Customer Satisfaction Factor in Digital Content Marketing: Isparta Province as an Example

Abstract

All visual, written and auditory contents designed according to the benefit of the consumers enable consumers to build a link between brand and product and therefore informative content regarding brand, business, product and services about the brand and the businesses themselves through digital channels can be defined as digital content marketing. Accordingly, companies are striving to create an effective and reliable content on the internet in order to gain new customers and secure existing ones. In this context, influencing consumers with content marketing is the main objective. The consumers realizing the content become the customer with the positive effect from the content. With the created content, customer satisfaction level is believed to increase as well. In the theoretical part of the study, a detailed review of the literature was presented concerning the definition of content and digital content marketing concepts, customer satisfaction factor in digital content marketing and its importance.

In the administration of the study, 3rd and 4th grade students studying in Business Administration in Süleyman Demirel University located in Isparta were used as samples and an analysis of the questions belonging to content marketing perception and the customer satisfaction scales in content marketing were conducted. According to the results of the research, it is seen that the accurate and reliable content created by businesses builds high satisfaction on customers. In addition, despite the low awareness of the concept of content marketing, consumers consider features of content marketing as a key element in meeting demands and needs they require.

As a result, it is understood that digital content marketing has a high significant impact on consumers, and it is thus a marketing type which needs to be focused on meticulously by brands or companies. The creation of customer loyalty with traditional marketing methods is rather difficult; however, understanding the customer, eliminating his/her needs and communicating with him/her become possible with the usage of digital content marketing. Because the aim is not to sell in digital content marketing but to stay in touch with frequent and potential customers.