Management Research in Iran

Designing a content marketing model for the banking industry to increase the target market share

Document Type : Original Article

Authors

ali reza dadashi 1
Ali Hamidizadeh 2
Rasoul Sanavi fard 3

1 Ph.D student in marketing management, Department of Humanity Science, Qom Branch, Islamic Azad University. Qom, Iran

2 Assistant Professor, Human Resources Management, Department of Management, Tehran university (farabi Campus), qom, iran

3 Assistant Professor, Department of Business Management ,Qom Branch, Islamic Azad University. Qom, Iran

Abstract
With the spread of technology in the business environment, customers have also begun to change their behaviors. Technology has allowed customers to access a wide range of products and market information before attempting to enter the market. As such, they are less likely to be exposed to widespread traditional advertising. businesses must use new methods of advertising and information about their products and services. This study aims to provide a model for increasing the share of the target market in the banking industry, focusing on content marketing. The researcher first collected data and information and categorized the identified codes into new concepts and categories, which was the basis for designing the interview questions and protocol. The final categories are content planning, content production, content distribution, qualitative market share, quantitative market share, and, valuation. A total of 13 interviews with experts from 7 banks have been conducted to achieve theoretical saturation. The final model is designed and presented based on 81 codes related to 23 concepts related to the research topic. As a result, a model was designed that by increasing the qualitative share of the target banking market, including the components of "brand promotion", "improving trust between banks and customers" and "creating conscious attention", promotes a small share of the target market in areas will be depositors, investors, and borrowers.

Keywords

content marketing
target market
market share
banking
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Management Research in Iran
Volume 26, Issue 2
July 2022
Pages 116-142

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