Access restricted to higher education institution's students and staff
master's thesis
CONTENT MARKETING AND BRANDING IN B2B AND B2C BUSINESS SYSTEMS

Maja Živković (2016)
Metadata
TitleContent Marketing i Branding u B2B i B2C oblicima poslovanja
AuthorMaja Živković
Mentor(s)Marija Ham (thesis advisor)
Abstract
Content marketing relativno je nov pojam koji se u marketinškoj struci javlja kao svojevrstan odgovor na izazove današnjeg tržišta i suvremene tehnologije. Ovaj pojam zapravo je krovni naziv za marketinške aktivnosti čiji je fokus usklađivanje sadržaja informativnog ili zabavnog karaktera s potrebama potrošača bez obzira na to u kojem se stadiju kupovnog procesa nalazi, a temelji se na pull marketinškoj strategiji. Content marketinške aktivnosti jedne su od najefikasnijih marketinških aktivnosti današnjice zbog čega postaju sve popularnije među marketinškim agencijama i marketinškim odjelima tvrtki. Razlog je ovome upravo neefikasnost tradicionalnih marketinških aktivnosti u doba kada se tehnologija razvija eksponencijalnom brzinom, a potrošači su sve manje osjetljivi na informacije koje im marketinški izvršitelji guraju u sklopu tradicionalnih push strategija. Kako bi content marketinške aktivnosti bile uspješne, nužno je razviti strategiju oblikovanu promatrajući „široku sliku“ i orijentiranu na dugoročan uspjeh. Svaki sadržaj mora imati svrhu, bila ona edukativna, editorijalna ili zabavna, pri čemu je najvažnije da je rezultat kontinuirane aktivnosti. Kao misao vodilja za izradu content marketinške strategije može poslužiti i jezgreni model koji je detaljnije opisan u radu. Proučene su sličnosti i različitosti u stvaranju content marketinške strategije te korištenju tehnika i alata content marketinga u B2B i B2C oblicima poslovanja. U osnovi, ovaj rad temelji se na izučavanju uloge content marketinških aktivnosti za izgradnju i razvoj marke - distribucijom kvalitetnog sadržaja koji je u skladu s pravilno razvijenom stategijom, marka se na tržištu može afirmirati kao stručnjak u njezinom području, stvoriti legitimnost i lakše razviti povjerenje potrošača, a upotpunjavanjem ostalih marketinških aktivnosti upravljanja markom ove aktivnosti pomažu u stvaranju personaliziranog identiteta i ubrzavaju stvaranje povezanosti potrošača s markom.
Keywordscontent marketing brand branding content B2B B2C
Parallel title (English)CONTENT MARKETING AND BRANDING IN B2B AND B2C BUSINESS SYSTEMS
Committee MembersMarija Ham (committee chairperson)
Ivana Fosić (committee member)
Josipa Mijoč (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-06-28
Parallel abstract (English)
Content marketing is a relatively new term used in marketing which represents a concept that is the answer to the challenges in today’s technology-oriented market. This term is actually an umbrella term for marketing activities that focus on creating informative or entertaining content compliant to the customers’ wants and needs, no matter in which phase of the purchase cycle they are, a strategy based on ‘pull’ marketing principles. Content marketing activities are one of the most effective marketing activities of today, which is why they are becoming more and more popular within marketing departments and agencies. The biggest reason for this is the fact that traditional marketing activities are proving more and more to be ineffective in the age of the technology boom and lower-by-the-day attention spans to marketing stimuli. In order for content marketing activities to be successful, it is necessary to develop a strategy crafted while keeping in mind the bigger picture and reaching for long-term success. Every single piece of content has to have purpose, and whether the purpose is to educate, inform or entertain, the most important thing is that content publishing is a continuous activity for the brand. The core model, which is explored in detail later in this thesis, can be used for direction on how to create the best content marketing strategy. Furthermore, this thesis will discuss the similarities and differences in creating a content marketing strategy and the content marketing techniques and tools used in B2B and B2C business strategies. To sum up, this thesis is based on exploring the role of content marketing activities in building and creating a brand, which can be done by distributing quality content that complies with a properly developed strategy. This will enable the brand to establish itself as an authority in its area of expertise, improve legitimacy and promote consumers’ trust in the brand. This, along with other brand management activities will help in creating a personalized brand identity and accelerate brand loyalty generation in consumers.
Parallel keywords (Croatian)content marketing marka branding sadržaj B2B B2C
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:997156
CommitterGordana Kradijan