“Rimi Latvia” satura mārketinga novērtējums un pilnveidošanas iespējas TikTok platformā
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Date
2022
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Mūsdienu straujās digitālās attīstības ietekmē ievērojami izmainījušās uzņēmumu iespējas veidot attiecības ar patērētājiem un ietekmēt pirkuma lēmuma pieņemšanas procesu. Patērētāji arvien retāk uzticas uzkrītošām reklāmām. Tā rezultātā attīstījies mārketinga instruments, kas palīdz komunicēt ar patērētāju bez uzkrītošas pārdošanas ‒ satura mārketings. Lai izmantotu satura mārketinga sniegtās priekšrocības, uzņēmumiem jāspēj nepārtraukti pielāgoties jaunākajām tendencēm un kanāliem, realizējot saturu atbilstoši tiem. Gan globāli, gan Latvijā viena no straujāk augošajām un tendencēs dominējošajām satura izplatīšanas platformām ir īsformāta mobilo video izplatīšanas kanāls ‒ sociālais tīkls TikTok. Ņemot vērā, ka šīs platformas lietošanas biežums un ietekme uz patērētāju viedokli un izvēlēm arvien pieaug, tajā arī mazumtirdzniecības uzņēmumiem ir potenciāls sasniegt jaunu auditoriju, kas veido plašu un uzņēmumiem aktuālu patērētāju daļu.
Bakalaura darba “Rimi Latvia” satura mārketinga novērtējums un pilnveidošanas iespējas TikTok platformā” mērķis ir, balstoties uz teorētiskajām atziņām par satura mārketingu un empīrisko datu analīzi, analizēt uzņēmuma “Rimi Latvia” satura mārketingu TikTok platformā, lai izstrādātu ieteikumus tā turpmākai pilnveidošanai. Lai sasniegtu mērķi un darbā izvirzītos uzdevumus pētījumā izmantotas tādas metodes kā: monogrāfiskā metode, sekundāro datu analīze, grafiskā metode, satura analīze, kvalitatīvā pētījuma metode ‒ fokusa grupas diskusija.
Pētījuma rezultāti liecina, ka TikTok satura mārketinga veidošanas principi tādiem mazumtirdzniecības uzņēmumiem kā “Rimi Latvia” paredz padziļinātu platformas izpēti, t.sk. apgūstot algoritma ietekmējošos faktorus, tehniskos satura veidošanas elementus un satura tendences, kā arī precīzu mērķauditorijas definēšanu. Nepieciešams noteikt konkrētus satura virzienus, atbilstoši mērķauditorijai tā, lai saturs būtu izklaidējošs un atbilstošs platformas satura tendencēm, taču tai pat laikā būtu jēgpilns un atbilstošs uzņēmuma mērķiem. Lietotāju iesaistes veicināšanas nolūkā, saturā jāiesaista aktuālie audio, satura tendences, kā arī digitālā satura autoru mārketinga elementi.
Balstoties uz darba rezultātiem tika izvirzīti 5 priekšlikumi uzņēmuma “Rimi Latvia” mārketinga departamentam un ārpakalpojumu sniedzējiem, kuri pārvalda uzņēmuma “Rimi Latvia” TikTok profilu, kā arī priekšlikumi mazumtirdzniecības uzņēmumiem, kuri vēlas uzsākt vai attīstīt satura mārketingu TikTok platformā.
Bakalaura darba apjoms ir 59 lappuses. Darbā iekļautas 2 tabulas, 11 attēli, 48 izmantotās literatūras un informācijas avoti, kā arī 13 pielikumi.
