Content Marketing in the Context of Brand Building. 36th IBIMA Conference Granada

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F20%3AN0000011" target="_blank" >RIV/04130081:_____/20:N0000011 - isvavai.cz</a>

Výsledek na webu

<a href="https://ibima.org/accepted-paper/content-marketing-in-the-context-of-brand-building/" target="_blank" >https://ibima.org/accepted-paper/content-marketing-in-the-context-of-brand-building/</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Content Marketing in the Context of Brand Building. 36th IBIMA Conference Granada

Popis výsledku v původním jazyce

The development of technologies and the Web 2.0 environment have influenced the behaviour of content producers and consumers as well and made it necessary to change marketing concepts. Content marketing is a current trend that brings benefits to companies and their clients, moving in a digital world flooded with redundant information. It does not force products or praise the seller, but focuses on the needs and interests of (potential) customers. Content marketing can be a useful tool for a brand building or strengthening. The aim of the paper is to focus on the concept of content marketing and examining its link to the brand building process. The paper presents a summary and analysis of various secondary data of scientific as well as practical nature. The results of the analysis clearly show that a well-designed brand-driven content strategy achieves the goals set naturally and so we can consider the use of content marketing in the context of brand building as justified.

Název v anglickém jazyce

Content Marketing in the Context of Brand Building. 36th IBIMA Conference Granada

Popis výsledku anglicky

The development of technologies and the Web 2.0 environment have influenced the behaviour of content producers and consumers as well and made it necessary to change marketing concepts. Content marketing is a current trend that brings benefits to companies and their clients, moving in a digital world flooded with redundant information. It does not force products or praise the seller, but focuses on the needs and interests of (potential) customers. Content marketing can be a useful tool for a brand building or strengthening. The aim of the paper is to focus on the concept of content marketing and examining its link to the brand building process. The paper presents a summary and analysis of various secondary data of scientific as well as practical nature. The results of the analysis clearly show that a well-designed brand-driven content strategy achieves the goals set naturally and so we can consider the use of content marketing in the context of brand building as justified.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

36th IBIMA Conference: 4-5 November 2020, Granada, Spain

ISBN

978-0-9998551-5-7

ISSN

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e-ISSN

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Počet stran výsledku

5

Strana od-do

nestrankovano

Název nakladatele

IBIMA Publishing

Místo vydání

Granada

Místo konání akce

Granada

Datum konání akce

4. 11. 2020

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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