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ISSN: 2450-7733     eISSN: 2300-4096    OAI    DOI: 10.18276/sip.2016.43/2-37
CC BY-SA   Open Access   CEEOL

Issue archive / nr 43/2 2016
SKUTECZNOŚĆ CONTENT MARKETINGU W KOMUNIKACJI Z MŁODYM KONSUMENTEM
(The effectiveness of content marketing in the communications with young consumers)

Authors: Joanna Wyrwisz
Politechnika Lubelska
Keywords: content marketing marketing communication consumer
Data publikacji całości:2016
Page range:14 (393-406)
Klasyfikacja JEL: M31
Cited-by (Crossref) ?:

Abstract

The article concerns content marketing as an tool gaining meaning in the effective marketing communication. Creating valuable and involving contents, appropriately profiled to the defined target group, isindeed increasing the effectiveness of getting with the message, in particular to segments that are skeptical about traditional forms of the communication. The aim of the article is to point out the meaning of content marketing in the process of communication with young consumers. Based on literature studies and empirical examinations the article presents the issue as well as strengths and weaknesses of content marketing as a marketing communication tool.
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