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© International Journal of Professional Management
ISSN 20422341
Volume 12, Issue 6, 2017
www.ipmajournal.com
1
A Literature Review of Theoretical Models on the
Development of Content Marketing Strategy in Malaysia’s
E-Commerce Industry
Ngui Min Fui
DBA candidate, IPE Management School Paris, France
William CHUA
PhD (Management), MBA, BSc (Maths/Ed), MMIM, MIIKM, Honorary Fellow
Professor and Doctoral Supervisor, IPE Management School Paris, France
Correspondence to
mftngui@hotmail.com
Malaysia
Abstract
The purpose of the paper is to review the academic literature on the strategy to develop a
content marketing in Malaysia’s e-commerce industry, and to provide theoretical models for
growth in content marketing. This study is based on the general review approach consisting
of various viewpoints from previous studies. A rapidly changing business environment, largely
brought about by the internet, requires companies to quickly implement new business
methods, develop new networks and alliances, and be creative in their marketing.
Furthermore, marketers are faced with a number of challenges nowadays, consumers are
becoming desensitised to traditional advertisements and marketers are forced to develop
more creative marketing solutions to reach sceptical and fragmented target audiences.
Consumers have the power to decide when, how and where they want to interact with
advertisers.
Content marketing has been proposed as a solution to this declining effectiveness of traditional
marketing. It is suggested that there should be a comprehensive strategic approach. Online
businesses in Malaysia need to create content that answers customers’ expectations and
caters for consumers’ needs. It is impossible to construct a general marketing message that
will gain a uniform response from different groups. Content should be customised according
to target market and group.
The study aims to enable others to establish a balanced equation with the current state of
content marketing research. It also offers a useful means to analyse the kinds of research that
needs to be pursued to make additional research progress in the related area of the content
marketing.
Key words
Content marketing, Strategy, E-Commerce Industry, Theoretical Models, Literature Review,
Data Mining, Web-Driven World, Social Media, Key Performance Indicators
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ISSN 20422341
Volume 12, Issue 6, 2017
www.ipmajournal.com
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1. Introduction
The definition and conceptualisation of content marketing is fairly new and conspicuously
absent in academia. This article also offers insights into digital content marketing, although
the context is different. According to Smith (2017), content marketing involves strategic
marketing, focusing on creating valuable, relevant and consistent content to attract a clearly
defined audience to drive profitable customer action. In the light of this, content marketing can
be heightened by planning promotions and marketing to meet the objectives. Based on the
views of Georgieva & Djoukanova (2014), content marketing in general involves ensuring
there is an intelligent content mix. . Holliman & Rowley (2014) state that the second practice
is to measure the content on the basis of the platform used. Content marketing in Malaysia,
as viewed by Fadzil & Yusoff (2015), entails the development and distribution of highly
meaningful content to share enjoyment, plus knowledge and compelling information to arouse
consumers towards a specific brand. Hassan & Shiratuddin (2015) remarked that the content
created in video format is more engaging than that within picture formats. Video content
marketing is a common practice in the highly competitive Malaysian market. In addition,
Rancati & Gordini (2014) mentioned that the quality of marketing strategies helps to improve
the effect of content marketing.
Research on the target audience is based on demographic segmentation (age group,
educational background), behavioural segmentation (usage volume, price sensitivity)
geographical segmentation (region and market density) and psychographic segmentation
(personality attributes, benefits sought, lifestyle).
It is necessary to find consistent statements and toning to develop content for the target
audience. Use can be made of digital internet mediums like websites, social media, blogs
and search engine advertisements. Results should be monitored, paying attention to the
details such as online user feedback, peak and off-peak hours. Data mining tools can assess
online use to improve content marketing.
Generational theory (Kian
& Yusoff, 2012) explains
the origin and growth in
content marketing, and in
particular in Malaysian e-
commerce, by saying that
consumers in the same
generation tend to have
shared life experience and
attitudes on social issues.
Bolton & Solnet (2013)
added that it focuses on
questions related to key
performance indicators
(KPIs) that are chosen for
the analysis of the assets
in terms of the related
views, conversions and
download.
