Benefits of Social Media Advertising

When a company advertise on Social media, a lot of benefits follow along. The list is long, however, below is identified 4 important areas where social media advertising benefits a company’s overall digital marketing efforts.

Cost effective

Social media advertising is one of the most cost-effective ways of advertising (Digital Marketing Institute, 2019).

Signing up and creating a profile is free on almost all social networking platforms, and any paid promotions are relatively low cost compared to other marketing tactics (Blue Fountain Media, 2021). Being cost-effective is a huge advantage for any busines as it gives a greater return on investment (ROI) and retain a bigger budget for other marketing and business expenses (Blue Fountain Media, 2021).


Advertising on social media allows businesses to reach a lot of people all around the world. This means businesses can reach a large number of potential clients and increase the conversion rate (Cyperlink, 2020).

As an example of how great social media ads are in terms of reaching a huge audience, Instagram ads alone reach 15% of everyone over the age of 13% around the world (Cooper, p., 2020).

Segmentation and knowledge of target audiences

Advertising on social media allows businesses access to highly targeted audiences (Cyperlink, 2020). This means if a company is selling a very specific product or service, they can advertise to specific users with predetermined characteristics, such as sex, age, socioeconomic situation, language, use of a specific website, personal interests and hobbies. These are just some of the variables which allow a business to accurately identify their target audience (Cyperlink, 2020).

Increased conversion rates and return on investment

Few people still need to be convinced of the value of social media marketing. Nevertheless, take a moment to absorb this fact: there are now over 3.4 billion social media users in the world (Aham-Adi, M., 2019). To put this into perspective, that is a whopping 46% of the entire world’s population. When social media campaigns are effectively optimized, they can help businesses reach millions of customers quite easily and increase generation of leads, drive sales, and maximise ROI (return on investment) from their social media marketing efforts (Aham-Adi, M., 2019). The point is, with any business, conversions and return on investment is a crucial statistic to evaluate profitability when advertising on Social Media and should always play part in the overall marketing strategy. 

Understanding of Facebook Advertising and Practice

What key objectives can be satisfied with Facebook Advertising?

Before creating any social media advertising campaigns, it is important to set objectives for the campaigns – meaning the action the business wants someone to take after they see the advertisement. This is also one way for the advertisement platform to determine who the ads should be shown to (Sheng, M., 2021).

Within Facebook Ads Manager there are 3 overarching objectives relates to the buyer’s journey. These 3 key objectives are: Awareness, Consideration and Conversions (Facebook For Business, 2021)

What are the main Facebook advertising formats available?

The ad formats that can be used depends on the advertising objective but also the placement of the advertisement – meaning weather the ad is made to be shown on Facebook feed or story, Messenger or Audience Network etc. (Geyser, W., 2021).

The different formats are as follows:

Facebook Feed:

Recommended image size: 1200 x 628 (1080 x 1080 for a 1:1 image). No maximum size restrictions

Image ratio: 9:16 to 16:9 (no link involved), 1.9:1 to 1:1 (if there is a link)

Image file types: .jpg or .png (Note: animated GIFS should be uploaded as a video ad)

Facebook Feed Video Ads:

Recommended to upload the highest-resolution source video available without letter or pillar boxing (no black bars).

Minimum dimensions 600 x 315 (1.9:1 landscape) or 600 x 600 (square)

Recommended aspect ratio is between 9:16 to 16:9 (Horizontal: 16:9, Square: 1:1, Vertical: 4:5 or 2:3 and Full Portrait: 9:16)

Multiple acceptable video formats, but .MP4 or .MOV recommended

Max video file size: 4GB

Max video length: 240 minutes

Facebook Carousel Ads

Recommended resolution (Facebook Carousel video): 1080 x 1080 pixels

Minimum 2 cards and max of 10 cards per Carousel Ad

Proper aspect ratio: 1:1

All video formats should be either .MP4 or .MOV

Max video size: 4GB per video

Max video length: 240 minutes

Facebook Right Column Ads

Minimum image size: 600 x 600

Recommended image size: 1200 x 628

Image ratio: 9:16 to 16:9 (no link involved), 1.91:1 (if there is a link)

Image file types: .jpg or .png

Facebook In-stream Video Ads

Recommended to upload the highest-resolution source video possible

Recommended aspect ratio is 16:9 (but can be between 9:16 to 16:9 (depending on the aspect of the main video)

