Džamić, Lazar,
The definitive guide to strategic content marketing : perspectives, issues, challenges and solutions / Lazar Dzamic and Justin Kirby. - 1 Edition. - xxii, 266 pages : illustrations (black and white) ; 24 cm.
Includes bibliographical references.
Introduction: mapping the content marketing territory -- Content marketing : a new and better promise? -- Why content is seen as the solution to current marketing challenges -- Experience economy : brand and customer experience as content enablers -- How content can help build sustainable brands with better purposes -- How content changes the way we all do business -- Creative agency perspective : how content impacts creativity, process and revenue -- Media agency perspective : how content impacts creativity, process and revenue -- Creativity, media planning and the role of content in the consumer journey -- Content distribution and its role in the consumer journey -- Content and storytelling in the age of user data abundance -- The evolution of content formats : from text to video to AR/VR to AI -- How to measure and evaluate content marketing -- Key measurement issues relating to content marketing -- Content marketing : not such a new and better promise? -- The rejecter's manifesto : key arguments against the content marketing "mirage" -- Content marketing and ethics : challenges, threats and balancing acts -- Conclusions.
9780749482220 (pbk.)
2018015408
Internet marketing.
Marketing--Social aspects.
HF5415.1265 / .D93 2018
The definitive guide to strategic content marketing : perspectives, issues, challenges and solutions / Lazar Dzamic and Justin Kirby. - 1 Edition. - xxii, 266 pages : illustrations (black and white) ; 24 cm.
Includes bibliographical references.
Introduction: mapping the content marketing territory -- Content marketing : a new and better promise? -- Why content is seen as the solution to current marketing challenges -- Experience economy : brand and customer experience as content enablers -- How content can help build sustainable brands with better purposes -- How content changes the way we all do business -- Creative agency perspective : how content impacts creativity, process and revenue -- Media agency perspective : how content impacts creativity, process and revenue -- Creativity, media planning and the role of content in the consumer journey -- Content distribution and its role in the consumer journey -- Content and storytelling in the age of user data abundance -- The evolution of content formats : from text to video to AR/VR to AI -- How to measure and evaluate content marketing -- Key measurement issues relating to content marketing -- Content marketing : not such a new and better promise? -- The rejecter's manifesto : key arguments against the content marketing "mirage" -- Content marketing and ethics : challenges, threats and balancing acts -- Conclusions.
9780749482220 (pbk.)
2018015408
Internet marketing.
Marketing--Social aspects.
HF5415.1265 / .D93 2018