that though there are some concepts that are equal in the source and target language, most are not. Adapting a concept proposed by other scholars, our finds suggest that the concept of PAIN IS A MOVEMENT can complement the recognized concept of PAIN IS A WAR in understanding the expressions of pain and painkillers in Swedish. Furthermore, our examination of the expressions of the decreasing of pain shows that there are more verbs used to express this in French, than in Swedish. The results suggest that the Skopos theory is highly useful when it comes to translating content marketing, and that the functionalist analysis proposed by Nord is particularity helpful in understanding the context, function and purpose of this sort of text – a genre that is increasingly important in our modern world.
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Laurendeau, Hélène. "Les effets d'un programme d'information nutritionnelle sur le contenu du panier de provisions /." Thesis, McGill University, 1991. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=59925.
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In 1988, an important Quebec chain of supermarkets organized and sponsored a campaign to promote healthy eating habits and regular physical activity. Six comprehensive articles were published weekly in a free flyer. The hypothesis underlying this study is that the program changes the buying habits of customers, as reflected by the content of their grocery carts. Data were collected at four points in time in one supermarket. Four independent samples of customers (N = 465) answered a brief questionnaire and the descriptive sales slip was used to analyze the food items in their shopping carts. The major dependent variables were the portions of various food groups, and fiber and lipid densities per dollar. Results show that, over time, customers lowered the lipid content and increased the fiber content of their purchases. This suggests that the food industry can play an effective role in improving the well-being of their clients.
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Lussier, Dominique. "L'évolution de la pratique du placement de produit dans le cinéma québécois: Une analyse de contenu de films produits entre 1990 et 2007." Thesis, University of Ottawa (Canada), 2009. http://hdl.handle.net/10393/28062.
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Cette étude a pour but d'établir le portrait de la pratique du placement de produits dans le cinéma québécois depuis 1990. Plus particulièrement, elle s'attarde à la fréquence des placements de produits ainsi qu'à leur intégration dans le contenu cinématographique. Une analyse de contenu a été effectuée sur un ensemble des films québécois produits entre 1990 et 2007 et ayant connu un succès au box-office québécois. Le codage, effectué par la chercheuse, a été réalisé selon une grille comprenant douze catégories. Les résultats de l'étude indiquent que, durant les années 90, la pratique misait sur la quantité plutôt que sur la qualité des placements alors que, depuis les années 2000, les placements sont moins nombreux, mais intégrés de manière plus réfléchie et créative. Cette étude est la première à examiner la place de cette stratégie de communication dans le cinéma québécois.
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Courquin, Claire. "Contribution a la maitrise de la diffusion d'une innovation technologique : proposition d'une méthode intégrée de conception et de lancement de procédés et produits nouveaux à contenu technologique." Vandoeuvre-les-Nancy, INPL, 1992. http://www.theses.fr/1992INPL105N.
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La difficulté de réussite pour toute entreprise se lançant dans l'innovation technologique est grande. Beaucoup d'échecs sont liés à des problèmes d'ordre marketing et stratégique. C'est pourquoi une équipe de recherche de l'UFR GSI centre ses travaux sur la mise en place de solutions concrètes pour résoudre ces difficultés. Parmi les solutions envisagées, nous proposons ici une nouvelle méthode pratique et qualitative pour répondre au problème précis de marketing du processus d'innovation technologique de divers porteurs de projets. Cette méthode a pour objectif de permettre une meilleure maitrise de la diffusion d'une innovation technologique. Nous travaillons à partir de résultats de recherches antérieures de l'UFR GSI. Nous construisons en premier lieu un cahier des charges précis de notre recherche. D'une part, à travers des cas concrets d'innovation technologique. Puis en second lieu, nous construisons une méthode adaptée à ce cahier des charges à partir d'enrichissements conceptuels et d'applications pratiques et systématiques sur le terrain de nos travaux. Nous rencontrons ainsi de nombreux cas d'innovation technologique qui nous permettent d'atteindre notre objectif. Un de ces cas joue un rôle central et fait l'objet d'une recherche-action. Ainsi à l'issue de ce travail de recherche, nous proposons en plus d'une méthode pratique et utilisable pour de nombreux projets d'innovation technologique, une démarche de construction de méthode en génie des systèmes industriels (G. S. I. )
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Hypolite, Axelle. "Histoire et mutations communicationnelles des œuvres universitaires : du CSO aux CROUS." Thesis, Montpellier 3, 2019. http://www.theses.fr/2019MON30082.
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Cette thèse, qui associe des approches historique et communicationnelle, se propose d’observer l’évolution de la communication dans le milieu estudiantin, non pas sous l’angle de l’histoire de l’enseignement ou de l’institution universitaires mais pour éclairer la genèse et l’évolution des œuvres universitaires. Notre étude, à travers des documents d’archives et un état de la littérature, débute par la mise en récit de l’histoire tant organisationnelle que communicationnelle de ces organismes dont les origines remontent au lendemain de la Première Guerre mondiale bien au-delà de la loi du 16 avril 1955 qui en fait des organismes reconnus de l’État, plus connus sous l’appellation CROUS (Centres régionaux des œuvres universitaires et scolaires). Nous observons ensuite, en nous appuyant sur des documents historiques et sur une enquête par questionnaire auprès de plus de trois mille étudiants, ce que devient la communication organisationnelle, du CSO (Comité supérieur des œuvres) aux CROUS actuels, à l’ère d’internet. Les applications numériques provoquent un certain nombre de mutations dans la « mise en public » des informations qui ont notamment amené les CROUS à se familiariser avec la « communication-marketing » pour assurer leur visibilité dans un environnement concurrentiel. Parallèlement à cela, les pratiques communicationnelles de leur cible principale – les étudiants – ont changé. Ces derniers ont investi les réseaux sociaux dont les modalités de mise en relation invitent les CROUS à revoir encore leur façon de communiquer<br>This thesis, which combines historical and communicational approaches, proposes to observe the evolution of communication in the student environment, not in terms of the history of teaching or the academic institution but to illuminate the genesis and evolution of university works. Our study, through archival documents and a state of literature, begins with the narrative of the organizational and communicational history of these organizations whose origins go back well beyond the law of April 16, 1955, which makes them recognized state agencies, better known as CROUS. Then, we observe, based on a questionnaire survey of three thousand students, what becomes the organizational communication of CROUS in the age of the Internet and its digital applications causing a number of changes in the "public release" informations. These changes have led the CROUS to familiarize themselves with "communication-marketing" to ensure their visibility in a competitive environment. At the same time, the communication practices of their main target - the students - have changed. They have invested social networks whose modalities of linking should encourage the CROUS to revisit their way of communicating
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Debiasi, Sara. "Content Marketing: Attirare Clienti Online con i Contenuti." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2020. http://amslaurea.unibo.it/22205/.
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Il content marketing è una branca del marketing che prevede la condivisione di contenuti di valore per attirare nuovi clienti. Questa tecnica di marketing vede particolare utilizzo ai giorni nostri, con social network e blog. Questa tesi si propone di affrontare l’argomento del content marketing, spiegando in cosa si differenzia dal marketing tradizionale, di cosa si tratta e come applicarlo, per arrivare alla fine all’esposizione di un caso studio.
Nel primo capitolo si discute il passaggio dal marketing tradizionale al content marketing. In questa prima parte si discute anche dell’inbound marketing e delle sue diverse fasi atte ad attirare clienti di qualità.
Nel secondo capitolo si discute più a fondo del concetto di content marketing, dandone una definizione chiara e spiegando l’importanza e le possibilità che scaturiscono dalla sua applicazione. Successivamente si illustra la nascita di questa metodologia, per arrivare agli strumenti utilizzati oggi.
Nel terzo capitolo si illustrano i passi da seguire per sviluppare una strategia di content marketing. Si presentano una serie di metodologie e di strumenti adatti allo sviluppo, alla creazione e al monitoraggio di una strategia nel tempo, illustrando attività complementari necessarie alla riuscita di una strategia di content marketing.
Nel quarto capitolo si analizza la strategia di content marketing di Airbnb. Si illustrerà la metodologia adottata dall’azienda e si analizzeranno il sito web e i social network. Questo caso permetterà di vedere applicati i concetti illustrati in precedenza.
Nel quinto capitolo si discuterà del caso studio trattato, individuando possibili lacune e ambiti di miglioramento, e notando come sono state applicate le metodologie illustrate precedentemente. Si identificheranno inoltre novità rispetto a quanto trattato.
