Research on the Formation Process of Marketing Entity Identity Based on Digital Content Marketing:From a Sense-making Perspective
In the digital context,using content marketing to build marketing entity identity has become an important means to attract consumers and establish long-term relationships with them.Based on the case study and sense-making theory,this paper explores the internal mechanism of the formation process of marketing entity identity in digital content marketing activities.The results show that:(1)Insight into the marketing entity identity and the digital content operation needs are the main driving factors,it promotes the leadership and business layer to construct the meaning of marketing entity identity.(2)In the process of sense-making,the leadership mainly established the strategic significance of digital content marketing and marketing entity purpose,while the business layer mainly clarified the tactics significance of marketing entity identity elements,contact point empowerment and content characteristics generated by marketing entities.And through the two-way sense-making activities,the leadership and the business layer can reach a consensus on the construction of marketing entity identity.(3)The final marketing entities form different identities of individual branding,group community,brand personification and enterprise platform respectively.The conclusions of this study provide guidance and reference for marketers to establish long-term relationships with consumers,especially from the perspective of marketing entity identity construction in digital marketing.
digital content marketingsense-making theorymarketing entity identitycase
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