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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Iuliia Frolova
Content Marketing in the Children Goods Industry
Integrated Communications
(Master’s programme)
8
2017
This paper examines content marketing in the children goods industry. The author's special interest in this topic is connected with personal experience of individual entrepreneurship in organizing holidays for children. Using the tools of content marketing in promoting products for children it is necessary to take into account the dual nature of the consumer audience (parents and children) and its rapidly changing preferences. The problem of the research is that children's brands often offer advertising instead of useful content or forget that their products should help parents in the upbringing and development of children.

The aim of the work is to study the perception of content by parents and children and to develop recommendations for the use of content marketing tools in the organization of children's holidays.

The perception of content and content marketing tools by parents is examined with the help of in-depth interviews and online surveys. The results prove the hypothesis that parents prefer to purchase goods and services that bring real benefits to a child's development.

In addition, successful marketing communications in the children goods industry should have a «family» nature combining both entertaining and educational elements. It was also revealed that parents like the idea of «smart» and completely personalized holidays.

Based on the results of the research the author developed a number of recommendations for improving the agency's content strategy in organizing children's holidays.

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