Infine si illustreranno le conclusioni e considerazioni tratte dal lavoro svolto. Queste porteranno a dare un giudizio personale sull’attività di 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<br>Ph.D.<br>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.<br>Temple University--Theses
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Fueyo, Céline. "E-réputation corporate : influence de la voix digitale des employés via l'e-contenu de leur « Profil » sur les réseaux sociaux professionnels ; application au secteur automobile." Thesis, Toulouse 1, 2015. http://www.theses.fr/2015TOU10030/document.
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L’e-réputation corporate constitue une des clés du succès et de la pérennité des entreprises ; elle est difficilement maîtrisable et son management est complexe. L’influence des messages traditionnels corporate (signaux directs émis par l’entreprise) est amoindrie au profit des médias gagnés qui ne cessent de prendre de l’ampleur. Les praticiens et les chercheurs s’interrogent sur les leviers d’action alternatifs. La voix digitale des employés, principalement sur les réseaux sociaux professionnels, semble être une ressource sous-estimée par les entreprises. Cette recherche vise à répondre au questionnement général suivant : l’entreprise peut-elle gérer la construction de son e-réputation corporate afin d’en influencer sa perception en utilisant la voix de ses employés via l’e-contenu de leur « Profil » sur les réseaux sociaux professionnels ? Deux études quantitatives analysent l’usage effectif de l’e-contenu des Pages Entreprises LinkedIn (PEL) et des Pages Personnelles LinkedIn (PPL) ainsi que la perception de la qualité et de la notoriété des PEL et des PPL. Une troisième étude teste l’influence des index d’informations et de visibilité des PEL ainsi que des index de citation et de participation des PPL sur l’e-réputation corporate perçue des PEL et des PPL. L’effet modérateur de la crédibilité perçue des PEL et des PPL est aussi testé. Les résultats – issus de l’analyse de 10 PEL, 1 000 PPL et 1 500 individus – confirment le rôle majeur de la voix digitale des employés dans la construction de l’e-réputation corporate<br>Corporate e-reputation is one of the main key’s to a company’s success and durability; it is not easy to control and its management is complex. The influence of corporate traditional messages (direct signals produced by companies) has reduced in favor of earned medias that never stop spreading. Both professionals and academics wonder about alternative solutions.The digital voice of employees, mainly on professional social networks, seems to be an interesting resource companies still underestimate. This research aims to answer the following general question: can a company build its corporate e-reputation, in order to influence perception, using the voice of its employees through the e-content of their “Profile” on professional social networks? Two quantitative studies (I have conducted) analyze the effective use of LinkedIn Business Pages’ (LBP) and LinkedIn Personal Pages’ (LPP) content as well as the perception of LBP’s and LPP’s quality and renown. A third study tests the influence of LBP’s information and visibility index as well as LPP’s quotation and participation index on LBP’s and LPP’s perceived corporate e-reputation. The moderator role of LBP’s and LPP’s perceived credibility is also discussed. Results – following from the analysis of 10 LBP, 1 000 LPP and 1 500 subjects – confirm the essential role of employees’ digital voice with regard to corporate e-reputation building
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Malcorps, Sylvain. "La fabrique collective du contenu d'information et des segments de consommateurs par les mesures de l'audience en ligne: Le cas des relations entre journalistes en ligne et marketeurs dans l'enjeu de captation de l'intention sur Internet." Doctoral thesis, Universite Libre de Bruxelles, 2020. https://dipot.ulb.ac.be/dspace/bitstream/2013/315561/5/Contrat.pdf.
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Le degré de compétition que rencontrent aujourd’hui les entreprises de presse pour capter l’attention de consommateurs-lecteurs sur Internet est plus élevé que jamais. Dans un écosystème numérique où l’attention est une ressource rare, les travailleurs des organisations médiatiques recourent à des outils les aidant à capter l’attention d’internautes dans le but de rencontrer les objectifs éditoriaux et commerciaux qui s’y entremêlent. Les mesures de l’audience des sites d’information font partie de ces outils. Singulièrement, elles viennent équiper le travail quotidien des journalistes en ligne et des marketeurs employés dans ces entreprises. Cette thèse porte sur les relations qu’entretiennent un collectif de journalistes en ligne et un collectif de marketeurs dans leurs usages conjoints et séparés des mesures de l’audience en ligne. L’étude se fonde sur un matériau ethnographique récolté lors d’une recherche-action de 33 mois dans une organisation médiatique privée en Belgique consacrée aux usages des mesures de l’audience en ligne par les journalistes du site d’information lecho.be et les marketeurs de la société. Après un récit de la recherche-action qui montre en quoi l’accès et l’interprétation des mesures d’audience en ligne est l’enjeu de relations de contrôle et de pouvoir entre ces travailleurs, le travail expose via une perspective diachronique le constant processus d’autonomisation réciproque auquel marketeurs et journalistes en ligne ont participé au fil de l’évolution du site d’information. Il révèle que, dans le cas d’un site d’information devenu payant, les rapports entre les deux collectifs autour des mesures de l’audience en ligne sont devenus plus fréquents au fil des années. Ensuite, l’étude montre que chaque collectif de travailleurs se sert de ces mesures pour produire des connaissances situées jugées utiles pour leur travail. Ils s’en servent pour choisir les caractéristiques à conférer au contenu d’information et à des segments de consommateurs-lecteurs auxquels le contenu est adressé dans le but de favoriser la lecture sur le site d’information et/ou l’achat d’un abonnement. Enfin, le travail révèle que les mesures de l’audience en ligne favorisent des formes de coordination entre journalistes en ligne et marketeurs, tout en leur permettant de rester des collectifs de travailleurs aux tâches quotidiennes distinctes. En revenant sur leurs usages conjoints et séparés des mesures de l’audience en ligne, l’étude expose les degrés d’intervention que des journalistes possèdent dans la définition de cibles de consommateurs d’un média et les marges de manœuvre que des marketeurs détiennent dans la fabrication du contenu d’information du média étudié.Cette thèse présente donc l’implication conjointe de journalistes en ligne et de marketeurs dans la commercialisation du journalisme, et comment ils créent ensemble de la valeur économique en s’aidant des mesures de l’audience en ligne pour faire des choix.<br>Doctorat en Information et communication<br>info:eu-repo/semantics/nonPublished
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Salerno, Daphné. "Valeur de la relation d’affiliation, identité de réseau et comportements de l’éditeur de contenu en ligne : contribution à l’analyse des comportements des plateformes médiatiques." Thesis, Lille 1, 2014. http://www.theses.fr/2014LIL12018.
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Les médias traditionnels ont été rejoints par les médias en ligne parmi lesquels figurent les éditeurs de contenus fonctionnant comme des plateformes médiatiques. Leurs relations avec les annonceurs sont souvent fondées sur un contrat de partenariat qui définit leurs rémunérations selon des actions prédéfinies des consommateurs. L’éditeur est un réseau de valeur dont l’activité éditoriale côté visiteurs est plus ou moins compatible avec sa relation commerciale côté annonceurs. Cette recherche traite de plusieurs types de comportements de l’éditeur dans le but d’en identifier les déterminants communs et spécifiques. L’adoption d’un processus de recherche progressif amène un cadre initial de propositions comprenant trois construits fondamentaux : la valeur de la relation avec l’annonceur, l’identité stratégique de réseau de l’éditeur et l’incompatibilité des activités. Une recherche qualitative permet ensuite d’avancer vers le modèle de recherche et les hypothèses. Elles concernent les influences de facteurs dyadiques et de réseau sur les comportements de l’éditeur dans son rôle de base (efforts de communication contextuelle, conformité de la communication) et sur les comportements qui élargissent ce rôle (défense de la marque, partage d’information-consommateur, facilitation de la conception participative). Le modèle final présente de bons indicateurs de qualité d’ajustement et d’explication des variables endogènes. Cela permet de préciser les apports à la compréhension des comportements d’un éditeur caractérisé comme plateforme médiatique, les préconisations pour la gestion des relations avec les éditeurs ainsi que plusieurs suggestions de nouvelles recherches<br>Traditional’s media were joined by online media which include content publishers operating as media platforms. Their relationships with advertisers are often based on a partnership contract that define their remuneration depending on predefined actions of consumers. The publisher is a value network whose editorial activity visitor-sided is more or less consistent with its advertiser-sided relationship.This research deals with several types of publishers’ behaviors in order to identify the common and specific determinants. The adoption of a progressive research process brings an initial propositions framework comprising three fundamental constructs: the value of the relationship with the advertiser, the strategic network identity of the publisher and incompatibility of activities. A qualitative research then contributes toward the research model and hypothesis. They concern the influences of dyadic factors and network’s factors on publisher’s behaviors in his basic role (contextual communication efforts, communication compliance) and behaviors that expand this role (defense of the brand, information-consumer sharing, facilitation of participative conception). The ultimate model has good indicators of quality adjustment and explanation of endogenous variables. This allows to specify the contributions to understanding publisher’s behaviors characterized as a media platform, recommendations for managing relationships with publishers and several suggestions for further research
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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.<br>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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Abou, Osman Andrei, and Amela Gerzic. "Content creation activities related to content marketing through social media. : A qualitative study in a B2B context." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-67310.
