INFLUENCE OF CONTENT MARKETING ON DIGITAL CONSUMER
INFLUENCE OF CONTENT MARKETING ON DIGITAL CONSUMER
Author(s): Diana Karrafová, Alena KusáSubject(s): Media studies, Communication studies, Theory of Communication, Marketing / Advertising, Human Resources in Economy
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Buying process; Content marketing; Content marketing forms; Content quality; Content strategy; Communication mix; Customer value; Persons making; Social media;
Summary/Abstract: Content marketing also known as inbound marketing is one of the main features of online marketing and is strongly influenced by the concentration of the digital environment and available digital tools not only marketing, but most of the communication mix. This contribution article will examine the concepts, the use of digital customers in terms of value, sales in shopping stages and benefits as well as comparison of content marketing with traditional forms of advertising. In conclusion, we point out the implementation inpractice referring to the results of the past studies.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/2
- Page Range: 80-91
- Page Count: 12
- Language: English