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Article
Publication date: 7 October 2014

Geraint Holliman and Jennifer Rowley

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…

Abstract

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. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques.

Design/methodology/approach

Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors.

Findings

B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s information needs, and their purchase consideration cycle. Valuable content is described as being useful, relevant, compelling and timely. Content marketing requires a cultural change from “selling” to “helping”, which in turn requires different marketing objectives, tactics, metrics and skills to those associated with more traditional marketing approaches. The article concludes with a theoretical discussion on the role of digital content in marketing, thereby contextualising the findings from this study within a broader exploration of the role of digital content in marketing and relational exchanges.

Originality/value

As the first research study to explore the use of digital content marketing in B2B contexts, this research positions digital content marketing with regard to prior theory, and provides both an agenda for further research, and suggestions for practice.

Details

Journal of Research in Interactive Marketing, vol. 8 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

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Book part
Publication date: 30 July 2018

Abstract

Details

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

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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.

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Article
Publication date: 1 January 2006

Paula M.C. Swatman, Cornelia Krueger and Kornelia van der Beek

To provide an empirically based analysis and evaluation of the existing and possible future evolution of Internet business models within the digital content market

Abstract

Purpose

To provide an empirically based analysis and evaluation of the existing and possible future evolution of Internet business models within the digital content market, focusing particularly on the possibilities for cooperation and coopetition within this market‐space.

Design/methodology/approach

The paper is based on a three‐year study of the European online news and online music sectors, comprising a set of preliminary, scene‐setting case studies of a number of major players within the European online news and music sectors; a detailed, two‐stage survey made up of online questionnaires and face‐to‐face interviews; and a small number of in‐depth case studies.

Findings

Provides a discussion of the changes taking place in the online news and music sectors, the evolution of the business models within them, the driving forces we have identified, and finally some predictions about what the future may hold for both these sectors.

Research limitations/implications

The research is indicative, rather than general – being centred on European participants in two sectors of the digital content market‐space in the period between May 2003 and August 2004.

Practical implications

A rich evaluation of these two fast‐moving digital content sectors, providing empirically based insights into the ways in which they are evolving and changing and into parallels with other, similar sectors of the digital content market.

Originality/value

This paper is the first major empirical evaluation of the digital content market‐space and offers practical assistance, as well as new theoretical insights on e‐business model evolution in this area.

Details

Internet Research, vol. 16 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

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Article
Publication date: 22 January 2021

Jana Bowden and Abas Mirzaei

Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on…

Abstract

Purpose

Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on consumer engagement. This paper aims to examine how consumer engagement with branded content is created through consumer-initiated online brand communities (OBCs) and brand-initiated digital content marketing (DCM) communications. Self-brand connections are examined as an important antecedent to the cognitive, affective, behavioural and social dimensions of consumer engagement and the subsequent impact of engagement on loyalty is explored across these two channels.

Design/methodology/approach

A survey approach was used with two consumer samples for one focal retail brand, namely, a consumer-initiated OBC (Facebook) and email subscribers of the retail brand’s DCM communications. A multi-group analysis of structural invariance procedure was used to comparatively examine the formation of engagement for consumers within the OBC and DCM channels.

Findings

This study demonstrates the different ways in which engagement forms across different digital communication channels. Self-brand connection (SBC) was found to strongly drive behavioural, cognitive, affective and social engagement. The cognitive, affective and behavioural engagement was found to mediate the self-brand connection and consumer loyalty relationship. Overall, this relationship was most strongly and significantly mediated by affective and cognitive engagement within the OBC channel when compared to the DCM channel.

Research limitations/implications

The findings of this study should be interpreted with several limitations in mind. First, the research was conducted within the confines of one OBC, within one social networking site platform characterised by self-selected membership based on a passion and immersion with the brand. This means that consumers within the OBC were highly connected to one another and the retail brand and highly socialised in-group norms and mores. This type and intensity of connection may not be the case for all forms of OBCs. Second, this study was limited to one retail brand, from one brand category. Future research should examine OBCs across a range of utilitarian and hedonic brands to comprehensively contextualise the dimensions of engagement. Third, the data for this study was cross-sectional. The use of netnographic analysis and qualitative interviews across a range of OBCs would support the triangulation of the findings of this research, especially with regard to the narrative that consumers’ express when discussing how their SBC manifests through the dimensions of engagement. Fourth, this study explored a single antecedent of engagement, namely, self-brand connections. Future research may consider how SBC operates in conjunction with other complementary factors to enhance consumers’ affective, cognitive, social and behavioural engagement such as brand awareness, satisfaction and participation/interactivity. In addition, future research could examine an expanded array of engagement outcomes such as purchase intention, the share of wallet and reputation. Finally, future research should examine the operationalisation and validation of the dimensions of engagement using multiple competing scales to assess the suitability of these engagement scales across multiple brand categories and contexts.

