Click here to download

Conceptualizing content marketing: a delphi approach
Journal Title: MERCATI E COMPETITIVITÀ 
Author/s: Agostino Vollero, Maria Palazzo 
Year:  2015 Issue: Language: Italian 
Pages:  20 Pg. 25-44 FullText PDF:  102 KB
DOI:  10.3280/MC2015-001003
(DOI is like a bar code for intellectual property: to have more infomation:  clicca qui   and here 


Content marketing (CM) has been described, especially by practitioners, as a new approach in the practice of marketing communications, suitable to reach a variety of goals, such as customer engagement and brand awareness. Despite its pervasive diffusion in the business community, very little has been said about its theoretical robustness as well as its actual significance for academic research. Thus, the present paper aims at exploring the key dimensions of the construct. A Delphi-type predictive survey of several international experts (both academics and practitioners) has been devised with the aim of producing one comprehensive view of content marketing, discussing the main determinants, definitions, issues, benefits and barriers surrounding the concept. The study partially confirms the potential contribution of “content marketing” in reshaping emerging research trends in marketing communications. The paper details some managerial implications of the construct’s definition and develops a preliminary research agenda for this field of study.
Keywords: Content marketing, branded content, Delphi, marketing communications, integrated marketing communications (IMC).

  1. Altimeter (2013). The State of Social Business 2013: The Maturing of Social Media into Social Business, testo disponibile al sito: http://www.briansolis.com/2013/10/altimetergroups-state-of-social-business-2013-report (ultimo accesso 15/07/2014).
  2. AOL-Nielsen (2011). Content is the Fuel of the Social Web: Research Study, testo disponibile al sito: http://corp.aol.com/2011/04/28/aol-research-content-is-the-fuelof-the-social-web/ (ultimo accesso 24/07/2014)
  3. Armstrong S. (2001). Principles of Forecasting: A Handbook for Researchers and Practitioners. Boston: Kluwer Academic Publishers,, DOI: 10.1007/978-0-306-47630-3
  4. Armstrong S. (2006). Findings from evidence-based forecasting: Methods for reducing forecast error. International Journal of Forecasting, 22, 3: 583-598,, DOI: 10.1016/j.ijforecast.2006.04.006.BaerJ.(2013).Youtility:WhySmartMarketingIsaboutHelpNotHype.USA:PenguinGroup
  5. Berger J. (2013). Contagious: why things catch on. New York: Simon & Schuster.
  6. Berger J., Milkman K.L. (2012). What Makes Online Content Viral? Journal of Marketing Research, 49, 2: 192-205,, DOI: 10.1509/jmr.10.0353
  7. Bonnemaizon A., Cova B. and Louyot M. (2007). Relationship marketing in 2015: A delphi approach. European Management Journal, 25, 1: 50-59,, DOI: 10.1016/j.emj.2006.12.002
  8. Brodie R.J., Ilic A., Biljana J. and Hollebeek L. (2011). Consumer engagement in a virtual brand community: an exploratory analysis. Journal of Business Research, 66, 1: 314-329.
  9. Burg N. (2012). 3 Ways To Make Your Content Go Further. Forbes Magazine, 17 December 2012, testo disponibile al sito: http://www.forbes.com/sites/capitalonespark/2012/12/17/3-ways-to-make-your-content-go-further (ultimo accesso 19/07/2014).
  10. Callahan S. (2012). Content marketing becoming vital. B to B, 97, 2: 1-n/a.
  11. Chen Y., Xie J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54: 477-491,, DOI: 10.1287/mnsc.1070.0810
  12. Content Marketing Institute-MarketingProfs (2012). B2B Content Marketing: 2012 Benchmarks, Budgets & trends, testo disponibile al sito: http://www.contentmarketinginstitute.com/wpcontent/uploads/2012/10/B2B_Research_2013_CMI.pdf (ultimo accesso 19/07/2014).
  13. Cope L. (2014). Why Your Branded Content Shouldn’t Always Be About Your Brand, testo disponibile al sito: http://contentmarketinginstitute.com/2014/03/brandedcontent-shouldnt-always-be-about-brand (ultimo accesso 05/11/2014).
  14. Corcoran S. (2009). Defining owned, earned, and paid media. Interactive Marketing Professionals – Forrester, testo disponibile al sito: http://blogs.forrester.com/interactive_marketing/2009/ 12/defining-earned-owned-and-paid-media.html (ultimo accesso 15/07/2014).
