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市場調查報告書

內容行銷的供應鏈

The Content Marketing Supply Chain: Meeting the Demand for Content Marketing at Scale

出版商 IDC 商品編碼 365887
出版日期 內容資訊 英文 22 Pages
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內容行銷的供應鏈 The Content Marketing Supply Chain: Meeting the Demand for Content Marketing at Scale
出版日期: 2016年08月02日 內容資訊: 英文 22 Pages
簡介

近幾年,內容行銷進行大規模化,「大內容」也變得隨處見。大內容的情況是內容製作、發展的各階段筒倉化,可能整體無法好好運作。未來的內容行銷,不是在各自家廚房烹調餐點,而是像在4星餐廳一樣洗練的場所有系統地烹調。自己隨意設定目標進行,充滿利用社群媒體的消費者的目前市場上,只有模組型、綜合型的方法,才能讓企業取得成功。

本報告提供內容行銷市場供應鏈 (相關產業、市場) 相關分析,內容行銷的概要和市場結構,各產業流程 (共4等級) 的業務內容與必要的在技術、技術訣竅,今後的市場成長、朝向技術進步動的配合措施等相關調查與考察。

IDC的見解

調查概要

概況

  • 遭遇巨大內容
    • 「內容」是什麼?
    • 內容行銷是什麼?
      • 巨大內容的推動因素
        • 買主方面對數位式對話的偏好
        • 由於數位轉換,使行銷用的 (客戶的) 對話空間擴大
    • IDC的內容行銷供應鏈架構
      • "大型餐廳、廚房的食品保存"
      • 解除內部的「孤島」,可對顧客歷程 (客戶行動、意願) 有更佳支援
    • 內容行銷、供應鏈的各要素
      • 籌劃階段
        • 定義
        • 事務
        • 在籌劃階段的革新
      • 製作階段
      • 發表階段
      • 推銷階段
      • 管理業務的流程
      • 測量業務的流程

未來展望

  • 策略性的課題

IDC的建議

  • 建議1:充分規模的投資
  • 建議2:合作性的內容行銷組織
  • 建議3:內容行銷的供應鏈技術

參考資料

  • 相關調查
  • 摘要
目錄
Product Code: US41626216

This IDC study provides a four-phase activity framework for marketing organizations that need to produce and manage content marketing at scale."Content has become 'Big Content.' The digital transformation has opened corridors of communication where none existed before. Wherever digital goes, content will be needed," said Kathleen Schaub, research vice president in IDC's CMO Advisory Service. "The challenge is no longer just creating great content but rather creating great content at scale. To get ahead of 'Big Content,' marketing organizations must dissolve their independent, functional, silos. Content marketing in the future is less like cooking in lots of individual home kitchens and more like the sophisticated operations of a large four-star restaurant. A modular, integrated approach is the only way enterprises can succeed in the always-on world of the self-sufficient, self-direct social buyer."

IDC Opinion

In This Study

Situation Overview

  • Meet Big Content
    • What Is Content?
    • What Is Content Marketing?
      • Big Content Drivers
        • Buyer Preference for Digital Dialog Is Increasing
        • Digital Transformation Expands the Marketing Conversation Space
    • IDC's Content Marketing Supply Chain Framework
      • Food Preparation in a Large Restaurant Kitchen
      • Dissolving Internal Silos to Better Address the Customer Journey
    • Content Marketing Supply Chain Elements
      • Content Marketing Supply Chain: Planning Phase
        • Definition
        • Tasks
        • Innovation at the Planning Stage
      • Content Marketing Supply Chain: Production Phase
        • Definition
        • Tasks
        • Innovation at the Production Stage
      • Content Marketing Supply Chain: Publication Phase
        • Definition
        • Tasks
        • Innovation at the Publication Stage
      • Content Marketing Supply Chain: Promotion Phase
        • Definition
        • Tasks
        • Innovation at the Promotion Stage
      • Content Marketing Supply Chain: Management Work Stream
        • Definition
        • Tasks
        • Innovations in Content Marketing Management
      • Content Marketing Supply Chain: Measurement Work Stream
        • Definition
        • Tasks
        • Innovations in Content Marketing Measurement

Future Outlook

  • The Strategic Challenge

Essential Guidance

  • Guidance 1: Make a Sufficient Investment
  • Guidance 2: The Collaborative Content Marketing Organization
  • Guidance 3: Content Marketing Supply Chain Technology

Learn More

  • Related Research
  • Synopsis
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