Evaluation of digital content marketing techniques via social media: Analytical qualitative study

Author

Lecturer at the Department of Public Relations and Advertising, Faculty of Mass Communication Cairo University, Cairo, Egypt

Abstract

With the increased reliance on digital marketing mechanisms and the spread of online shopping through websites and social media، many companies tended to market their products through the use of digital content marketing techniques and strategies to attract consumers، achieve direct interaction، increase consumer engagement، and then complete purchases and post purchase services.
This study aims to define، analyze and evaluate the digial content marketing strategies and techniques  used by a sample of Egyptian cosmetics companies such as (EVA and starville Egypt )and health services companies such as (vezeeta and chefaa Egypt) to determine the extent of their diversity and suitability for the Egyptian market.
This is through a content analysis of the pages of these companies on the face book platform from May to the end of August 2021، as well as conducting in-depth interviews with a sample of content creators  in advertising agencies operating in Egypt to evaluate these strategies and provide a future vision for digital content marketing techniques that fit the nature and needs of consumers in Egypt.
The study found that the Facebook platform is distinguished by the characteristics that increase the effectiveness of content marketing techniques، as the post on Facebook contains many digital content marketing techniques such as text، image، video،  links، hashtags، and others. The companies under study regularly follow a specified digital content marketing calendar  especially starville and vezeeta companies، The contents of the posts of the companies varied، most notably the reliance of cosmetics companies on promotions and competitions، while health services companies  relied on providing advice and awareness videos before explicitly promoting the product.
The sample of content creators confirmed that digital content marketing is the most commonly used mechanism by marketers and depends on scientific vision ، including the nature of the product، the needs of the consumers، competition and marketing objectives. They also see that the future holds many developments and updates in this field in the Egyptian market.

Keywords

References

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Websites
-     https://contentmarketinginstitute.com/
-     https://www.digitalmarketing.org/
-     https://statcounter.com/
-     https://www.youm7.com/story/2021/10/8/%D9%85%D8%B9%D9%84%D9%88%D9%85%D8%A7%D8%AA-%D8%A7%D9%84%D9%88%D8%B2%D8%B1%D8%A7%D8%A1-53-6-%D9%85%D9%84%D9%8A%D9%88%D9%86-%D9%85%D9%88%D8%A7%D8%B7%D9%86-%D9%8A%D8%B3%D8%AA%D8%AE%D8%AF%D9%85%D9%88%D9%86-%D9%81%D9%8A%D8%B3%D8%A8%D9%88%D9%83-%D9%81%D9%89-%D9%85%D8%B5%D8%B1/5488762

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