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Book part
Publication date: 26 May 2022

Beby 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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Modeling Economic Growth in Contemporary Indonesia
Type: Book
ISBN: 978-1-80262-431-1

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30-Minute Website Marketing
Type: Book
ISBN: 978-1-83867-078-8

Book part
Publication date: 13 March 2023

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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Data-driven Marketing Content
Type: Book
ISBN: 978-1-78973-818-6

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The Emerald Handbook of Multi-Stakeholder Communication
Type: Book
ISBN: 978-1-80071-898-2

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Data-driven Marketing Content
Type: Book
ISBN: 978-1-78973-818-6

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Book part
Publication date: 30 July 2018

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Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Book part
Publication date: 11 June 2021

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.

Book part
Publication date: 15 March 2021

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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The Machine Age of Customer Insight
Type: Book
ISBN: 978-1-83909-697-6

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Data-driven Marketing Content
Type: Book
ISBN: 978-1-78973-818-6

1 – 10 of over 16000