Practical implications

Given the increasing investment in branding within social media and the fragmentation of brand communications across multiple communications platforms, the management of effective brand communications remains a significant challenge. This study found that the relationship between self-brand connections, affective, social, behavioural and cognitive engagement and loyalty was context-specific and moderated by a digital communication channel (OBC vs DCM email marketing), thus providing insights as to the effectiveness of OBCs and DCMs as two tools for enhancing consumer loyalty.

Originality/value

This study makes a novel contribution to the engagement literature by examining the antecedent role of self-brand connections in predicting consumers’ engagement; the moderating role of digital communication platforms (OBC vs DCM) on the formation of cognitive, affective, behavioural and social engagement; and the mediating effect of these dimensions on loyalty.

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Book part
Publication date: 11 June 2021

Tuyet-Mai Nguyen, Dung Le, Sara Quach, Park Thaichon and Vanessa Ratten

Digital technology has given rise to new economic models such as sharing economy and business structures such as omnichannel. Technological advancements also enable firms…

Abstract

Digital technology has given rise to new economic models such as sharing economy and business structures such as omnichannel. Technological advancements also enable firms to build a one-on-one relationship with customers. This chapter covers the current business practices that involve the use of digital tools to develop and manage customer relationships. They are omnichannel marketing, user-generated content, interactive content, live videos – live streaming, co-creation marketing and influencers marketing. The chapter also identifies emerging trends pertinent to digital marketing and relationship development. Artificial intelligence (AI) applications such as virtual assistants and programmatic advertising are predicted to be at the heart of digital marketing in the near future. In addition, though still in the early stage of development, blockchain technology has the potential to improve the transparency of transactions and data protection, thereby increasing trust and relationship quality. The use of immersive technologies such as augmented and virtual realities are expected to gain significantly more popular in the next few years. Finally, these trends can be further facilitated by 5G, the fifth generation of mobile technology, heralding a new era of digital communication and transforming the customer experience.

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Article
Publication date: 12 June 2019

Anna-Greta Nyström and Karl-Jacob Mickelsson

Previous research on advertising in digital contexts has emphasized its persuasive and information processing roles for the customer. This paper aims to problematize this…

Abstract

Purpose

Previous research on advertising in digital contexts has emphasized its persuasive and information processing roles for the customer. This paper aims to problematize this point of view and argues that the converged and interactive nature of digital media makes all advertising content into potential points of engagement in a digital media journey.

Design/methodology/approach

The paper is conceptual in nature and applies service logic (SL) and customer engagement to reconceptualize digital advertising and selling.

Findings

The authors present digital advertisements and digital media content as elements that contribute to a digital media journey, which ideally leads to a purchase. Advertising content is regarded as a resource used by consumers in their underlying value-creating processes. Thus, the digital advertising process is conceptualized as a customer-driven process of engaging with digital media content, where a purchase is incorporated in (and naturally follows from) the theme of engagement.

Research limitations/implications

The paper introduces the concept of contextually embedded selling, which refers to a process where digital advertising content is thematically congruent with the surrounding editorial content, so that both contribute to the same consumer journey. Otherwise, consumers experience a contextual jump – a disconnect in theme, place or time during the consumer’s process of engagement with the digital content.

Originality/value

The paper contributes to advertising theory on advertising, engagement and the emerging research on consumer journey design by presenting an approach based on SL, namely, contextually embedded digital selling.

Details

Journal of Services Marketing, vol. 33 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

Content available
Article
Publication date: 16 February 2021

Ari Alamäki and Pentti Korpela

This study aimed to examine the digital transformation of business-to-business (B2B) sales and its effects on the management of value-based selling.