Multiple acceptable video formats, but .MP4 or .MOV recommended

Max video file size: 4GB

Max video length: 5 to 15 seconds

Facebook Marketplace Ads

Minimum image size: 600 x 600

Recommended image size: 1200 x 628

Image ratio: 9:16 to 16:9

Image file types: .jpg or .png

Facebook Stories Ads

Recommended to upload the highest-resolution source video possible

Recommended aspect ratio is 9:16

Leave 250 pixels at the top and bottom free from text and logos

Multiple acceptable video formats, but .MP4 or .MOV recommended

Max video file size: 4GB

Max video length: 15 seconds

Facebook Collection Ads

Minimum image size: 600 x 600

Image ratio: 1:1 for square, 9:16 for landscape

Maximum image file size: 30MB

Image file types: .jpg or .png

How can you target audiences when creating a Facebook advertisement?

Facebook’s ad targeting options are unparalleled. The ads can be targeted by demographics and create custom or lookalike audiences to target users similar to the advertiser’s best customers (Patel, N., 2021).. It is also possible to use retargeting ads to target users who have interacted with the advertiser’s business page, or visited its website (Patel, N., 2021).

On Facebook, it is possible to directly target users as follows:

  1. Location: This allows the advertiser to target it’s users by country, state, city, or zip code.
  2. Age and gender: Allow the advertiser to target the exact age group and gender that is their ideal customer (Patel, N., 2021)..
  3. Interests: Allows to target broad categories or detailed interests. Broad categories include topics like Gardening, Horror Movies, and Consumer Electronics. Detailed Interest Targeting allows you to target users based on information in their profile including “listed likes and interests, the Pages they like, apps they use, and other profile (timeline) content they’ve provided (Patel, N., 2021).
  4. Lookalike audiences: In addition to targeting users directly, Facebook gives the advertiser the ability to target. This audience is based on customers similar to the business current customers (Patel, N., 2021).
  5. Retargeting:  Targeting the ads to people that has already interacted with or shown interest in the business. This could be by visiting their website or Instagram page.
  6. Connections: Includes people who are connected to the advertisers Facebook Page (Facebook For Business, 2021).
  7. Relationship Status: Married, single etc.
  8. Languages
  9. Education
  10. Workplaces

Explain the key elements that make up a great Facebook advertisement.

  1. Make the value proposition and call to action clear (Adspresso, 2021).
  2. Use an audience targeting strategy that helps the advertiser refine over time (Mulvey, J., 2018).
  3. Write a clear and conversational headline (Mulvey, J., 2018).
  4. Use images or videos that has creative tension with the headline (Mulvey, J., 2018).
  5. Consider the ad format in the design process and how each of these ad (Mulvey, J., 2018).
  6. formats can be used to maximize the impact of the ads (Adspresso, 2021).
  7. Ad placement should inform design as the ad placement determines the amount of space the advertiser have (Adspresso, 2021).
  8. Keep the landing page consistent with the ads (Adspresso, 2021).
  9. Use split testing to find the right Facebook ad design as it helps the advertiser see which version of an ad work best so that they can learn and optimize going forward (Adspresso, 2021).


Aham-Adi, M., 2019. 10 Tips to Increase Social Media Conversions in 2020. [Online] Available at: [Accessed 2 August 2021]

Adspresso, 2021. 11 Expert Facebook Ad Design Secrets to Increase Conversions (+ Examples) [Online] Available at: [Accessed 2 August 2021]

Blue Fountain Media, 2021. 10 Advantages of Social Media Marketing for Your Business. [Online] Available at: [Accessed 26 July 2021]

Cooper, p., 2020. 43 Social Media Advertising Statistics that Matter to Marketers in 2020. [Online] Available at: [Accessed 26 July 2021]

Cyperlink, 2020. Advertising on Social Media. [Online] Available at: [Accessed 26 July 2021]

Digital Marketing Institute, 2019. 9 ways digital marketing is cost effective. [Online] Available at: [Accessed 26 July 2021]

Facebook For Business, 2021. Help: Choosing the right advertising objectives. [Online] Available at: [Accessed 2 August 2021]

Facebook For Business, 2021. Types of Ads formats. [Online] Available at: [Accessed 2 August 2021]

Facebook For Business, 2021. Help Ads Find The People Who Will Love Your Business [Online] Available at: [Accessed 2 August 2021]

