Facebook as a Marketing Tool

Abstract

Advertising in the digital era has become a finely tuned practice with tools like Facebook Business Manager and Facebook Advertising. The desired target audience on social media is reachable with a fraction of the budget to that of traditional media, and it is easier than ever to follow up on the customer buying journey with said tools. Advertisers are paying now to capture the attention of users and it is paying off when the right people are targeted with the right messages. With marketing strategies and Facebook advertising skills successful marketing campaigns can be built and optimised to generate more sales and raise brand awareness. In this thesis Asia Exchange’s marketing efforts are examined through interviews and analysis of their paid online advertising campaigns. The aim of the study is to understand the key elements of Facebook Advertising and what is needed to make advertising on Facebook profitable and how marketing on Facebook is optimised. The results demonstrate the importance of having a clear marketing strategy and how a funnel marketing concept can be utilised to follow up on prospects and turn them into customers, and how a higher budget on Facebook Ads can scale up the marketing campaigns and improve results.