Examinando por Materia "Digital audience"

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    Modelo de clasificación de contenidos orientado hacia la conversión como estrategia de marketing digital en ecosistemas digitales
    (Universidad EAFIT, 2021) Martínez Restrepo, Herbert; Tobón Arteaga, Juan Fernando; Monroy Osorio, Juan Carlos
    Content Marketing as a strategy is a practice that has been growing since a few years ago. Day by day more brands are involved in developing this type of strategy that started as a trend and nowadays is a key and mandatory element for any digital strategy and its main goal is attract the customer attention through the content to the brand. This articles research has a descriptive and qualitative approach and the data used for its development was a literature review of over 50 different authors that have written about the content marketing and the strategies around it in the past two decades. As a result, the authors deliver a content classification matrix in digital channels under six different approaches, attraction, behavior, conversion, satisfaction, trust and commitment, those can be also understood as the customer journey. A general conclusion for this article can be that every single content marketing strategy has as a main goal, to achieve the customer’s engagement or commitment without diminishing importance to the other levels or stages where the customer had been in his journey, and this achievement only can be possible if the content shared with the audience since de beginning, is enough attractive for them so they can stay loyal to the brand.