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The Balancing Act: A Study of Journalism, Marketing & Publishing in Digital Content Marketing

Date created
2017-04-24
Authors/Contributors
Abstract
This study explores how the skillsets of journalists, marketers, and publishers are balanced in digital content marketing, an approach to online advertising that promotes sustained consumption of ads by presenting them as desired media experiences. This exploration is accomplished in two parts. First, by providing a detailed investigation of digital content marketing as a practice, including its history, approaches, growth, and challenges. Second, through analysis of ECHO Storytelling Agency, a Vancouver BC-based custom publisher that expanded to begin offering digital content marketing services in 2014.
Document
Identifier
etd10109
Copyright statement
Copyright is held by the author.
Permissions
This thesis may be printed or downloaded for non-commercial research and scholarly purposes.
Scholarly level
Member of collection
Download file Size
etd10109_JOliveira.pdf 3.69 MB

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