Instagram as a Digital Marketing tool for fashion brands
Maksimova, Alena; Savolainen, Anna (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060915352
https://urn.fi/URN:NBN:fi:amk-2021060915352
Tiivistelmä
In current technologically and digitally advanced world, every person has at least one social media account. Companies are following this customer need, so they promote and sell more online. The authors of this thesis chose Instagram because it is known, as one of the key social media platforms for fashion brands. Therefore, knowledge and skills to use Instagram effectively are very important for fashion industry.
The aim of the thesis is to find out how fashion brands can use efficiently Instagram as a digital marketing tool to achieve their marketing goals. The tools and techniques will be analysed and presented for understanding how to create content according to latest trends. The theoretical framework is based on literature review about digital marketing, Instagram as a digital marketing tool, digital marketing trends, consumer behaviour and impact of COVID- 19.
The methodological approach was qualitative. The data collection methods were done by benchmarking of three luxury fashion brands and semi-structured interviews, which were organized with digital marketing specialists and representative from fashion brand, for reason to explore their opinions on marketing campaigns for Instagram account.
The results from interviews, benchmarking results and analysed literature helped to create 10 tips for efficient marketing in Instagram. The results also indicated how important it was to study opinions from industry specialists.
In conclusion, it is important to highlight the significance of applying latest trends by fashion brands on Instagram accounts. The research revealed that brands that are following latest trends and maintain their accounts more creatively, have more successful marketing campaigns on Instagram.
The aim of the thesis is to find out how fashion brands can use efficiently Instagram as a digital marketing tool to achieve their marketing goals. The tools and techniques will be analysed and presented for understanding how to create content according to latest trends. The theoretical framework is based on literature review about digital marketing, Instagram as a digital marketing tool, digital marketing trends, consumer behaviour and impact of COVID- 19.
The methodological approach was qualitative. The data collection methods were done by benchmarking of three luxury fashion brands and semi-structured interviews, which were organized with digital marketing specialists and representative from fashion brand, for reason to explore their opinions on marketing campaigns for Instagram account.
The results from interviews, benchmarking results and analysed literature helped to create 10 tips for efficient marketing in Instagram. The results also indicated how important it was to study opinions from industry specialists.
In conclusion, it is important to highlight the significance of applying latest trends by fashion brands on Instagram accounts. The research revealed that brands that are following latest trends and maintain their accounts more creatively, have more successful marketing campaigns on Instagram.