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Digital Marketing Applications

Edited By Hatice Aydin

To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.

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10 Content Marketing as a Digital Marketing Strategy


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10   Content Marketing as a Digital Marketing Strategy


Along with the development of Internet technology, businesses begin to alter the structures of their contacts with their target audience. Within the framework of permission marketing, content marketing practices and strategies that have emerged within digital marketing carry businesses beyond the effects created by traditional communication methods. Content marketing is the use of a variety of contents such as text, images, audio, and video within a larger marketing platform that includes basic marketing concepts, the distribution and search tools, the social tools, digital advertising, automation tools, tracking, and business metrics (Ramos, 2013a:42).

Content marketing, which has started to be frequently used together with the development of digital marketing, is not a new concept actually. Flyers, brochures, TV infomercials, shopping channels, newsletters, educational videos related to products or services, or entertaining stories placed in product package used by businesses to attract new customers and to retain current customers within traditional marketing communications have been there as part of content marketing for many years. However, considering the level the Internet technology has reached, the demand of customers for this is increasing, and their requests and needs of contents are changing since it has become easier for them to access the contents they need in digital environments and on social media platforms.

Consumers avoid the communicative and informational messages that annoy them, are regarded as unnecessary, and they do not...

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