Digital content marketing: A literature synthesis

Article Abstract:

The existing knowledge base on digital products and the differences these products suggest for marketing activities by positioning digital contents in relation to other offerings and analyzing the market implications with an adjusted marketing mix framework is reviewed. Information recombination, accessibility, navigation interaction, speed, and zero marginal cost are some of the characteristics identified for digital content.

Analysis, Consumer preferences, Company marketing practices, Digital control systems

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Communicating with young people through the eyes of marketing practitioners

Article Abstract:

The marketing to the young generation of today is analyzed from the marketers' perspective. The young are targeted by the business, by using four stances of the brands, like brand as navigator, brand as weaver, brand as host and brand as owned by consumers.

United Kingdom, Forecasts, trends, outlooks, Public affairs, Targets & Markets, Youth, Social aspects, Forecasts and trends, Influence, Beliefs, opinions and attitudes, Teenagers, Market trend/market analysis, Marketing models, Target marketing, Sophistication

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