Blogging to Advertise. A Consumer-Centric Model of Online Marketing

      Аннотация: Online advertisements have become a powerful tool through which advertisers attract customers to their products and services. However, a constant change in consumer behavior on the Internet has led advertisers to a new dynamic consumer-centric model and away from the traditional publisher-centric focus. On the other hand, consumers are becoming more selective regarding digital content and they expect valuable and high quality content in order to engage with brands online. For advertisers, this means that they cannot reach consumers by only using push marketing strategies, such as direct mails and banners, but they also need to get benefit of pull marketing strategies. Since blogging in Denmark is a recent development compared to other countries such as America, this book purposes to examine how advertisers can benefit from bloggers in the Danish market in order to reach potential consumers. Findings suggest a new model about how advertisers can benefit from bloggers. It happens by credible storytelling and emotional relationship with the consumers.

Ключевые слова: advertising, Media management, online marketing, Native Marketing, Blogging