Digitalne vsebine tržnih znamk in participacija porabnikov

slovenian

2015

volume 13 i. e. 15, issue 25

advertising   marketing

Društvo za marketing Slovenije
(Obvezni izvod spletne publikacije)

Digital branded content as means of communication is considered to be one of the key marketing trends in the changing media environment. The role of consumers is also changing - they are no longer just passive receivers but rather engaging participants. A concept of consumer engagement is therefore an integral part of transformation associated with new media. The aim of this paper is to recognize which types of digital branded content encourage engagement on a higher/lower level by comparing owned, earned, and paid media. We argue that paid media is becoming less and less effective compared to the other two. Our research is based on a case study analysis of a digital branded content campaign. Our analysis indicates that digital content is becoming increasingly important but may still not be enough for a successful campaign. Informed by the theory of media convergence the practice shows that the combination of paid, owned, and earned media remains a critical success factor for an online communication strategy.

22.01.2018