Satura mārketinga lietojums auto koplietošanas uzņēmumos – CityBee un Carguru salīdzinājums
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Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Satura mārketinga popularitāte mūsdienas ir pieaugusi un zīmoli to aktīvi izmanto, kas ir
tāpēc, ka šāds mārketinga veids ir pieejams visiem un palīdz sasniegt visdažādākos mērķus un
auditorijas. Satura mārketings palīdz veidot ciešākas attiecības ar auditoriju un var izcelt zīmolu
konkurentu starpā. Būtībā satura mārketings tika pielietots jau no seniem laikiem, taču savu vārdu tas
ieguva 1996.gadā. Šobrīd satura mārketings sevišķi attīstās digitālajā vidē, kur katru gadu parādās
dažādākas komunikācijas iespējas. Digitāla vide ir ļoti pakļauta tehnoloģiju attīstībai, tāpēc satura
mārketings ir arī atkarīgs no tās.
Satura mārketings Latvijā auto koplietošanas uzņēmumu vidē ir populārs mārketinga veids un
uzņēmumi to daudzveidīgi lieto, līdz ar ko pētījumā mērķis ir balstoties uz teorētisko atziņu,
statistisko datu pētīšanu un patstāvīgo pētījumu, izpētīt satura mārketinga vienības auto koplietošanas
uzņēmumu CityBee un Carguru komunikācijā. Pētījums ir nepieciešams lai izstrādātu ieteikumus
satura mārketingu vienību lietojumam divos lielākos Latvijā pārstāvētos auto koplietošanas
uzņēmumos – CityBee un Carguru.
Pētījumā rezultāts un priekšlikumi par to, kā pilnveidot auto koplietošanas uzņēmumu satura
mārketinga komunikāciju ar uzņēmuma izmantoto satura vienību palīdzību uz CityBee un Carguru
piemēra norāda uz to ka abiem uzņēmumiem būtu vairāk jāveido saturs, kas ir izglītojošs,
iedvesmojošs, sarunas un izklaidējošs saturs un mazāk reklāmas saturs. Saturam ir jābūt aktuālam un
pasniegtam arī aktuālā formā. CityBee un Carguru būtu jāpielāgo saturi atbilstoši platformu
auditorijām. Abiem uzņēmumiem būtu vairāk jāveido video saturs ar uzsvaru uz īsiem video. CityBee
un Carguru būtu jāapsver podkāstu izmantošanu. Uzņēmumiem vajadzētu arī turpināt e-pasta satura
izsūtīšanas 1-2 reizes mēnesī lai tie spētu noturēt klientu uzmanību. CityBee būtu jāpaliela blogu un
sociālo mediju satura skaitus. Carguru ir ieteicams uzlabot bloga izskatu un veidot saturu ar uzsvaru
uz kvalitāti.
Bakalaura darba kopējais apjoms bez pielikumiem ir 59 lpp. Darbs sastāv no 3 nodaļām un
ietver 34 pielikumus. Izmantotu avotu un literatūras saraksts veido 60 vienības.
Content marketing has gained popularity these days and brands are actively using it, which is because this type of marketing is accessible to everyone and helps in reaching a wide range of goals and audiences. It allows you to strengthen your relationship with your audience and differentiate your brand from the competition. Content marketing has been used since ancient times, but it was given its name in 1996. Currently, content marketing is expanding, particularly in the digital environment, where new communication options emerge every year. Because the digital environment is highly dependent on technological advancement, content marketing is also dependent on it. Content marketing is a popular type of marketing in the environment of car-sharing companies in Latvia, and the companies use it in a variety of ways, so the goal of this study is to investigate content marketing units in the communication of car-sharing companies CityBee and Carguru, using theoretical knowledge, statistical data research, and independent research. The research is required in order to develop recommendations for the use of content marketing units in the two largest car sharing companies in Latvia, CityBee and Carguru. The study's findings and recommendations on how to improve the content marketing communication of car sharing companies using the company's content units on the example of CityBee and Carguru indicate that both companies should create more educational, inspiring, conversational, and entertaining content and less advertising content. The content must be current and presented in a current form. CityBee and Carguru should tailor content to their respective audiences. Both businesses should produce more video content, with a focus on short videos. Also, both companies should utilize podcast format. To retain customers' attention, businesses should continue send email content around 1-2 times per month. CityBee's blog and social media content should be expanded. It is suggested that Carguru improve the appearance of the blog and create content with a focus on quality. The total volume of the bachelor thesis without appendices is 59 pages. The work consists of 3 chapters and includes 34 appendices. The list of used sources and literature consists of 60 units.
Content marketing has gained popularity these days and brands are actively using it, which is because this type of marketing is accessible to everyone and helps in reaching a wide range of goals and audiences. It allows you to strengthen your relationship with your audience and differentiate your brand from the competition. Content marketing has been used since ancient times, but it was given its name in 1996. Currently, content marketing is expanding, particularly in the digital environment, where new communication options emerge every year. Because the digital environment is highly dependent on technological advancement, content marketing is also dependent on it. Content marketing is a popular type of marketing in the environment of car-sharing companies in Latvia, and the companies use it in a variety of ways, so the goal of this study is to investigate content marketing units in the communication of car-sharing companies CityBee and Carguru, using theoretical knowledge, statistical data research, and independent research. The research is required in order to develop recommendations for the use of content marketing units in the two largest car sharing companies in Latvia, CityBee and Carguru. The study's findings and recommendations on how to improve the content marketing communication of car sharing companies using the company's content units on the example of CityBee and Carguru indicate that both companies should create more educational, inspiring, conversational, and entertaining content and less advertising content. The content must be current and presented in a current form. CityBee and Carguru should tailor content to their respective audiences. Both businesses should produce more video content, with a focus on short videos. Also, both companies should utilize podcast format. To retain customers' attention, businesses should continue send email content around 1-2 times per month. CityBee's blog and social media content should be expanded. It is suggested that Carguru improve the appearance of the blog and create content with a focus on quality. The total volume of the bachelor thesis without appendices is 59 pages. The work consists of 3 chapters and includes 34 appendices. The list of used sources and literature consists of 60 units.
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, CityBee, Carguru, Latvija, satura mārketinga vienības, satura
mārketinga kategorijas, content marketing, CityBee, Carguru, Latvia, content marketing units, content marketing categories