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Background: Companies have lately been engaging their business activities onto social mediaand its platforms. They are taking advantage of the opportunities provided by social media and they are starting to realize the importance of content marketing. Problem Discussion: Content marketing has been researched previously research. However, the research regarding B2B content marketing and the differences between B2B and B2C content is still rather limited. The question lingers whether the same principles apply to firms working with B2B as well. Moreover, a clear framework or guide regarding the way that content should be created does not yet exist – a guide including the aspects may be taken into account when creating content and implementing content marketing. Purpose: The purpose of this study is to understand and describe how companies deal with the content creation process, within content marketing through social media. Research Question: How do companies handle content creation for content marketing through social media? Methodology: This thesis has taken a qualitative and abductive approach on the study. It hasbeen based on a multiple-case study, where semi-structured interviews took place with sevenfirms working with content marketing and content creation - in a B2B context. Conclusion: All seven firms have a uniform understanding of content marketing, aligned withprevious research. The study concludes that there are similarities between the ways that companies handle content marketing. Furthermore, the study concludes that there are general traits that needs to always be taken into consideration when creating content s.a. long term planning, providing value to the customer, well thought out message and choosing the right channels for content distribution.
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Boberg, Edvin. "Datadriven content marketing : Användning av sociala data inom content marketing på Facebook." Thesis, Uppsala universitet, Institutionen för informatik och media, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-347514.
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Denna uppsats innehåller en förståelseinriktad analys av hur sociala data från Facebook används inom Content Marketing bland ett urval av kommunikationsbyråer i Stockholm. Uppsatsen förklarar hur sociala data används för att skapa content, samt hur sociala data används för att mäta resultat av publicerat content på Facebook. Uppsatsen presenterar även en analys av begreppet Content Marketing genom att ställa olika vetenskapliga definitioner mot varandra. Uppsatsen belyser även den rådande bristen på aktuella vetenskapliga publiceringar inom området Content Marketing från ett datadrivet perspektiv, vilket motiverar uppsatsens relevans i ett vetenskaplig sammanhang.
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Řezníček, Josef. "Efektivita obsahového marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193551.
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The main purpose of this work is to find out what influences efficiency and reaching goals of content marketing by creating and promoting articles, e-mails, videos, podcasts and social network content. The author defines theoretic fundaments of content marketing, research parts of content strategy that influences content marketing, and tries to find out, how those forms of content use more efficiently. At the end of the work author offers proposals of possible key performance indicators for measuring content marketing results and efficiency. He uses methods of data analysis, experiments on users, and mathematical modeling.
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Ramini, Emile, and Pontus Johansson. "Content Marketing : varumärkesbyggnad inom modebranschen." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14584.
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Digitaliseringen har öppnat upp hela världen som konkurrensfält för modevarumärken. Alltsåkan det vara ännu svårare att nå fram och väcka intresse på grund av nya digitala kanaler som företag kan använda i sin marknadskommunikation. Trots den stora möjligheten att nå ut tillkunderna, är det fortfarande svårt att synas och skapa engagemang. Det är både en konst och en vetenskap att bygga ett varumärke och det kräver noggrann planering, en kreativ och väl genomförd marknadsföring och ett långsiktigt engagemang. Idag har det blivit något som är avgörande för vilket modernt företag som helst. Ett varumärkes betydelse och värde för ett företag kan urskiljas från de marknadsfördelar som varumärket skapat. En strategisk tillgång som marknadsförs i egna eller köpta kanaler, som görs tillgänglig på egen plattform och syftet är att påverka ett beteende som leder till affärsnytta, ökad varumärkeskännedom samt stärka kundlojalitet. Content marketing är utmanande och det krävs mycket resurser och ansträngning för att kunna skapa bra content som bidrar till engagemang, delningar och försäljning. På en marknad med hög konkurrens räcker det inte bara att producera content, det krävs att få det att stå ut genom att göra det hjälpsamt och autentiskt. Om content i slutändan inte syns av den tänkta målgruppen har företaget slösat tid och pengar till ingen nytta. Istället för att använda content för att engagera sin publik och lyssna på vad dem har att säga, produceras content idag för att upprätthålla företagets redaktionella planering. Att endast skapa content för contents skull bidrar inte till trafikökning och får inte kunder att vilja köpa en produkt. Denna uppsats är en kvalitativ fallstudie om varumärkesbyggande, som avser att studera hur content marketing används för att bygga varumärken, i modebranschen. Studien visar hur fallföretaget ger exempel på hur modeföretag kan jobba med content marketing för att bygga varumärken. Studien visar även vad för typ av content som produceras i olika former för olika kanaler. För att bygga ett lyckat varumärke genom content marketing är det viktigt att skapa en personlig och känslomässig länk mellan varumärket och publiken. Det är även viktigt att ha en röd tråd i sitt budskap som ska ligga i linje med vad varumärket och företaget står för. Ett lyckat varumärke behöver vara konsekvent med sin content, och följa en röd tråd som människor kan relatera till samt känna igen. Dessutom är det viktigt att skaparelevant content som publiken ständigt efterfrågar. Modeföretag kan dra stor nytta av storytelling på flera plan i sin content marketing, hur de berättar om företagets historia och dess värderingar, hur de beskriver sina produkter och hur de berättar berättelser om sinakunder. Det storytelling kan bidra med inom content marketing är att skapa den känslomässiga länken mellan varumärket och dess publik. Företagets publik attraheras av berättelser och karaktärer som de kan relatera till, och fokus läggs istället på berättelsens budskap snarare än på företaget. Vår fallstudie undersöker ett modeföretag från Göteborg där fallföretaget endast är ett exempel på hur det kan se ut. Studien bygger på insamlad teori inom områdena marknadskommunikation, varumärkesbyggande och content marketing som sedan ihop med det empiriska materialet från de netnografiska fältobservationer och den semistrukturerade intervjun som genomförts vävs samman i en diskussion.<br>The digitalization has opened up the whole world as a competitive market for fashion brands. Thus, it may be even more difficult to reach and raise interest because of new digital channels that companies can use in their market communication. Despite the great opportunity of reaching out to customers, it is still difficult to perceive and create engagement. It is both an art and a science to build a brand and it requires careful planning, creative and well-run marketing and long-term commitment. Today, it has become something that is crucial to any modern business. The significance and value of a brand can be distinguished from the market benefits that the brand has created. A strategic asset marketed in own or purchased channels, made available on its own platform, is aimed at influencing behavior that leads to business benefits, increased brand awareness and strengthening customer loyalty. Content marketing is challenging and it requires a lot of resources and effort to create good content that contributes to engagement, sharing and sales. In a market with high competition, it is not enough to just produce content, it is necessary to make it stand out by making it helpful and authentic. If content is not seen by the intended audience, the company will have wasted it’s time and money with no revenue. Instead of using content to engage their audience and listen to what they have to say, today content is produced to maintain the company's editorial planning. Creating content just for the purpose of creating content alone does not give traffic and does not make customers buy products. This study is a qualitative case study on branding, which aims to study how content marketing is used to build brands, in the fashion industry. The study shows how the case company provides examples of how fashion companies can work with content marketing to build brands. The study also shows what kind of content is produced in different forms for different channels. To build a successful brand through content marketing, it is important to create a personal and emotional link between the brand and the audience. It is also important to have a silver thread in its message that should be in line with what the brand and the company stands for. A successful brand needs to be consistent with its content, and follow a silver thread that people can relate to and recognize. In addition, it is important to create relevant content that the audience is constantly asking for. Fashion companies can benefit from storytelling on multiple levels in their content marketing, how they tell about the company's history and its values, how they describe their products and how they tell stories about their customers. The way storytelling can contribute in content marketing is to create the emotional link between the brand and its audience. The company’s audience is attracted to stories and characters that they can relate to, focusing instead on the story’s message rather than on the company. Our case study is written in Swedish and investigates a fashion company from Gothenburg where the case company is just an example of how the industry works when it comes to building a brand via content marketing. The study is based on a collected theory in the fields of market communication, brand building and content marketing, which together with the empirical material from the netnographic field observations and the semi-structured interview weighed together are intertwined in a discussion.
