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Business to business digital content marketing: marketers’ perceptions of best practice [PDF]

Journal of Research in Interactive Marketing, 2014
Purpose– This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing.
Jennifer Rowley
exaly   +3 more sources

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Digital Content Marketing on Visiting Interested

Nian Tana Sikka : Jurnal ilmiah Mahasiswa, 2023
In this article, entitled digital content marketing on buying decisions, the aim is to review existing literature on digital content marketing and buying decisions, namely that through content marketing you can increase interest in visiting a product so that it becomes a decision to purchase goods or services, and understand the stages of buying ...
null Nurul Hildha Afifa, null Sudarmiatin Sudarmiatin   +1 more
openaire   +1 more source

Digital Content Marketing: A Literature Synthesis

Journal of Marketing Management, 2004
Purely digital products are increasingly part of the commercial landscape. Technology-facilitated environments in general have received considerable attention in the literature on marketing. This article reviews the existing knowledge base on digital products and the differences these products suggest for marketing activities.
exaly   +2 more sources

Digital content marketing on social media along the B2B customer journey: The effect of timely content delivery on customer engagement

Industrial Marketing Management
This study demonstrates the importance of content timeliness as a driver of engagement in business markets. Through an experimental approach, we show that if the customer is exposed to firm-generated content that he or she deems relevant in a particular ...
Anna Salonen, Juha Munnukka, Marcus Zimmer   +2 more
exaly   +2 more sources

Content-Driven Digital Marketing

Central Ukrainian Scientific Bulletin. Economic Sciences
The publication is devoted to the study of the peculiarities of the use of content in modern marketing as a material created to attract customers, inform and interact with the target audience, which benefits them and contributes to the formation of a positive brand image.
Maryna Kravchenko, Valerii Pogorelov, Serhii Bash   +2 more
openaire   +1 more source

Understanding the impacts of user- and marketer- generated content on free digital content consumption

Decision Support Systems, 2022
Abstract The literature has shown that user-generated content (UGC) and marketer-generated content (MGC) simultaneously influence consumers' decision-making process. Yet it is unclear how UGC and MGC jointly affect the overall market reaction, when digital content is freely available to all consumers.
Kexin Zhao, Peiqin Zhang, Hsun-Ming Lee
openaire   +1 more source

Content Marketing: Shaping the Future of Digital Marketing

International Journal of Applied Marketing and Management
During the wake of the COVID-19 pandemic, the importance of digital marketing as a key component of organisational marketing strategies significantly increased worldwide. An important aspect of digital marketing is content marketing, which plays a dynamic role in shaping an organisation’s online presence.
S. Arunaa, M. Sivakumar
openaire   +1 more source

Revitalising marketing’s digital content chain

Journal of Digital Media Management, 2012
New marketing models promise to increase the value of organisations’ fast growing and sometimes voluminous digital marketing assets. Embracing the as-a-service approach enables more collaborative and dynamic ways of working across the value chain, returning benefits in cost, efficiencies and new opportunities.
openaire   +1 more source

Investigating the Mechanics of Affiliate Marketing Through Digital Content Marketing

2017
The domain of online marketing and internet advertising is going through radical changes. In context to Indian online market, according to Internet and Mobile Association of India (IAMAI), the digital commerce market has seen a growth by 33% reaching to a figure of 62,967 Crore in the year 2015 which is predicted to touch $50 to $70 Billion by the year
Parag Shukla, Parimal Hariom Vyas, Hiral Shastri   +2 more
openaire   +1 more source

Introduction to Digital Content Marketing

2023
Agata Krowinska, Christof Backhaus
openaire   +1 more source