Soluma is a B2B company engaged in process digitization. The main purpose of the diploma thesis was to increase the activity of the company Soluma in the field of advertising on social networks. And learn how to intrigue the user with the ad and convince them to click. In the process of the diploma work, three advertisements and three advertisement campaigns were created. Where the company's product was advertised - Soluma WebScan.
In the theoretical part, we researched the psychology of colors, how marketing differs for B2B and B2C companies, the principles of information design and the importance of A / B testing.
The experimental work includes the presentation of the company and the design of advertisements and campaigns. We produced three campaigns, each testing a different variable. The first tested the impact of using images and animations. The second is how the discount code affects the number of clicks. And third, how the user’s path works if we use a link to another website.
In the diploma work we used Adobe software (Photoshop, Illustrator, After Effects). We used Meta Business Suite to run ads. In addition, we conducted a survey in the Google Forms program.
We assumed that advertising, where the information will be displayed in the form of animation, will get more clicks, which we refuted in the practical part. A static ad received more clicks than an ad with animated parts. Before the start, we predicted that in terms of color combinations, respondents would respond best to the combination with blue, which we also confirmed in the experimental part. Advertising that linked to the product page retained more leads than advertising that linked to the main company page. We confirmed this, as only 5 users came from the main page, and the rest immediately left the page. We confirmed the hypothesis, where we predicted that an ad with an added code would receive a greater number of clicks, as well as the hypothesis that the most frequently represented age group on Facebook is 25䀒34 years old. We intrigued users until they clicked by defining the essential problem that our target group has and can solve using WebScan. It is also important to clearly present the message visually and in writing.
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