The Challenges of Content Creation in Fast-Moving Consumer Goods Marketing in Central and Eastern Europe
Riske, Oskar (2020)
2020
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020102421600
https://urn.fi/URN:NBN:fi:amk-2020102421600
Tiivistelmä
This Bachelor’s Thesis examines the challenges content creators face when creating content for the marketing purposes in Central and Eastern Europe (CEE). The primary objective of the study was to identify the challenges the content creators face in their work.
The study includes a theory section and an empirical section.
The theory section discusses the characteristics of the region, the characteristics of the marketing strategies and the challenges identified in the existing literature. The empirical part focuses on the challenges identified by marketing content specialists.
The study was based on qualitative methods. First a literature analysis was conducted. Second, theme interviews were carried out with four specialists experienced in Fast-Moving Consumer Goods (FMCG) marketing for the CEE Region. The research showed that CEE-based FMCG marketing content creating specialists face numerous challenges in their work.
While the literature substantially suggests general challenges, such as the “multi-channel campaign success challenge”, the interviewees pointed more specific challenges, such as the rising significance of the zero waste trend in marketing.
Nevertheless, as this study dealt only with a small number of interviewees and their insights, the results should not be taken as the ultimate image of FMCG marketing content creation in the CEE Region.
The study includes a theory section and an empirical section.
The theory section discusses the characteristics of the region, the characteristics of the marketing strategies and the challenges identified in the existing literature. The empirical part focuses on the challenges identified by marketing content specialists.
The study was based on qualitative methods. First a literature analysis was conducted. Second, theme interviews were carried out with four specialists experienced in Fast-Moving Consumer Goods (FMCG) marketing for the CEE Region. The research showed that CEE-based FMCG marketing content creating specialists face numerous challenges in their work.
While the literature substantially suggests general challenges, such as the “multi-channel campaign success challenge”, the interviewees pointed more specific challenges, such as the rising significance of the zero waste trend in marketing.
Nevertheless, as this study dealt only with a small number of interviewees and their insights, the results should not be taken as the ultimate image of FMCG marketing content creation in the CEE Region.