Social Bakers (2017) found that content marketing in the Malaysian e-commerce industry
through Twitter has witnessed 38% growth. MDA (2016) established that video content
marketing has reached almost 21 million Malaysian online viewers. MDA (2016) established
that video content marketing has reached almost 21 million Malaysian online viewers.
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ISSN 20422341
Volume 12, Issue 6, 2017
www.ipmajournal.com
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Figure 1 shows the
growth in content
marketing in Malaysia e-
commerce industry has
increased by 37% and the
forecasted growth is 6%.
Figure 2 shows that social
media penetration in
Malaysia is high, but the
estimated numbers using
social media are much
lower. This means that
using content marketing
through social media in
Malaysian e-commerce
businesses is likely to be
disappointing.
In the opinion of Parveen
(2012) and Plessis (2015),
this growth in content marketing has helped to identify small and medium enterprises (SMEs)
that are now growing in the Malaysian e-commerce industry. When the content marketing of
an organisation is attracting more attention, it helps to enhance brand visibility and sustain a
successful business in today’s web-driven world.
Lai & To (2015) asserted that the growth in content marketing in the Malaysian e-commerce
industry gives potential to reach untapped markets. Bekoglu & Onayli (2016) claimed that
content marketing also gives rise to opportunities to diversify the range of products and
services through consumer feedback. Leeflang & Freundt (2014) further claimed that the
growth in content marketing has helped to improve business growth and increase in revenue.
Swieczak (2012) has shown that the growth in content marketing industry is highly risky as
the internet gives a business an unlimited space to grow, which might put product and service
quality out of control. According to Rouke (2016), one of the obstacles against expansion in
content marketing is that marketing specialists, organisational leaders and business owners
do not have full theoretical understanding of content marketing. A study by Graves (2016)
clarified that the increased competition has increased content marketing on the internet, but
online users are becoming satiated with recurring advertisements, and this has brought an
overwhelming disenfranchisement from reviewing online advertisements and videos. Users
have noted that these are a waste of time, and could not be skipped to gain immediate access
to their intended content. Meanwhile, Stephen (2016) has asserted that few consumers are
equipped with knowledge of e-commerce, so high investment in content marketing may be to
no avail.
Hassan & Mukhtar (2013), believe that content marketing will increase business competitions
in the Malaysian e-commerce industry. Dalvi & Bagheri (2013) stated that there are tough
government regulations on social media content. According to Igwe & Chukwu (2012), content
marketing is viable as different media can be used in its development. However, Lee & Nair
(2014) argued that it can affect the reputation of public relationships (PR), as lack of monitoring
and poor response to consumer feedback will lead to negative perception organisation’s brand
image.
Forouzandeh & Sheikhahmadi (2014) found that research enables e-businesses in Malaysia
to understand the level of attractiveness of content marketing from the viewpoint of online
users. Swieczak (2012) asserted that content marketing is increasingly in use due to its lower
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creation costs and lower media costs. In addition, Stephen (2016) argued that thorough
implementation of social media marketing strategy has resulted in the growth of the industry.
This has shown that content strategy aligns with the social media strategy.
The e-commerce industry is recognised as one of the main contributors to economic,
development and employment growth. Despite thus major role the industry is well known for
its limitations. Even though developments internet and communication have revolutionised
the way business is conducted today, there is still reluctance to accept new technology. In
recent years, social media has become a new marketing communication tool at a rapid and
dynamic pace. Nevertheless, increasing numbers of businesses are leveraging social media
and other electronic media in conducting their marketing efforts. This gives electronic-based
market researchers new opportunities to study this area.
From the author’s view, the trends in social media and content marketing offer a research
opportunity. It is essential to understand the underlying strategies. This paper reviews related
studies on strategy in developing content marketing in Malaysia’s e-commerce industry, and
provides theoretical evidence for the growth in this industry.
2. Literature Review
2.1 The Nature of Content Marketing Strategy
To ensure that content marketing reaches its objectives, content marketing strategy needs to
be crafted. According to Gulden (2012), the most essential parts of a content marketing
strategy are talented writers and quality content. The goal is to get people to see your brand
in a new way. According to CMI (2016b) five elements that are included in a content marketing
strategy.
