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

Fani Kerum – University of Applied Sciences Burgenland, 7000 Eisenstadt, Austria

Dijana Vuković – University North, 42000 Varaždin, Croatia

Ivanka Ipša – University North, 42000 Varaždin, Croatia 

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.

LIMEN Conference

9th International Scientific-Business Conference – LIMEN 2023 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – SELECTED PAPERS, Hybrid (Graz University of Technology, Graz, Austria), December 7, 2023

LIMEN Selected papers published by the Association of Economists and Managers of the Balkans, Belgrade, Serbia

LIMEN Conference 2023 Selected papers: ISBN 978-86-80194-79-0, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.S.P.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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