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1 – 10 of over 16000Beby Karina Fawzeea Sembiring, Endang Sulistya Rini and Tetty Yuliaty
Nowadays, technological development makes activities easier to carry out, one of them is marketing work. Various marketing activities, both small and large sectors, use technology…
Abstract
Nowadays, technological development makes activities easier to carry out, one of them is marketing work. Various marketing activities, both small and large sectors, use technology in their development, including SMEs. The content marketing strategy will further increase the growth rate of buying interest in products offered by SMEs. Content marketing is a strategy where marketers plan, create, and distribute content to attract targeted audiences and drive them to become customers. Although a content marketing strategy is important, not all SMEs use digital marketing in running their business. Being left behind in managing content marketing strategy is due to less reliable resources in mastering technology. SMEs are still required to master information technology to expand a broader market.
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David A. Schweidel, Martin Reisenbichler, Thomas Reutterer and Kunpeng Zhang
Advances in artificial intelligence have ushered in new opportunities for marketers in the domain of content generation. We discuss approaches that have emerged to generate text…
Abstract
Advances in artificial intelligence have ushered in new opportunities for marketers in the domain of content generation. We discuss approaches that have emerged to generate text and image content. Drawing on the customer equity framework, we then discuss the potential applications of automated content generation for customer acquisition, relationship development, and customer retention. We conclude by discussing important considerations that businesses must make prior to adopting automated content generation.
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Rahime Zaman Fashami, Manijeh Haghighinasab, Nader Seyyedamiri and Pari Ahadi
Yi Bu, Park Thaichon and Joy Parkinson
This chapter is a descriptive study of digital marketing to stimulate electronic word-of-mouth (e-WOM) through the social impact of content creation. This chapter firstly…
Abstract
This chapter is a descriptive study of digital marketing to stimulate electronic word-of-mouth (e-WOM) through the social impact of content creation. This chapter firstly introduces the background, concept, and development of e-WOM. Secondly, discuss the relationship between digital marketing and e-WOM. Finally, make recommendations for the business. In the discussion of the relationship between digital marketing and e-WOM, this chapter expounds the social impact of content-generating, one of the essential means in digital marketing. It discusses the relationship between social impact and e-WOM. This chapter can provide references and the basis for exploring the relationship between digital marketing and e-WOM.
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Javiera M. Guedes, Akinbami Akinwale and María Requemán Fontecha
Content marketing is a crucial aspect of digital marketing in modern firms. By generating content that is interesting and engaging, companies have the two-fold advantage of…
Abstract
Content marketing is a crucial aspect of digital marketing in modern firms. By generating content that is interesting and engaging, companies have the two-fold advantage of promoting their products in a relatable way, while increasing familiarity and engagement with the brand. As data scientists at Credit Suisse, we value our content teams because their voice is the bank's voice. We strive to provide them with the best tools to increase their articles' success. With the help of machine learning, we have created digital products that allow them to improve articles before publication, recommend them to the most interested readers, and track their performance. The chapter begins with a brief introduction to content marketing, followed by an overview of our data, a review of the business challenges we have encountered, and the machine learning solutions we have developed in order to provide the best data insights to our internal and external stakeholders. We close the chapter with a brief summary of our work.
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