Potentialen i att nyttja Business Intelligence i marknadsföring på sociala medier

• Main Authors: Gesar, Hanna, Harrysson Hansson, Agnes
• Format: Others
• Language: Swedish
• Published: Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap 2017
• Subjects: Business Intelligence; Social media; Facebook; Instagram; Data; Economics and Business; Ekonomi och näringsliv
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-34958

The social media development has made it harder for companies to understand their consumers. Companies are using Facebook and Instagram for their digital marketing strategies in greater extent today, but does all of them know what their campaigns on Facebook result in? Do they have knowledge about which people that really are interested in the published content on Instagram? This study aims to improve companies understanding about Business Intelligence and digital marketing. By examining how Business Intelligence is used among Swedish companies on social media platforms, like Facebook and Instagram, can the research question ”How can Swedish companies use Business Intelligence while conducting social media marketing?” be answered. Strategies using Business Intelligence on social media are showing through a qualitative method using individual interviews with three Swedish companies. The interviewees are at the forefront of the use of Business Intelligence in their digital marketing. The empirical chapter shows, among other things, that Business Intelligence gives companies more information about their consumers on Facebook and Instagram, which they can use to create customized content regarding their consumers interests. Additionally the result indicate that Business Intelligence is not as hard to use as companies think. The tools that are considered best are still free and there already exist a lot of data about companies consumers in organizations. When companies are understanding the importance of using the collected data from marketing campaigns it is easier to save money through analyzes and conduct strategies based on the information. This study shows that leaders from the younger generation have more knowledge about Business Intelligence which will affect the digital marketing strategies in the future. The use of Business Intelligence in social media marketing enables to create the content that the target audience are requesting. By creating content based on the audience interest and past engagement in marketing campaigns, companies messages can easily be understood and reach the right people. Using Business Intelligence in conjunction with social media can lead to reduced costs as companies will focus on the engaging content instead of using unnecessary money and resources to create non engaging content.