Lead generation using Pinterest in B2B marketing:Case company Kipfashion
Makau, Consolata Kanini (2020)
Makau, Consolata Kanini
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120826982
https://urn.fi/URN:NBN:fi:amk-2020120826982
Tiivistelmä
This thesis is aimed to examine the business to business marketing lead generation by identifying the ideal customers for the companies then attracting them to buy. This study is intended to benefit e-commerce businesses fashion companies that do not provide physical structures and from the lead generation using Pinterest helps a company to create awareness. The company being examined is Kipfashion, an online African clothing company located in Lahti which focuses its business operations to wholesale customers.
In this research, images were uploaded and given product description to the company webstore and pinned on the Pinterest platform. The data was collected using quantitative method while the approach was deductive. The analytics were generated in a period of two months. Kipfashion`s website WordPress analytics were used as well. Both secondary and primary sources of data were used. The first part of this thesis uses secondary data and discusses the AIDA model used in advertising. The second part uses primary data collected from the company`s Pinterest analytics and website analytics.
The data from the analytics were analysed, the results were observed that where images with keywords drove occasional spikes in the audience engaged in the period of observation. To add on, when the images were for new products, it created more attention among the audience. The audience captured in Pinterest, linked back to the company webstore for more information on the products and purchase of the same. Further research to studying conversion rate using Pinterest as the primary marketing medium was recommended as well as lead generation using LinkedIn.
In this research, images were uploaded and given product description to the company webstore and pinned on the Pinterest platform. The data was collected using quantitative method while the approach was deductive. The analytics were generated in a period of two months. Kipfashion`s website WordPress analytics were used as well. Both secondary and primary sources of data were used. The first part of this thesis uses secondary data and discusses the AIDA model used in advertising. The second part uses primary data collected from the company`s Pinterest analytics and website analytics.
The data from the analytics were analysed, the results were observed that where images with keywords drove occasional spikes in the audience engaged in the period of observation. To add on, when the images were for new products, it created more attention among the audience. The audience captured in Pinterest, linked back to the company webstore for more information on the products and purchase of the same. Further research to studying conversion rate using Pinterest as the primary marketing medium was recommended as well as lead generation using LinkedIn.