Imagine if you wanted to explore a new hobby like camping and you were unsure how to get started. Your first step might have been to search the phrase ?ho
Content Marketing
Imagine if you wanted to explore a new hobby like camping and you were unsure how to get started. Your first step might have been to search the phrase “how to start camping,” and you opened articles from two reputable outdoors companies. The first company centered 90% of their content around promoting their products, offering little information of value to you. The second company did not even mention their own products as they provided a comprehensive article on what you would need to camp, different types of camping, where and when you should go camping, and more. Both websites prompted you to sign up for a newsletter. Which newsletter would you (and, likely most people) sign up for? In this Discussion, you will consider how content marketing can play a role in a consumer’s interaction with an organization.
To prepare for this Discussion:
- Consider an experience you have had with an organization that incorporated content marketing that provided value to you as a consumer.
- Based on your exploration of this week’s Learning Resources, identify one or more technologies related to marketing data and analytics that may have been applied in the experience you had (or one you could have in the future).
Post an analysis of how content marketing can promote an organization, to include the following:
- Describe your experience with an organization that provided value to you through its content marketing efforts.
- Analyze the impact of that experience on your interaction or potential interaction with that organization. For example, did you use (or do you intend to use) their products or services?
- Examine how marketing data and analytics may have played a role (or could play a role) in marketing to you as a consumer. To support your response, provide an example of one or more technologies that may have (or could have) been used. (Note: You are free to use creative license in your proposed use[s] of technology.)
Marketing for Competitiveness
Week 3 Learning Resources
Search and Content Marketing
Searching is a key term in marketing, and we technically use the term “search engine optimization,” or SEO, when referring to search marketing. SEO refers to the technical process of increasing the quality of traffic and attracting maximum visitors to your website. On the other hand, content marketing is focused on using valuable and relevant content to drive profitable customer or client action. Marketers believe SEO without content marketing is like a body without a soul. Through these resources, you will consider how these two components of marketing support each other.
· Content Marketing Institute. (2016, March 4). Mastering content marketing – The content marketing spectrum Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=fGXomF29tQU
· Dever, S. (2016, January 21). How mobile geofencing can help your business grow locally Links to an external site. . Forbes. http://www.forbes.com/sites/theyec/2016/01/21/how-mobile-geofencing-can-help-your-business-grow-locally/#6759acaca0a1
· Digital Garage. (2015, September 30). Search advertising vs. display advertising Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=PYIFeysgXco
· Emerald Works Limited. (n.d.). What is content marketing? Make powerful connections with customers Download What is content marketing? Make powerful connections with customers . MindTools. https://www.mindtools.com/community/pages/article/content-marketing.php MindTools.com. What Is Content Marketing? Make Powerful Connections With Customers. Management Training and Leadership Training – Online. https://www.mindtools.com/community/pages/article/content-marketing.php Reprinted by permission of Mind Tools Ltd. via the Copyright Clearance Center. Licensed in 2021.
· Orbit Media Studios. (2017, November 27). Content marketing explained in 180 seconds Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=TH8CWIn7bzk
Marketing Insights
Simply put, a market insight is the discovery of a relevant, actionable, and previously unrealized reality about a target market as the result of deep, subjective data analysis. In other words, the best market insights offer value for both the seller and the companies in need of the innovation. Let’s look at what insights do in terms of marketing. Insights reveal more about how people want to feel than what they think. For example, brands built on insights about desired (aspirational) lifestyles include Nike, Starbucks, Apple, BMW, Martha Stewart, Oprah, and more. People buy brands that fit the life they want to lead. These marketing insights are often concrete, descriptive, and easy to understand.
· Braddock, R. (2018, June 14). To compete with Amazon, big-name consumer brands have to become more like it . Harvard Business Review Digital Articles , 2–5. http://hbr.org
· Google. (2016, December). Turning marketing insights into action .Links to an external site. Think with Google. https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/marketing-insights-customer-experience/
· Keane, L. (2019, January 18). 10 ad campaigns inspired by powerful consumer insightsLinks to an external site. . GWI . https://blog.globalwebindex.com/marketing/powerful-consumer-insights/
· Macdonald, E. K., Wilson, H. N., & Konus, U. (2012, September 1). Better customer insight—in real time . Harvard Business Review , 90 (9), 102–108.
Marketing Data and Analytics
When you hear the term data analytics , what comes to mind, and how do you think this concept applies in marketing? There is a lot of debate surrounding the topic of personal data and how it is shared and used by companies, but companies can be much more effective in their marketing efforts by utilizing the tool. Using these resources, you will explore data analytics and their role in marketing.
· The Business Professor. (2021, February 9). What is marketing analytics? Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=EM6ZRcfadjE
· Hudson, E. (2021, July 1). How to blend web analytics and digital marketing analytics to grow betterLinks to an external site. . HubSpot . https://blog.hubspot.com/marketing/digital-marketing-analytics
· MTS Staff Writer. (2020, April 2). MarTech primer: Types of marketing data Links to an external site. . MarTech Series. https://martechseries.com/analytics/b2b-data/types-marketing-data/
· Multiview. (2020, January 29). The importance of big data & analytics in marketing Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=kblH-9QrRzU
· Vianna, M. (2021, August 30). 5 ways brands underutilize data analyticsLinks to an external site. . Datamation . https://www.datamation.com/big-data/5-ways-brands-underutilize-data-analytics/
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Marketing Strategies to Influence Buyer Behavior: Marketing in the Technological Era
Your Name
Master of Business Administration, Walden University
MBAX 6060: Marketing for Competitiveness
Instructor’s Name
Month XX, 202X
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Incorporating Marketing in the Technological Era
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