Digital Content Marketing in the Global Environment. Evaluation of Global Companies in the Chemical Industry

The Markets of China and USA

Thèse de Master , 2019 , 193 Pages , Note: 2,0

Gestion d'entreprise - Direction d'entreprise, Management, Organisation

This Master thesis explores the phenomenon of Digital Content Marketing (DCM) by evaluating if content marketing and its tools have a positive impact on global companies in the chemical industry.

Rapid globalization and the development of new markets at an increasingly global scale have made DCM more important. However, global companies are facing new challenges, like new technological developments and trends and a changing consumer landscape that requires new marketing approaches.
Strategies are required to overcome these challenges, adopt DCM techniques and use current techniques to gain competitive advantages.

However, there are still companies that have not included digital content in their marketing strategy. Others have difficulties making their marketing content unique and powerful. The main issue is often measuring the effectiveness of one’s digital content to determine whether DCM has a positive impact.

Inhaltsverzeichnis (Table of Contents)

• Executive Summary
• List of Figures and Tables
• 1 Introduction
  • 1.1 Background and Problem Statement
  • 1.2 Research Objective and Research Question
  • 1.3 Relevance of the Research Object
  • 1.4 Definitions
    • 1.4.1 Content Marketing
    • 1.4.2 B2B Marketing
• 2 Literature Review
  • 2.1 Content Marketing Strategy
  • 2.2 Content Marketing Types and Tools
    • 2.2.1 Types
    • 2.2.2 Tools
  • 2.3 Benefits, Opportunities and Challenges
    • 2.3.1 Benefits
    • 2.3.2 Opportunities
    • 2.3.3 Challenges
  • 2.4 Culture Influence in Business Context of China and the US
  • 2.5 Objectives and Outlook
    • 2.5.1 Objectives
    • 2.5.2 Outlook
  • 2.6 Literature Synthesis
• 3 Methodology
  • 3.1 Research Strategy
  • 3.2 Research Approach
  • 3.3 Data Sources
    • 3.3.1 Semi-structured interviews
    • 3.3.2 Data Sample and Criteria
    • 3.3.3 Secondary Data
  • 3.4 Data Analysis and Strategy
• 4 Results of Field Research
  • 4.1 General Information
  • 4.2 Research Objectives
  • 4.3 RQ 1: What are the applied strategies of DCM to improve the KPI of a global company in the chemical industry? Which content types B2B marketers implement for their Content Marketing Strategy (CMS)?
  • 4.4 RQ 2: What are the benefits, opportunities, risks and challenges of DCM tools in the US and China?
  • 4.5 RQ 3: How do the key outcomes of DCM apply in the chemical industry?
  • 4.6 RQ 4: What culture similarities and differences between USA and China exist and how do they might drive different applications of digital content marketing?
  • 4.7 Conclusion
• 5 Discussion
  • 5.1 Data Limitations
  • 5.2 Summary
    • 5.2.1 Applied semi-structured Interviews
    • 5.2.2 Secondary Data
  • 5.3 Generalization
  • 5.4 Managerial Implications
• 6 Future Research
• References
• Appendices
• List of Figures and Tables

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This study investigates the effectiveness of Digital Content Marketing (DCM) in the global chemical industry. It aims to determine if content marketing and its tools positively impact global companies in this sector. The study explores the challenges global companies face in a rapidly globalizing world, including new technological developments, changing consumer landscapes, and the need for new marketing approaches to gain competitive advantage. It specifically examines how DCM strategies can be implemented to overcome these challenges. The study also focuses on the chemical industry's transition to digital transformation, and the importance of intercultural understanding for international employees working in the globalized market. By comparing China and the US, the study investigates the cultural differences that influence content marketing strategies.

• The impact of Digital Content Marketing (DCM) on global companies in the chemical industry
• The challenges and opportunities presented by DCM in a rapidly globalizing world
• The role of content marketing strategies in achieving competitive advantage
• The influence of cultural differences on content marketing strategies in China and the US
• The importance of intercultural understanding for international employees in the globalized market

Zusammenfassung der Kapitel (Chapter Summaries)

The study begins by introducing the background and problem statement, outlining the research objectives and questions, and defining key terms such as content marketing and B2B marketing. Chapter 2 delves into the literature review, exploring content marketing strategy, types and tools, benefits, opportunities, and challenges. It also examines the cultural influence in business contexts of China and the US. The methodology chapter (Chapter 3) discusses the research strategy, approach, data sources, and analysis strategy. Finally, Chapter 4 presents the results of the field research, examining the applied strategies of DCM, the benefits and challenges of DCM tools in the US and China, the key outcomes of DCM in the chemical industry, and the cultural differences between China and the US that influence the application of digital content marketing.

Schlüsselwörter (Keywords)

This study focuses on the following key terms and concepts: content marketing, digitization, content strategy, global companies, chemical industry, cultural influence, business-to-business (B2B) environment, KPIs, and content tools.

• Université: University of Applied Sciences Northwestern Switzerland
• Note: 2,0
• Auteur: Matthias Hebben (Auteur)
• Année de publication: 2019
• Pages: 193
• N° de catalogue: V1000042
• ISBN (ebook): 9783346395597
• ISBN (Livre): 9783346395603
• Langue: anglais
• mots-clé: Content Marketing, Digitization, Content Strategy, Global Companies, Chemical Industry, Cultural Influence, Business-To-Business (B2B) Environment, KPIs, Content Tools