Vpliv oblikovanja informacij na oglaševanje na družbenih omrežjih

Špajzar, Melisa (avtor), Pušnik, Nace (mentor)

Soluma je B2B podjetje, ki se ukvarja z digitalizacijo procesov. Glavni namen diplomskega dela je bil povečati dejavnost podjetja Soluma na področju oglaševanja na družbenih omrežjih in spoznati, kako pri uporabniku z oglasom vzbuditi zanimanje in ga prepricˇati h kliku. V procesu izdelave diplomskega dela so nastali trije oglasi in tri oglasne kampanje, kjer smo oglaševali produkt podjetja – Soluma WebScan. V teoretičnem delu smo raziskovali psihologijo barv, kako se razlikuje trženje za B2B in B2C podjetja, načela oblikovanja informacij in pomen A/B testiranja. Eksperimentalno delo vsebuje predstavitev podjetja in oblikovanje oglasov in kampanj. Izdelali smo tri kampanje. Z vsako smo preizkušali drugo spremenljivko. Prva je preizkušala vpliv uporabe slik in animacij. Druga, kako koda s popustom vpliva na število klikov. In tretja, kako poteka pot uporabnika, če uporabimo povezavo do druge spletne strani. Pri izdelavi diplomskega dela smo uporabljali programsko opremo Adobe (Photoshop, Illustrator, After Effects). Za objavo oglasov smo uporabili Meta Business Suite. Poleg tega smo izvedli še anketo v programu Google Obrazci. Predpostavili smo, da bo oglasˇevanje, kjer bodo informacije prikazane v obliki animacije, dobilo vecˇ klikov, kar smo v praktičnem delu ovrgli. Statični oglas je prejel več klikov kot oglas z animiranimi deli. Pred začetkom smo predvideli, da se bodo glede na barvne kombinacije anketiranci najbolje odzvali na kombinacijo z modro barvo, kar smo v eksperimentalnem delu tudi potrdili. Pri oglasˇevanju, kjer je bila dodana povezava do strani produkta, je ta zadrzˇala vecˇ potencialnih strank kot oglasˇevanje, kjer je povezava vodila do glavne strani podjetja. To smo potrdili, saj je iz glavne strani prišlo le 5 uporabnikov, drugi pa so stran takoj zapustili. Hipotezo, s katero smo predvideli, da bo oglas z dodano kodo prejel večje število klikov, smo z raziskovalnim delom potrdili, tako kot tudi hipotezo, da je najpogosteje zastopana starostna skupina na Facebooku 25?34 let. Do klika smo uporabnike vodili z opredelitvijo bistvene težave, ki jo ima naša ciljna skupina in ki jo z uporabo WebScana lahko rešijo. Prav tako smo ugotovili, da je pomembno sporočilo predstaviti vizualno in pisno jasno.

• Jezik: Slovenski jezik
• Ključne besede: oglaševanje, oblikovanje informacij, družbena omrežja, trženje
• Vrsta gradiva: Diplomsko delo/naloga
• Organizacija: NTF - Naravoslovnotehniška fakulteta
• Leto izida: 2023
• PID: 20.500.12556/RUL-144487
• Datum objave v RUL: 24.02.2023

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: The impact of information design on social media advertising

Izvleček

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.

• Ključne besede: advertising, information design, social networks, marketing