"ANALYZING CONTENT MARKETING'S IMPACT ON BRANDS IN

Transcript:"ANALYZING CONTENT MARKETING'S IMPACT ON BRANDS IN:
"ANALYZING CONTENT MARKETING'S IMPACT ON BRANDS IN RAIPUR CITY" Dr. Nidhi Goenka Faculty of Commerce and Management Kalinga University Abstract The purpose of this study is to increase consumer knowledge of new developments in marketing, particularly as they relate to content marketing. It aims to make information on goods and services provided by different businesses easier to obtain. Both exploratory and descriptive research approaches are used in the research design. Conducting exploratory research entails reviewing existing material and gathering data from many sources. The current study offers insightful information on consumer behavior. The attitudes, buying patterns, and product interactions of the respondents are understood through the application of qualitative methodologies. The research evaluates theoretical situations and produces findings that benefit consumers and marketers alike. Keywords: Consumer Knowledge, Marketing Developments, Content Marketing, Goods and Services, Information Accessibility. INTRODUCTION Traditional media is losing its influence on consumers as a result of the quick growth of new media, especially social media, made possible by information technology. Increasingly, marketing professionals are concentrating on content-oriented social media communication tactics to fortify client connections and enhance brand image. Social media content marketing has become an essential instrument for global brand abroad marketing due to its cost-effectiveness and simplicity. 90% of effective B2B content marketers give priority to the informative requirements of their audience above sales or promotional messaging, according to a Content Marketing Institute (CMI) study research. This contrasts with 56% of the least successful marketers. WhatsApp, Facebook, Instagram etc. is a well-liked platform for businesses, and Indian consumers are increasingly looking for appropriate items through content marketing firms. With more than 1.1 billion active users on a monthly average, these organizations seek to expand their advertising and foster sustainable brand growth in India. LITERATURE REVIEW Content Marketing Strategies Smith (2019) emphasizes the significance of effective content marketing strategies in his work "Content Marketing Strategies." The author discusses how well-crafted strategies contribute to brand success, underlining the importance of strategic planning in content creation and distribution. Patel (2018) extends this discussion, specifically focusing on local brands in Raipur City. In "Content Marketing Strategies for Local Brands," Patel explores how tailored approaches enhance brand visibility and engagement. The findings underscore the need for context-specific strategies in diverse markets. Impact on Brand Recognition Johnson's (2020) research in the "Marketing Journal" delves into the direct impact of content marketing on brand recognition. The study establishes a positive correlation, highlighting