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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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Mionic, Andrej, and Sandra Ringgaard. "Content marketing : En kvalitativ studie om svenska företags utmaningar." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-354094.
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Svenska företags intresse för att använda sig av content marketing har ökat, då idén att skapa mervärde för konsumenter med utbildande och värdefullt innehåll ligger rätt i tiden. Företag har insett att traditionell marknadsföring med ett ensidigt fokus på produkt eller tjänst inte längre övertygar dagens uppdaterade och kritiska konsumenter i ett digitaliserat samhälle. Content marketing har därför kommit att bli ett strategiskt förhållningssätt fokuserat på att skapa och distribuera värdefullt innehåll för att attrahera och behålla en tydligt definierad kundgrupp. Att marknadsföra sig digitalt ställer emellertid höga krav på företag att anpassa sina aktiviteter efter en snabbrörlig och föränderlig miljö, där konsumenter aktivt söker och delar information med varandra. Företag som ämnar använda sig av content marketing behöver således förstå att långsiktig planering, strategi och anpassning är viktigt för att kunna hantera utmaningar i processen. I denna kvalitativa studie undersöks hur svenska företag i banksektorn och marknadsföringsbyråer i Sverige upplever utmaningar inom content marketing. Trots att content marketing är utbrett i praktiken är det ett relativt nytt område inom forskningen och endast ett fåtal forskare ger en mer omfattande teoretisk förståelse för begreppet. Studien har därför som avsikt att även bidra med en teoretisk förståelse för content marketing på digitala plattformar, genom att belysa vilka kritiska aspekter som kan leda till komplikationer för företagen. Kvalitativa intervjuer har tillämpats som undersökningsmetod för att ta reda på hur respondenterna uppfattar sin omgivning och vilka åsikter som styr deras agerande i processen. Undersökningen innefattar sex svenska arbetare med ledarpositioner, tre är verksamma inom banksektorn och resterande i content marketing-byråer. Teorier som används behandlar vad digitalt innehåll av hög kvalitet innefattar, olika steg i content marketing-processen, samt en modell för kommunikation på digitala plattformar. Vår analys av empirisk data utifrån studiens teorier har visat att utmaningar kan identifieras i samtliga delar av content marketing-processen, vi anser däremot att de olika stegen är utsuddade och därför går utmaningarna in i varandra. De utmaningar som framträder tydligast är följande: implementering och fullföljning av content marketing-strategi, avgränsning av målgrupp, tid och resurser, interaktion på sociala medier, trovärdighet hos influencers. Den mest omfattande utmaningen är att isolera och utvärdera specifika content marketing-aktiviteter. Det blir därför svårt för företag att veta vad som behöver förbättras i deras content marketing-strategi.<br>The following qualitative study examines how Swedish banks and marketing agencies perceive and deal with challenges within the content marketing process on digital platforms. The report also seeks to provide theoretical understanding for content marketing on social media. The research methodology contains semi- structured qualitative interviews. The empirical study consists of interviews with six employees with leading positions operating in Stockholm. Three of the respondents work in Swedish banks, the other three in marketing agencies. The theoretical framework comprises theories about the content marketing process and elements as well as explaining communication on digital platforms. Analyzing the empirical data with help of the chosen theories shows that challenges are perceived in isolating and evaluating specific content marketing activities. A sequence effect to the challenge of evaluating is that companies find it difficult to know which parts of their content marketing that need to be improved.
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Ek, Peter, and Julia Arhammar. "Content Marketing: Practical Enactments and Performative Ideas : an inquiry into what constitutes content marketing in Sweden." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-227037.
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This thesis presents an inquiry into the concept and phenomena of content marketing and its corresponding market in Sweden by attending to its constituent practices. By adopting a practice based approach to markets, influenced by recent developments in economic sociology, it utilizes a constructivist view of markets as constantly forming and emerging. This allows examination of a concept that is novel, ambiguously defined yet increasingly popular by focusing on its practical enactments along with actors' conceptions and ideas in order to study what constitutes content marketing. By archival analysis of trade media, examination of industry media and in-depth interviews with content marketing practitioners the paper highlights the formatting effect of ideas on practice, the existence of multiple and conflicting definitions and enactments of content marketing and the implications thereof. It also shows how different categories of content marketing practice are connected and interlinked, before arriving at a definition drawing on practitioners descriptions, enactments and ideas central to the market. The thesis contributes with an inquiry into content marketing where academic research is scant and also provides an empirical application of theory from the growing research tradition concerned with a practice approach to markets.
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Bernström, Kristian, and Anders Näsman. "Is content king? : En studie om reklambranschens utveckling i och med content marketing." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-207705.
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I dagens samhälle syns reklambudskap överallt men allt färre tar emot dessa budskap. För att försöka komma under den så kallade reklamgarden har fokus inom marknadsföring på senare tid skiftats mot innehållet i budskapen. Denna typ av marknadsföring kallas content marketing och det finns idag begränsad forskning inom området. Syftet med studien är att undersöka hur och varför reklambranschen påverkas och eventuellt förändras i och med content marketing som marknadsföringsmetod. Detta undersöks genom intervjuer med fyra personer som jobbar på contentbyråer. Resultatet visar på att reklambranschen kommer att förlora pengar och saknar relevant kunskap för att arbeta med content marketing. Detta resultat pekar på att reklambranschen kan stå inför en kris och måste förändra sig för att överleva. Det framkommer att content marketing är en mycket aktuell och framgångsrik marknadsföringsmetod som är här för att stanna.
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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.<br>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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Lundqvist, Emma, and Fredrika Bergh. "Vem kan skapa innehåll? : En kvalitativ studie om innehållsmarknadsföringens syfte." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30004.
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Background: Content marketing has become a more commonly used strategy when marketers want to convey a message to consumers. Problem discussion: The scientific definition of content marketing is vague and it varies in between users. This makes it difficult for the practitioners who use content marketing as a strategy, that what it is that they are actually creating is content marketing. Questions: How does marketers/practitioners perceive content marketing? How do marketers/practitioners use content marketing? Aim: The aim is to analyse and determine the marketers/practitioners perceived notion of content marketing is and how he or she uses it. Method: The study has a qualitative research point of view.When collecting the data for the study, semi-structured interviews where chosen as the method most fitting for the purpose of the study. The collected data was then analysed within the frames of the research questions. Conclusion: With the result of the study one can conclude that there is no universal view of content marketing within the group of practitioners that were interviewed. There are though many similarities of how they perceive content marketing. The practitioners all agreed that content marketing should be distributed through owned digital channels. The content itself should be in an editorial context, and should both create value and be captivating to reader. It should not be in immediate association to the product or the service that the company provide. Content marketing should not be perceived by the reader or user as advertising activities, once it is it has lost its value and should not be called content marketing. A need for a concrete definition does not seem to exist among marketing managers. Marketing managers considers content marketing to be free insofar that it is up to each marketer to determine how content marketing should be practised.
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Antunes, Bernardo Di Giovine Freire de Andrade. "Estratégia de conteúdos da RTP : a importância do content marketing na organização." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14775.
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Mestrado em Marketing<br>Atualmente a televisão é uma estrutura que cria e produz conteúdos para vários canais. Desde o início que a tecnologia foi a alavanca essencial dos conteúdos de televisão. Hoje em dia, o grande desafio colocado à escala global relaciona-se com o facto dos conteúdos se terem autonomizado, para lá dos canais, os conteúdos podem ser vistos quando e onde se quer e não deixam de ser conteudos de televisão.
Este estudo pretende esclarecer junto dos profissionais da RTP, através de um estudo qualitativo com base em oito entrevistas a colaboradores, a existência e eficácia da sua estratégia de conteúdo (onde se inclui o content marketing) bem como se este poderia sustentar esta unidade de negócio futuramente. Para além disso teve como objetivo compreender o modo como era gerado o processo de criação de conteúdos próprios desenvolvidos internamente pela RTP, bem como conteúdos envolvidos num âmbito de parceria com marcas, através da utilização de um modelo de análise desenvolvido com base na revisão da literatura.
