STRATEGY OF ONLINE CONTENT MARKETING BASED THE DEMOGRAPHIC AND PSYCHOGRAPHIC SEGMENTATION
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
Content marketing is a well-known marketing method whose popularity is steadily rising with technological advancement and Internet development over the last few years. As the outdated marketing forms on the Internet become unattractive and dazed, a new way of marketing comes, using content to help, enjoy and educate Internet users. Effective content marketing is based on a well-designed content strategy. An integral part of the strategy is to determine the right forms of the content. In this paper, we analysed the most widely used content marketing tools by B2C-based businesses, and we focused on identifying the existence of statistical dependence between content marketing tools and demographic and also psychographic segmentation variables. The results may be applicable to the correct customer targeting in the conditions of the Slovak Republic.
Authors and Affiliations
Ľubica Gajanová
Keywords
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