Satura mārketinga stratēģijas izveide mērķauditorijas piesaistīšanai uzņēmuma SIA “Baltic Turbo Parts” kanālam YouTube platformā
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Date
2024
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba “Satura mārketinga stratēģijas izveide mērķauditorijas piesaistīšanai uzņēmuma SIA “Baltic Turbo Parts” kanālam YouTube platformā” aktualitāte izriet no tā, ka šobrīd uzņēmējdarbībā sociālo tīklu mārketings, īpaši YouTube, iegūst arvien lielāku nozīmi mērķauditorijas piesaistīšanā un uzņēmumu popularitātes veicināšanā. Darba mērķis ir pamatojoties uz zinātniskās literatūras analīzi par satura mārketingu un YouTube platformas algoritmiem, izveidot satura mārketinga stratēģiju uzņēmuma SIA “Baltic Turbo Parts” YouTube kanālam, kas veicinās lielāku mērķauditorijas piesaisti un YouTube kanāla izaugsmi. Lai sasniegtu darba mērķi tika izmantotas sešas pētījuma metodes – monogrāfiskā metode, sekundāro datu analīzes metode, kontentanalīze, kvalitatīvā pētījuma metode (nozares pārstāvju intervijas), kvantitatīvā pētījuma metode (potenciālās mērķauditorijas aptauja) un grafiskā metode, rezultātā iegūstot izstrādātu satura mārketinga stratēģiju uzņēmuma YouTube kanālam.
Izpētīts, ka uzņēmuma SIA “Baltic Turbo Parts” potenciālā mērķauditorija interesējas ar saturu, kas saistīts ar auto remontu, un visbiežāk izmantotais sociālais tīkls ir tieši YouTube. Arī visi intervētie nozares pārstāvji atzīmēja, ka auto remontu un apkopju nozarē visefektīvākais sociālais tīkls ir YouTube. Tas pierāda to, ka uzņēmums SIA “Baltic Turbo Parts” ir izvēlējies veiksmīgāko platformu satura veidošanai, lai piesaistītu tieši šo auditoriju. Galvenie priekšlikumi, kas izriet no veiktā pētījuma, ir saistīti ar izstrādātās satura mārketinga stratēģijas pilnveidošanu un integrētu pieeju mārketinga komunikācijas kanālu izvēlei.
Darba apjoms ir 64 lappuses un ietver 11 pielikumus, 11 attēlus un 7 tabulas. Darbā tika izmantoti 40 literatūras avoti.
The relevance of the Bachelor's thesis "Developing content marketing strategy to engage the target audience for the company’s SIA “Baltic Turbo Parts” YouTube channel" stems from the increasing importance of social media marketing, particularly YouTube, in attracting target audiences and promoting company popularity in today's business environment. The objective of the thesis is to create a content marketing strategy for the company's YouTube channel, SIA "Baltic Turbo Parts," based on the analysis of scientific literature on content marketing and YouTube algorithms. This strategy aims to enhance audience engagement and grow the YouTube channel. Six research methods were employed to achieve the thesis objective - monographic method, secondary data analysis method, content analysis, qualitative research method (interviews with industry representatives), quantitative research method (survey of potential target audience), and graphical method, resulting in the development of a content marketing strategy for the company's YouTube channel. It was found that the potential target audience of SIA "Baltic Turbo Parts" is interested in content related to car repair, with YouTube being the most frequently used social network. All interviewed industry representatives also acknowledged that YouTube is the most effective social network for car repair and maintenance content. This indicates that the company has chosen the most successful platform for content creation to attract this specific audience. The main suggestions arising from the research are related to refining the developed content marketing strategy and adopting an integrated approach to selecting marketing communication channels. The thesis consists of 64 pages and includes 11 appendices, 11 images, and 7 tables. It draws upon 40 literature sources.
The relevance of the Bachelor's thesis "Developing content marketing strategy to engage the target audience for the company’s SIA “Baltic Turbo Parts” YouTube channel" stems from the increasing importance of social media marketing, particularly YouTube, in attracting target audiences and promoting company popularity in today's business environment. The objective of the thesis is to create a content marketing strategy for the company's YouTube channel, SIA "Baltic Turbo Parts," based on the analysis of scientific literature on content marketing and YouTube algorithms. This strategy aims to enhance audience engagement and grow the YouTube channel. Six research methods were employed to achieve the thesis objective - monographic method, secondary data analysis method, content analysis, qualitative research method (interviews with industry representatives), quantitative research method (survey of potential target audience), and graphical method, resulting in the development of a content marketing strategy for the company's YouTube channel. It was found that the potential target audience of SIA "Baltic Turbo Parts" is interested in content related to car repair, with YouTube being the most frequently used social network. All interviewed industry representatives also acknowledged that YouTube is the most effective social network for car repair and maintenance content. This indicates that the company has chosen the most successful platform for content creation to attract this specific audience. The main suggestions arising from the research are related to refining the developed content marketing strategy and adopting an integrated approach to selecting marketing communication channels. The thesis consists of 64 pages and includes 11 appendices, 11 images, and 7 tables. It draws upon 40 literature sources.
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
Atslēgvārdi: satura mārketings, satura mārketinga stratēģija, sociālo tīklu mārketings, YouTube, YouTube algoritmi., Keywords: content marketing, content marketing strategy, social media marketing, YouTube, YouTube algorithms.