Measurement and Evaluation Methods Used in Social Media Campaigns
In this paper, I have analysed the marketing channels mix used to sell an online course about sales techniques. The purpose is to see if advanced social media campaigns work better than simple social media campaigns with more budget. The two campaigns that have been analysed were released at the same time, for the exact same audience, but with different structures and budget. The primary channel used was Facebook, since, in Romania, it is the main social media network based on the number of users. Besides Facebook, there were secondary tools used, such as e-mail marketing tools (e.g. Active Campaign), helping to complete the final purpose of conversion - meaning the final sale. After analysing some specific parameters from both campaigns, the advanced one proved to bring the most conversions.
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