FACEBOOK AS A TOOL FOR GROWING BRAND AWARENESS : How can a new online business increase brand awareness
Girdaladze, Kristina (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019053113783
https://urn.fi/URN:NBN:fi:amk-2019053113783
Tiivistelmä
This thesis is a practice-based research in the field of digital marketing. The thesis aim is to explore how to grow brand awareness of a new online business with the help of Facebook targeted advertising. The research is carried for the case company, named My Point Creative. This is a company, established by LAMK student as a thesis project.
The research is based on the literature review and the application of the gathered knowledge. The thesis uses both printed and digital sources. The advertising campaign aimed at brand awareness is established for the case company during the thesis process. Moreover, the business profiles on Facebook and Instagram were set up for My Point Creative in terms of the preparation for the advertising launch.
The research methods of the thesis are qualitative, as the collected data is numerical. The data used for the analysis is the outcome of the organized advertising campaign. To obtain the results, this thesis uses Google Analytics, Facebook Ads Reporting, and Facebook Insights. The conclusions are made based on the analysis of the retrieved metrics.
The key findings of the research relate to the ad performance, the audience perception, reach of the campaign, ad engagement, website traffic and other important values. The research showed that to grow brand awareness for a new company, Facebook targeted advertising is not enough. Other promotional tools should be added to the marketing mix. Moreover, it is suggested to explore the case further, and the recommendations for the future research are made.
The research is based on the literature review and the application of the gathered knowledge. The thesis uses both printed and digital sources. The advertising campaign aimed at brand awareness is established for the case company during the thesis process. Moreover, the business profiles on Facebook and Instagram were set up for My Point Creative in terms of the preparation for the advertising launch.
The research methods of the thesis are qualitative, as the collected data is numerical. The data used for the analysis is the outcome of the organized advertising campaign. To obtain the results, this thesis uses Google Analytics, Facebook Ads Reporting, and Facebook Insights. The conclusions are made based on the analysis of the retrieved metrics.
The key findings of the research relate to the ad performance, the audience perception, reach of the campaign, ad engagement, website traffic and other important values. The research showed that to grow brand awareness for a new company, Facebook targeted advertising is not enough. Other promotional tools should be added to the marketing mix. Moreover, it is suggested to explore the case further, and the recommendations for the future research are made.