PhD student, Faculty of Journalism and Mass Communication, Sofia University
Abstract: The subject of this publication is the critical points of today’s global technological elite, “What is content marketing in the digital economy?” and “How to grow customer engagement and loyalty?”. The question of whether a business changes, forces companies in industries operating on diverse markets to rewrite their principles of communication, and how far the customer controls this process is questioned. The article explores trends in measuring the effectiveness of digital campaigns of global corporate structures by evaluating current analytical tools. A definition of a digital campaign and the conditions under which it performs are proposed. The article is based on theoretical sources from the past decade.
Keywords: content marketing, digital transformation, campaign, digital assessment tools.
Rhetoric and Communications Journal, Issue 39, April 2019