Current Trends in Email Marketing and Content Marketing: Theoretical Review

In this paper, we offer a theoretical approach review of the contemporary state of email marketing and content marketing, arguing that they both serve as fundamental components of digital marketing management. How technologically advanced marketing services, the behavior of potential customers and the wide range of marketing services available via the internet has reformed the marketing practices to become more segmented, sophisticated and oriented to the customer, is also discussed. The dissertation illustrates the evolution of email marketing from an indiscriminate mass communication channel to an extremely advanced and automated strategy for managing customers’ relations with specialized degree of personalization, segmentation and deliverability. Understanding content marketing development also means understanding the growing importance of content that seeks to attract and retain specific audiences through the buyer’s journey and is often delivered along with emails. Strategies for resolving problems brought by data protection laws, overflow of information, and audience participation in overstuffed markets are presented. The review also includes the impact of AI, mobile, and analytics on the evolution of these marketing patterns, thus providing reasons as to why these strategies are worth investing in, in order to achieve customer retention and improve business efficiency at very long horizons.