The Marketing Content Creation Strategy as part of a Mobile Application development CASE STUDY: ACHO mobile application
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Date
2023-06
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Publisher
Ecole des Hautes Etudes Commerciales
Abstract
In an environment where social networks are predominant, content marketing now occupies
an undeniable place in the communication strategy of companies. It is used by more than 85%
of businesses in North America. Not surprisingly, it appears as an emerging trend in other
sectors such as advertising sponsorship where it presents itself as the best brand activation
tactic. Obviously, the use of content marketing is the key to success for marketers!
Social networks are divided into two categories, according to their primary function, which
are social networks of contacts or content. Contact social networks allow users to expand their
contacts in different networks such as their social network (e.g. Facebook) or their
professional network (e.g. LinkedIn). Content social networks offer the possibility to share all
types of content such as photos (e.g. Instagram), videos (e.g. YouTube), links (e.g. Delicious)
as well as several others.
Although social media content marketing is gaining increasing popularity with businesses, in
the academic literature it represents a new topic of research. To date, much of the knowledge
is based on reports from business research institutions such as the Content Marketing Institute
and eMarketer. The objective of this study is therefore to deepen the understanding of content
marketing, and measure its impact when it is used as a strategy for developing a mobile
application.
Description
Keywords
Content marketing, Social networks, Strategy, Mobile application