Digital content marketing in building consumer relationships in the food industry

Marketinške aktivnosti poduzeća su dugi niz godina bile usmjerene na sam proizvod i ostvarivanje profita što je dobro funkcioniralo dok nije postojala velika konkurencija na tržištu. Razvojem modernog doba i digitalnog marketinga, kao i naglim porastom konkurencije, ujedno se razvila i potreba za drugačijim pristupom prehrambenih industrija prema samim potrošačima. Danas marketinške aktivnosti nisu uspješne ukoliko poduzeće nema dobru komunikaciju sa svojim potrošačima. Glavnu ulogu u toj komunikaciju ima marketing sadržaj koji je ujedno i glavni pokretač same komunikacije te glavni izvor potrebnih informacija o samom proizvodu poduzeća. Na taj se način pokušava probuditi zainteresiranost i potreba potrošača za njihovim proizvodom, a ujedno i osjećaj potrošača da je poduzeću važno njegovo mišljenje te njegove želje i potrebe. Zbog toga se sve više istražuje marketing sadržaj te njegova uloga u komunikaciji poduzeća s potrošačima. For many years, the company's marketing activities were focused on the product itself and on making a profit, which worked well until there was a lot of competition on the market. With the development of the modern age and digital marketing, as well as the sudden increase in competition, the need for a different approach of the food industry towards consumers has also developed. Today, marketing activities are not successful if the company does not have good communication with its consumers. The main role in this communication is played by marketing content, which is also the main driver of the communication itself and the main source of necessary information about the company's product. In this way, their attempt is to stimulate the interest and need of the consumer for their product, and at the same time to show to the consumer that his opinion and his wishes and needs are important to the company. For this reason, marketing content and its role in communication between companies and consumers are even more and more researched.