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Brand Marketing via Facebook: a case study experience

Abstract

Due to the rising number of consulting brands and lack of consumption, there has been a call to improve the industry’s consumer targeted business practices. In accordance, this research examined the relationship between marketing mix-related social media communications, brand equity and purchase intention in a consultancy setting. After being exposed to marketing mix related Facebook posts.

There’s a positive relationship between marketing mix related Facebook posts for a business brand and brand equity and purchase intention.

There are implications for social media marketing and business marketing, which are translated for consumer-based brand equity and marketing mix related consumer behavior

Introduction

Social media platforms such as Facebook are often considered a common marketing and advertising tool for businesses to communicate with consumers and potential customers. (Gummerus, 2012) Unlike traditional media, social media provides distinct advantages for service-related businesses through the ability to foster direct communications with large amounts of consumers (Wallace, 2011) It’s so popular that 75% of Internet users in the united states are social media users and more than 2 billion people use social media worldwide. Because of that, social media such as Facebook provides unique and strategic means for organizations such as Emerging Entrepreneur, that dedicates to cultivate relationships with customers to build a strong consumer base

Facebook is the most popular social media networking service; the company boasts more than one billion daily users and it has emerged as an important platform for successful marketing mix efforts by all sorts of organizations. Mostly due to the widespread use of social media within the business industry. In light of these recommendations, the current study examines Facebook messages of business enterprises utilized for marketing-related purposes.

Previous literature has illustrated the importance of the marketing mix in terms of creating brand equity (Keller, 1993) there have been limited examinations of this relationship within the social media setting and the Business services industry. Furthermore, none of the existing research examines the relationship among social media related marketing mix efforts. The present study was designed to fill gaps in the literature to better understand the development of consumer-based brand equity as it relates to the business in a social media environment.

Review the literature.

Most of the research regarding social media marketing and branding has dedicated itself to describing social media marketing activities and providing general suggestions. Due in part to its large membership and reach, facebook has been often used by organizations to enhance brand efforts and image communication, it also appears as an important line of inquiry for the sector of business services.

When included as part of an organizations marketing mix social media such as facebook can be used as effective communication to build strong relationships with business services consumers. Furthermore, facebook is a viable platform for business services consumers more now than ever.

The marketing mix and brand equity

The marketing mix is a framework for evaluating the scope of marketing activities for firms. In a similar way we have to recognize that the marketing mix was developed with product goods in mind, not to services. Because of that there are more elements to facebook marketing for the services industry than in other areas, there are elements such as:

Product, price, place and promotion + participants, physical evidence, service process.

Together these dimensions encapsulate the variables controlled by organizations located in the service industry that have a direct impact on consumers and the development of brand equity.

Now brand equity is measured with fie dimensions, which include:

Percieved quality, perceived value, image, trustworthiness and commitment, additionally there are individual dimensions of brand equity that a company can utilize to easily evaluate their marketing programs, like performance, social image, value, trustworthiness, and commitment.

Business consulting branding

Advertising objectives

Facebook offers multiple advertising objectives to help you reach your business goals, the advertising objectives are what you want people to do when they see your ads, you pay for the interaction that they do. For example it’s a good idea to create advertisement pieces that encourage people to visit your website.

One of the main aspects of creating an ad is choosing an objective, the objective that you choose has to be aligned with your overall business goals.

Some examples of this can be:

  • Awareness
  • Consideration
  • Conversions

In this case the objective was to build engagement in order to build a custom audience that would permit us to do targeting efficiently, but objectives can vary from objective to objective, either way you must remember that objectives must align with overall business goals.

Awareness Consideration Conversion
Objectives that generate interest in your product or service Objectives that get people to start thinking about your business and look for more information about it Objectives that get people to start thinking about your business and look for more information about it
Brand awareness: Reach for people that want to recall your ads and increase awareness for your brand Reach: Show your ad to the maximum number of people in your audience Traffic: Increase the number of visits to your website or get more people to use your app App installs Send people to an app store where they can download the app Engagement Get more people to see and engage with your post or page. Video views Promote videos that show behind-the scenes footage, product launches or customer stories to raise awareness about your brand Lead generation Collect lead information such as email addresses, from people interested in your business. Messages Get more people to have conversations with your business to generate leads, drive transactions, answer questions and offer overall support Conversions Get more people to utilize your website, facebook ad or mobile app, to help you track and measure conversions. Catalog sales Show products from your catalog based on your target audience. Store visits Promote multiple business locations to people who are nearby.

To know which one of these objectives is correct for your business you have to be conscious of the step where your business is currently located, as your business grows your campaign goals change, at the start what you will be interested in is building awareness and acquiring new customers, later the idea is to encourage people to make a purchase or sign up for a certain event. Learn how to pick the correct advertising objective on Facebook that aligns with your business goals.

In this case we’re concentrating on making more people aware of the existence of our business, which in turn increases brand awareness and makes our business more valuable.

To do so we created a like campaign, what is important to know about Facebook is that it utilizes a bidding system that goes beyond shiny ad designs and powerful copywriting, it also requires to target the correct Facebook audience and optimize your ad bidding. If you don’t you will be paying too much money for your ad results and your ads will never get delivered due to incorrect ad strategies.

So, when you are creating ad campaigns in Facebook you are essentially joining a huge, worldwide auction. To be efficient when delivering an ad, you always need to take into consideration 3 factors: your bid, your relevance score and your estimated action rates, what this means is that you need to think around your budget, about how relevant content is delivered to your customers and how probable it is to generate engagement.

But remember, we’re currently concentrating in finding an audience that is proven to interact with Facebook so that we can create a custom audience that we can utilize for later stages in business.

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