Social Media Networks as a Business Environment,
During COVID-19 Crisis
Social Media Networks as a Business Environment,
During COVID-19 Crisis
Author(s): Mihai C. Orzan, Iulia-Adina Zara, Ștefan Căescu, Mihaela Constantinescu, Olguţa Anca OrzanSubject(s): Economy, ICT Information and Communications Technologies
Published by: EDITURA ASE
Keywords: social media; online marketing campaigns; analytics; business manager; conversion rate;
Summary/Abstract: Companies are now integrating social media marketing into their strategies andpolicies, for a better business performance. Social media campaigns are cost-effective andflexible in operations, offering many benefits. Between 15 - 30 August 2020 we createdand managed a Facebook campaign for a local fashion brand. The online marketingbecomes even more valuable in COVID-19 crisis, people shop and spend online more thanever. The marketing campaign generated important data to understand the customersdemographic, interests, actions and helps us to make profiles of the potential clients. Inthis context we analyzed the conversion rate indicator, to understand if the marketingcampaign was efficient or not. Conversion rate may not be the best to measure the success,but it is a great tool for tracking performance. We propose also the ROAS indicator, tomeasure the success of this marketing campaign
Journal: Revista de Management Comparat Internațional
- Issue Year: 22/2021
- Issue No: 1
- Page Range: 64-73
- Page Count: 10
- Language: English