Event Promotion: An Analysis of DOSE Social Media Marketing Campaigns

Abstract

In the era of continuous growth and evolution of information technologies, the world of business faced numerous changes. The companies try different platforms, channels or strategies in order to promote a brand, product or service. The marketing managers could not ignore consumer behavior, the factors that influence it and their preferences. The aim of this research was to plunge into marketing, its strategies and species; then analyse five successful and five unsuccessful paid social media campaigns performed by Dose organisation. What is more, give rational answers to the main research questions – how to implement digital marketing campaign and how can digital marketing increase the audience’s interest for Dose parties. This study was delimited to ten out of eighty-one paid Facebook campaigns received from the CEO of the company. The above-mentioned marketing terms were described in the literature review: Digital Marketing, Email Marketing, SEO (Search Engine Optimisation) and PPC (Pay-per-click), Social Media Marketing, Facebook Advertisement, Interactive Advertisement, Viral Marketing, Online Customer, Digital Marketing Framework by Kierzkowski. The case study research approach was employed for investigation. The data was collected with the help and permission of the company’s founder. The documents helped to compare and contrast the various social media campaigns, in-depth analysis of which was an overarching goal of this research. The results showed the differences between the explored advertisements. The measurements contained the impression, success, response and cost rates. This study concluded that the benefit of applying the digital marketing campaign is utmost, understanding of how to choose and implement the appropriate strategy for a company and its target audience is crucial. In addition, the video format turned out to be more effective for Dose rather than links, images or texts.