ABSTRACT Title: Retargeting- When display advertising builds loyalty Authors: Mikaela Johansson och Anna Svensson Kjällberg Advisor: Thomas Helgesson Level: Bachelor´s in thesis in Marketing, (15 Swedish credits) Spring 2014. Keywords: Retargeting, branding Question: In branding, how should small e-enterprises work with retargeting? Purpose: The purpose with this essay was to identify how retargeting should be used in small e-enterprises when branding. This was done by comparing two e-enterprises practical use of retargeting, with two brand consultants and two retargeting consultants theoretical knowledge within each expertise. Method: A qualitative method with a deductive approach has been used to answer the problem statement. Theoretical framework: Earlier theories about retargeting, brand building and recommended practices, related to marketing on the internet, were presented in the frame of reference. Empirical framework: Primary data were presented by two respondents representing each area: Companies, Retargeting consultants and Brand consultants. Conclusion: The marketing tool allows companies and their brands to get the chance to appear in wide area networks on the internet. The tool is primary used for a sales purpose but the tool also has potential in brand- building purposes. Based on primary- and secondary data the conclusion of this essay is that the tool is considered good when branding but three main areas need to be concidered while working with it in a brand-building purpose; design, content and frequency.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-25711 |
| Date | January 2014 |
| Creators | Johansson, Mikaela, Svensson Kjällberg, Anna |
| Publisher | Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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