scholarly journals Information and analytical content marketing tools

2021 ◽  
Vol 1 (215) ◽  
pp. 58-64
Author(s):  
Oleg Grinko ◽  
◽  
Vadim Golik
Keyword(s):  
Relevant Information ◽  
Internet Marketing ◽  
Target Audience ◽  
Web Analytics ◽  
Commercial Organizations ◽  
Content Marketing

The wide popularity of content marketing among commercial organizations, growing competition between them for of target audience requires more rigorous planning and evaluation of the results of its implementation. As this tool is a part of Internet marketing, informational and analytical resources from leading developers in web analytics can be used for these purposes. But they also compete with each other to attract leads from professional marketers. This article provides guidelines on how the most relevant information platforms that meet the goals of content marketing can be chosen.

scholarly journals Choosing Effective Internet Marketing Tools in Strategic Management

2019 ◽  
Vol 8 (3) ◽  
pp. 5220-5225 ◽  
Keyword(s):  
Strategic Management ◽  
Management Strategy ◽  
Relevant Information ◽  
Internet Marketing ◽  
Decision Models ◽  
Email Marketing ◽  
End To End ◽  
Definition Of ◽  
Content Marketing

User buying decision models are continually changing. Few people spend money spontaneously - people watch reviews, read reviews, compare prices, and only after they receive the relevant information are they ready to move on to the next stage. Therefore, the definition of useful Internet marketing tools is one of the main steps in strategic management. Along with the classic tools, such as website, email marketing, SMM, SEO and SEM, content marketing, it is necessary to implement modern, sharply gaining popularity in recent years: chatbots and instant messengers, optimization for voice search, audio content. Particular attention should be paid to end-to-end analytics, which can track the effectiveness of each advertising channel, even offline. Based on the indicators, it is necessary to optimize advertising budgets and adjust the management strategy.

RELEVANCE OF APPLICATION OF CONTENT MARKETING AS A TOOL OF INTERNET-MARKETING

2017 ◽  
Author(s):  
Myroslava Fesh ◽  
◽  
Larysa Zaporоzhan ◽  
Natalia Maziy ◽  
◽  
...  
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Internet Marketing ◽  
Expert Assessment ◽  
The Internet ◽  
Sales Growth ◽  
Web Analytics ◽  
Search Marketing ◽  
Advertising And Promotion ◽  
Content Marketing

The article considers methods of attracting the target audience with the help of information in the form of pictures, videos, text and infographics. The specifics of content marketing tools and its connection with the perception of customers, as well as the complexity and duration of creation are determined. The article also considers an outdated type of content marketing - e-mail marketing and given ways to resuscitate it. The main pros and cons of promotion through content marketing are considered. Comprehensive Internet marketing uses all possible channels of advertising and promotion of resources on the Internet to increase site traffic and sales growth. There are six main categories of areas: search marketing, social media promotion, direct or direct marketing, public relations, video marketing and web analytics. These categories are analyzed from positions that are of interest to the company. The analysis concluded that the need to use Internet marketing as a tool for business development. The potential of Internet marketing is huge, and the opportunities that open up to companies when using it deserve a comprehensive expert assessment and active use. Comprehensive Internet marketing uses all possible channels of advertising and promotion of resources on the Internet to increase site traffic and sales growth. Internet marketing in principle consists of 6 categories: search marketing; promotion on social networks; direct or direct marketing; PR (public relations); video marketing; web analytics. All types of Internet marketing have their own goals, methods and principles of work, but, in the end, the ultimate goal is still to raise business to a new level, increase business profits. The article pays special attention to the blogosphere as the most effective way to advance in the long run in terms of expert component and SEO- optimization.

