A Hybrid Digital Marketing Model based on Content Marketing and Inbound Marketing

doi:10.47750/jett.2022.13.04.003

Cited by 3 publications

(3 citation statements)

References 14 publications

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“…When implementing content marketing, it is necessary to take into account the specifics of trade enterprises. Given the identical assortment of competing trade companies, the task of content marketing is to create an emotional connection and increase the commitment to a particular trade company, its service and after-sales service [20]. In the presence of the same range of goods and a small difference in price, the position of a trade enterprise in the market can be determined by a certain psychological barrier associated with the tendency of consumers to save their time and convenience of choice.…”

Section: Stages Of Content Marketing Strategymentioning

confidence: 99%

Content marketing at trade enterprises

Bondarenko¹,

YASHCHENKO²

2023

Herald of KNUTE

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Introduction. The development of digital technologies is stimulating businesses to adopt creative approaches to managing marketing communications. Content marketing is becoming a relevant tool for presenting valuable content to the target audience. In times of war, it changes according to the demands of society to strengthen market positions and improve brand interaction. The problem. The use of content marketing at trade enterprises requires the development of an effective implementation strategy and its stages, that harmoniously combines the practice of digital marketing of trade enterprises with the classic principles, methods, functions and tools of content marketing. The aim. To substantiate the current trends in the use of content marketing in the digital communication environment and to develop stages of implementation of content marketing strategy at trade enterprises. Methods. The methods of theoretical generalization, analysis and synthesis, system structural analysis, comparison, and grouping were used. Results. The approach to content creation by trade enterprises is substantiated and a strategy for the implementation of content marketing is developed. The peculiarity of its use is to ensure consistency of content with marketing goals and objectives, selection of adaptive techniques for content creation, distribution, promotion, consideration of the relevant norms and restrictions of the respective target audience, and ensuring the strengthening of brand loyalty by increasing the value of content throughout the consumer journey. Conclusions. As trade enterprises reduce their territorial coverage in the online format, content marketing is becoming the basis for successful digital marketing communications. It helps to expand target audiences, improve personalized and targeted online interaction with consumers, and optimize business processes. The use of content marketing by trade enterprises requires creation, distribution, promotion of content according to an appropriate algorithm, and introduction of an adaptive content-marketing implementation strategy.

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Section: Stages Of Content Marketing Strategymentioning

confidence: 99%

Content marketing at trade enterprises

Bondarenko¹,

YASHCHENKO²

2023

Herald of KNUTE

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“…Additionally, strengthening online identity is also essential for enterprises looking for ways to digitally modernize their marketing strategies to better fit the new requirements of this modern time. Through digital marketing, one can broadcast marketing ads after a complete analysis of consumer interests and identifying the target ones [8]. Content marketing is an important part of digital marketing.…”

Section: The Importance Of Using Content Marketing In E-commercementioning

confidence: 99%

“…The influencers should publicize positive and encouraging words to get potential buyers' attention. Brand knowledge, corporate reputation, and brand resonance are the most often employed objectives in content marketing [8]. So, these should be shown in the reviews.…”

Section: Focus On the Content Itselfmentioning

confidence: 99%

The Strategies for Improving the Efficiency of Content Marketing in the Field of E-Commerce

Zhang¹

2023

EHSS

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Since the development of the Internet and digitization in modern time, with more powerful big data analysis capabilities, people’s lifestyles, especially their shopping habits, have mainly transformed from offline to online. Having seen the huge benefit hidden behind the internet, many e-commerce enterprises appear and join in the competition. They are taking much more control over the Internet and taking up growing market share in the whole market. In the meanwhile, customers are requiring more autonomy. Therefore, it’s essential for e-commerce enterprises to improve the efficiency of content marketing in order to attract more potential customers and build a better relationship with them. However, with the upgrade of content marketing, the marketing requirements of e-commerce enterprises are raised, and many related problems arise. By reviewing some relevant research and analyzing the data, this paper aims to offer some useful suggestions to e-commerce enterprises about the improvement of the efficiency of content marketing. This paper finds that there are still some problems existing in the process of improving efficiency and the most effective methods include content quality improvement, customer-oriented content creation, regulatory system completion, talents’ help and enterprise synergy. Enterprises are bound to pay attention to not only their inbound effort, but also some outbound help.

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Inbound social media marketing and increased sales in SMEs: a correlational study in the pet food industry

John Vasquez-Reyes,

Cordova-Buiza

2024

Innovative Marketing

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New market trends have prompted Peruvian companies to apply techniques aimed at attracting potential customers, that is, to use inbound marketing, especially in the pet market, which has a profitable and competitive niche, driven mainly by the “pet-friendly” trend. This research aims to determine whether inbound marketing actions have a positive correlation with online sales. The methodology is quantitative, correlation, cross-sectional, and non-experimental. The target audience is men and women, between 18 and 35 years old who have made online purchases in the Peruvian pet food SME, Rapi Pet S.R.L. The sample is non-probabilistic and is composed of 248 people who completed a structured questionnaire of 24 questions. The results show positive perceptions of both variables with values higher than 70% after applying the barometer test, the reliability of the questionnaire was also established under Cronbach’s alpha of 0.922 and a correlation coefficient of 0.66 was obtained for the variables, as well as a p-value lower than 0.05 after performing the normality test. It is concluded that there is a positive relationship between inbound marketing actions and the increase of online sales in the company under study.

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A Hybrid Digital Marketing Model based on Content Marketing and Inbound Marketing

Cited by 3 publications

References 14 publications

Content marketing at trade enterprises

Content marketing at trade enterprises

The Strategies for Improving the Efficiency of Content Marketing in the Field of E-Commerce

Inbound social media marketing and increased sales in SMEs: a correlational study in the pet food industry

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