Social media and the remarketing strategy. CASE: Kiho
Väisänen, Viivi (2018)
Savonia-ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018091915228
https://urn.fi/URN:NBN:fi:amk-2018091915228
Tiivistelmä
The purpose of the thesis is to provide a social media and remarketing strategy for a company named Kiho, which operates in the software development business. The primary objectives include the investigation of the weaknesses and strengths of Kiho’s current social media and remarketing activities and their further development. To reach this goal, the research will answer the following questions: How to improve social media visibility and how to improve remarketing process? Quantitative research methods are mainly used, social media research includes an online survey distributed for Kiho’s current customers, remarketing research consist of the evaluation of remarketing campaigns which ran in January and May 2018 and the evaluation of the Google Analytics report from the same months.
Thesis will start by explaining the purpose, objectives and research methods of the thesis. Next, a social media study will follow and start by explaining the concept of social media. The social media part will also explain marketing in social media and present different social media channels. After theories have been presented, Kiho’s social media activities and the planning and implementation of an online survey is presented. The online survey was made with Google Forms tool and it was distributed by email and in Kiho V3 user interface for Kiho’s customers.
The social media strategy was formed based on the online survey results and social media theories. The main conclusions in the strategy include the increase of video content in social media channels, raising posting frequency and improving Kiho’s Youtube channel. It was also recommended to encourage satisfied customers to share their stories in Kiho’s social media channels.
The fifth chapter begins by defining remarketing as a term and explaining its place in a sales funnel. Information about remarketing in general is followed by explanation of Google Ads’ and Facebook’s remarketing in detail. Kiho’s remarketing campaigns from January and May 2018 are then presented and analyzed together with Google Analytics report. The findings consist of the lack of dynamic remarketing and frequency gapping. The remarketing strategy emphasizes consideration of the business year when planning remarketing strategies and the bidding options according to the most valuable products. Testing different advertisements was also recommended.
Two subjects linked to each other through social media as remarketing is a part of social media marketing as well. Further research could be done from other areas of Kiho’s digital marketing, for example evaluating other digital marketing campaigns or Kiho’s webpage.
Thesis will start by explaining the purpose, objectives and research methods of the thesis. Next, a social media study will follow and start by explaining the concept of social media. The social media part will also explain marketing in social media and present different social media channels. After theories have been presented, Kiho’s social media activities and the planning and implementation of an online survey is presented. The online survey was made with Google Forms tool and it was distributed by email and in Kiho V3 user interface for Kiho’s customers.
The social media strategy was formed based on the online survey results and social media theories. The main conclusions in the strategy include the increase of video content in social media channels, raising posting frequency and improving Kiho’s Youtube channel. It was also recommended to encourage satisfied customers to share their stories in Kiho’s social media channels.
The fifth chapter begins by defining remarketing as a term and explaining its place in a sales funnel. Information about remarketing in general is followed by explanation of Google Ads’ and Facebook’s remarketing in detail. Kiho’s remarketing campaigns from January and May 2018 are then presented and analyzed together with Google Analytics report. The findings consist of the lack of dynamic remarketing and frequency gapping. The remarketing strategy emphasizes consideration of the business year when planning remarketing strategies and the bidding options according to the most valuable products. Testing different advertisements was also recommended.
Two subjects linked to each other through social media as remarketing is a part of social media marketing as well. Further research could be done from other areas of Kiho’s digital marketing, for example evaluating other digital marketing campaigns or Kiho’s webpage.