Main Article Content
Abstract
Purpose of the study: This study aims to investigate the influence of demographic factors such as the Employment sector, Education, and Designation on Digital Content Marketing dimensions such as Brand awareness (BA), Customer Engagement (CE), Customer Retention (CR), and Customer Information (CI) from Oman's leading SMEs.
Methodology: This study used a deductive research approach to test hypotheses. A survey of 155 Omani SME managers in middle and senior roles was conducted. Demographic variables were analyzed using one-way ANOVA statistical analysis to compare their influence on the research findings.
Main Findings: This study found significant influence of content marketing on the Hospitality, Technology, and Service sectors, which use websites, blogs, and social media. In contrast, Engineering, Real Estate, Education, and SME managers focus more on customer engagement and retention. Education level also impacts brand awareness, customer retention, and engagement.
Applications of the study: The results of this study will help SMEs and businesses target audiences more effectively, create content that appeals to their interests, select the best distribution channels, and optimize their marketing spending. This study advances knowledge of efficient marketing strategies in Oman's developing digital environment.
Novelty of the study: The study provides a fresh perspective on how geographical and demographic variables influence digital content marketing strategies of SMEs in Oman, presenting original empirical data from this understudied region and sector.
Keywords
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References
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- Kolodkin, A. (2023). The Digital Demographic: content consumption habits of the 18- to 25-year-old audience. Toronto Metropolitan University. https://doi.org/10.32920/20498823.v1
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- Odongo, I. (2016). Content Marketing: Using it effectively for Brand Strategy and Customer Relationship Management. Advances in Social Sciences Research Journal, 3(12). https://doi.org/10.14738/assrj.312.2396
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References
Alrehili, M. M., Yafooz, W. M. S., Alsaeedi, A., Emara, A. M., Saad, A., & Al-Aqrabi, H. (2022). The impact of personality and demographic variables in collaborative filtering of user interest on social media. Applied Sciences, 12(4), 2157. https://doi.org/10.3390/app12042157
Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administrative Insight, 2(2), 5–10. https://doi.org/10.31580/jpvai.v2i2.896
Champaneri, A and Jain, P. (2021). A Content Marketing as The Leading Technique In Digital Marketing: A case Of Nike.International Journal of Research and Analytical Reviews (IJRAR), 8(4).
Dholakiya, P. (2023). How to leverage demographics for targeted content Marketing. Growfusely. https://growfusely.com/blog/leverage-demographics-targeted-content-marketing/
Eshiett, I. O. (2022). Digital Content Marketing and Customer Loyalty in Nigerian University. http://ujb.unilag.edu.ng/article/view/1463
Gajanová, Ľ. (2018). Strategy of Online Content Marketing Based on the Demographic and Psychographic Segmentation. Marketing Identity, 1(1).
Gleim, M. R., & Stevens, J. (2021). Blockchain: a game changer for marketers? Marketing Letters, 32(1), 123–128. https://doi.org/10.1007/s11002-021-09557-9
Gülsoy, M., & Koçer, L. L. (2023). The Effect on Digital Content Marketing On Online Purchase Intention: The Moderator Role Of Age And Gender Variables. Erciyes Akademi, 37(1), 147–163. https://doi.org/10.48070/erciyesakademi.1232623
Gupta, A., & Nimkar, N. (2020). Role of Content Marketing and it’s Potential on Lead Generation. Annals of Tropical Medicine and Public Health, 23(17). https://doi.org/10.36295/asro.2020.231710
Gurjar, P. K. S. (2022). Digital content marketing practices and implementation in the tourism industry. In Edward Elgar Publishing eBooks. https://doi.org/10.4337/9781800371415.00029
Khairani, A., & Fachira, I. (2021). The influence of different digital content marketing on consumer engagement in the tourism sector. International Journal of Social Science and Business, 5(3), 443. https://doi.org/10.23887/ijssb.v5i3.38109
Knihová, L. (2021). The Role of Educational Content in A Digital Marketing Strategy. Communication Today, 12(1), 162–179. https://www.ceeol.com/content-files/document-976921.pdf
Kolodkin, A. (2023). The Digital Demographic: content consumption habits of the 18- to 25-year-old audience. Toronto Metropolitan University. https://doi.org/10.32920/20498823.v1
Mayahi, S., & Vidrih, M. (2022). The impact of generative AI on the future of visual content marketing. arXiv (Cornell University). https://doi.org/10.48550/arxiv.2211.12660
Odongo, I. (2016). Content Marketing: Using it effectively for Brand Strategy and Customer Relationship Management. Advances in Social Sciences Research Journal, 3(12). https://doi.org/10.14738/assrj.312.2396
Prudnikov, Y., & Nazarenko, A. (2021). The role of content marketing in the promotion of medical goods and services. Health Economics and Management Review, 2(1), 23–29. https://doi.org/10.21272/hem.2021.1-02
Rani, A. (2022). The Role of Content Marketing In The Era Of Digitalization. International Journal of Advanced Research, 10(02), 1355–1362. https://doi.org/10.21474/ijar01/14349
Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey. Industrial Marketing Management, 105, 294–310. https://doi.org/10.1016/j.indmarman.2022.06.006
Weerasinghe, K. P. W. D. R. (2019). Impact of content marketing towards the customer online engagement. International Journal of Business Economics and Management, 2(3), 217.
Zohra, F., Barman, A., & Das, M. (2022). How Do Digital Contents and Marketing Influencers Hacks & Perils the Customers’ Attention? Applied Management Perspective, 01(02).