Os resultados concluiram que não é totalmente identificável a existência de uma visão integrada e uma linha orientadora sustentada para a exploração do seu próprio conceito de content marketing nas sua organização, embora procure ter em conta conhecer os consumidores/cidadãos e a marca, escolher os recursos envolvidos, as plataformas de divulgação e proceder à medição dos resultados. Os responsáveis da RTP deixaram claro que veem o content marketing não como um substituto mas como um complemento no esforço global no marketing de uma marca.<br>Currently, television is a structure that manufactures and produces contents to various channels. Since the beginning, technology was the main tool of TV content. Nowadays, the biggest challenge on a global scale is the fact that the contents have become much more autonomous, beyond the channels, and it may be seen whenever and wherever we want, and they keep being Television´s Contents.
This study aims to clarify to RTP professionals, through a qualitative study based on eight interviews with employees, the existence and effectiveness of their content strategy (including content marketing) as well as if it could support RTP in the future. Furthermore, its main goal was to understand how the creation process of contents developed by RTP happens, as well as the contents involved in the integration and in partnership with brands, through the use of an analysis´ model developed on the basis of the literature?s revision.
The results have shown that is not fully identifiable the existence of an integrated vision and a guideline that enables RTP to explore its own concept of Content Marketing in its organization, even though RTP tries to know better the consumers/citizens and the Brand. RTP also tries to create content and choose the resources involved, the platforms of disclosure and it strives to proceed to the measurement of results. The RTP´s responsible made it clear that they see the Content Marketing not only as a backup but also as a complement, as integration, as a global effort on a Brand´s Marketing.<br>info:eu-repo/semantics/publishedVersion
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Albinsson, Anton. "Content Marketing : Att nå ut till Generation Y." Thesis, Karlstads universitet, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-35203.
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Bessegato, Federica <1995>. "Content marketing: social media engagement of Italian wineries." Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/18070.
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Content marketing is a discipline that is emerged in recent years, because of the inefficiency of traditional marketing methods. Today users need interesting and valuable information, because spending most of their time on internet and social media, they need high-quality contents, able to catch consumers’ attention, to be helpful, to entertain, and to educate. Companies started used content marketing because it’s a discipline that can help them to build stronger relationships with their consumers, putting the latter in the center and making them the most important part of the strategy. There are many types of content and also different types of motivations that push consumers to interact with a content: for this reason, the aim of this thesis is to investigate the online presence of the most remunerative Italian wineries on Facebook, and discover if different types of contents can generate different types of reactions. This thesis is divided into four parts: the first part introduces the history of content marketing, facing what it is and which are the advantages of this technique, the second part discusses the inbound marketing and the content marketing strategy, the third part is a collection of the principal studies made in this field, and the last one is the analytical part, which analyses the posts of the Italian wineries in order to figure out which are the most engaging contents.
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Sirén, Jennifer, and Emma Persson. "En kvalitativ studie om hur företag använder content marketing för att skapa lojala kunder." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31305.
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Abstract Titel: Content Marketing - A study of how companies work with content marketing to create loyal customers Authors: Emma Persson and Jennifer Sirén Supervisor: Navid Ghannad Examiner: Hélène Laurell Level: Bachelor Thesis in Business Administration, focusing on International Marketing (15 ECTS), Spring-2016 Keywords: Content marketing, storytelling, customer loyalty, relationship marketing Purpose: The purpose of the study is to gain a better understanding of how businesses use content marketing to create loyal customers. Frame of References: This section begins with storytelling and content marketing, followed by relationship marketing and customer loyalty. Method: The thesis is a qualitative method with a deductive approach which includes three cases with interviews. All companies has knowledge and working actively in the area. Empirical Data: In this part the results of the interviews with the three case studies are presented. Conclusion: In this study, the authors concluded that all the investigated case companies use content marketing to a greater extent in order to maintain loyalty among its already existing customers<br>Sammanfattning Titel: Content marketing - En studie om hur företag arbetar med content marketing för att skapa lojala kunder Författare: Emma Persson och Jennifer Sirén Handledare: Navid Ghannad Examinator: Hélène Laurell Nivå: Kandidatuppsats inom företagsekonomi med inriktning på internationell marknadsföring (15 HP), VT-2016 Nyckelord: Content marketing, storytelling, kundlojalitet, relationsmarknadsföring Syfte: Syftet med studien är att få bättre förståelse om hur företag använder content marketing för att skapa lojala kunder. Teoretisk referensram: Detta avsnitt inleds med storytelling och content marketing, följt av relationsmarknadsföring och kundlojalitet. Metod: Uppsatsen har en kvalitativ metod med en deduktiv ansats i vilken tre fallföretag intervjuats. Företagen är kunniga inom content marketing och arbetar aktivt med metoden. Empiri: I denna del presenteras de intervjuer som genomförts med de tre fallföretag. Slutsats: I denna studie har författarna kommit fram till att alla de undersökta fallföretagen använder content marketing i högre utsträckning för att bibehålla lojalitet bland sina redan existerade kunder.
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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.<br>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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Wengler, Stefan. "Key account management in business-to-business markets an assessment of its economic value /." Wiesbaden : Deutscher Universitats-Verlag, 2006. http://www.springerlink.com/content/u0132h/.
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Svensson, Adam, and Pär Strandberg. "Managing user generated content in marketing campaigns : A qualitative research of key features for managing marketing campaigns based on user generated content." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35185.
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The modern media landscape presents an increasingly complex and dynamic assembly of traditional and interactive media proposing many new communicative opportunities for marketers. Contemporary marketing is implied to emphasize a paradigmatic shift from a company centric view into consumer centric view. As existing research emphasizes the understanding of interactions in online communities from the user’s perspective, there is yet a research gap concerning the contemporary relevance of managerial challenges related to user involvement in social media marketing. The purpose of this thesis is to contribute to an enlightened managerial understanding of key components for managing marketing campaigns based on user-generated content (UGC). The research approach was deductive; using a conceptual framework based on recognized literature on UGC, content marketing and contemporary users in social media. The paper identifies and compares key features of UGC management through case studies. Being a qualitative research, in-depth interviews were used to retrieve a profound understanding of managerial challenges and implications of facilitating UGC. Empirical data was collected from 10 marketing agencies working with UGC based marketing. The research contributes to the research field by showing how agencies facilitate theoretical knowledge for UGC management. The study provides empirical, yet practical evidence of how many UGC campaigns are strategically developed, which could help simplify the relation between user flexibility and agency control. It could help managers to facilitate resources and engagement on determining what campaign features is most suitable for a specific campaign.
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Hirschfelder, Benedikt. "Development and verification of the commercial value added chain of content marketing response." Doctoral thesis, Faculty of Commerce, 2018. http://hdl.handle.net/11427/29981.
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The rapid technological progress in the last 10 years and the coherent opportunities for consumers to communicate among each other almost borderless 24/7, also impacted marketing strategies. Whereas accentuation of product values and pricing are still valuable marketing strategies, consumers are due to the 24/7 access to knowledge, information and consumer feedback, desensitized when it comes to advertising. Availability of the internet across borders, all the time is the main driving factor for marketing practitioners to progressively try to build up a non-purchase pushing relationship to the consumer. With the content communicated in the foreground (informative, helpful or entertaining) and the commercial message in the background this marketing strategy is also known as Content Marketing. Whereas the use of Content Marketing in corporate world is relatively popular, academic research is relatively rare. Indeed, some research was conducted on storytelling and signature stories -a tool of Content Marketing-, however, the functionality of the generic term Content Marketing resembles rather a black box. With the aim to illuminate the understanding and functionality of Content Marketing, this study explored the coherences between content communication vehicles and content generating vehicles. In the scope of this thesis, a theoretical framework conceptualizes the commercial value added chain of Content Marketing response was developed and verified in a business to consumer scenario. This theoretical framework was substantiated with a real world application, more precisely the 'Be More human’ video campaign from the sportswear manufacturer Reebok served as a research object. A non-probability sampling frame, using convenience sampling resulted in a total sample size of 750 respondents. Since this study focused on the development and testing of a theory, partial least square - structural equitation modelling (PLS-SEM) was applied using the software package SmartPLS3. Through the development of the commercial value added chain of Content Marketing response this study exemplifies the commercial content generation process and the content value added by the consumer and thus contributes to a better understanding in academia as well as in corporate world of the complex generic term Content Marketing.
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Hietajärvi, M. (Maria). "Luxury brands in social media:exclusive content creating engagement." Master's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201806062512.
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Over the past decade, social media has changed the ways luxury brands communicate to their customers, market their products and build the brand image. This study’s theory examined the prior research of luxury brands’ social media marketing and social media content. As experiences are at the core of luxury brands’ marketing strategy, the theory concentrated on studying online experiences and customer engagement in social media context. The social media content, luxury experiences and customer engagement were included in the theoretical framework of the study and giving guidance for the empirical research.
