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Odar Mendoza, Elizabeth Mercedes - One of the best experts on this subject based on the ideXlab platform.

  • Relación entre la estrategia de Marketing de contenidos y el nivel de efectividad de las publicaciones en la página de facebook del colectivo Cajamarca antitaurina en los meses entre agosto y octubre del 2017 (Tesis Parcial)
    'Dipartimento di Economia Universita di Perugia (IT)', 2018
    Co-Authors: Odar Mendoza, Elizabeth Mercedes
    Abstract:

    ABSTRACT The present investigation seeks to identify the Content Marketing strategy of the “Cajamarca Antitaurina” collective on its Facebook page, to then measure the level of effectiveness of this strategy with each of its publications and thereby determine the relationship between the Content Marketing strategy and the level of effectiveness of the publications. A sample of 47 publications issued in the months of August, September and October of 2017 is analyzed, based on the variables of Content Marketing (where the dimensions are the Editorial Calendar and the Type of Content) and Effectiveness of the publications (the dimensions are Scope , Organic scope and Interaction). Among the conclusions it is evident that there is a positive relationship between Content Marketing and the level of effectiveness, that with a good Content Marketing strategy a greater level of effectiveness is achieved. Also, although the page does not pay for advertising on Facebook for any of its publications, it has a quite significant scope, especially with the own Contents and the types of publications with more scope are the illustration, the video and the Photography. However, the level of effectiveness of the Content Marketing strategy presents the highest percentage of publications at a low level of effectiveness. In addition, a design of the Communication Strategy for the Facebook of the “Cajamarca Antitaurina” collective is carried out.TesisLa presente investigación busca identificar la estrategia de Marketing de Contenidos del colectivo “Cajamarca Antitaurina” en su página de Facebook, para luego medir el nivel de efectividad de esta estrategia con cada una de sus publicaciones y con ello determinar la relación entre la estrategia de Marketing de Contenidos y el nivel de efectividad de las publicaciones. Se analiza una muestra de 47 publicaciones emitidas en los meses de Agosto, Setiembre y Octubre del 2017, basándose en las variables de Marketing de Contenidos (donde las dimensiones son el Calendario Editorial y el Tipo de contenido) y Efectividad de las publicaciones (las dimensiones son Alcance, Alcance orgánico e Interacción). Entre las conclusiones se evidencia que existe una relación positiva entre el Marketing de Contenidos y el nivel de efectividad, que con una buena estrategia de Marketing de Contenidos se logra un mayor nivel de efectividad. También que, a pesar de que la página no paga por publicidad en Facebook para ninguna de sus publicaciones, se tiene un alcance bastante significativo, sobre todo con los contenidos propios y los tipos de publicación con más alcance son la ilustración, el video y la fotografía. Sin embargo, el nivel de efectividad de la estrategia de Marketing de contenidos presenta el mayor porcentaje de publicaciones en un nivel de efectividad bajo. Además, se realiza un diseño de la Estrategia de Comunicación para el Facebook del colectivo “Cajamarca Antitaurina”

  • Relación entre la estrategia de Marketing de contenidos y el nivel de efectividad de las publicaciones en la página de facebook del colectivo Cajamarca antitaurina en los meses entre agosto y octubre del 2017
    Universidad Privada del Norte, 2018
    Co-Authors: Odar Mendoza, Elizabeth Mercedes
    Abstract:

