Instagram marketing strategy: enhancing social media image and engagement : Tigo Clothing Oy
Katajisto, Mariia (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060722753
https://urn.fi/URN:NBN:fi:amk-2023060722753
Tiivistelmä
Social media marketing has become popular in today's marketing world. Businesses must adapt to new customer engagement and acquisition strategies in order to remain competitive and relevant in the marketplace. One such strategy is an effective approach to leverage social media platforms, such as using Instagram as a marketing tool. The purpose of the thesis is to develop an effective Instagram marketing plan for Tigo Clothing by establishing a clear Instagram marketing strategy. The objective is to enhance Tigo's Instagram presence through engaging social media content that reflects the brand, its core values and store's layout. This is crucial to make the appearance even stronger to attract potential customers to visit the store when its operations are currently limited to its physical store. The focus is on improving visual appeal, increasing brand awareness, enhancing engagement, and driving sales.
The author conducted exploratory studies, including an extensive literature review. The literature review served as secondary data and provided theoretical framework to understand the effective implementation of social media marketing on Instagram. The research method used in this thesis was a mixed research approach. For background information and consumer perspective, a qualitative research method was used by interviewing the company owner and three active retail fashion consumers. Primary data collection involved a quantitative method by testing hypotheses for Tigo’s Instagram account by monitoring the results from Instagram insights and benchmarking successful Finnish-based fashion Instagram accounts.
Benchmarking provided insights into social media habits, best practices, and competition analysis. Testing hypotheses guided the development of content and visual enhancements for Tigo’s Instagram account with the aid of insights data to assess their effectiveness in engagement. In-depth interviews ensured the strategy aligned with industry best practices.
The findings discovered various tools and practices available and identified the most suitable ones for the company's Instagram account. By following a structured approach with specific steps, the marketing strategy was succeeded. These steps included defining goals, identifying the target audience, establishing the brand's value and competition proposition, creating a content strategy, advertising and tracking the results.
The author conducted exploratory studies, including an extensive literature review. The literature review served as secondary data and provided theoretical framework to understand the effective implementation of social media marketing on Instagram. The research method used in this thesis was a mixed research approach. For background information and consumer perspective, a qualitative research method was used by interviewing the company owner and three active retail fashion consumers. Primary data collection involved a quantitative method by testing hypotheses for Tigo’s Instagram account by monitoring the results from Instagram insights and benchmarking successful Finnish-based fashion Instagram accounts.
Benchmarking provided insights into social media habits, best practices, and competition analysis. Testing hypotheses guided the development of content and visual enhancements for Tigo’s Instagram account with the aid of insights data to assess their effectiveness in engagement. In-depth interviews ensured the strategy aligned with industry best practices.
The findings discovered various tools and practices available and identified the most suitable ones for the company's Instagram account. By following a structured approach with specific steps, the marketing strategy was succeeded. These steps included defining goals, identifying the target audience, establishing the brand's value and competition proposition, creating a content strategy, advertising and tracking the results.