Geyser, W., 2021. Facebook ads sizes and specifications for 2021.  [Online] Available at: [Accessed 2 August 2021]

Newberry, C., 2020. Social Media Advertising 101: How to Get the Most out of Your Ad Budget. [Online] Available at: [Accessed 26 July 2021]

Mulvey, J., 2018. How to create the perfect Facebook ad in minutes. [Online] Available at: [Accessed 2 August 2021]

Samuel, K., 2017. Cost- Effective Versus Low-Value Ways To Advertise Through Social Media.[Online] Available at: [Accessed 26 July 2021]

Sheng, M., 2021. The 11 Facebook Ad Campaign Objectives and How to Choose What’s Right For Your Business. [Online] Available at: [Accessed 2 August 2021]

Patel, N., 2021. [Online] Available at:,%2C%20demographic%2C%20and%20profile%20information.&text=After%20creating%20an%20ad%2C%20you,Facebook%20or%20in%20their%20newsfeed. [Accessed 2 August 2021]

Email Marketing Best Practices


The first ever marketing email was sent back in 1978 and today it is still one of the most used marketing channels (HubSpot, 2020). Email marketing takes it’s starting point from inbound marketing and is an effective marketing tool to connect with leads, nurturing them and turning them in to costumers (OptinMonster, 2020).

What is included in good email marketing practices?

Behind every email marketing is a goal and a strategy. Some of the most common email marketing goals focuses on building relationships through personalised engagement, boosting brand awareness, promote content, generate leads, market products or to nurture leads.

When deciding on a goal for email marketing it is important to create an email marketing strategy on how to receive that goal. Below is listed six important steps to consider when outlining a email strategy (HubSpot, 2020) 

  1. Define a goal for the email campaign 
  2. Define the audience – There need to be a clear idea of who the audience is in order to effectively communicate with them (Mailchimp, 2020). This can be defined based on the buyer persona and the information the subscribers provides when they’re added to an email list.
  3. Signup sources – Create a way for people to sign up to build an email list. 
  4. Segments and groups – Create groups and segments within a larger audience to send only the most relevant campaigns to the recipients.
  5. Choose an email campaign type – This could be a newsletter, upcoming events, product launch etc..
  6. Establish an email schedule – Create a sending frequency schedule that is relevant for the email marketing goal. Make sure to only sent out relevant email marketing that brings value to the subscribers to keep them excited about the emails and to not make them want to unsubscribe.

Below is listed a few steps on what to include in email marketing.  

  1. The ‘’from’’ label – Use the company name in the ‘’from’’ label to make it look professional and instantly recognisable (Campaignmonitor, 2019).  
  2. Write a catching and short subject – Be creative and make the subject line interesting to encourage the subscribers. Subject lines should be 40-50 characters or 5-6 words (campaignmonitor, 2020).
  3. The Preheader – Leave some extra context to the subscribers in the preheader text that leaves them even more intrigued to open the email. 
  4. Include a good technical and graphic design experience – When the subscribers enter the email make sure it is well set up, short and precise and ad some imagery to stimulate the subscribers visiuality.  
  5. Links – Add links to the email that sends the subscribers to the landing page. That could be the product page, facebook, instagram etc.. 
  6. Include personalised elements – Personalised email campaigns increases the open and click-through rates. A personalised email can be characterised by 3 main elements (campaignmonitor, 2020). Firstly, the email has to offer relevant content to the subscriber and it has to be addressed specifically to the recipient. Secondly, it has to be timely and deliver content that suits the stage of their costumer journey. Thirdly, to increase the recipients loyality make sure the sender of the email is personalised.
  7. Add a call-to-action – Including a call-to-action is important to lead the subscribers to the company website, product page, bold, article or social sites (campaignmonitor, 2020)
  8. A design that works well on all devices – Computers, mobile devices and IPads. 

Writing and email marketing campaign might seem like a difficult task if one is new to the game. Luckily there is lots of free online guides and courses that can help people to expand their knowledge and get started with email marketing. Below is a few links to some acknowledged email marketing learning destinations. 

Hubspot provides online guides, courses and email marketing services: Hubspot

Mailchimp provides online guides and email marketing services: Mailchimp

Email Marketing Best Practices

In email marketing, just as in anything else, there is good and bad practices. Below is outlined 3 examples of email marketing best practices followed by 4  email marketing mistakes to avoid. 

