Strategic Implementation of Short-Form Content in B2B Social Media Marketing

  • Aleksa Manasijevic

Student thesis: Bachelor's Thesis

Abstract

Background & overview: The impact of social media on marketing has been unmatched since the beginning, completely changing traditional marketing paradigms. The linear marketing funnel has been replaced with a dynamic model where the constant increase in customer attention and engagement takes precedence (Balakrishnan, Dahnil & Yi, 2014). With the ability to reach a global level of connection, companies have rapidly adapted to the transformative landscape of marketing brought by social media (Agnihotri et al. 2016). The possibilities of social media are vast and seemingly limitless (Infante & Mardikaningsih, 2022; Appel et al. 2020). However, the main challenge for companies in targeting success lies not in the lack of opportunities, but rather in their ability to leverage these resources and channels to their advantage (Schmait et al. 2024). Social media has shown extraordinary potential from its early stages to its complete evolution, characterized by a continuous stream of innovation and creativity that is unfolding each day. With deeper research and understanding of social media, we are witnessing its full potential and encouraging remarkable developments that highlight the energy of social media marketing (Grover,Kar & Dwivedi, 2022).One of the most spectacular feature of social media marketing is the ability to capture real-time conversations and connections between customers and the brands they have open interest in (Hanaysha, 2022) (Anderson, Svante and Wikstrom, 2019). Social media marketing has completely different operating process, while traditional media channels work as a one-way communication tool, social media has adopted a two-sided engagement, which enables firms to listen to feedback, respond and participate in discussions alongside their audience. This two-way engagement allows brands to get better understanding of their customers preferences, behaviors and interests (Agnihotri et al. 2016; Beird, Carolyn and Parasnis, 2013). Content creation and distribution on social media has allowed businesses of different sizes to integrate themselves and compete with others on the market. Content which is being generated by those firms and viral marketing campaigns have become essential components of modern era marketing strategies (Appel et al. 2020). This exact type of engagement has led to the rise of niche communications allowing brands to target specific audience with demographics previously filtered by analyzing micro-influencing factors (Singh, Halgamuge & Moses, 2019). Social medias data-driven approach has enabled firms to target carefully selected customers, by filtering the data which is being stored and collected with advanced analytic tools. Those tools can also provide a insights into the demographics, interests and behaviors online for their audience (Agnihotri,Bakeshloo & Mani, 2023). This can allow firms to develop, rebuild and adapt their social media marketing strategies in real-time, which can lead to maximization of ROI (Zang et al. 2010).
Date of Award2024
Original languageEnglish
SupervisorClaudia Wallerstorfer (Supervisor)

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