Emoji Use in Construction Industry B2B Social Media Marketing
Partanen, Aleksi (2023)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023100526887
https://urn.fi/URN:NBN:fi:amk-2023100526887
Tiivistelmä
This bachelor’s thesis delves into the usage of emojis in social media marketing specifically on the LinkedIn platform. The commissioning company is an anonymous SME that works in the European business-to-business (B2B) construction sector and offers a variety of software services for industry professionals and stakeholders.
The aim of this paper is to discover the level of applicability that emojis have in B2B social media marketing and to provide the commissioning company with information that will result in higher lead generation and a more successful marketing strategy. The research questions investigated through the thesis are as follows: how much do emojis affect post metrics and KPIs, and what is the best way to utilize emojis in B2B construction industry digital marketing?
The methods used within the paper are composed of post metrics and competitor analysis. Quantitative data is gathered through real-world social media marketing conducted by the author on behalf of the commissioning company on the LinkedIn social media platform, where the company conducts most of their social media marketing. The data is derived from key performance indicators (KPIs) that are provided to users by LinkedIn on posts and allow for introspection regarding the success of the publication. Competitor analysis provides insights into how other companies within the field of B2B construction are utilizing emojis.
As marketing methods and branding differ across companies and industries, it is important to consider that there is no single correct way of performing digital marketing. LinkedIn is a platform that caters for professionals, which makes the incorporation of emojis into such an area a daunting task. By evaluating the extent to which emojis are suitable in the marketing strategy of the commissioning company, the paper sheds light upon strategies, problems, and consequences that companies within the sector should consider when deciding whether, or how, they could adopt this unconventional approach to digital marketing.
The aim of this paper is to discover the level of applicability that emojis have in B2B social media marketing and to provide the commissioning company with information that will result in higher lead generation and a more successful marketing strategy. The research questions investigated through the thesis are as follows: how much do emojis affect post metrics and KPIs, and what is the best way to utilize emojis in B2B construction industry digital marketing?
The methods used within the paper are composed of post metrics and competitor analysis. Quantitative data is gathered through real-world social media marketing conducted by the author on behalf of the commissioning company on the LinkedIn social media platform, where the company conducts most of their social media marketing. The data is derived from key performance indicators (KPIs) that are provided to users by LinkedIn on posts and allow for introspection regarding the success of the publication. Competitor analysis provides insights into how other companies within the field of B2B construction are utilizing emojis.
As marketing methods and branding differ across companies and industries, it is important to consider that there is no single correct way of performing digital marketing. LinkedIn is a platform that caters for professionals, which makes the incorporation of emojis into such an area a daunting task. By evaluating the extent to which emojis are suitable in the marketing strategy of the commissioning company, the paper sheds light upon strategies, problems, and consequences that companies within the sector should consider when deciding whether, or how, they could adopt this unconventional approach to digital marketing.