Example 1: Uber 

Uber is known for providing a simple service an this goes all the way to their email marketing, where simplicity is also key. One of their good practice email marketing campaigns is the Calendar Integration campaign. 

Good email marketing practices shown in the email is listed below:

  1. Good technical and graphical design: The email is simply designed. It has low text content with a few words highlighted that makes it easy to skim the text and still understand the message.
  2. Contains a strong CTA with links: The email has a strong CTA as it has a direct link to the Calendar Integration. This makes it easy for the recipient to take action and therefor increases the chance for people to do so. 
  3. Responsive design: The design works well on all devices.\
Image 1: (Hubspot, 2020) 
(The image above shows an example of an Uber Campaign on Calendar Integration). 

Example 2: Airbnb

The email below from Airbnb is a good example on how a company can make the most out of the information they have on their subscribers to create relevant and useful insight for the them. Good email marketing practices in the email is listed below:

  1.  It has a clear ‘’From’’ label: The email is instantly recognisable as Airbnb has used their company name in the from label. 
  2. Relevant and personal subject line: The subject line personally refers to me and is relevant to my home destination. 
  3. Good technical and graphical design experience: The email is simply designed and contains a high resolution and beautiful image that makes me want to go to that exact place in the image. Leaving the recipient inspired and intrigued increases the chances of me to click the link. The email also has low text content, but the message is still kept very clear. 
  4. Contain links and a clear CTA: A clear call-to-act button that leads me to Airbnb’s website where I will be able to see the popular getaways near me.
  5. Personalisation: In this email, the subject line is personalised with my name, home city and trending destinations relevant to me. An email that is personalised like the one below ensures that it’s relevant for the recipient which increases the chances of an open.
  6. Responsive design: The email can be read on all devices.
Image 2 (Airbnb, 2020)
(The image on the left shows an email marketing campaign from Airbnb with a personalised subject line, personalised content, good technical and graphical design and a clear CTA)

Example 3: HubSpot 

Below is an email from the email marketing gurus themselves, practicing their own best advices. This email is a good example on how a company can use email marketing to collect useful insights from their subscribers to create strong buyer personas to ensure that the company can offer the very best services. 

In general this email is of high quality as it contents important steps to create an effective email marketing campaign. Below is listed good practices from the email below: 

  1. Good graphics: The layout is simply designed yet it contains interesting graphics. 
  2. It is personalised: The sender presents and identifies herself and the email is personalised to me. 
  3. Contains meaningful CTA: They have a clear call-to-action. They want my help as a user to improve the services they offer to me (and others). 
  4. Responsive design: The email can be read on all devices.
Image 3: (Hubspot, 2020) 
(The image above shows a good practice email marketing survey from Hubspot).

Email Marketing Mistakes To Avoid

Below is listed a few email marketing mistakes to avoid when planning your email marketing strategy.

  1. Not welcoming new subscribers. 

It is important to plan ahead how to welcome new subscribers immediately when they sign up to an email list. Obviously they subscribed because they are interested in something one have to offer and this should be taken advantage of. Sending an welcoming email immediately after a person sign up can lead to generating 320% more revenue than any other email marketing (Quicksprout, 2020).

  • Forgetting a CTA (call-to-action) 

All emails needs to have a certain purpose to be relevant and valued by the subscriber. 

  • Sending too many emails 

It’s not good to annoy people with to many emails. Better sent limited emails of quality rather than loads of emails of poor quality. 

  • Not segmenting Subscribers 

Subscribers should always be segmented based on their preferences to make sure they receive emails from you that’s relevant to them. 


Campaignmonitor, 2019. [Online] The Anatomy of an Effective Email. Available at:[Accessed 27 October 2020]

Campaignmonitor, 2020. [Online] The Power of Email Personalization to Reach Humans (Not Just Inboxes).Available at: [Accessed 22 October]

Hubspot, 2020. [Online] The Ultimate Guide To Email Marketing. Available at: [Accessed 19th October 2020]

Hubspot, 2020. [Online] 10 Examples of Brilliant Email Marketing Campaigns [Template] [Accessed 19th October 2020]

Hubspot, 2020. [Online] 19 Examples of Brilliant Email Marketing Campaigns [Template]. Available at: [Accessed 21st October 2020]

Hubspot, 2020. [Online] 16 Awesome Email Marketing Campaigns & How to Run Your Own. Available at: [Accessed 21st October 2020]

Mailchimp, 2020. [Online] Email marketing strategy and tips for successful campaigns. Available at: [Accessed 27 October 2020]

Mailchimp, 2020. [Online] Email Marketing Guide for Successful Campaigns. Available at: [Accessed 27 October 2020] 

Optinmonster, 2020. [Online] Email Marketing Made Simple: A step by Step Guise [+Examples] Available at: [Accessed 27 October 2020] 

SendGrid, 2020. [Online] Beginner’s Guide For Email marketing In 2020. Available at: [Accessed 21st October 2020] Quicksprout, 2020. [Online] 8 Common Email Marketing Mistakes to Avoid in 2020. 