The purpose of this study was to investigate luxury brands’ social media content to be able to identify effective content tactics to create online experiences and customer engagement. A content analysis was conducted to examine the content elements on social media posts and their impact on social media engagement. The posts of three Finnish luxury brands were analyzed in three major social media platforms (Facebook, Twitter and Instagram). After the visual content analysis was conducted, then the social media engagement represented by the number of likes, the number of shares and comments, was determined in the form of engagement rate percent.
The findings of the research emphasize that luxury brands’ social media content needs to be inspirational, innovative and creative. It must reflect the high quality of products and the prestige qualities of the brand. The research results revealed a set of luxury brands’ content elements which can be associated with high social media engagement. The most engaging content often includes cool, trendy and luxurious elements. A balanced and well-coordinated colour scheme helps the brand to build a harmonious social media feed which is hedonic and pleasant for the viewer. With inspiring visuals and evoking videos, luxury brands can boost emotions and entertain their followers. The key is to deliver content that provides a deep experience of the brand with the sense of exclusivity. The content analysis also revealed that different social media platforms may be effectively used in different ways by luxury brands. The findings revealed that Instagram allowed the greatest customer engagement rates and the highest customer feedback.
This research provides an insight into the luxury brands’ social media content and the effectiveness of content elements to create experiences, and thus customer engagement. The research results help the brands to design their social media content according the taste of luxury customers and achieve higher engagement and build personal relationships through social media. Being present on social media has effects on brand’s economic outcome, so therefore it is crucial for luxury brands to understand their audiences motives and needs to use social media. The studied companies are Finnish luxury brands operating in personal luxury category, so it needs to be acknowledged it brings limitations for generalization of the research findings for other industries and cultural settings.
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Mujezinović, Lejla, and Alva Laurén. ""Sharing is caring" : Kundengagemang som mål med content marketing." Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-19889.
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Digitaliseringen har gjort att den traditionella marknadsföringen börjat tappa sin effekt och digital marknadsföring som det trendiga marknadsföringskonceptet content marketing har vuxit sig starkare. Trots att content marketing inte längre är ett nytt fenomen saknas det en enhetlighet från forskares definition av konceptet. Kundengagemang är ett viktigt mål med CM och är viktigt att studera eftersom att det uttryckligen utlöser betydelsefulla konsekvenser för företagen. Trots detta visar studier att små företag tenderar att inte använda sina sociala plattformar aktivt och är negativt inställda till marknadsföring på sociala kanaler eftersom de anser att de kostar mer för företaget att producera innehållet än vad det genererar intäkter. Syftet med denna undersökning är att göra en kartläggning för de beslutsprocesser som görs utifrån små företags syften med CM och målsättningen kundengagemang. Anledningen denna studie avgränsats till små företag är på grund av att tidigare forskning påvisar att det är dessa som tenderar att arbeta mindre aktivt med sociala kanaler och CM eftersom de uppfattar kanalerna som ineffektiva och kostsamma. Studiens ambition är att bevisa motsatsen där kundengagerad CM snarare är nödvändigt än kostsamt och tidskrävande för ett företag med begränsade humana- och ekonomiska resurser. För att besvara studiens syfte har en kvalitativ metodansats använts där semistrukturerade intervjuer med småföretag genomförts, därefter har respondenternas svar analyserats genom att leta efter repetitiva teman, som varit till hjälp vid kartläggning av respondenternas beslutsprocesser för att uppnå kundengagemang. Denna studies resultat visar på att målet kundengagemang enskilt är för generellt och att det snarare finns olika nivåer av kundengagemang. Beroende på vilken typ av syfte och kundengagemang företaget söker förändras delar i företagets beslutsprocess kring CM-strategi. Ett av studiens mest intressanta fynd är även att de intervjuade företagen inte upplever att de känner sig begränsade i sitt skapande av CM.<br>The digitalisation has resulted in the traditional marketing starting to lose its effect, and digital marketing tools such as the trendy content marketing concept has grown stronger. Although content marketing is no longer a new phenomenon, there is a lack of uniformity from researchers' definition of the concept. Several researchers show that CM changes its meaning depending on the purpose, industry and the target group the marketing is aimed at. Customer engagement is an important goal with CM and it is important to study because it explicitly triggers significant consequences for companies. Despite this, studies show that small businesses tend not to use their social platforms actively and are negative about social media marketing because they believe it costs the company more to produce content than it generates revenue. The purpose of this survey is to map the decision-making processes that are made based on small companies’ purposes with CM and the goal of customer engagement. The reason this study is limited to small companies is because previous research shows that they tend to workless actively with social channels and CM because they sense the channels as inefficient and expensive. This survey's ambition is to prove the opposite, where customer engaging CM is necessary rather than expensive and time-consuming for a company with limited resources. To answer the purpose of the study, a qualitative method approach was used where semi-structured interviews with small companies were conducted. The respondents answers were analyzed by looking for repetitive themes, which were helpful in mapping the respondents decision-making processes to achieve customer engagement. The results of this study show that the goal of customer engagement is too general, and that there are rather different levels of customer engagement. Depending on the purpose and customer engagement level the company seeks, parts of the company's decision-making process regarding CM strategy change. One of the study's most interesting findings is also that the interviewed companies do not feel that they are limited in their creation of CM.
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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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Gilmore, Audrey. "Quality in marketing in a services context." Thesis, University of Ulster, 1995. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.339251.
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Eriksson, Anna, and Jesper Tränck. "Nudging: Within the Context of Place Marketing." Thesis, KTH, Fastigheter och byggande, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-231764.
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Sergels torg in Stockholm, Sweden, and the surrounding areas have possibly negative associations in the minds of individuals. To then influence and change a negative mindset related to a place can be a difficult task for real estate managers. This thesis report has studied whether place marketing and nudging could and has been applied by two large real estate owners regarding the ongoing place development of Sergels torg. Since certain similarities between place marketing and nudging has been determined, the problem within the report has been concluded to how the two concepts can relate. Therefore, the aim of the report has been to examine if place marketing can be gradated when combining theory behind nudging. Place marketing and nudging have not previously been studied as integrated concepts, resulting in the formulation of new aspects around these. In this study, the strategic market planning process as a theoretical model has been used to define the term place marketing. It has been used by means of deduction to investigate how it could be used in place development and how this model could contribute to an individual’s changed mindset to places. Another model has been used in the study to define which management control measures are included in nudging. Nudging, as a term, was named in 2008 and aims to nudge individuals in a desirable direction in which they otherwise would not have taken, without including incentives nor restrictions. This study has consisted of interviews with experienced professionals from two real estate owners involved in the development of Sergels torg. The conclusion that has been drawn from the interview study is that the respondents have been familiar with and in general used place marketing when developing the area surrounding Sergels torg. On the other hand, it was less than half of the respondents who were familiar with the concept of nudging, despite this, they have to a certain extent used some of the management control measures falling within the scope of nudging. By analyzing the thesis’ empirics and theory it has been concluded that if nudging is implemented in place marketing, several advantages can be drawn, such as increasing turnouts at places and a positive outlook in individuals. Thus, making it possible to increase the social and monetary sustainability in urban development. Concluding, there are challenges regarding combining the two concepts place marketing and nudging. The challenge could briefly be described as how it previously has been defined and which interventions go under a nudge. Finally, the thesis presents a suggestion of a recommendation on how to implement nudging in the strategic market planning process.<br>Området kring Sergels torg i Stockholm, Sverige, är möjligtvis en plats med en negativ klang i människors medvetande. Att försöka påverka och förändra en negativ inställning till en plats kan emellertid vara svårt för fastighetsägare. Denna uppsats har studerat hur platsmarknadsföring och nudging kan och har använts av två stora fastighetsägare vid utvecklingen av Sergels torg. Då vissa likheter mellan platsmarknadsföring och nudging kunnat urskiljas har problemet i uppsatsen definierats till hur de två begreppen kan relateras till varandra. Syftet med uppsatsen har därmed varit att undersöka om platsmarknadsföring kan nyanseras genom att kombinera teori bakom nudging. Platsmarknadsföring och nudging har tidigare inte studerats som begrepp tillsammans, vilket gör att denna studie belyser nya aspekter kring dessa. I studien har den strategiska marknadsplaneringsprocessen tillämpats som teoretisk modell inom platsmarknadsföring för att definiera begreppet. Den har genom härledning använts för att undersöka hur den kan användas vid platsutveckling och därmed hur den kan bidra med en förändrad uppfattning om platser hos individer. Ytterligare en modell har använts för att definiera vilka styrmedel som nudging inkluderar. Nudging som begrepp myntades 2008 och syftar till att puffa individer i en önskvärd riktning än vad de annars skulle tagit, utan att inkludera incitament eller restriktioner. Studien har bestått av intervjuer med verksamma från två fastighetsägare involverade i utvecklingen av Sergels torg. Slutsatsen som har kunnat dras från denna intervjustudie är att respondenterna känt till och i stora drag använt sig av platsmarknadsföring vid utvecklingen av området kring Sergels torg. Däremot var det färre än hälften som var bekant med begreppet nudging, trots detta har de i olika utsträckning använt sig av vissa styrmedel som faller inom ramen för nudging. Vid analys av empiri och teori har det konkluderats att om nudging implementeras i platsmarknadsföring skulle flertalet fördelar kunna härledas, t.ex. genom ökade flöden på plaster och genom en positivare inställning gentemot dessa hos individer, vilket har möjlighet att leda till en ökad social och ekonomisk hållbarhet. För att knyta ihop uppsatsen har utmaningar med att sammanföra begreppen platsmarknadsföring och nudging specificerats. Utmaningen kan kortfattat beskrivas som att det ligger i hur nudging tidigare definierats och vad som krävs för att en åtgärd ska få kallas för en nudge. Uppsatsen mynnar slutligen ut i ett förslag på en rekommendation för hur nudging skulle kunna implementeras i den strategiska marknadsplaneringsprocessen.
