2 Definition Content Marketing
3 Difference Traditional and Digital Marketing
3.1 Traditional Marketing
3.2 Digital Marketing
3.3 Comparison of both marketing forms
4 Quality Content Marketing of Coca-Cola
4.1 Evaluation of Buyer's Persona
4.2 Types of Content Marketing
4.3 Analysis of Coca Cola's Homepage
4.4 Analysis of Coca Cola's YouTube page
List of Figures
3.1 Traditional ways of marketing channels
3.2 Marketing Mix 4 P's
3.3 Advantages and disadvantages of traditional marketing
3.4 Digital ways of marketing channels
3.5 Marketing Mix 5 P's
3.6 Advantages and disadvantages of traditional marketing
4.1 SWOT Analysis
4.2 Coca Cola buyer's persona
4.3 Types of Content Marketing
4.4 Coca Cola Homepage for Great Britain
4.5 Quality measurements in content marketing
4.6 YouTube Coca Cola website
List of Abbreviations
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The development of the Internet and the resulting increase in global networking have ensured rapid access to information, especially immediately available information, as well as to an extensive range of information. The fact that the World Wide Web serves not only as a channel for obtaining information, but also as a medium for communication, opens up numerous possibilities from traditional marketing to new digital marketing strategies and offers an adequate platform for this. When surfing the internet, an essential part is receiving (actively or passively) shared online content from companies, which, through the algorithm, comes from websites that are likely to be of interest to the customer. Online users read articles and blogs, watch YouTube videos, recommend restaurants, communicate with family and friends. All of these social transmissions can have an impact on customers and brands.
Since most consumers, especially young ones and those relevant to the target group, are now searching for digital information in order to escape the general information overload and to select the individually preferred information in advance in the best possible way, it is in the interest of companies to configure a suitable platform for this in order to be able to acquire customers accordingly and directly.
Due to the advancements of technology and the extensive amounts of data, the uncomplicated handling as well as its permanent availability, the internet is by far the most frequently used communication and information medium today. Logically companies are interested as well to use these amounts of data. Marketing is not anymore and oneway communication, it became a two-way communication. Not only companies are sharing their new products and content, but they also encourage potential consumers to participate actively (Vinerean, 2017). The increasing power of the consumer is the result of this rapid development, as the consumer can decide individually at what time and through which channels, they want to obtain relevant information. Through this form of information selection as well as communication between consumers, it is in the interest of companies to actively participate in this exchange, which causes a change from classic companies to content producers and, as a result, leads to fundamental changes in the organisational marketing process (Lieb, 2012, p.1).
In this context, the term "content marketing" stands for a development towards the publication of relevant content instead of pure advertising messages.
“Content marketing is no longer a nice-to-have. It's a must-have." (Lieb, 2012, p.1)
The aim of this assessment is to determine the definition of content marketing and how different digital marketing is compared to traditional marketing. Then, using Coca Cola as an example, the quality of content marketing is critically evaluated and finally a summary of the assessment is given.
Definition Content Marketing
A universally, uniform recognised definition of content marketing does not yet exist. Content Marketing is part of digital marketing strategies. The term "content", can rather encompass diverse definitions. Joe Pulizzi, Founder of the Content Marketing Institute, defines Content-Marketing as:
"Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action" (Content-Marketing-Institute, 2016)
Pulizzi's statement means that content marketing provides a win-win situation. The costumer feels with the two-way-communication of content marketing more connected with the brand. A costumer does not have to search actively for product, the website with their algorithm shows them already featured interesting products. The company, however, can reach pre-selected potential customers with targeted sharing of marketing content and can thus significantly increase their monetary goals.
Another definition from Wuebben (2011, p.5) explains, that content marketing involves:
"The story of your product or service propels your brand into the hearts and minds of your prospect, customers and others"
The most important characteristic of a product or service is the story it tells. With a positive, consistent image, a company can win customers over short and long term and keep them as buying costumers.
The authors Handley and Chapman (2010, pp.6-7) describe content as a term that refers to everything that a company creates and makes available digitally- for example in the forms of text, picture, video and audio content.
In general, all definitions are proposing that high-quality content marketing is in 2021 a must-have for all global operating companies. Content serves as an instrument that attests to the relevance, tangibility and, in particular, credibility of the respective products (Lieb, 2012). Content marketing focuses on collecting target-group-specific information, creating corresponding content and popularising it via various channels while taking into account fundamental goals such as customer acquisition, customer loyalty and maximising sales (Hristova, 2012).
Accordingly, the focus of content is not on the product or the company itself, but on communication with the target groups, whereby care must be taken not to urge them to make a direct purchase. Honest content thus displaces monosyllabic advertising messages and monotonous, exaggeratedly positive product descriptions. The most important aim in this context is to convey interesting, informative, inspiring and especially authentic content to the respective target groups.
Difference Traditional and Digital Marketing
Before we dive deeper into details of quality content marketing on the main ob jectives and strategies, the disparities between traditional and digital marketing will be shown in this chapter first. As content marketing is part of digital marketing and uses the same distribution channels to ensure the quality of the company's content, this comparison is very important.
Especially with regard to Baltes (2015) statement, that the company's online communication depends to a significant extent on the quality of its content marketing. In order to be able to analyse this statement, a description is required of how marketing was previously carried out and how the digital variant can now provide additional quality input.
3.1 Traditional Marketing
In order to understand the foundations of digital marketing, it is first important to explore the evolution of marketing communications. Until 1980 the era of mass singledirectional marketing with advertising was the most popular marketing tactic. Subsequently, there was an era of direct marketing with stored costumer data in databases until the year 2000. Furthermore WEB 1.0 was developed showcasing different products and services and for providing some contact information.
In addition to the classic print media, a simple form of today's web has now also emerged. The formats used by traditional marketing can be found in figure 3.1. Figure 3.1 points out that any type of different formats of marketing is offline. All these media channels have one aspect in common. Communication through these media is one-way. There is a sender who spreads a message visually or auditory. The receiver takes in this advertising message but cannot react to it - one-sidedness and asymmetry of advertising is characteristic of traditional marketing. An important marketing mix framework (figure 3.2) called 4'Ps from E. Jerome McCarthy and popularised by Kotler, Armstrong, Harker, and Brennan (1990).
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Figure 3.1: Traditional ways of marketing channels
Product consists of the elements that marketers can influence in order to stimulate demand for products and services. In the traditional view, product is being considered as either a tangible good or a service. As mentioned above, the second aspect concludes that all marketing places are placed offline. The third aspect is price and relates to the amount of money that the customer is willing to spend for a specific product or service. The last aspect which is shown in figure 3.2 is promotion. Promotion is any method that helps gaining more visibility/exposure for the promoted product.