Customer Response Analysis for Facebook Marketing – Case Study: Cheapsleep Hostel Helsinki

Abstract

Digital Marketing is becoming essential in the globalization age. The marketing activities performed on social media networks have high efficiency due to the ability to reach audiences without any border. However, reaching the right audiences with the right contents are keys to successful marketing turno-vers. As a business in the tourism industry, CheapSleep Hostel Helsinki has audiences from many countries, which have to be reached by digital marketing. Facebook marketing is one of the biggest channels of digital marketing. This thesis consists of theoretical frameworks and researches to identify the best practical audience segmentation and suitable marketing contents to help the business increase the growth. The thesis includes quantitative data collected directly from running Facebook Marketing for CheapSleep Hostel Helsinki. The thesis aimed to provide the company with a customer response analy-sis, marketing frameworks and digital marketing guidelines.