  15. Custom Content Council (2011). The Spending Study: A Look at How Corporate America Invests in Branded Content, testo disponibile al sito: http://www.marketingprofs.com/charts/2011/6638/corporate-marketers-shiftingspend-to-branded-content (ultimo accesso 19/06/2014).
  16. DeMers, J. (2014). The Top 7 Content Marketing Trends Dominating 2014, Forbes 19/08/2014, testo disponibile al sito: http://www.forbes.com/sites/jaysondemers/2014/08/19/the-top-7-content-marketing-trends-dominating-2014 (ultimo accesso 05/11/2014).
  17. Fournier S., Avery J. (2011). The uninvited brand. Business Horizons, 54, 3: 193-207,, DOI: 10.1016/j.bushor.2011.01.001
  18. Gambetti R.C., Graffigna G. and Biraghi S. (2012). The Grounded Theory approach to
  19. consumer-brand engagement: the practitioner’s standpoint. International Journal of Market Research, 54, 5: 659-687,, DOI: 10.2501/IJMR-54-5-659-687
  20. Godin S. (1999). Permission Marketing: Turning Strangers into Friends, and Friends into Customers. New York: Simon & Schuster.
  21. Godin S. (2000). Unleashing the Ideavirus. London: Simon &Schuster.
  22. Godin S. (2013). Harvest demand or create it?, testo disponibile al sito: http://sethgodin.typepad.com/seths_blog/2012/10/harvest-demand-or-create-it.html (ultimo accesso 15/07/2014).
  23. Gorry G.A., Westbrook R.A. (2009). Winning the Internet Confidence Game. Corporate Reputation Review, 12: 195-203,, DOI: 10.1057/crr.2009.16HandleyA.,ChapmanC.C.(2010).ContentRules.NewYork:JohnWiley&Sons
  24. Ho J.Y.C., Dempsey M. (2010). Viral Marketing: Motivations to Forward Online Content. Journal of Business Research, 63, September: 1000-1006,, DOI: 10.1016/j.jbusres.2008.08.010
  25. Huang E.Y., Lin C.-Y. (2005). Customer-oriented financial service personalization. Industrial Management & Data Systems, 105, 1: 26-44,, DOI: 10.1108/02635570510575171
  26. HubSpot – Smart Insights (2014). Driving Content Marketing Success – European Edition, testo disponibile al sito: http://cdn2.hubspot.net/hub/53/file-482551606-pdf/Hubspot_Smart_Insights_Content_Marketing_Europe_2014.pdf (ultimo accesso /15/06/2014).
  27. Kerr G., Mortimer K., Dickinson S. and Waller D.S. (2012). Buy, boycott or blog: exploring online consumer power to share, discuss and distribute controversial advertising message. European Journal of Marketing, 46, 3-4: 387-405.
  28. Kitchen P.J., Li T. (2005). Perceptions of integrated marketing communications: a Chinese ad and PR agency perspective. International Journal of Advertising, 24, 1: 51-78.
  29. Kitchen P.J., Schultz D.E. (2003). Integrated corporate and product brand communication. Advances in Competitiveness Research, 11, 1: 66-86.
  30. Koiso-Kanttila N. (2004). Digital content marketing: a literature synthesis. Journal of Marketing Management, 20: 45-65,, DOI: 10.1362/026725704773041122
  31. Krippendorf K. (1980). Content Analysis: An Introduction to its Methodology. Thousand Oaks: Sage.
  32. Kucuk S.U., Krishnamurthy S. (2007). An Analysis of Consumer Power on the Internet. Technovation, 27, 1-2: 47-56.
  33. Labrecque L.I, vor dem Esche J., Mathwick C., Novak T.P. and Hofacker C.F. (2013). Consumer Power: Evolution in the Digital Age. Journal of Interactive Marketing, 27, 4: 257-269,, DOI: 10.1016/j.intmar.2013.09.002
  34. Lieb R. (2012). Content Marketing, Think line a publisher – how to use content to market online and in social media. Indianapolis: Que Publishing.
  35. Maffesoli M. (2004). Il tempo delle tribù. Milano: Guerini.
  36. Mail Online – Digiday (2013), State of the Industry: Branded Content Marketing, April 2013, testo disponibile al sito: http://ebookspdfs.org/download/brandedcontent (ultimo accesso 01/07/2014).
  37. McCracken G. (2009). Chief culture officer: How to create a living, breathing corporation. New York: Basic Books.
  38. McDougall J.S. (2012). The rise and meaning of content marketing. Book Business, 15, 4: 28-29.
  39. Morace F. (2003). European Asymmetries: The 6 Trends in Consumption that are Shaping the New Europe. Milan: Scheiwiller.
  40. Mulhern F. (2009). Integrated Marketing Communications: From Media Channels to Digital Connectivity. Journal of Marketing Communications, 14, 2-3: 85-101,, DOI: 10.1080/13527260902757506
  41. Muniz A.M. Jr., Schau H.J. (2011). How to inspire value-laden collaborative consumergenerated content. Business Horizons, 54, 3: 209-217,, DOI: 10.1016/j.bushor.2011.01.002
