How content marketing is used as part of a relationship marketing strategy

Društvene mreže kao novi masovni komunikacijski mediji omogućuju konzumentu aktivno korištenje, druženje, praćenje, tumačenje i dijeljenje medijskih sadržaja i formi, a u svrhu informiranja, kupovine, zabave i edukacije, pa tvrtke koje se ne brendiraju i ne komuniciraju sa svojim korisnicima putem društvenih mreža na pravilan način ili uopće, neminovno gube bitku sa svojom konkurencijom. Pritisnuti drastičnim tržišnim promjenama veliki broj tvrtki u Hrvatskoj upustio se u ovakvu tržišnu utakmicu, a društvene mreže preplavljene su sadržajima brendova svih mogućih roba i usluga, pa je stoga više nego ikada važno stvoriti individualizirani i što prisniji odnos s kupcem i na taj način stvoriti konkurentsku prednost. No, da bi to bilo moguće učiniti izuzetno je važno kupca dobro poznavati, važno je razumjevati njegove probleme, želje, strasti, dvojbe, interese, navike, snage i slabosti. Digitalne platforme nude izuzetno funcionalne prodajne alate kojima brendovi učinkovito dosežu ciljanu publiku na društvenim mrežama, no prodaja koja se oslanja isključivo na formate suhoparnih oglasa danas sama po sebi iz spomenutih razloga nije dovoljna. Publici je potrebno ponuditi relevantan sadržaj s vrijednostima s kojima se mogu poistovjetiti, nužno je ponuditi sadržaj kojim rješavamo neke njihove potencijalne probleme.Social networks as new mass communication media enable the consumer to actively use, socialize, follow, interpret and share media content and forms, all for the purpose of informing, shopping, entertainment and education, so companies that are not branded and don't communicate with their users through social networks properly or don't use them at all, inevitably lose the battle with their competition. Pressed by drastic market changes, a large number of companies in Croatia have embarked on this market competition, and social networks are flooded with brand content of all possible goods and services, so it is more than ever important to create an individualized and closer relationship with the customer which makes competitive advantage. In order to do this it is extremely important to know the customer well and also to understand his problems, desires, passions, doubts, interests, habits, strengths and weaknesses. Digital platforms offer highly functional sales tools which brands effectively are using to reach the target audience on social networks, but sales that rely solely on that kind of ad formats today is not enough because of the reasons mentioned before. Therefore it is necessary to offer to the audience relevant content with values that they can be identified with and also to offer content that is solving some of their potential problems