DIGITAL CONTENT: NEW CHALLENGES FOR MODERN MARKETING
Content is an essential constituent of any marketing product, instrumental in attracting the audience attention. The present work is an attemption to study the significant problem the modern mass media faced: completely erased boundaries of generating and accessing content. Author focuses on the issue of "catering" content, taking into account the modern rhythms and styles of potential target audience’s life. The article specifically analyzes the realia of the so-called “users” content - the ways and means of its generating and circulating; its social and economic impact; its specificity in terms of creativity; how it affects communications industry. By undertaking this research the author strives to elaborate an aggregate of approaches which will allow today's advertisers to optimize their integration into the modern media-market.
International College Suan Sunandha
Rajabhat University, Bangkok, Thailand