Critical Evaluation of L.P. Baltes' Statement and Discussion of Its Implications for Digital Marketers

Academic Paper from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.3, Edinburgh Napier University (Business School), language: English, abstract: This assessment is based on L.P. Baltes¿ statement that digital marketing requires the existence of content marketing and that the success or failure of a company¿s online communication depends largely on the quality of the content marketing. This assessment gives an overview of different definitions of content marketing, the beginnings of marketing, and the main differences between traditional and digital marketing. Furthermore, an assessment of the quality of content marketing taking into

account different types of content marketing, quality measurements, and the analysis of quality content was created and presented using the example of Coca Cola. Coca Cola was critically evaluated, if and how L.P. Baltes¿ statement can be confirmed or not.