CONTENT ANALYSIS IN MARKETING: DECODING MESSAGES SENT BY COMPETITORS AND ENHANCING MARKETING STRATEGY BASED ON OBTAINED INSIGHTS

Stefan Ivanović; Bojan Branković; Slobodan Adžić

doi:10.58898/ijmt.v2i2.15-24

Authors

Stefan Ivanović Director & Consultant, ePlus Marketing Center, Belgrade, Serbia
Bojan Branković MA student, International Studies, Faculty of Political Science, University of Belgrade
Slobodan Adžić University Union – Nikola Tesla, Faculty of Management FAM, Serbia

DOI:

https://doi.org/10.58898/ijmt.v2i2.15-24

Keywords:

content, communication, message, analysis, strategy, competition

Abstract

The analysis of messages in marketing plays a critical role in comprehending and optimizing marketing strategies. Examining the content of messages utilized in marketing campaigns allows for a deeper understanding of how companies engage their target audience and shape their decision-making processes and behaviors. This research paper aims to investigate the significance of content analysis in marketing, its application in competitor analysis, and its potential for enhancing marketing strategies based on insights gleaned from competitor messages.

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