Clarify reasons for content marketing, possible risks and the vision of success
Make a business plan, which should include goals, plans of how to add unique value
through content, details of the business model, as well as opportunities and obstacles
Describe the target audience in a way that considers their needs, and consider possible
content engagement cycles.
Make the brand story: what messages, brand wants to communicate and how they are
distinctive to competitors
Plan which channels to use and how to integrate these to create a consistent brand.
It is vital to remark that content marketing strategy should not be separated from strategies
using other marketing techniques. Instead, it should be an integrated part of all marketing
tactics used, for example, social media, public
relations, pay-per-click (PPC) and search engine
optimisation (CMI 2016a).
2.2 Growth in Content Marketing in
Malaysia’s E-commerce Industry
2.2.1 4Ps Marketing Theory
Al Muala & Al Qurneh (2012) proposed the 4 Ps
marketing strategies theory, which analyses
strategies in content marketing. Figure 3 shows
the theoretical framework for this. Warrink (2015)
established the variables that contribute to the
success of a business – price, promotion, place
and product. Ramaraju (2014) showed that in
practice the theory emphasises an organisation
has to focus on consumer demand, with great
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deals at the lowest prices
advertised, in a way that
customers can access the deals
easily at a location near to them.
It ensures attention is paid to
consumer interests, while
simultaneously focusing on key
marketing mix features that
contribute to achievement of
appropriate objectives.
Figure 4 represents an extended
theoretical framework. This can
provide opportunities to look into
new aspects in various areas.
Choi & Gao (2014) added that
brands should focus on pricing at
levels to suit product features. In
addition, communication tactics can be used for effective advertising. Fadahunsi & Kargwell
(2015), said that the 4P’s model has evolved from an initial focus on product, price, promotion
and place, towards the addition of three key aspects known as people, process and physical
evidence.
Abdallah & Jaleel (2015) recommended further research on 4P’s to improve the theory and to
solve contemporary business issues. They recommend further research on the 4P’s to
improve the theory and to solve contemporary business issues. Organisations need to go
further to improve consumer relationships and brand image in this highly competitive market
Physical evidence, such as consumers’ experience of staff contact and online access
Process strategy, such as research and development for IT-supported design features
People strategy, such as developing organisational culture and employee training and
skills to fulfil consumer’s needs and wants
Kadhim & Abdullah (2016) emphasised that the 4Ps’ marketing strategies theory includes
strategies for:
Communication
Consumer orientation
Cost effectiveness
Convenience
Growth in content marketing.
The 4Ps theory helps to increase the growth of the organisation in the market by building
stronger consumer relationships. Naeem & Naz (2013) asserted that the 4Ps theory endures
because it helps in understanding the role of consumers in filtering the effective and non-
effective products and services needed in the market.
2.2.2 4Cs Marketing Mix Model
The 4Cs marketing model, which analyses strategies in content marketing was founded by
Koichi Shimizu (1973) Manafzadeh & Ramezani (2016), hold the view that the 4Cs model,
contributes positively in finding relevant strategies for growth. Hence, communication built with
consumers goes a long way in providing and meeting the needs of consumers.
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Figure 5 shows the theoretical framework. Li & Lei (2015) argued that the practices of the 4Cs
Marketing mix model showed the needs and wants of consumers should be addressed
effectively, while the cost should be minimised within the business operation. It is unfair to
expect the consumer to bear the costs of rentals, electricity, advertising, administration,
warehouse space, multiple agent fees and multiple transportation and toll. Costs can be
minimised by directing consumers to the initial supplier of a product, who can deliver the
product without so much intermediate cost.
Consumer value is created when a business receives positive feedback from consumers,
including praise for product features, service, and delivery. Klein (2014) mentioned the
evolution of the 4Cs marketing mix model is from an organisation-oriented approach, such as
that taken by Apple Inc., telling consumers
what they should have, evolved to consumer-
centric approach, such as what is seen with
TaoBao.com, solving consumers’ needs and
wants. It has inclined towards providing
consumers value for their purchases and
building long-term relationships with
consumers. Also, the convenience of the
purchase process should be made easy for
consumers to find the product and service.