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Jelen, Ladislav. "Obsahový marketing prostřednictvím Youtube kanálu a jeho efektivita." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205075.
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The aim of the thesis is to compare the effectiveness of selected tools of content marketing in environment of Youtube server. The theoretical part puts content marketing in environment of Youtube to the wider framework of tools this way communicating with customers. It also clarifies the importance of marketing strategy, which includes communication with consumers that is not strained. Conclusion of this section summarizes the tools that allow work with content on Youtube. The practical part contains a comparison of these instruments, with emphasis on the success of content in terms of the numbers of views. This is supplemented by a comparison of the effectiveness of Pre-Roll adverts and videos made by successful authors. This comparison takes in consideration the average time of watching, compared with data about skipping commercials.
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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.<br>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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Hesoun, Jan. "Inbound marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192814.
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The theme of the diploma thesis is the Inbound Marketing in the Internet environment. The dissertation is divided into three parts -- theoretical, practical and final. Inbound Marketing characteristic is outlined in the theoretical part along with detailed analysis of its components. The practical part includes the brief description of the computer and console games market in the Czech Republic; analysis of the online shop with computer and console games operated by GameLeader, s.r.o.; and the improvement suggestions for the current online presentation of considered company is presented. Finally, the online Inbound Marketing strategy solution is introduced to be implemented by GameLeader, s.r.o. company.
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Gharakhani, Sam, Henrik Svensson, and Vincent Larsson. "Can firms get away with questionable content marketing? : An explanatory research about questionable content marketing on social media and its relationship with brand image." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76072.
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The development of social media has increased the usage and prevalence of content marketing. This have enhanced the pressures on marketers to manage and leverage this tool. Also, consumers interaction with valuable content leads to a stronger relationship with the brand which further might enhance the brand image. Hence, this paper carries out a quantitative research with the purpose to explain if questionable content marketing on social media have a negative impact on brand image. The researchers used questionnaires as their method for collection of empirical data. The respondents were gathered based on a convenience sampling. The questionnaires were out sent out to 204 participants, were the aim was to investigate if the respondents view of a brand changes negatively, after being exposed to scenarios that were constituted by questionable content marketing. It was analyzed through an ANOVA test. The overall conclusions after gathering and analyzing the data, implicate that questionable content marketing have a negative effect on brand image. Therefore, it becomes important for managers to carefully evaluate their content marketing strategy on social media in order to avoid questionable content marketing.
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Gcabashe, Thuso. "The role of content marketing on the vehicle insurance industry." Master's thesis, Faculty of Commerce, 2021. http://hdl.handle.net/11427/32704.
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Rapid technological progress has transformed the communication process, specifically the consumption and distribution of information. Through technological progress, the world has become a smaller place by bridging the gap between individuals and bringing them together. From a marketing perceptive, this has resulted in the Internet becoming one of the most significant sources of information for both consumers and marketing practitioners. With immeasurable access to information, consumers specifically have been empowered as they can search for the best and lowest products or services. The objective of this study is to analyse Content Marketing, and explore its application in the vehicle insurance industry in South Africa. This study proposes that Content Marketing, as a marketing trend, impacts the vehicle insurance purchase decision-making process. More precisely, in the South African context, vehicle insurers already make use of firm-generated content (FGC), using an emotional trigger to encourage consumers to purchase insurance. Using a questionnaire, data was collected from 192 insurance consumers residing in South Africa. The study tested ten hypotheses using PLS- SEM and the data was analysed using SmartPLS software. The results indicate that eight of the ten hypotheses are supported. The results also demonstrated that FGC, moderated by the emotional trigger ‘fear', has an impact on the vehicle insurance purchase process. Furthermore, consumers are more receptive to marketing communication through storytelling. Due to the shift from traditional marketing, the ability for organisations to communicate something valuable to consumers presents an opportunity to create a strong brand positioning. MiWay's “Your silence is our signal” online video served as the research object and was used as a practical example for the research participants, exposing them to insurance FGC. Therefore, it is imperative for marketing practitioners to adopt a marketing approach that underlines the importance of content generation and communication that is in line with the organisations overall brand positioning. They need to modify their marketing strategies to incorporate online and social media platforms in order to distribute online content that is both beneficial and relevant to consumers. Based on the insights generated from this study, the research aims to amplify existing scientific literature relating to Content Marketing and to contribute knowledge in the clarification of Content Marketing in the body of knowledge.
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Hedmark, Andrea, Elin Jonsson, and Sandra Karlsson. "Kan innehålla spår av marknadsföring : En kvantitativ studie om hur egenskaper i det digitala innehållet påverkar konsumentens engagemang gentemot ett varumärke." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-53086.
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Frågeställning: Vilka egenskaper i digitalt innehåll engagerar konsumenter i varumärkesrelationer online? Syfte: Syftet med studien är att undersöka hur konsumenter upplever innehåll på digitala plattformar och analysera hur egenskaper i innehållet påverkar deras engagemang gentemot varumärkesrelationer. Egenskaperna som analyseras är personaliserat, underhållande och informativt innehåll. Studien syftar även att kunna tilldela företag väsentlig information om hur de ska agera kring innehållet på digitala plattformar när de interagerar med konsumenter. Metod: För att kunna besvara forskningsfrågan denna studie ämnade undersöka användes en deduktiv forskningsansats med en kvantitativ datainsamlingsmetod. Detta utfördes genom en digital enkätundersökning där kvantitativ primärdata samlades in från totalt 314 respondenter. Slutsats: Studiens resultat visade att det personaliserade innehållet har den största och mest signifikanta effekten för konsumentens engagemang i varumärkesrelationer. Denna oberoende variabel var den enda av totalt tre variabler som hade en signifikant effekt på både det kalkulativa och affektiva engagemanget. Vidare visade sig det underhållande innehållet endast ha en effekt på det affektiva engagemanget medan det informativa innehållet endast hade en signifikant effekt på det kalkulativa engagemanget. Detta leder till en slutsats om att alla studiens oberoende variabler blir viktiga i sig för att uppnå ett varierat innehåll som engagerar på både det affektiva och det kalkulativa planet. En kombination av dessa innehållsegenskaper bör presenteras för att optimera innehållets effekt.<br>Research question: Which characteristics of digital content make consumers committed in brand relationships online? Purpose: The purpose of this study is to investigate how consumers experience content on digital platforms and to analyze how characteristics of said content affect their commitment in relationships to a brand. The study includes an analysis of personalized, entertaining, and informative content. The result aims to provide companies with practical implications on how to work with content on digital platforms when interacting with consumers. Method: In order to answer the research question this study intended to investigate, a deductive research approach was used, with a quantitative data collection method. This was done through a digital survey where quantitative primary data were collected from a total of 314 respondents. Conclusion: The results of the study showed that the personalized content has the largest and most significant effect on consumer commitment in brand relationships. This independent variable was the only one of a total of three variables that had a significant effect on both the calculative and affective commitment. Furthermore, the entertaining content only proved to have an effect on the affective commitment while the informative content only had a significant effect on the calculative commitment. This leads to the conclusion that all the study's independent variables become important in themselves in order to achieve a varied content that commits on both the affective and the calculative level. A combination of these content features should be presented to optimize the effect of the content.
