Content Strategy of Digital Marketing

Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao and Yuheng Zhang

Chapter 8 in Marketing Strategy in the Digital Age:Applying Kotler's Strategies to Digital Marketing, 2020, pp 293-316 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The focus of marketing competition in the digital era is how to attract and acquire continuous attention from customers by posting content worth reading which possesses practical and social value. Content creation used to be unidirectional and was produced only by enterprises, but has now turned to a co-creating and co-sharing model among members of the brand community. Enterprises should be more concerned that in the digital era, content is neither simply an advertorial nor a cost-based activity. In the future, what enterprises should firmly believe is that content has economic value in and of itself, and they should regard themselves as “content creators”, participating in the production of seen materials and the operation of content-sharing platforms.

Keywords: Marketing; Strategy; Digital Era; 4R; Recognize; Reach; Relationship; Return; Digital Transformation; Data; Technology; Growth; Kotler; Tiger Cao; Sam Wang; Collen Qiao (search for similar items in EconPapers)
JEL-codes: L26 M16 M31 (search for similar items in EconPapers)
Date: 2020
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