Additionally, communication towards a target
audience should be made clear and
transparent, with no hidden costs or catches
that will increase consumers’ doubts.
According to Ali & Rehman (2016) variables
of the 4Cs marketing mix model analyse
consumer value along with the cost,
communication and convenience strategies,
all of which helps to improve consumer
relationship management.
Chromy & Sedivy (2013) recommended more research
on the 4Cs model, as market dynamics have changed.
Organisations face increasing competition. There is
more pressure to innovate products that exactly fit
customer requirement in order to retain sustainability
Figure 6 shows the extended theoretical framework of
the 4Cs, credibility, connection, and consumer service,
to make 7 Cs (Mokhtar 2015).
Klein (2014) said an extended theoretical framework
should focus on building strong consumer
relationships, which will improve credibility.
Manafzadeh & Ramezani (2016) and Elnaga & Al
Shammari (2016) growth in content marketing is
impacted by strategies for communication, consumer
orientation and cost-effectiveness, by providing:
Best solutions to problems
Communication of product benefits
Multi-benefits for different users
Lowest possible warehouse or supplier prices
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Easiest way to buy and use the product
This portrays the significance of consumer orientation approach. Mokhtar (2015) asserted the
4Cs Marketing Mix model is essential for the growth in content marketing, especially in
Malaysia’s e-commerce industry, by helping to develop new consumer oriented and
differentiated target market strategies.
2.2.3 Unified Theory of Acceptance and Use of Technology (UTAUT)
Ventakesh (2003) founded the Unified Theory of Acceptance and Use of Technology
(UTAUT). Idrus & Zainuddin (2016) suggested that this is the best theory for analysis of
strategies in content marketing in Malaysia e-commerce industry. Figure 7 shows the
theoretical framework of UTAUT.
Taiwo & Downe (2013) demonstrated that variables of the UTAUT rely on four key aspects:
Performance expectancy
Effort expectancy
Social influence
Facilitating conditions
These variables are analysed in relation to:
Gender
Age
Experience
Voluntariness
Williams & Lal (2012) showed the practices of UTAUT explain the overall acceptance, use and
abilities for dealing with information technology. It also applies to new technologies Kolog &
Anohah (2015).
Ahmad & Roni (2014) believes that UTAUT has led to the understanding of behavioural
intention of the online users. Akbar (2013) recommended further research on UTAUT to allow
effective user decision-making, which would contribute to the success of individuals in regards
to leadership. Figure 8 illustrates an extended theoretical framework on UTAUT offered by
Benmessaoud & Kharrazi (2012), who extended the theory. They clarified that UTAUT covers
the communication strategy, consumer orientation strategy, cost effective strategy and
© International Journal of Professional Management
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convenience strategy, which can affect growth in content marketing by ensuring that the online
users’ expectations are fulfilled in return to get profit for the business.
2.3 The Related Theories for the Factors Shaping on the Growth in Malaysia Content
Marketing 2.3.1 Evolution of 4Ps Marketing Theory of Growth in Content Marketing
Misra (2015) added the basic assumptions that business dynamics are changing from product
orientation to consumer orientation. The focus is on strengthening the relationship between
the brand and consumers.
According to Kumu &
Gakure (2014), the main
structure of 4 Ps comes
from the analyses of
product features and
design, along with price
strategy and tactics.
Ebitu (2014) viewed the
4Ps framework as being
generally practiced in
firms that are competing
in a highly volatile
market. Islam & Rahman
(2015) added that 4 Ps
marketing practice
includes service markets,
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where the focus is upon providing better
service to consumers. Based on the view
of Abdallah & Jaleel (2015), the evolution
of the 4Ps is related to the increased
dynamics of online consumers’ needs
and wants, and increasing competition,
whereby anyone can be an agent /
supplier to online consumers’ needs and
wants.
Baines (2017) has extended the 4Ps
framework, listing the significant factors
shaping the 4Ps, based on the analysis
of the external environment.
