How Marketing Operations Specialists Support Digital Transformation

 The respondents did not mention information as something that they want to receive from companies on social media, however when ranking content posts, the informative post about opening hours was ranked as most interesting on one of the questions. Furthermore, when being asked about their reasons to visit a6 website, opening hours was mentioned frequently. One can draw the assumption that consumers does not specifically want to receive such 

information in their social media feed, nonetheless, they find the information useful and want it to be easy accessible when needed. The other informative content post that the respondents were asked to rank was related to bus connections. The respondents did rank the bus connection post as most interesting second most time in the ranking question, however it also received least interesting rank scores to a much higher extent than the other posts. That 

be explained by not focusing on the informative character of the post but rather the actual message of bus connections. One can assume that for people taking the bus to a6, such information is interesting. However, people that does not, probably perceives the information as irrelevant.The funny quote post received mixed rankings. However, when comparing the age groups, the  age group ranked the post as more interesting than the two older age 

A potential reason could be that the

younger age group is more familiar and fond of popular culture and thus finds it more interesting than an older age group that apparently finds it less interesting. Overall, the educational posts of lipstick makeup tips and fun facts about coffee received the lowest ranking scores. The two posts were ranked most interesting the least times. A potential reason for the low scores could be that the respondents did not like the specific themes of 

educational posts. If you do not find lipstick and coffee relevant, it is difficult to rank an educational post about that as interesting. Disregarding the importance of the specific themes of the educational posts, one could view the negative rankings as a proof that educational content is the content category that the consumers want to receive the least amount of.Literature provides a desirable content marketing process that may only be attainable for 

some businesses with a rigorous marketing budget. The case study showed that a shopping centre may have a similar content marketing process as suggested by literature but due to scarce resources, every step may not be implemented in the same way. Concluding the findings of the case study, working with audiences in the way literature suggests may be too time consuming and costly for shopping centres due to the wide audience. Rather than 

Creating content for a specific audience

segment, the may focus more on what content is easy to create. Literature mentions content marketing teams and employees hired specifically to deal with certain process aspects of content marketing. Having researched the case study, we can conclude that even though such organizational structure is desirable, scarce resources may limit this possibility. However, this thesis concludes that the tenants may be a potential helpful source to create 

content. Furthermore, this thesis conclude that another step of the content marketing process that is limited due to scarce resources, is conversations. Dealing with conversations in the way literature suggests, takes up a lot of time and resources and it also demands a good knowledge in the field of consumer conversations. To sum up, shopping centres can follow 

overall content marketing process structure suggested by literature. However, due to scarce resources, they might not be able to follow every suggestion and recommendation made.After finalizing this thesis, some aspects could have been conducted differently. The comparison of a real example towards literature is one way of investigating what the content marketing process actually looks like and what objectives literature may set that is out of reach for 

This thesis was able to gain a better

understanding of what a company may find challenging when working with content marketing. Literature will provide suggestions and recommendations on how to do something in the best way possible, however companies may not be able to follow such recommendations due to different reasons. A study of more than one company could further investigate how literature on content marketing differs from reality, why it differs and what effects that may have. It is 

difficult to measure the success of literary recommendations about content marketing without testing them in a real scenario. Further studies should try to find more companies that work with content marketing in different ways and try to compare and measure them towards each other. Such studies should look for less costly and timeconsuming ways of implementing the 

content marketing process for businesses with a lower marketing budget. After evaluating the survey, a few things could have been done differently. First, in regard to the ranking questions, there is a risk that some of the respondents ranked the content based on the actual post rather than what it represented. For example, the form that the educational 

Conclusion

content took rather than just ranking how interesting they find educational content may have affected respondents with no interest in lipstick makeup and coffee. Doing the survey as we did, with two ranking questions, this risk was somewhat minimized. However, one could measure the different content categories towards each other without the potential interference of specific preferences in regard to the form that category takes. In such a case, the 

categories of content could have been exemplified by not one but several alternatives. Nevertheless, doing the survey the way we did allowed us to measure actual content distributed by a6. Another aspect that could have made the survey better is getting a greater diversity of age groups. There were many more respondents in the age range 18-24 than the two other age groups. A better age distribution of the respondents could have enabled a 

extensive and detailed comparison between the different age groups in the chosen segment.When it comes to measuring perception of consumers and what kind of content they want to receive, further studies should find a method that is able to gain a deeper understanding in the area. Consumers may not know what they want until they actually get it. Thus, studying them in an environment where they can receive content and give instant