The Actions of e-Branding and Content Marketing to Improve Consumer Relationships

Abstract

The way of doing marketing has substantially changed in the digital age. This change represented the direct consequence of a technological revolution that has led to a radical change in the way in which consumers relate to products, companies and markets. Among the most evident manifestations of such process the figure of the cyber consumer emerges, which is characterized by the desire to express the uniqueness through the personalization of products or services one buys, the brands being uses and researched information. Even the prices are often established by the consumer, on the basis of the willingness to pay and the value he attributes to individual goods. The above-mentioned conditions have highlighted the inadequacy of traditional marketing methodologies, focused on the company rather than the consumer and voted for a generally unilateral communication, in responding effectively to these needs. Today, consumers want to maintain transparent relationships with companies through two-way communication, expertly nourished with information and entertainment content and open to external input. The paper's goal is to discuss how internet-related tools can improve marketing content. What are the actions, to be put in place, to improve the marketing and communication in order to achieve a better relationship with the customer. Tools such as digital marketing, e-brand, storytelling, etc., are tools to improve relationships with customers by building a relationship that lasts over time.

Conversation, storytelling, or consumer interaction and participation? The impact of brand-owned social media content marketing on consumers’ brand perceptions and attitudes

“…Storytelling is a form in which the brand tells a story to the content recipient, which is more likely to be perceived as a one-on-one communication than other forms of content, especially when consumers are immersed in the story and its plot. Storytelling inspires a sense of authenticity in, and proximal to, the consumer (Granata and Scozzese, 2019). The form of storytelling may form the strongest perceptions of PSI, and this may strengthen brand personality perception, as mentioned above.…”

“…In the form of consumers' interaction and participation, consumers can feel the signal of interactivity of the brand when they see that the brand invites consumers to the brand event and presents consumers' views or feelings. User-generated content is also a source of inspiration with marked authenticity (Granata and Scozzese, 2019). The form of consumers' interaction and participation may, therefore, evoke the perception of PSI through perceived interactivity and authenticity and may strengthen brand personality perception, as mentioned above.…”

“…In the new marketing approach characterised by relevant information and consumer interaction, content is closely related to communication technology and choice of platform, thus facilitating active consumer engagement. With the digital revolution, consumers have moved to the web, where they are looking for ways in which to entertain, learn and communicate, demanding ever more multimedia, interactive and personalised content (Granata and Scozzese, 2019). The current study examines content marketing in an owned social media (OSM) environment.…”

Underdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness

“…One of the reasons storytelling can affect people is stories' ability to evoke people's emotions (Escalas, 2004) and make customers feel more engaged (Robiady et al, 2021), causing consumers to experience pleasure and happiness (Li et al, 2017;Lim and Childs, 2020). Moreover, storytelling inspires a sense of authenticity (Granata and Scozzese, 2019). Brand stories are more effective than other methods for transmitting advertising information.…”

Keterbukaan Pelaku Usaha Millenial Terhadap Ekonomi Digital dalam Kegiatan Pemasaran

“…Generasi milenial bisa dibilang generasi yang lahir di era digital, dimana konsumsi akan internet pada era ini sangat signifikan (Ambarwati & Sitompul, 2020). Bisa dikatakan juga milenial ini adalah anak-anak dari terjadinya revolusi teknologi yang tentu berbeda dengan generasi sebelumnya (Granata & Scozzese, 2019). Terdapat beberapa karakteristik atau ciri-ciri khusus dari generasi Y yang tergantung pada tempat dimana ia dibesarkan, bagaimana keadaan ekonominya, keluarganya, dan sosialnya.…”