Analysis of the Content Marketing to Build a Relationship and Loyalty with Consumers
Analysis of the Content Marketing to Build a Relationship and Loyalty with Consumers

Author(s): Fani Kerum, Dijana Vuković, Ivanka Ipša
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Social networks; Media content; Digital platforms; Target audience; Customers; Marketing; Content
Summary/Abstract: Social networks as new mass communication media enable the consumer to actively use, socialize, follow, interpret, and share media content and forms for the purposes of information, shopping, entertainment, and education, so companies that do not brand themselves and do not communicate with their users via social networks in the right way or at all inevitably lose the battle with their competition. Under the pressure of drastic market changes, numerous companies are entering this market, and social networks are flooded with branded content of all kinds of goods and services. It is therefore more important than ever to create a personalized offer and the closest possible relationship with the customer and thus gain a competitive advantage. However, in order to do this, it is extremely important to know the customer well; it is important to understand his problems, desires, passions, doubts, interests, habits, strengths, and weaknesses. Digital platforms offer extremely functional sales tools with which brands can effectively reach their target audience on social networks, but sales that rely exclusively on dry ad formats are not enough today by themselves for the reasons mentioned. It is necessary to offer the audience relevant content with values that they can identify with; it is necessary to offer content that solves some of their potential problems. This paper aims to point out the basic characteristics of the marketing content concept in the phase of building relationships and in the phase of maintaining consumer loyalty. In addition, the article aims to respond to the current limitations associated with the measurement and use of marketing content as a concept, as well as the importance of professional and academic research on this form of marketing communication.

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