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Report on Digital Strategy and Content Marketing

   

Added on  2020-04-07

4 Pages902 Words38 Views
Running head: DIGITAL STRATEGYDigital StrategyName of the Student:Name of the University:Author note:

1DIGITAL STRATEGYCONTENT MARKETING AND MASS ENGAGEMENTContent Marketing is basically a process of creating relevant and valuable content inorder to engage the target audience. It enables us to know what an advertisement is about.Advertisers always try to find out different ways in order to maintain and build a strongrelationship between the target customers with some particular brand for the growth andsurvival of a business. Being the target groups, we are so vulnerable to those things whichlure us. For instance; I have been using many social networking sites and I have seenmarketers promoting their products and services in different ways in order to gain massattention. Advertisers examine the relationship process which affects the congruity betweenconsumers’ concept and emotions, such as love, joy and pride, with brand personality. Ithelps in fostering a long term relationship between a brand and its customer through selfesteem and brand attachment building process.Advertisers have to do loads in order to gain mass attention. Many a times, hugecontent may not engage a customer, as he/she may change the channel or scroll down in caseof a social networking site. They overlook the advertisements. We, the target groups are verydemanding, we want content but that needs to be short but crisp. We tend to maintain andfollow a long term relationship with a specific brand, which is reliable and has a consistentimage in their minds. In self congruity theory, the concept of trust and commitment comesinto play, which is considered to be a crucial factor in forming a successful and long termrelationship. In relation to this, brand commitment is described as the construct with anadditional brand loyalty aspect, or as an intention in order to maintain and build a consistentrelationship or bond with some particular brand.Self congruity is considered as a crucial element in the aspect of market segmentation,as it provides valuable insights regarding the brand position as well as advertising research

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