Content marketing w aspekcie ewolucji funkcji internetu i rozwoju koncepcji marketingu
Content Marketing in the Aspect of the Evolution of Internet Function and the Development of Marketing Concept

Summary/Abstract: Growing extent of social life virtualisation results in the fact that effective and efficient tools of internet marketing are searched for. They include content marketing, the significance of which is increasing especially in the context of occurring changes in internet users’ behaviours, who more and more frequently ignore advertising communications. The objective of the article is to show the essence of the content marketing and its tools in the context of changes of internet function and the development of the marketing concept. The article presents the objectives of content marketing. The necessity of long-term character of this type of activities is emphasised and the stages of content marketing strategy are presented. The article is prepared on the basis of the review of the literature and research reports, as well as case studies. Deliberations and analyses conducted in the paper indicate that the creation of the content that is attractive and valuable for an internet user requires a very good knowledge about the needs and behaviours of the recipients of communication as well as changing algorithms of internet browsers.

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