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Capturing the consumer in a constant stream of content

Author

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  • Gentile, Matt

Abstract

The modern world of marketing demands an aggressive digital content strategy to fill the gaps between mass media ad campaigns. The most obvious way to expand the universe of opportunities to reach consumers with a branded message is through mobile and social media marketing. Effective marketing in the digital domain requires a contemporary voice for the brand and a constant drumbeat of high-quality, low-cost digital creative, which may live online in perpetuity. This paper describes how to do this, using Century 21’s Digital Drumbeat strategy as a case in point.

Suggested Citation

  • Gentile, Matt, 2015. "Capturing the consumer in a constant stream of content," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 3(1), pages 37-44, May.
    • Handle: RePEc:aza:jdsmm0:y:2015:v:3:i:1:p:37-44
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    More about this item

    Keywords

    Century 21; social media; marketing; digital; real estate; brand; content;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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