The art of digital marketing manipulation. B2B Guide for Language Connections.

Abstract

In the world of constant technological development, it is necessary to stay on top of the competition to secure most profits. It is not enough to utilize available new tools, but rather understand how to maximize the impact on target that is more valued.

This project was commissioned by Language Connections, a US-based company, providing translation and interpretation services for companies throughout a variety of industries mainly via B2B channels worldwide. While the case company is considered to be active throughout all their marketing channels, due to unclear marketing strategy, the company’s marketing efforts do not reach targeted markets. The objective of this work is to study which of the best practices the company should utilize in its marketing strategy according to most prominent digital marketing theories and competition, which will further advance commissioner in its procurement of top tier clientele. Students will focus on online and digital marketing channels, which include email marketing, social media performance on Face- book, Twitter, LinkedIn, as well as Google AdWords and SEO for the commissioner’s web- site.

The theoretical framework touches upon the benefits and challenges of modern digital and online marketing theories, as well as the psychology behind non-verbal human communication. These theories indicate the significance of the role content plays in capturing attention and manipulating with opinions of the target market. Key performance indicators are crucial in determining the success of social media efforts, and for this reason, are also discussed in the study.

Benchmarking is used in this study to gain insights into how similar, but larger companies organize their social media activities, what type of content they use, how frequently they post and how their audience reacts to the efforts. Throughout this project, all the data was accumulated from existing resources, as well as public domains, i.e., social media platforms. The conceptual framework, created by students, serves as a structural basis for the marketing strategy and its implementation in the form of ads.

The concluding chapter draws together what was learned from the theoretical framework in the form of a conceptual framework with the results of the benchmarking and provides valuable suggestions for the case company’s social media marketing actions with examples of exact ads depicted from every channel. These suggestions directly link new targeting and content to the desired customer base, but also provide information on which social media platforms will be most profitable for the commissioner to invest into paid advertising, and which strategical elements to include for each platform. Implementing the suggestions provided, the case company can enhance its social media efforts and obtain large clients.