[Autom. eng. transl.] The concept of branded content marketing expresses the operational translation of a new approach to creating value in the marketing strategy based on the creation and multi-channel distribution of relevant content for specific segments of 'objective interlocutors', in order to attract attention, arouse interest, develop lasting relationships and stimulate actions consistent with the business objectives of the company. The fundamental characteristic of the current approach to branded content marketing is the fact that the information or entertainment contents are conceived from the beginning in digital terms in such a way as to be distributed and enjoyed through all the existing channels and devices, for being able to feed a constant flow of conversations between the company and its interlocutors. The volume examines the prerequisites as well as the programming and control issues of branded content marketing, combining the rigor of the academic approach with the concreteness of professional experience.
|Translated title of the contribution||[Autom. eng. transl.] Branded Content Marketing. A new approach to value creation|
|Publisher||Vita e Pensiero|
|Number of pages||188|
|Publication status||Published - 2012|
- Branded content marketing