The rapid digital development has led to significant changes in the ability of companies to develop relationships with consumers and influence the purchase decision process. Consumers tend to trust flashy ads significantly less. As a result, a marketing tool has developed to help companies communicate with consumers without a flashy sales tactics ‒ content marketing. To take advantage of content marketing potentialities, companies must constantly adapt to the latest trends and digital marketing channels and deliver relevant content accordingly. Both globally and in Latvia, one of the most rapidly growing and trending platforms for content distribution is the short-form mobile video distribution channel ‒ social media platform TikTok. Given the increasing use of TikTok and its impact on consumer opinions and choices, utilizing TikTok for content marketing also has significant potential for retail companies to reach a new audience, which includes a broad and consumer. The aim of the bachelor’s thesis “Rimi Latvia” Content Marketing Evaluation and Improvement Opportunities on TikTok Platform” is, on the basis of theoretical knowledge on content marketing and analysis of empirical data, analyse “Rimi Latvia” content marketing on the TikTok platform in order to develop recommendations for its further development. To achieve the aim and the tasks set, the research methods used were monographic method, analysis of secondary data, graphic method, content analysis, qualitative study method ‒ focus group discussion. The results of the bachelor’s thesis show that the principles of creating TikTok content marketing for retail companies such as “Rimi Latvia” call for an in-depth exploration of the platform, including learning the factors that influence the algorithm, the technical content building elements and content trends, and the exact definition of the target audience. It is necessary to identify specific content directions, according to the target audience, so that the content is entertaining and relevant to the platform, but at the same time it strives to be meaningful and relevant to the company's goals. To increase audience engagement, content should involve trending audio, content trends and influencer marketing elements. Based on the results of the bachelor’s thesis, 5 proposals were made and addressed to the marketing department of “Rimi Latvia” and outsourcing providers, the digital marketing agency managing “Rimi Latvia” TikTok profile, as well as proposals for retail companies that want to start or develop content marketing on the TikTok platform. Bachelor’s thesis consists of 59 pages and includes 2 tables, 11 figures, 48 information sources, 13 annexes.
The rapid digital development has led to significant changes in the ability of companies to develop relationships with consumers and influence the purchase decision process. Consumers tend to trust flashy ads significantly less. As a result, a marketing tool has developed to help companies communicate with consumers without a flashy sales tactics ‒ content marketing. To take advantage of content marketing potentialities, companies must constantly adapt to the latest trends and digital marketing channels and deliver relevant content accordingly. Both globally and in Latvia, one of the most rapidly growing and trending platforms for content distribution is the short-form mobile video distribution channel ‒ social media platform TikTok. Given the increasing use of TikTok and its impact on consumer opinions and choices, utilizing TikTok for content marketing also has significant potential for retail companies to reach a new audience, which includes a broad and consumer. The aim of the bachelor’s thesis “Rimi Latvia” Content Marketing Evaluation and Improvement Opportunities on TikTok Platform” is, on the basis of theoretical knowledge on content marketing and analysis of empirical data, analyse “Rimi Latvia” content marketing on the TikTok platform in order to develop recommendations for its further development. To achieve the aim and the tasks set, the research methods used were monographic method, analysis of secondary data, graphic method, content analysis, qualitative study method ‒ focus group discussion. The results of the bachelor’s thesis show that the principles of creating TikTok content marketing for retail companies such as “Rimi Latvia” call for an in-depth exploration of the platform, including learning the factors that influence the algorithm, the technical content building elements and content trends, and the exact definition of the target audience. It is necessary to identify specific content directions, according to the target audience, so that the content is entertaining and relevant to the platform, but at the same time it strives to be meaningful and relevant to the company's goals. To increase audience engagement, content should involve trending audio, content trends and influencer marketing elements. Based on the results of the bachelor’s thesis, 5 proposals were made and addressed to the marketing department of “Rimi Latvia” and outsourcing providers, the digital marketing agency managing “Rimi Latvia” TikTok profile, as well as proposals for retail companies that want to start or develop content marketing on the TikTok platform. Bachelor’s thesis consists of 59 pages and includes 2 tables, 11 figures, 48 information sources, 13 annexes.
Description
Starptautiskais mārketings un reklāma
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
satura mārketings, TikTok platforma, mazumtirdzniecība, Rimi Latvia, content marketing, TikTok platform, retail, Rimi Latvia