    RESUMEN La presente investigación busca identificar la estrategia de Marketing de Contenidos del colectivo “Cajamarca Antitaurina” en su página de Facebook, para luego medir el nivel de efectividad de esta estrategia con cada una de sus publicaciones y con ello determinar la relación entre la estrategia de Marketing de Contenidos y el nivel de efectividad de las publicaciones. Se analiza una muestra de 47 publicaciones emitidas en los meses de Agosto, Setiembre y Octubre del 2017, basándose en las variables de Marketing de Contenidos (donde las dimensiones son el Calendario Editorial y el Tipo de contenido) y Efectividad de las publicaciones (las dimensiones son Alcance, Alcance orgánico e Interacción). Entre las conclusiones se evidencia que existe una relación positiva entre el Marketing de Contenidos y el nivel de efectividad, que con una buena estrategia de Marketing de Contenidos se logra un mayor nivel de efectividad. También que, a pesar de que la página no paga por publicidad en Facebook para ninguna de sus publicaciones, se tiene un alcance bastante significativo, sobre todo con los contenidos propios y los tipos de publicación con más alcance son la ilustración, el video y la fotografía. Sin embargo, el nivel de efectividad de la estrategia de Marketing de contenidos presenta el mayor porcentaje de publicaciones en un nivel de efectividad bajo. Además, se realiza un diseño de la Estrategia de Comunicación para el Facebook del colectivo “Cajamarca Antitaurina”.ABSTRACT The present investigation seeks to identify the Content Marketing strategy of the “Cajamarca Antitaurina” collective on its Facebook page, to then measure the level of effectiveness of this strategy with each of its publications and thereby determine the relationship between the Content Marketing strategy and the level of effectiveness of the publications. A sample of 47 publications issued in the months of August, September and October of 2017 is analyzed, based on the variables of Content Marketing (where the dimensions are the Editorial Calendar and the Type of Content) and Effectiveness of the publications (the dimensions are Scope , Organic scope and Interaction). Among the conclusions it is evident that there is a positive relationship between Content Marketing and the level of effectiveness, that with a good Content Marketing strategy a greater level of effectiveness is achieved. Also, although the page does not pay for advertising on Facebook for any of its publications, it has a quite significant scope, especially with the own Contents and the types of publications with more scope are the illustration, the video and the Photography. However, the level of effectiveness of the Content Marketing strategy presents the highest percentage of publications at a low level of effectiveness. In addition, a design of the Communication Strategy for the Facebook of the “Cajamarca Antitaurina” collective is carried out

Jennifer Rowley - One of the best experts on this subject based on the ideXlab platform.

  • business to business digital Content Marketing marketers perceptions of best practice
    Journal of Research in Interactive Marketing, 2014
    Co-Authors: Geraint Holliman, Jennifer Rowley
    Abstract:

    Purpose – This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital Content Marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital Content in Marketing. B2B digital Content Marketing is an inbound Marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive Marketing techniques. Design/methodology/approach – Semi-structured interviews were conducted with 15 key informants involved in B2B Content Marketing in the USA, UK and France, in five industry sectors. Findings – B2B digital Content Marketing is an inbound Marketing technique, effected through web page, social media and value-add Content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating Content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s...

  • Understanding digital Content Marketing
    Journal of Marketing Management, 2008
    Co-Authors: Jennifer Rowley
    Abstract:

    This article argues that as the importance of digital Content to business and society grows it is important seek a holistic perspective on the definition and nature of digital Content Marketing (DCM). Along the journey it becomes evident that a recurrent theme in DCM is customer value, and this leads into the second major contribution of the article, an exploration of the notion of customer value in digital Content marketplaces. Digital Content is defined as: 'bit-based objects distributed through electronic channels'. A structured analysis is conducted on the basis of a set of questions in order to surface some of the unique characteristics of digital Content Marketing. The analysis is informed by a literature review, and the exploration of numerous web sites which deliver different types of digital Content. The conclusion summarises the unique characteristics of digital Content, and associated consequences for digital Content Marketing. It focuses on the impact of the difficulty in developing a notion o...

Perez, Sandra Manuela Alves Perez - One of the best experts on this subject based on the ideXlab platform.

  • Relatório de estágio de Marketing Digital na empresa Visual Publinet
    2038
    Co-Authors: Perez, Sandra Manuela Alves Perez
    Abstract:

    Dissertação de Mestrado em Marketing, apresentado na Escola Superior de Ciências Empresariais do Instituto Politécnico de Viana do CasteloNo âmbito do segundo ciclo de estudos do mestrado em Marketing, o presente relatório tem por objetivo descrever as inúmeras tarefas desenvolvidas no estágio curricular em Marketing Digital, realizado em regime de Erasmus, na empresa espanhola Visual Publinet, com a duração de 30 semanas (04 de setembro de 2017 a 02 de abril de 2018). De forma genérica, as funções no departamento de Marketing da empresa citada previamente, focaram-se nos seguintes pontos: realização de auditorias SEO; trabalhos de naming; elaboração de estudos de mercado em Espanha e a nível internacional; criação de base de dados de influencers; auditorias de Keywords; elaboração de manuais de Wordpress, WooCommerce e PrestaShop; criação de um plano de Social Media para Visual Publinet; desenvolvimento de planos de conteúdos; definição de estratégias para melhorar o posicionamento SEO; criação de perfis de redes sociais; análise de redes sociais (Facebook, Instagram, Twitter e LinkedIn) e websites; migrações SEO; revisão de páginas web antes da sua publicação; tarefas de copywriting para blogs e redes sociais e funções administrativas inerentes. Este relatório encontra-se dividido em três capítulos fundamentais. No primeiro capítulo é realizada a revisão da literatura relativa às tarefas desenvolvidas durante o período de estágio, englobando o Marketing Digital (evolução histórica, ações estratégicas, canais do Marketing Digital, Marketing Analytics, Marketing de conteúdo, Content Marketing System e profissional do Marketing na era digital), os Social Media (classificação dos social media, história e principais redes sociais, importância dos social media num ambiente Business to Business, plano de social media e Influencer Marketing). Seguidamente, no segundo capítulo, é feita a exposição da entidade institucional no que toca à história, serviços prestados, principais clientes e parceiros, assim como é descrito o seu plano de trabalho e as competências dos colaboradores. Neste capítulo, são ainda englobadas todas as atividades realizadas, as competências adquiridas, as ferramentas utilizadas e a avaliação dos resultados do estágio. Por último, no terceiro capítulo, são mencionadas as conclusões com base no estágio e na redação do presente relatório.Within the scope of the second cycle of the Master's in Marketing, this report aims to describe the numerous tasks developed in the Digital Marketing Curriculum Internship, carried out under the Erasmus regime, in the Spanish company Visual Publinet, for 30 weeks (from September 04, 2017 to April 2, 2018). Generally, my functions in the Marketing department of the company mentioned previously, focused on the following points: conducting SEO audits; naming works; preparation of market studies in Spain and internationally; creation of influencers database; Keywords audits; preparation of Wordpress manuals, WooCommerce and PrestaShop; creation of a Social Media plan for Visual Publinet; development of Content plans; defining strategies to improve SEO positioning; creation of social networking profiles; analysis of social networks (Facebook, Instagram, Twitter and LinkedIn) and websites; SEO migrations; review of web pages before its publication; copywriting tasks for blogs and social networks and administrative functions. This document is divided into three fundamental chapters. In the first chapter, a review of the literature on tasks developed during the internship period encompassing Digital Marketing (historical evolution, strategic actions, Digital Marketing channels, Marketing Analytics, Content Marketing, Content Marketing System and Marketing professional in the digital world), Social Media (classification of social media, history and main social networks, importance of social media in a Business to Business environment, social media plan and Influencer Marketing). Then, in the second chapter, the institutional entity is exposed in terms of history, services provided, main clients and partners, as well as its work plan and the skills of employees. In this chapter, all the activities carried out, the skills acquired, the tools used and the evaluation of the results of the internship are also included. Finally, in the third chapter, conclusions are made on the basis of the stage and wording of this report

Nordling Dante - One of the best experts on this subject based on the ideXlab platform.

  • Unga konsumenters attityder till marknadsföring genom TikTok : En kvantitativ studie kring attityder till marknadsföring genom TikTok
    Linnéuniversitetet Institutionen för marknadsföring (MF), 2020
    Co-Authors: Hempel Ossian, Johnsson Anton, Nordling Dante
    Abstract:

    Inledning: I inledningen redogörs för hur digitala sociala nätverk har växt fram och tagit en allt större plats i konsumenters vardag vilket har gjort dem till utmärkta marknadsföringskanaler. Därefter förklaras det nyaste stjärnskottet bland sociala medier, TikTok, och dess potentiella roll inom marknadsföring.  Syfte: Studiens syfte är att undersöka hur marknadsföring genom sociala medier påverkar unga svenska konsumenters attityder.  Frågeställningar: Utifrån studiens syfte har två frågeställningar formulerats:  1. Vilken påverkan har marknadsföring genom TikTok på unga konsumenters kognitiva och affektiva attitydkomponent samt beteendekomponent?  2. Vad har bakgrundsvariabler (demografiska och användning) för effekt på unga konsumenters attityder till marknadsföring genom TikTok?  Teori: I studiens teoriavsnitt presenteras sociala medier som marknadsföringsverktyg mer utförligt. Därefter förklaras det komplexa begreppet attityd som delas in i tre olika attitydkomponenter. Vidare beskrivs teori runt word-of-mouth, Content Marketing, Generation Z, skillnader mellan könen samt skillnader mellan olika typer av användare Metod: Studien är grundad i en kvantitativ metod och en tvärsnittsdesign har tillämpats. Empirin har samlats in genom enkäter online. Data har sedan analyserats i det statistiska programmet SPSS med T-tester, korrelationsanalyser och ANOVA-analyser.  Slutsats: Studien har visat att marknadsföring genom TikTok inte har en positiv påverkan på konsumenters attityder. Dock är detta den första studien av sitt slag och det krävs därför mer forskning för att stärka eller förkasta resultatet. Word-of-mouth och Content Marketing hade ett starkt positivt samband med konsumenternas attityder. Det fanns inga skillnader mellan könen. En liten skillnad upptäcktes mellan olika användare där de som någon gång publicerat något på TikTok hade positivare kognitiv attityd än de som aldrig publicerat något.Introduction: The introduction consist of how the digital world of social networking has evolved and been given more room in the individuals everyday life which has made it possible for the platforms to become excellent Marketing channels. Then the study presents the new sensation TikTok and their potential part in Marketing. Purpose: This paper aims to investigate the influence of TikTok Marketing communications on young consumers’ cognitive, affective and behavioral attitude components in Sweden.  Research questions: Based on the study’s purpose the following research questions where phrased:  1. What influence do TikTok Marketing communications have on young consumers’ cognitive, affective and behavioral attitude components?  2. What influence do background variables have on young consumers’ attitudes towards Marketing through TikTok?  Theory: The theoretical part of the study provides more in-depth explanations about social media as a Marketing tool, the complex concept of an attitude which can be divided into three different components. Furthermore, the theories of word-of-mouth, Content Marketing, Generation Z, differences in genders attitudinal responses, and differences among various types of users, are described. Method: The study is based on a quantitative method and a cross-sectional design was applied. An online survey was used via self-administered questionnaires that where distributed through a snowball sampling. Data was analyzed through the statistical tool SPSS by using T-tests, bivariate correlation analysis and ANOVA analysis. Conclusion: The study discovered that young consumers displayed unfavorable attitudes towards Marketing communications through TikTok. However, both word-of-mouth and Content Marketing was positively correlated to attitudes. No significant differences were found between genders. Individuals who had at least posted Content sometime on TikTok displayed more favorable cognitive attitudes than those who had never posted on TikTok

Universitat Autònoma De Barcelona. Facultat De Ciències De La Comunicac - One of the best experts on this subject based on the ideXlab platform.

  • Pla d'Inbound Marketing per a NutriGargallo
    2021
    Co-Authors: Canalejo Bastardas Laia, Universitat Autònoma De Barcelona. Facultat De Ciències De La Comunicac
    Abstract:

    Desenvolupament d'un pla d'Inbound Màrqueting per a NutriGargallo, un servei de nutrició impulsat per la Dietista-Nutricionista Mar Gargallo per ajudar a les persones a aconseguir un estil de vida saludable. L'objectiu del pla és captar leads a través del social media Marketing i del màrqueting de continguts, partint d'un estudi previ de paraules clau basat a la vegada en les necessitats dels buyer persona identificats.Desarrollo de un plan de Inbound Marketing para NutriGargallo, un servicio de nutrición impulsado por la Dietista-Nutricionista Mar Gargallo para ayudar a las personas a conseguir un estilo de vida saludable. El objetivo del plan es captar leads a través del social media Marketing y del Marketing de contenidos, partiendo de un estudio previo de las palabras clave basado a la vez en las necesidades de los buyer persona identificados.Development of an Inbound Marketing Plan for NutriGargallo, a nutrition service driven by Dietitian-Nutritionist Mar Gargallo to help people achieve a healthy lifestyle. The goal of the plan is to capture leads through social media Marketing and Content Marketing, based on a previous keyword research focused on the needs of the identified buyer persona