Project Title: An Investigation into how Social Media Marketing Technologies Affect the ROI of a Specific Company
This study will be centred around the overall aim which is to investigate how social media marketing tools help to track the buyer’s journey and affect the ROI of a specific company. As we all know social media has grown to become a valuable addition to marketing within today’s enterprises. The key topics being investigated around this subject are the impacts social media marketing tools can have on a company while considering a buyer’s journey. This included finding out if marketing tools affect the ROI while analysing each process in further detail. The literature review explored current academic work in marketing, alongside how companies use social media technology tools to measure ROI.
A mixed research preference was applied to perform the appropriate research strategies to complete the project. The objectives consisted of focus group, survey, and a literature review as research, alongside testing of the chosen marketing tools.
An inductive approach was taken following the positivism philosophy for the survey. This involved uncovering the details of social media’s impact on businesses. This identified differences between selected categories of marketing technologies identifying features concerning recognized technology. The major findings were that social media has impacted today’s companies positively while presenting opportunities to reach out to clients.
The conclusion recognised although social media can impact a business in many ways, most of these impacts can be linked to modern technology trends. Most surveyed marketing organizations were impacted by social media platforms positively whilst using various promotional strategies to attract clients.
The literature review was met fully, though further interviews with further industry professionals would have been ideal – this was limited by COVID-19 restrictions. All designs were successful, and overall testing proved the functionality and accuracy of marketing tools.