A Study on Effect of Content Marketing on Customer Engagement with Respect To NIKE

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Dr R. Savitha, Prof Roopa J, Keerthana. A.

Abstract

The marketing landscape is changing, with the focus shifting from traditional marketing methods towards digital marketing. Companies must realise the importance of this new paradigm to not risk falling behind competitors. The new paradigm focuses on customer relationships and trying to attract and create loyal customers. A new way of creating loyal trusting customer relationships is by using content marketing, meaning providing customers with valuable information in the form of content and enabling two-way communication. To understand how consumers, perceive content and why they choose to engage or not, is crucial for a company in creating successful content marketing.


This research is carried out to understand the concept of content marketing and analyse various content marketing strategies used by Nike on various social media platforms. The simplest form of content marketing can be known as storytelling which has existed for many years. The basis of content marketing strategy includes planning, producing, and distributing content. Nike's content marketing strategy which includes localisation, storytelling and emotions, diversification of approach, addressing audience needs, and co-creation and trust has helped it to connect and engage with the target audience.


The study aims to provide knowledge and understanding of how content marketing affects customer engagement from a consumer's perspective. and how consumers react and perceive different types of online content marketing.


 

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