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Conceptualizing content marketing: a delphi approach
Titolo Rivista: MERCATI E COMPETITIVITÀ 
Autori/Curatori: Agostino Vollero, Maria Palazzo 
Anno di pubblicazione:  2015 Fascicolo: Lingua: Italiano 
Numero pagine:  20 P. 25-44 Dimensione file:  102 KB
DOI:  10.3280/MC2015-001003
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 


Il content marketing (CM) è stato descritto, soprattutto in ambito professionale, come un nuovo approccio nella pratica della comunicazione di marketing in grado di raggiungere una serie di obiettivi specifici (coinvolgimento del cliente, brand awareness, ecc.). Nonostante la sua diffusione pervasiva nelle pratiche di business, poco è stato detto riguardo al suo significato teorico effettivo. Pertanto, il presente lavoro mira a esplorare le dimensioni chiave del CM. È stata sviluppata un’analisi Delphi di tipo predittivo coinvolgendo numerosi esperti nazionali e internazionali (sia accademici che professionisti), con l’obiettivo di delineare un quadro, per quanto possibile esaustivo, in merito alle determinanti, ai fattori costitutivi e agli effetti generati dall’adozione di tale approccio, oltre che per esaminare alcune eventuali barriere all’implementazione. Lo studio conferma il contributo potenziale del content marketing nel ridisegnare alcune tendenze nell’ambito della comunicazione di marketing. Il paper propone, inoltre, alcune implicazioni manageriali e offre un’agenda di ricerca per questo campo di studio emergente.


Keywords: Content marketing, branded content, Delphi, comunicazione di marketing, comunicazione integrata di marketing (IMC).

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Agostino Vollero, Maria Palazzo, in "MERCATI E COMPETITIVITÀ" 1/2015, pp. 25-44, DOI:10.3280/MC2015-001003

   

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