Content marketing strategy and its impact on customers under the global market conditions

Monika Poradova,T. Kliestik

doi:10.1051/shsconf/20207401027

Abstract

The marketing world is a dynamic and constantly changing environment that never stagnates. The purpose of this paper is to decide, based on the analysis of presented issue, how important is global marketing strategy for communication with customers. Presented paper consists of four parts, the first part of paper focuses on theoretical aspects of global content marketing. The second part focuses on methods of data collection that are needed to perform analysis and it is also the base for the fourth part of paper. The third part of paper focuses on the results of analysis, which used Spss program and discussions. In the results and discussion section, we used t-test of the mean values of the two dependent variables. The fourth part consists of conclusion, most appropriate ways and recommendations for development of global marketing strategy in the global market. The result of this paper is comprehensive overview of how global content marketing strategy can be used to influence user interests and how important is in communication with customers. It uses methods of statistical analysis, comparative methods and also synthesis and other methods of formal logic

Highlights

An essential element of marketing has always been communication and promotion of products or services
The first pillar of content marketing is the basic minimum of promotion, the second pillar is active promotion and the third pillar is active promotion for advanced users
The purpose of this article is to analyse whether content marketing has an impact on customers' interest in published content, and evaluate the power of content marketing strategy

Summary

Introduction

An essential element of marketing has always been communication and promotion of products or services. Nowadays, it is mostly about attracting customers' attention with the use of mass advertising, often in several places at once. Promoting products or services through largescale mass messaging has become key for business brand. [2] In the promotion process, businesses need to think that published content must be promoted, so for long-term success it is appropriate to use the three pillars of promoting content marketing. The first pillar of content marketing is the basic minimum of promotion, the second pillar is active promotion and the third pillar is active promotion for advanced users. Content marketing is defined as the art of communicating with our customers without selling anything to them, because it is a form of forced marketing. Content marketing is defined as the art of communicating with our customers without selling anything to them, because it is a form of forced marketing. [3]

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Conclusion