There are similarities between the two
models from Lin (2012) and Baines
(2017). Both use the key elements of
price, promotion, place and product,
which are all essential for improving
competitive advantage in the 21st
century business environment. The total
difference in their proposed models between Lin (2012) and Baines (2017) is that Baines
includes political, economic, socio-cultural, technology and the competition aspects. There is
also ample focus on consumer satisfaction. Hence, firms are able to implement new strategies
and tactics in the market while keeping in sight the original four Ps
2.3.2 Evolution of 4Cs Marketing Mix Model of Growth in Content Marketing
According to Chromy & Sedivy (2013), the evolutionary stages of the 4Cs model are involved
with improving a business model according to paradigm shifts of the business environment in
accordance to modern ways of product design, promotion and delivery.
Klein (2014) said that the 4Cs marketing mix model is not applicable when the audience
number is limited to smaller segments. The model is more accurately applied to a mass market
rather than a niche market
Sanghvi (2014) claimed the main structure of the 4Cs model analyses consumer needs and
wants, while also accounting for costs incurred to satisfy the consumers. Interaction between
consumers and organisations and the convenience of purchasing is important to customers.
Mokhtar (2015) analysed the specific situation for multinational corporations, in which brand
management is necessary
Ali & Rehman (2016) stated that the theoretical framework of the 4Cs model made the basic
assumptions that organisations cannot succeed in the market without analysing the important
costs, consumers, convenience strategy, and the overall communication.
Consumer needs
Objective needs
Subjective needs
Consumer characteristics
Observable characteristics
Not so observable characteristics
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Manafzadeh & Ramezani (2016)
added that the 4Cs model is
generally practised by
businesses which strategically
attract and connect target
audiences through supplying and
promoting new products that fulfil
customer desires, at a good price
with convenient delivery.
Kadhim & Abdullah (2016)
proposed their own model to
study the list of significant factors
shaping 4Cs Marketing Mix
model. These are:
Kucuk (2017) extended the 4Cs
model to study the significant
factors, and recommended the
4Ps marketing mix theory, saying
the product orientation strategy is
obsolete. The focus now needs to
be on consumer services and desires. Sometimes producers have to go through
intermediaries to present goods to customers. In contrast, service providers can present their
services directly to customers. In either case, their effectiveness will depend on the 4 Ps:
Place strategy
Participants strategy
Process strategy
Physical evidence strategy
The models presented by Kadhim & Abdullah (2016) and Kucuk (2017) are similar in that
communication with desired consumers is considered very important, particularly where
participation is concerned. The difference in the two models is an indication that the traditional
4Ps of marketing were integrated within the model especially in relation with the place,
participants, processes and the physical evidence. Both models reach out to target consumer,
but in different ways. Kadhim & Abdullah (2016) looked at consumer needs, objective needs,
subjective needs, consumer characteristics, observable characteristics and not so observable
characteristics, in order to directly reach out to target consumer. In contrast, the
Kucuk (2017) looked into how to collaborate with intermediaries and services producers in
order to strategically reach out to target consumers.
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2.3.3 Evolution of Unified Theory of Acceptance and Use of Technology (UTAUT) on
Growth in Content Marketing
Williams & Lal (2012) asserted that the main structure of UTAUT said that the gender, age,
experience, voluntariness of use has an influence on user behaviour and behavioural
intention.
According to Akbar (2013), the evolutionary stages of UTAUT are related to the level of ease
in using IT systems.
Taiwo & Downe (2013) showed that the UTAUT is generally practiced in industries around the
world, especially with firms that ensure that the goals of the individuals are attained without
any issues or challenges.
Ahmad & Roni (2014) added that the UTAUT does not apply in social media in public firms,
due to the limitations of personal losses, risks and damages, as social media like Facebook
allow an individual to post anything. (New legislation my change that in the case of offensive
material). UTAUT is more applicable in monetary systems, due to the risk of personal losses,
risks and damages, in payment systems such as PayPal, online banking system, bitcoins. The
account may be at risk from scam and hackers.
Kolog & Anohah (2015) clarified that UTAUT is specifically practiced in educational institutions
because it helps to assess behaviour and make decisions based on basic assessments that
have been carried out.
Idrus & Zainuddin (2016) remarked that basic assumptions from UTAUT are made in relation
to social influence and its impacts on behavioural intention and user behaviour.
