Marketing Automation as a Catalyst for Content Marketing - Reference Processes as Enabler for Content Marketing Automation

  • In this thesis, a conceptual framework for content marketing is developed to broaden the understanding of content marketing and its role in enhancing customer value and, as a result, improve the return on investment (ROI) in marketing. The author explores definitional aspects of content marketing and identifies its potential for process automation. The author emphasizes the need for a cross-functional, process-oriented approach that positions content marketing at a strategic level. Today, many organizations maintain a variety of systems and databases in a complex architecture that does not seem to fulfill the needs for a cross-functional, process-oriented approach. To address this challenge the paper aims to identify the key generic processes relevant to content marketing automation. Literature was examined to identify an appropriate categorization of required processes. Three cross-functional processes were identified to develop them into a conceptual framework for strategy development and implementation: Lead Management, Asset Management and Campaign Management. A new conceptual framework is developed based on these processes and the role and function of each module is explored. Furthermore, the interacting software systems and their functions for the process architecture are identified. The literature review found that few reference process models exist. Those that did were not based on a process-oriented cross-functional conceptualization of content marketing. This gap in literature suggests that there is a need for a new systematic process-based content marketing strategy framework. Synthesis of the diverse concepts in the literature on content marketing and marketing automation into a single, process-based framework should provide practical insights to help companies achieve greater ROI with their content marketing automation strategy development and implementation. The developed reference processes in this paper provide a starting point for the conceptualization, but the author recommends further exploration and modification of the reference model regarding its application.

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Metadaten
Author:Clara Lohmann
Referee:Frank Habermann
Advisor:Sven Pohland
Document Type:Master's Thesis
Language:English
Date of first Publication:2019/09/03
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Date of final exam:2018/07/16
Release Date:2019/09/03
Tag:Architecture Framework; Business Process Modeling; Content Marketing; Customer Data; Marketing Automation; Process Automation; Reference Process Model
Page Number:86
Institutes:FB I - Wirtschaftswissenschaften / Business Intelligence and Process Management M.Sc.
Licence (German):License LogoUrheberrechtsschutz