This bachelor thesis, aptly titled “A Strategic Approach to Leveraging Social Media to Elevate Concrete Marketing” deals with social media marketing in the B2B context. As social media gradually becomes a more ubiquitous part of our daily lives, marketing as we know it also changes. Companies in B2C and B2B sectors alike need to learn how to navigate this new digital landscape. Social media marketing in B2C is ubiquitous on every social media platform nowadays, but what about B2B? Social media marketing in that sector is often overlooked, forgotten, and underdeveloped. Therefore, in this thesis I will take a closer look at it and examine how it can be done efficiently. For this purpose, I will use existing case studies as well as my mandatory internship company, Danucem, as an example; hence the product I will be focused on is construction materials, such as cement and concrete. I will offer insights on how the company utilizes each social media platform, defines and caters to its target groups, and carefully and strategically crafts its content. In conclusion, social media marketing strategy is an important thing to have whether you sell shampoo or concrete, and B2B companies should not overlook it.
Date of Award | 2024 |
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Original language | English |
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Supervisor | Thomas Holzmann (Supervisor) |
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A Strategic Approach to Leveraging Social Media to Elevate B2B Marketing
Jakubeková, J. (Author). 2024
Student thesis: Bachelor's Thesis