Internal Success Factors for Digital Content Marketing
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Above-the-line advertising is on the decline while digital content marketing is on everyone's lips. But what exactly is it, how is it done and most importantly: Which internal factors contribute to the success of digital content marketing and what are the significant differences between highly successful and less successful companies in digital content marketing? This presentation summarises the findings of the author’s master‘s thesis prepared at FOM University of Applied Sciences for Economics and Management, Munich.
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This document provides an introduction and overview of SmartPLS software for structural equation modeling. It discusses key concepts in SEM like latent and manifest variables, reflective and formative measurement models, and the structural and measurement models. It then demonstrates how to use SmartPLS by opening a project file, evaluating a sample research model and hypotheses, and interpreting the output metrics to assess model fit and quality.
metode alternatif PLS
PLS merupakan metode pemodelan persamaan struktural yang dapat digunakan untuk konfirmasi teori maupun eksplorasi hubungan antar variabel. PLS memiliki model pengukuran luar (outer model) yang dapat bersifat refleksif maupun formatif, serta model struktural dalam (inner model) yang menghubungkan variabel laten. PLS mengestimasi parameter model menggunakan metode least squares dan teknik iterasi.
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Business Model Innovation for Small Businesses - Business Ignite
Thanks everyone that joined this discussion for small business owners who want to innovate their business model to shield their business and protect it against competitors.
View: http://bit.ly/bizign528
Download: http://bit.ly/bizigd528
Description
When the market changes, you have to change your business strategy and take control of your company’s success. A business model helps you understand why certain tactics may not be working for your business and identify options to overcome specific challenges. In a global market that is constantly evolving, business owners need to take an active role in reviewing and retooling their strategies.
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About the Speaker
Hector Del Castillo
Hector helps executives, senior managers and entrepreneurs transform ideas into a great business. He has launched over 30 global products resulting in over $200M in achieved sales revenue. He has over 15 years of experience aligning business + marketing + product strategies and creating new revenue streams to thrust companies to the next level of growth. Click here to connect with Hector via LinkedIn: http://linkd.in/hdelcastillo.
Hosted by WeWork at WeWork.com.
About Business Ignite
A thought-provoking series for small and mid-market business owners, executives, managers and leaders to ignite business growth in the DMV area.
About Startups Central
A collaborative community that allows motivated makers, shakers, creatives, advisers and funders to connect, share and learn from each other to launch new successful companies and thrust a few companies into hyper growth in the DMV area.
Register for the Startups Central on Meetup to stay tuned about upcoming activities near you. Visit: http://bit.ly/startupscentral.
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.Recently uploaded (20)
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Internal Success Factors for Digital Content Marketing
- 1. ISABEL KAISER, MUNICH, 2015-2016 THIS PRESENTATION SUMMARISES THE FINDINGS OF THE AUTHOR’S MASTER‘S THESIS PREPARED AT FOM UNIVERSITY OF APPLIED SCIENCES FOR ECONOMICS AND MANAGEMENT, MUNICH
- 2. 2 © 2015–2016 Isabel Kaiser “About half of all ads are ineffective.” Gerard J. Tellis Source: http://adage.com/print/228409 “The best marketing doesn‘t feel like marketing.“ Tom Fishburne Source: https://marketoonist.com/2013/11/native-advertising.html
- 3. 3 © 2015–2016 Isabel Kaiser “Content is King.” Bill Gates Source: http://www.craigbailey.net/content-is-king-by-bill-gates/ “It is the era of content. A brand is nothing without content.“ Andreas Siefke Source: Scharrer, J. (2014): Eine Frage der Definition, Horizont, no. 46/2014, p. 34 Source text: „Wir befinden uns in der Ära der Inhalte. Eine Marke ist nichts ohne Inhalte“
- 4. 4 © 2015–2016 Isabel Kaiser
- 5. Digital content marketing is a digital marketing technique focusing on the planning, creation and distribution of relevant, valuable and non-commercial content. Digital content marketing aims to position the company or the brand as a competent expert in its field and to convince, acquire and retain a clearly defined and understood target group. Furthermore, in this context, content can be defined as any piece of digital information, such as text, images, videos, podcasts or (info) graphics. 5 © 2015–2016 Isabel Kaiser Source: author
- 6. Do we need a strategy? How do we define a successful strategy? Who should be responsible? What resources do we need in terms of content, manpower, and budget? What know how do we need to acquire? What processes do we need to establish? What does ‘success’ actually mean and how can we measure our performance? 6 © 2015–2016 Isabel Kaiser
- 7. © 2015–2016 Isabel Kaiser7
- 8. © 2015–2016 Isabel Kaiser8
- 9. Which internal factors contribute to the success of digital content marketing? 9 © 2015–2016 Isabel Kaiser What are the significant differences between highly successful and less successful companies in digital content marketing?