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Beamish & Ashford (2012) developed their own model for significant factors shaping UTAUT.
They proposed that gender, age, experience and voluntariness of use are mediators between
performance expectancy, effort expectancy, social influence and facilitating conditions,
behavioural intention and use behaviour.
Initially, Beamish & Ashford (2012) arranged their UTAUT model as in Figure 7, whereby
performance expectations, effort expectancy, social influence and facilitating conditions being
the moderators between gender, age, experience and voluntariness of usage and behaviour
intention and use behaviour.
Figure 13 shows the second framework model by Beamish & Ashford (2012). This is similar
to the model in Figure 14 by Kiwanuka (2015) in that the main emphasis is on improvement in
the user experience. Both researchers understood the importance of enhancing user
experience before other competitors do the same. The two models are different in regards to
the focus on user experience at implementation level. Both researchers emphasised different
implementation strategies and linked these with different business approaches. The emphasis
and variations in terms of behaviour and its influence were also different.
Overall, the factors shaping the 4Ps marketing strategies theory, the 4Cs’ marketing mix
model and UTAUT in regard to growth in content marketing in Malaysia e-commerce
industry are:
Communication strategy
Consumer orientation strategy
Cost effective strategy
Convenience strategy
All these factors are combined to optimise the growth opportunities for organisations in the
Malaysian e-commerce industry.
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2.4 Strategies towards Growth in Content Marketing
The growth of content marketing depends on business-to-business digital content
marketing (Holliman & Rowley 2014). When content marketing has valuable content from
which people can learn and reflect, the target audience will buy the idea (Patrutiu 2015). In
addition, the combination of content marketing, and strategies to market the content ,have to
be equally exclusive, to strategically present the content marketing and receive the highest
acceptance level of the target audience (Swieczak 2012).
When the content marketing of a product/ service is able to:
Engage with a clearly defined target audience
Meet the product features that they are looking for
Meet the price budget that they can have the capability to afford it
Promote and give discounts at the right time and right place at internet mediums
that they can find and watch
Then the people who watch the content marketing of product/ service have strategically
marketed the product/ service to the group of the target audience.
Furthermore, competitive advantage can come from emotional connections with its target
audience (Leeflang & Freundt 2014). Emotional connections are powerful, and memorable,
and the target audience is likely to return, which brings brand loyalty.
In addition, growth in content marketing depends on the strategic digital approach, using the
latest technology and digital effects to attract the audience (Bekoglu & Onayli 2016). Content
marketing looks at how modern digital marketers uses various online platforms, other than
their traditional channels, to create, morph, engineer, manipulate or otherwise produce
engaging content to attract a target audience with the intent to ‘gravitate’ them to the brand.
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Growth in content marketing in Malaysia e-commerce industry also depends on content
analysis of social media (Lai & To 2015). The creation of content marketing of a product is
successful when it shares to tell its story (Patrutiu 2015). Stories can touch the hearts of the
audience, create sentiments and memories.
Another important factor is the creative development story for a product, with a background
setting in line with the imagination of target audience, to captivate audience so they continue
watching, with rising action to excite the audience, followed by the climax where there is a
change in luck, falling action of uncertainty, and resolution when the uncertainty is
resolved (Hassan & Mukhtar 2013). Content marketing needs to be creative and use all ways
and means to build a relationship and trust with the audience (Patrutiu 2015).
Consumer behaviour is important too. It is a daily problem to ensure the product is customer
oriented (Dalvi & Bagheri 2013).Social media marketing which can help in developing
consumer loyalty (Patrutiu 2015; Stephen 2016). Those who enjoy the content can
recommend and share the content. This gives useful information, which gives the opportunity
for data mining (Forouzandeh & Sheikhahmadi 2014). Knowing the posts and topics shared
within the target market gives useful information for formulating future content (Patrutiu 2015).