  42. Nakassis C.V. (2013). Brands and their surfeits. Cultural Anthropology, 28, 1: 111-126,, DOI: 10.1111/j.1548-1360.2012.01176.x
  43. Nyilasy G.K., Whitehill K., Reid L.N. and McDonlad S.C. (2011). Checking the Pulse of Print Media. Fifty Years of Newspaper and Magazine Advertising. Journal of Advertising Research, 51: 167-175,, DOI: 10.2501/JAR-51-1-167-181.O’ReillyT.(2005).WhatIsWeb2.0:DesignPatternsandBusinessModelsfortheNextGenerationofSoftware,testodisponibilealsito:www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html.(ultimoaccesso13/07/2014)
  44. Ogden J.A., Petersen K.J., Carter J.R. and Monczka R.M. (2005). Supply Management Strategies for the Future: A Delphi Study. Journal of Supply Chain Management, 41, 3: 29-48,, DOI: 10.1111/j.1055-6001.2005.04103004.x
  45. Padel S., Midmore P. (2005). The development of the European market for organic products: insights from a delphi study. British Food Journal, 107, 8: 626-646,, DOI: 10.1108/00070700510611011
  46. Pilotta J.J., Schultz D. (2005). Simultaneous Media Experience and Synesthesia. Journal of Advertising Research, 45, 1: 19-26,, DOI: 10.1017/S0021849905050087
  47. Pulizzi J. (2012a). The rise of storytelling as the new marketing. Publishing Research Quarterly, 28, 2: 116-123,, DOI: 10.1007/s12109-012-9264-5
  48. Pulizzi J. (2012b). The Transformation of Content Marketing. EContent 35.10 (2012): 20-1,
  49. testo disponibile al sito: http://www.econtentmag.com/Articles/Editorial/Commentary/The-Transformation-of-Content-Marketing-86389.htm (ultimo accesso 13/07/2014).
  50. Pulizzi J., Barrett N. (2009). Get Content, Get Customers: Turn Prospects into Buyers with Content Marketing. New York: McGraw-Hill.
  51. Rowe G., Wright G. (2001). Expert opinion in forecasting: the role of the Delphi technique. In: Armstrong S., editor, Principles of Forecasting: A Handbook for Researchers and Practioners. Boston: Kluwer Academic Publishers,, DOI: 10.1007/978-0-306-47630-3_7
  52. Rowley J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24, 5-6: 517-540.
  53. Rust R.T., Oliver R.W. (1994). The Death of Advertising. Journal of Advertising, 23, 4: 71-77,, DOI: 10.1080/00913367.1943.10673460
  54. Schaefer M. (2014). How to Avoid Content Shock and Win the Future, testo disponibile al sito: http://www.vocus.com/blog/mark-schaefer-content-shockgoogle-dc (ultimo accesso 10/07/2014).
  55. Smith T. (2009). The Social Media Revolution. International Journal of Market Research, 51, 4: 559-561,, DOI: 10.2501/S1470785309200773
  56. Solis B. (2014). Why Do Customers Use Social Networks for Customer Service? Because They Can, testo disponibile al sito: http://www.briansolis.com/2012/10/why-docustomers-usesocial-networks-forcustomer-service-because-they-can (ultimo accesso 25/06/2014).
  57. Sweeney J.C., Soutar G.N. and Mazzarol T. (2008). Factors influencing word of mouth effectiveness: receiver perspectives. European Journal of Marketing, 42, 3/4: 344-364,, DOI: 10.1108/03090560810852977
  58. Verleye G., de Marez L. (2005). Diffusion of innovations: Successful adoption needs more effective soft-DSS driven targeting. Journal of Targeting, Measurement & Analysis for Marketing, 13, 2: 140-155,, DOI: 10.1057/palgrave.jt.5740139
  59. Vivek S.D., Beatty S.E. and Morgan R.M. (2011). Consumer engagement: exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20, 2: 122-146,, DOI: 10.2753/MTP1069-6679200201
  60. Weidauer J. (2012). Why Marketers Need to Rethink the Path to Purchase, iMediaConnection, testo disponibile al sito: http://www.imediaconnection.com/content/31371.asp. (ultimo accesso 15/06/2014).
  61. Winer R.S. (2009). New Communications Approaches in Marketing: Issues and Research Directions. Journal of Interactive Marketing, 23, 2: 108-117,
  62. 10.1016/j.intmar.2009.02.004. Wojnicki A.C., Godes D. (2008). Word-of-mouth as self-enhancement. HBS Marketing Research Paper 06-01, testo disponibile al sito: http://ssrn.com/abstract = 908999 (ultimo accesso 25/05/2014).
  63. Yadav M.S., Pavlou P.A. (2014). Marketing in Computer-Mediated Environments: Research Synthesis and New Directions. Journal of Marketing, 78, 1: 20-40,, DOI: 10.1509/jm.12.0020

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

   

FrancoAngeli is a member of Publishers International Linking Association a not for profit orgasnization wich runs the CrossRef service, enabing links to and from online scholarly content