Internet marketing tool – SEO-optimization of the enterprise site

2021 ◽  
pp. 84-89
Author(s):  
Ihor Ponomarenko ◽  
Alina Sapian
Keyword(s):  
Search Engine ◽  
Research Methodology ◽  
Internet Marketing ◽  
Target Audience ◽  
Digital Marketing ◽  
The Internet ◽  
Digital Environment ◽  
Important Place ◽  
Search Engine Optimization ◽  
Web Resource

The purpose of this article is to consider issues related to the peculiarities of the use of search engine optimization in the implementation of a comprehensive marketing strategy in the digital environment. Research methodology. The research methodology is system-structural and comparative analyzes (to study the application of search engine optimization in the process of improving the efficiency of the company on the Internet); monograph (the study of various software solutions in the field of digital marketing); eco- nomic analysis (when assessing the effectiveness of the use of SEO in the process of attracting the target audience and its impact on the growth of conversions). The scientific novelty – features of using search engine optimization as an effective tool of digital marketing in modern conditions are revealed. The expediency of using SEO to increase the level of competitiveness of the company on the Internet is proved. A set of Internet marketing measures to strengthen the company’s communications with the target audience in the digital environment is revealed, as well as the role in this structure of search engine optimization is outlined. The expediency of building a semantic core as a basic element of search engine optimization of a company’s web resource and creating preconditions for long-term provision of high positions of the site in search services is proved. The subject of the research is the approach to the possibility of using search engine optimization methods in modern conditions to ensure a highly competitive position of the company and its web resources in the digital space in the long period. Conclusions. The digitalization of business leads to the intensification of the use of various digital marketing tools, among which search engine optimization occupies an important place. SEO-optimization of the company’s website involves the implementation of a set of measures aimed at increasing the place of the re- source in search results. Innovative approaches make it possible to integrate an up-to-date keyword list into important elements of a company’s web resource and to constantly update libraries in order to ensure high search engine rankings. Keywords: audience, Internet marketing, search engine optimization, site, targeted traffic.

Conceptualizing and Measuring Content Marketing in Luxury Firms

2016 ◽  
pp. 109-132 ◽  
Author(s):  
Elisa Rancati ◽  
Niccolo Gordini ◽  
Alexandru Capatina
Keyword(s):  
Firm Performance ◽  
Significant Role ◽  
Marketing Strategies ◽  
Target Audience ◽  
Marketing Communications ◽  
Global Markets ◽  
The Past ◽  
Luxury Marketing ◽  
Content Marketing

Luxury marketing has gone through some major changes over the past couple of decades. The power is moving away from luxury firms to luxury consumers, who are playing a more significant role than ever before. These challenges in global markets have sparked a growing interest by practitioners and academics in the content marketing and in the metrics to measure its impact on luxury firm performance. However, the literature is still fragmented. Trying to fill this gap, this chapter has two main objectives. Firstly, it reviews the existing literature on content marketing and the main metrics used. Secondly, it analyses the degree of use and effectiveness of content marketing strategies, tools and metrics on a sample of 218 luxury firms. The results of the study revealed that content marketing is seen by luxury firms as marketing communications strategy that provides valuable and helpful information to a clearly defined target audience with the aim to increase sales.

Benefit-Driven Approach to Writing for the Internet

2021 ◽  
pp. 114-137
Author(s):  
Belem Barbosa
Keyword(s):  
Marketing Strategies ◽  
Target Audience ◽  
The Internet ◽  
Effective Competition ◽  
Search Volume ◽  
Starting Point ◽  
Competition Level ◽  
Development Approach ◽  
Content Marketing ◽  
Valuable Content

There is a dual challenge for writing content for the internet: conquering search engines and attracting the attention of target audiences. This chapter proposes a content planning and development approach with a triple focus: main keyword power, target audience, and benefit provided. It argues that keyword power, given by its search volume and effective competition level, provides only an incomplete starting point for creating valuable content, as content effectiveness will ultimately depend on the benefit provided for the target audience. A benefit-driven approach to writing valuable and optimized content is particularly interesting for increasing reach, interaction, and involvement, thus being recommended for inbound and content marketing strategies. The phases of benefit-driven content writing are described, from keyword choice to the main optimization procedures.

scholarly journals The role of content marketing in social media content communities

2017 ◽  
Vol 19 (1) ◽  
Author(s):  
Charmaine Du Plessis
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Target Audience ◽  
Point Of View ◽  
Sufficient Evidence ◽  
Media Content ◽  
Daily Lives ◽  
Specific Content ◽  
Use Of Social Media ◽  
Content Marketing

