Analiza učinkovitosti in dosega digitalnih kanalov pri oglaševanju

JANC, KLAVDIJA (author), Guna, Jože (mentor)

V diplomskem delu je predstavljen postopek načrtovanja in izdelave oglasov ter objav za organski in plačljiv doseg na družbenem omrežju za namen oglaševanja dogodka oz. preusmerjanja prometa na spletno stran dogodka. V sami nalogi je prikazan način izdelave persone za ciljanje ciljne publike, način odgovarjanja na ključna vprašanja v zvezi z njo ter uporaba orodij Twitter, LinkedIn Campaign Manager, Buffer ter Google Analytics. V praktičnem delu naloge je predstavljena analiza dosega organskih ter plačljivih objav ter izzive na katere smo naleteli med samim objavljanjem. Predstavljen je tudi primer izdelave vsebine z dodano vrednostjo, ki je relevantna za našo ciljno publiko.

• Language: Slovenian
• Keywords: družbena omrežja, Linkedin, LinkedIn Campaign Manager, Buffer, Google Analytics, ključnik, Twitter, organski doseg, plačljiv doseg
• Work type: Bachelor thesis/paper
• Organization: FE - Faculty of Electrical Engineering
• Year: 2018
• PID: 20.500.12556/RUL-103921
• Publication date in RUL: 28.09.2018

Secondary language

• Language: English
• Title: Analysis of the effectiveness and reach of digital channels in advertising

Abstract

The presented thesis describes and analyzes the process of planning and running ads and posts for organic and paid reach on social media. The purpose of the posts and ads in question was to advertise an event or, more ideally, drive traffic to a website. The theoretical part describes the development of a persona for selectively reaching our target market. Additionally, it explains the process of answering specific key questions regarding our target audience as well as showing the use of tools such as Twitter, LinkedIn Campaign Manager, Buffer, and Google Analytics. The practical part of the thesis showcases the analysis of reach of both paid and organic posts and issues that were encountered regarding the posting. In addition, it gives an example of content created with added value relevant to our target audience.

• Keywords: social media, LinkedIn, LinkedIn Campaign Manager, Buffer, Google Analytics, hashtag, Twitter, organic reach, paid reach