Abstract

Purpose

This study aimed to examine the digital transformation of business-to-business (B2B) sales and its effects on the management of value-based selling.

Design/methodology/approach

The study adopted a qualitative interview research design. A total of two participant groups—one consisting of sales management professionals and the other consisting of buyers—were created to conduct abductive data analysis to gain a new understanding of B2B sales management.

Findings

As a result of the digital transformation of sales, companies are shifting B2B sales towards value-based selling using a more proactive, continuous process wherein digital value co-creation activities play a big role. Similarly, their buyers now expect more proactive communication about new value propositions, but social media channels are of little importance to most B2B buyers. The management of digital value co-creation activities should be addressed from the sales ecosystem perspective, where non-sellers tend to have a strong role in communicating new value propositions.

Research limitations/implications

There needs to be further research on digital value co-creation activities in the sales ecosystem, as value-based selling requires that selling organizations focus more on educational digital content marketing and engagement with non-sellers via both marketing and sales activities.

Practical implications

Companies rarely exploit experts and project personnel when implementing digital sales strategies; however, they often meet with customers personally and network with them. This requires a broader perspective on sales management.

Originality/value

This is one of the first studies to explore the management of value-based selling from both seller and buyer perspectives.

Details

Baltic Journal of Management, vol. 16 no. 2
Type: Research Article
ISSN: 1746-5265

Keywords

Content available
Article
Publication date: 30 November 2020

Dalvia Rodrigues and Luis F. Martinez

The purpose of this paper is to unfold how different digital marketing tools and strategies influence recruitment effectiveness. More specifically, it focusses on…

Abstract

Purpose

The purpose of this paper is to unfold how different digital marketing tools and strategies influence recruitment effectiveness. More specifically, it focusses on understanding if, and how, information sources’ credibility, content marketing, and organisational reputation influence candidates’ decision to apply for a job in the Portuguese market.

Design/methodology/approach

A qualitative research, aligned with a content analysis, was conducted to focus on the insights from the 21 participants interviewed, to understand their thoughts and experiences regarding the subject.

Findings

The results show that digital marketing tools owned by the company are seen to be more credible and more relevant for the job application decision. LinkedIn is considered to be a more credible platform for advertising job openings than Facebook. In terms of content marketing, LinkedIn has a positive influence on candidates’ decision, as well as companies’ reputation.

Practical implications

This study provides practical implications which are useful for both HR and marketing managers, namely, the implementation of an integrated marketing communication strategy, the reinforcement of the company’s website and LinkedIn page and a presence on universities’ platforms, and also in terms of the information that content marketing should focus on.

Originality/value

This research paper incorporates marketing insights into a well-known HRM subject – recruitment, and thus adds further knowledge to the literature and prepares the ground for researchers who wish to explore this subject further.

Details

European Journal of Management Studies, vol. 25 no. 1
Type: Research Article
ISSN: 2183-4172

Keywords

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Article
Publication date: 27 September 2011

Natali Helberger

The purpose of this paper is to make suggestions of how to improve the legal standing of consumers of digital content products.

Abstract

Purpose

The purpose of this paper is to make suggestions of how to improve the legal standing of consumers of digital content products.

Design/methodology/approach

The analysis in this paper is based on desk research and comparative legal research, among others in the context of research performed in the context of a grant from the Netherlands Organization for Scientific Research (NWO) and, in parts, on a study performed for the European Commission by Loos et al.

Findings

This paper demonstrates that the legal and technical complexities of digital content products and the resulting lack of a clear notion of which product characteristics are still reasonable and normal can result in uncertainty for consumers and businesses, or even a lower level of protection for digital content consumers, as compared to consumers of more conventional products. In order to improve the protection of digital content consumers, defaults for the main functionalities and characteristics of digital content products may be needed. The article describes possible routes to create such defaults and concludes with suggestions for the way forward.

Originality/value

The article suggests a new approach to improving the legal standing of digital consumers, one that takes into account the situation of digital consumers as well as the need for flexibility and room for innovation for digital content businesses. It is based on extensive legal and comparative research into the present legal framework and develops a new approach of conceptualizing the legal obstacles that digital consumers can be confronted with.

Details

info, vol. 13 no. 6
Type: Research Article
ISSN: 1463-6697

Keywords

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