Strategy of Online Content Marketing Based the Demographic and Psychographic Segmentation
Strategy of Online Content Marketing Based the Demographic and Psychographic Segmentation
Author(s): Ľubica GajanováSubject(s): Psychology, Methodology and research technology, Demography and human biology, Social Informatics, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Content Marketing; Demographic Segmentation; Psychographic Segmentation; Strategy;
Summary/Abstract: Content marketing is a well-known marketing method whose popularity is steadily rising with technological advancement and Internet development over the last few years. As the outdated marketing forms on the Internet become unattractive and dazed, a new way of marketing comes, using content to help, enjoy and educate Internet users. Effective content marketing is based on a well-designed content strategy. An integral part of the strategy is to determine the right forms of the content. In this paper, we analysed the most widely used content marketing tools by B2C-based businesses, and we focused on identifying the existence of statistical dependence between content marketing tools and demographic and also psychographic segmentation variables. The results may be applicable to the correct customer targeting in the conditions of the Slovak Republic.
Journal: Marketing Identity
- Issue Year: 6/2018
- Issue No: 1/1
- Page Range: 303-314
- Page Count: 12
- Language: English