Thesis Abstract and Dissertation Abstracts
To what extent can Tripink Media use onsite marketing and social media networks as a core strategy on a business to business level
Abstract Category: Other Categories
Course / Degree: Master of Advertising and Marketing
Institution / University: Coventry University, United Kingdom
Published in: 2009
Tripink Media is a new mobile video advertising agency primarily targeting marketing, but also NGO professionals as well as business owners, offices and shops managers. This research has been conducted in order to evaluate and analyse the current onsite strategies used by the company and decide which ones should be kept, enhanced or implemented. As well as evaluating which social media networks marketing strategies and tools are appropriate to be used by the company and to evaluate the impact of online marketing strategies on the company's different targets. The online marketing and social media networks theories including the ones from Kawasaki (2009) and Brogan (2009) as well as website marketing design frameworks such as the one from Gehrke and Turban (1999) and the views of the company's targets were crucial to complete this report. In order to conduct this research, several phases were completed:
Phase 1: Research on the use of the internet and the current online marketing theories including online marketing effectiveness. Research on website marketing design and on social media networks.
Phase 2: Based on the theories and the research objectives, marketing and NGO professionals as well as business owners, offices and shops managers were contacted in order to respond to a questionnaire. The latter includes questions regarding their awareness and knowledge of social media networks, their engagement with social media networks and the way they use them on a business to business level. Furthermore, five professionals were interviewed in order to have further insight concerning their behaviour towards website marketing design and social media networks.
Phase 3: This phase focused on analysing the findings from the questionnaires and the interviews and link it with the online marketing, social media networks, website marketing design theories and frameworks. Clear trends were detected in terms of social media networks used by the targets, their purpose for using them as well as their usage frequency, the way they behave towards other professionals online. Regarding website marketing design, the analysis allowed to point out which strategies were correctly used by the companies, which ones were partially used and which ones weren't used at all.
Phase 4: This phase focused on the conclusion from the findings and their analysis. It included conclusions regarding onsite marketing strategies such as page loading speed, colour, high impact photos, pages layout, business content, text, tag lines and slogans, contact information, frequently asked questions, user friendly fill in form and search engine optimization. It also focussed on social media network marketing strategies including: target profile, most used social media networks, usage frequency, and users' behaviour.
Phase 5: This last phase focused on the recommendations which are in line with the research objectives and with the conclusions. The recommendations focused on onsite marketing strategies including strategies that the company is currently using and should keep, strategies the company is using but should enhance and finally strategies which aren't used by the company and which should be implemented. Furthermore, the recommendations focused on social media networks marketing strategies that the company should implement in terms of target definition, choice of platform to use, the approach towards users and type of content to share.
Dissertation Keywords/Search Tags:
marketing, online marketing, social media networks
This Dissertation Abstract may be cited as follows:
Ekambi, John To what extent can Tripink Media use onsite marketing and social media networks as a core strategy on a business to business level. Miami, 2009
Submission Details: Dissertation Abstract submitted by John Ekambi from United Kingdom on 28-Aug-2010 01:52.
Abstract has been viewed 3365 times (since 7 Mar 2010).
John Ekambi Contact Details: Email: johnekambi@gmail.com
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