This can be segmented further:
Demographic segmentation – age groups, educational background
Behavioural segmentation – usage frequency (number of times needed to use the
product/ service) and price sensitivity;
Geographical segmentation – region and market population
Psychographic segmentation – personality attributes and lifestyle of the online
users who ‘liked’, ‘replied’ and’shared’ their content marketing
The growth in content marketing depends on content marketing metrics in terms of
consumption metrics. This includes google analytics, traffic and open rates; sharing metrics
involving retweet, likes and forwards; lead metrics involving leads generated; and sales
metrics involving consumer relationship management (Elisa & Gordini 2014).
Effective performance in content marketing metrics can only be achieved through extensive
research on target consumers (Patrutiu 2015). Marketing Interactive (2015) said that the
Malaysian e-commerce industry, with social media penetration of just 64%, still lags behind
Singapore According to Statista (2016), only 33% of Malaysian consumers watch video
content daily. This has the potential to impact brand activities, as investment in Malaysia e-
commerce industry has much lower positive results and lower profits than Singapore
Parveen (2012) added that the gaps are not covered in past research on growth in content
marketing and Malaysian consumer behaviour towards different tactics of content marketing.
Additionally, Bolton & Solnet (2013) stated that there is a gap in studies which fail to
understand the influence of generation Y. The issues shaping growth in content marketing in
Malaysia can be related to these four strategies:
Communication strategy – Gaber & Wright (2014) stated that organisations need
to ensure that social media is used extensively in order to build a strong relationship
with the consumers. A long-term bond must be formulated with the consumers with
the aid of effective content strategies. For instance, Facebook has been emphasised
to improve growth via effective communication.
Consumer orientation strategy – Elisa & Gordini (2014) stressed that effective
marketing on social media is due to a consumer-oriented approach. Focusing upon
consumers is effective when formulating a long-term relationship and developing
products and services, adapting content marketing in response to customer
feedback.
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Cost effectiveness strategy – Leeflang & Freundt (2014) stated that marketing in
the current digital era is based on the effectiveness of cost strategy. It is important
that the digital content created is cost effective and reaches large numbers of the
target audience.
Convenience strategy – Haque & Yasmin (2013) said that to build connection with
consumers, it is important that the product delivery and availability is made
convenient for the consumers. Increased convenience, and material that is easy to
understand, stimulates the growth of content marketing in the Malaysian e-commerce
industry.
3. Conclusion
There is little scholarly research on social media and its marketing communications role within
the business. E-commerce leads to flexible, market-oriented business, and success depends
on quick response to rapidly changing customer needs. Content marketing can be useful for
marketing to target segments and delivering appropriate products. Content marketing can
improve flexibility, interactivity, efficiency and competitiveness.
The new economy is radically changing distribution patterns and traditional customer
behaviour. Undoubtedly, content marketing has created a disruptive change in the e-
commerce industry. It has been suggested (Soteriades 2002; Siegel 2003) that content
marketing can only work if there is a strategic marketing approach.
Content marketing has strong potential, and the crucial point is not whether a company should
use it or not, but the way it should be exploited in order to create value (Porter 2001). To take
full advantage of e-commerce, a company has to take into account the informative content of
the product / service, the whole value proposition, and the interactive relationship that can be
developed with its customers. It also important that conventional (off-line) and online activities
and applications are planned and implemented to complement each other.
The researcher believes that the above-proposed solution contributes, on the one hand, to the
development and implementation of effective and successful content marketing initiatives and
on the other, constitutes a basis to evaluate the use of a commercial website as a marketing
tool. It is worth stressing the following points:
There is an imperative need for an integrated planning and implementation of content
marketing initiatives and web presence
Beyond the strategy's formulation and organisational planning, the development of
an Internet business presence involves some particular and specific actions in order
to ensure its quality, thereby, contributing to the general marketing strategy's
effectiveness.
Evidence indicates that failing to introduce innovations, such as content marketing,
is due either to the lack of strategic planning or to the non-acceptance and
implementation of the strategy in-house (Porter 2001; Demetriades & Baltas 2003).
The integration of content marketing activities into business operations should be
considered as a top-down process, which must be supported by general
management.
Finally, the development of content marketing might be developed independently
and implemented separately. It should be incorporated as a new medium that serves
current or future corporate general strategy and aims.
© International Journal of Professional Management
ISSN 20422341
Volume 12, Issue 6, 2017
www.ipmajournal.com
16
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