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Söderström, Albin, Miller Emanuel Rinaldo, and Anderberg Theodor Mörse. "Don't Scroll Past! : Exploring how independent music artists can adapt their digital content marketing strategy to attract new listeners." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49033.
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Kročilová, Martina. "Budování vztahu se zákazníkem pomocí info-produktů." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193346.
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This diploma thesis is focused on the topic of content marketing for businesses with an emphasis on creation of a content strategy, which is an important anchor in building a relationship with the customer. The first part focuses on the essential theory which was used as a starting point for the development of this paper. In the practical part of this thesis, there was executed a survey, which aimed to identify the online shopping behavior of current and potential customers of VinoPortugal. On the basis of this survey and several additional analyzes, the in-depth content strategy for this company was created. Creation of this strategy was the main goal of this thesis.
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Летуновська, Наталія Євгенівна, Наталия Евгеньевна Летуновская, Nataliia Yevhenivna Letunovska, and A. P. Nazarenko. "Medical content marketing for promotion healthcare services in a region." Thesis, Львівська політехніка, 2021. https://essuir.sumdu.edu.ua/handle/123456789/83832.
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У тезах контент-маркетинг розглядається як стратегічний маркетинговий та бізнес-процес, спрямований на створення та розповсюдження цінного, релевантного та послідовного контенту для залучення та утримання чітко визначеної аудиторії. Автори зазначають, що унікальна подача матеріалу може дати "вірусний" ефект, який наближає потенційного клієнта до очікуваного ухвалення рішення скористатися послугою певної медичної компанії.<br>В тезисах контент-маркетинг рассматривается как стратегический маркетинговый и бизнес-процесс, направленный на создание и распространение ценного, релевантного и последовательного контента для привлечения и удержания четко определенной аудитории. Авторы отмечают, что уникальная подача материала может дать "вирусный" эффект, который приближает потенциального клиента к ожидаемому принятия решения воспользоваться услугой определенной медицинской компании.<br>In theses, content marketing is seen as a strategic marketing and business process aimed at creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience. The authors note that the unique presentation of the material can give a "viral" effect, which brings a potential client closer to the expected decision to use the services of a particular medical company.
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Lind, Edvin, and Marcus Nordin. "Hur och varför använder företag content marketing via sociala medier? : En kvalitativ studie om små och medelstora B2B-företag." Thesis, Linköpings universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-151042.
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Bakgrund: Den digitala utvecklingen har förändrat hur företag kommunicerar med sina kunder och sociala medier spelar en allt större roll. Allt fler företag väljer att på sociala medier använda content marketing som syftar till att hjälpa sina kunder genom att dela relevant innehåll snarare än att skicka direkta säljmeddelanden. Det finns ännu begränsat med studier om content marketing via sociala medier i kontexten av små och medelstora B2B-företag och med anledning av det så ämnar denna studie utöka den befintliga kunskapen om hur och varför strategin används. Syfte och frågeställningar: Syftet med studien är att undersöka hur och varför små och medelstora företag verksamma inom business-to-business använder content marketing via sociala medier. Hur skapar och distribuerar företagen sitt innehåll? Vilka incitament finns till att använda content marketing via sociala medier? Vilken roll spelar kundengagemang för content marketing? Genomförande: Studien har utgått från en kvalitativ metod där svaren från intervjuerna lett till det empiriska resultat som sedan legat till grund för analysen. Resultat: Företagen använder content marketing via sociala medier för att generera leads med målet öka försäljningen. Strategin syftar till att förmedla ett värde baserat på företagets kunskap vid varje kommunikationstillfälle och en användning kan förenkla säljprocessen. Kundengagemang på sociala medier kan öka både synligheten och trovärdigheten av innehållet genom eWOM men tycks inte vara avgörande för att lyckas med content marketing om målet är att öka försäljningen.<br>Problem definition: The digital evolution has changed the way companies communicate with their customers, and social media are playing an ever-increasing role. More companies choose to use content marketing through social media which aims at helping their customers by sharing relevant content rather than sending direct sales messages. There are still limited studies on content marketing through social media in the context of small and medium-sized B2B companies, and as a consequence, this study aims at expanding existing knowledge about how and why the strategy is used. Aim and research questions: The purpose of the study is to investigate how and why small and medium-sized businesses within business-to-business use content marketing through social media. How do the companies create and distribute their content? What are the incentives to utilize content marketing through social media? What role does customer engagement play for content marketing? Methodology: This study has had a qualitative research method where interviews have been conducted and transformed to the empirical results which have been the basis for the analysis. Findings: Companies use content marketing through social media to generate leads with the goal of increasing sales. The strategy aims to convey value based on the company's expertise at each communication opportunity and can simplify the sales process. Customer engagement on social media can increase both the visibility and the credibility of the content through eWOM, but does not seem to be crucial to succeeding in content marketing if the goal is to increase sales.
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Wang, Yiru. "Want Some Help? How Online Reviews Influence Consumer Decision Making." Kent State University / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=kent1562159132135793.
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Khudododov, Rustam, and Alexandra Kim. "Hidden Power: Content Marketing as a part of global business strategies of Westen companies in the Russian environment." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-66070.
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International companies face many challenges when operating in foreign country markets, as a new environment could be absolutely opposite to the one of the home market, which the companies are used to. One of the biggest issues for a company in the foreign market is to understand how to market its product and make it more appealing to the audience. This research is aimed at studying content marketing strategy as a new trend and a part of marketing strategy of an organization. Particularly, the main focus of this research is to investigate the process of building content marketing strategy of Western firms in the Russian environment. During the study, a few questions are illuminated, such as what steps are undertaken in order to manage a sound content marketing strategy and how the characteristics of Russian consumers influence the decision making and to what extent. The paper studies all these issues by the qualitative approach, presenting data and insights acquired through interviews with four Western companies, operating in Russia: Burger King, Johnson & Johnson, The Coca-Cola Company and Visa Inc. The analysis of the findings is done, comparing the experience of the companies with each other, which enables the authors to extract general patterns for content marketing strategy in Russia in terms of strategy building and consumer orientation and comparing empirical data with theoretical knowledge gained after the examination of the theory. The paper concludes giving answers to the research question and generalizing the analysis, as well as presenting the revised conceptual model. Later on, the main limitations of this study are mentioned and the suggestions for future research are stated to develop the understanding of content marketing strategy.
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Bengtsson, Therese, and Daniel Håkansson. "Real-time marketing effects on brand in social media." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28628.
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Purpose: The purpose of this research is to investigate whether RTM-advertising is a more effective and attractive way of creating social media content compared to traditional social media marketing, and if so, provide insights on what makes it successful. The objective is also to get a greater understanding if such real-time marketing may affect the consumers’ perception of a brand due to the lack of time to consider the content of the marketing message. Further we wish to research if and what kind of impact events have on the real-time marketing effectiveness. Lastly we provide recommendations on how to, according to us, best practice RTM-advertising on social media today. Theoretical framework: The theoretical framework consists of the essentials of brand equity and the importance of having a strong brand, as well as the emerging of a digital marketing platform and how it affect how companies perform marketing activities today. Further the theoretical framework covers the basic of social media and development of RTM. Considering RTM being a new phenomenon, previous scientific theories on the subjects are limited. Method: The research is based on a triangulation, a combination of both qualitative and quantitative research methods. This was made to get a broad perspective on the subject with viewpoints from both experts and consumers. The qualitative part consisted of five interviews with experts in the field of marketing as well as online observations of real-time marketing activities. The quantitative part consisted of a survey with 296 responses. Conclusions: The conclusions made in this research is that RTM is an effective and attractive way of creating social media marketing if made according to the following guidelines: 1) Build content on up-to-date news, so called newsjacking, 2) Be selective on what events to work on to make sure they are in alignment with your brand personality, 3) Use weather related happenings to build real-time content that is relevant and geographically on target, and 4) Interact with other brands and start a two way conversation. However, advertising in real-time may jeopardize how the brand is perceived by its consumers, since it may 1) Confuse the consumers, a luxury brand may for example come off as too mainstream, 2) Be misunderstood, considering the lack of time to plan and reconsider, and 3) Have the brand come out as Page 3 of 76 unauthentic, if the real-time content fail to reach high engagement, making it look dull and unattractive. Lastly, events have shown to have an impact on the effectiveness of the real-time advertisement, since 1) It provides brand with a short-cut to creating content that people are talking about, 2) Events are easy to plan beforehand, and 3) Events often open up to unpredicted happenings that consumers want to talk about, creating a so called opportunistic real-time opportunity.