Background: Content marketing has become a leading marketing technique in digital marketing communication and uses the point of view of consumers to build relationships by creating and sharing engaging content in social media that enhance their daily lives. Existing research on social media communities has focused mainly on social media marketing and virtual brand community perspectives while content marketing’s valuable and unobtrusive role in social media content communities has largely been overlooked.Objective: The purpose of this article was to investigate content marketing’s role in social media content communities to engage with the target audience in an innate manner.Method: This study made use of a directed, inductive content analysis of 51 practitioner documents relating to business-to-consumer content marketing practices to add another perspective to existing research on communities in social media. The content analysis was facilitated by using QDA Miner, a widely adopted and reliable qualitative data analysis software programme.Results: Three categories emerged from the data namely building content communities, platform-specific content and understanding channels. These categories provide sufficient evidence of how brands make use of social media content communities to connect with the target audience in an unobtrusive manner, in addition to being present in virtual brand communities.Conclusion: The findings make several contributions to the existing literature. Firstly, it provides a clearer distinction between brand and social media content communities. Secondly, it extends conceptions about social media communities to include content communities and, thirdly, it provides sufficient evidence of how content marketing could benefit a brand by naturally becoming part of social media conversations.

Development of a Translation Standard to support the improvement of health literacy and provide consistent high-quality information

2013 ◽  
Vol 37 (4) ◽  
pp. 547 ◽  
Author(s):  
Jaklina Michael ◽  
Tracy Aylen ◽  
Rajna Ogrin
Keyword(s):  
Health Literacy ◽  
Health Outcomes ◽  
Health Information ◽  
Culturally Relevant ◽  
Healthcare Providers ◽  
Relevant Information ◽  
Consumer Health Information ◽  
Target Audience ◽  
Consumer Health ◽  
High Quality

Australia has a high number of people from culturally and linguistically diverse (CALD) backgrounds whose primary language is not English. CALD population groups have comparatively lower levels of education and health literacy, and poorer health outcomes compared with the Australian-born population. The delivery of consumer health information to people from CALD backgrounds usually includes the use of translated resources. Unfortunately, the quality of translated resources available on health issues is highly variable and may impact efforts to address the disparities in health outcomes. Currently applied guides to translation focus on accuracy and literalness of the translation; however, for health translations, conveying meaning and incorporating culturally relevant information is essential. Minimum standards for developing translated resources are needed to provide an indication of quality for end users, including healthcare providers, the client and carer. This paper describes the development of a Translation Standard, led by a community nursing organisation in collaboration and consultation with CALD community members and peak community organisations in Melbourne, Australia. The Translation Standard includes 10 components that have been identified as necessary to ensure a minimum standard of translation that is of high quality and caters to the health literacy levels of the target audience. What is known about the topic? There are many people from CALD backgrounds who have worse health outcomes than people who are Australian born. There is a gap in guidance to health professionals on how to develop high-quality translations of consumer health information that consider culture and health literacy. Higher-quality translations are needed to better inform CALD groups about their health. What does this paper add? The description of a new Translation Standard to guide the development of culturally relevant consumer health translations, considering the cultural needs and health literacy level of the target audience. What are the implications for practitioners? The Translation Standard provides assurance to practitioners that any translation that has followed this Standard is of high quality and increases the likelihood that the target audience will find the information relevant and understandable. The Translation Standard can assist consumers to make more informed choices and decisions about their health. Future translations would benefit by using such a guide.

Packaging of Information-Part and Parcel of Successful Technology Transfer

1982 ◽  
Vol 14 (9-11) ◽  
pp. 1289-1298
Author(s):  
M J Pieterse
Keyword(s):  
Technology Transfer ◽  
Mass Media ◽  
Transfer Process ◽  
Information Transfer ◽  
Relevant Information ◽  
Target Audience ◽  
Personal Contact ◽  
Research Findings ◽  
Successful Technology

The correct packaging of information as a prerequisite for successful technology transfer is discussed and it is stressed that research findings should be tailored and packaged in a format and language that is understandable and acceptable to the user. The transfer should be directed at a target audience and the principle in the transfer process is simplicity. The various packaging techniques are described and these include mass media techniques, publications, and more specific techniques like seminars, conferences, demonstrations, education, etc. The important role of personal contact in a technology transfer programme is also stressed. Terminology regarding technology and information transfer is briefly discussed. The availability of the relevant information and the important role of the technology transfer specialist are also briefly examined.

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