The study investigates whether it is possible to drive sales-oriented marketing for B2C companies in social media through data-driven marketing, and thus increasing the relevance of the ads. The study has had an experimental approach where hypotheses are tested from a company towards a target group of just over 480 000 people in the Småland region. Two separate marketing campaigns were run on Facebook and Instagram where the fundamental difference between the two was the strategic arrangement. The experimental design included a campaign, containing three separate ads, where strategy and target group segmentation were based on the "The purchasing funnel" model. The result of the campaign, as part of the study's experiments, was then compared against the campaign run without strategy or audience segmentation. This showed a final result just over 20 times better than the previous campaign and a ROAS (return of ad spent) of 25.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-38497 |
| Date | January 2019 |
| Creators | Enderborg, Andreas, Friman, William |
| Publisher | Södertörns högskola, Institutionen för samhällsvetenskaper, Södertörns högskola, Institutionen för samhällsvetenskaper |
| 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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