- 10. 10 © 2015–2016 Isabel Kaiser Marketing Literature Consultancies Institutes Opinion Leaders Market Research Companies Empirical Research Service Providers
- 11. 11 © 2015–2016 Isabel Kaiser Firm Resources (Resource) Resource Based Strategy (Conduct) Sustainable Competitive Advantage (Performance) Source: author’s illustration based on Bechtel, R. (2007): Calculating Human Capital: The Market Based Valuation of the Human Resource, German Journal of Research in Human Resource Management, vol. 21, no. 3, pp. 206 – 231. The Resource Based View:
- 12. 12 © 2015–2016 Isabel Kaiser
- 13. Structural Equation Modeling Partial Least Squares (PLS)-Method New topic of investigation Complex research model Multi-Group Analysis Software: SmartPLS 13 © 2015–2016 Isabel Kaiser
- 14. 14 © 2015–2016 Isabel Kaiser Online questionnaire Marketing Managers (n = 105) English & global Various industries 15min. Own field research Uniform 6-level Likert-Scale No mandatory questions Filter question
- 15. © 2015–2016 Isabel Kaiser15
- 16. 16 © 2015–2016 Isabel Kaiser Source:author’sillustration;key:α=10%,α=5%,α=1% Data & model quality: Accepted hypotheses:
- 17. Which internal factors contribute to the success of digital content marketing? 17 © 2015–2016 Isabel Kaiser
- 18. Key: Resources Behaviour Performance18 © 2015–2016 Isabel Kaiser Shared Values Specialisation Strategic Fit Digital Content Marketing Goals Measuring & Tracking Customer Orientation Operative Imple- mentation Digital Content Marketing Success
- 19. 19 © 2015–2016 Isabel Kaiser What are the significant differences between highly successful and less successful companies in digital content marketing?
- 20. Key: Resources Behaviour Performance20 © 2015–2016 Isabel Kaiser Shared Values Specialisation Strategic Fit Digital Content Marketing Goals Measuring & Tracking Customer Orientation Operative Imple- mentation Digital Content Marketing Success Key success drivers Basic prerequisites for digital content marketing success
- 21. Key: Resources Behaviour Performance21 © 2015–2016 Isabel Kaiser Shared Values Specialisation Strategic Fit Digital Content Marketing Goals Measuring & Tracking Customer Orientation Operative Imple- mentation Digital Content Marketing Success Successful Companies All Companies
- 22. Isabel Kaiser ikaiser1510@gmail.com Xing: xing.to/IsabelKaiser LinkedIn: https://de.linkedin.com/in/isabelkaiser © 2015–2016 Isabel Kaiser All Rights Reserved.
- 23. Gerard J. Tellis: https://www.marshall.usc.edu/faculty/direct ory/tellis Tom Fishburne: https://www.linkedin.com/in/tomfishburne 23 Bill Gates: https://twitter.com/BillGates Andreas Siefke: https://de.linkedin.com/in/dr-andreas- siefke-0a42a839 © 2015–2016 Isabel Kaiser
- 24. Icons by Freepik 24 Icon by SimpleIcon Icon by Alessio Atzeni Icon by Icomoon © 2015–2016 Isabel Kaiser