Inbound & Social Media Marketing – Examples of Content Marketing Used In The Travel Industry

Short introduction to the benefits of content marketing

Content marketing is known for being one of the most effective growth methods for most businesses as it increases trust and audience engagement and generates leads as well as it helps to give a better SEO ranking. These are only a few examples of amongst many benefits of content marketing.

Presentation and video pitch

Below you will find links to a SlideShare Powerpoint Presentation and a YouTube video pitch with examples of content marketing related to the travel industry.

Link to SlideShare Presentation:

Link to YouTube Video Pitch:

Video Script:

Mr. & Mrs. Smith:

  • Global luxury travel club that helps people find the best boutique and Luxury Hotels.
  • Their website and Instagram are filled with inspirational destination content that would leave anyone watching to want to pack their bags and go travelling immediately.
  • The image in my presentation shows the Mr. & Mrs. Smith Instagram feed with appealing and good quality pictures. A great way to inspire and attract potential customers.
  • Mr & Mrs. Smith has a social media with high resolution picture content and does a great job speaking out their company values to the audience and inspires people to purchase their next luxury holiday though them. Their content marketing is better than other examples in my slide as their content matches their company niche of wanting to offer the best boutique and luxury hotels in the world.


  • Airbnb is a world known online platform that lets people all over the world Connect with each other and rent out their homes with people that are looking for accommodations. 
  • Airbnb today, is so much more than renting out homes. They also offer experiences, local guides and blogging with travel inspirations etc.
  • On slide 2 in my presentation is an image from a blog-post created by Airbnb. The content marketing behind the Airbnb blog is amazing as it offers helpful guides and travel information for anyone who is travelling or wants to travel and includes beautiful and eye-catching pictures in all their posts.
  • On slide number 7 in my presentation is a video from an Airbnb campaign where they introduce animals in their Airbnb experiences. It is a high-resolution video that I believe would make a lot of families and animal lovers out there book their next animal experiences at Airbnb.

Lonely planet:

  • On slide 5 is a video campaign from lonely island in which they have teamed up with GoPro Camera.
  • This is a campaign with a very specific purpose of inspiring people to travel with a GoPro camera as it makes it look very easy to film experiences with a GoPro.
  • The collaboration between Lonely Planet and GoPro is Better than the other examples as there is a lot of thoughts behind the video. It reaches out to a big audience of people and inspires them to purchase the GoPro camera to create travel storytelling.


LonelyIsland, 2020. [Online] Available at: [Accessed 19 August 2020]

Mrandmrssmith, 2020. [Online] Available at: [Accessed 20 August 2020]

Cntraveller, 2020. [Online] Available at: [Accessed 20 August 2020]

The Importance Of Personal Branding And How To Use It On Social Media

A Definition Of Personal Branding

Online personal branding is all about marketing yourself and representing yourself on an individual level in the reflection of your personal values and professional skills. When presenting a personal brand online it needs to be authentic and involves creating a voice, personality, logo, biography, and the topics you want to be known for (Chen, J., 2020).

The Importance Of Personal Branding

A loyal and strong bond between people should not be underestimated. Creating a personal brand can be very beneficial, especially for entrepreneurs, company owners and freelancers, that leverage their brand to connect with their target audience. People do not connect with companies. People connect with people they trust and like (Stelzner, M., 2020).

How To Use Social Media For Personal Branding

Building a personal brand online is becoming more and more popular as it is a powerful tool to establish a personal identity, an image and to be authentic and stand out from the crowd (Grin, 2020).  

Establishing a personal brand with a vision takes time and requires an ongoing effort however with the right approach it should be a journey full of fun and continuous development. Below is a list of 6 important steps and tools on how to successfully build a personal brand on social media.

1. Identify your specific area of expertise and set a goal for your personal branding.

In this process it is especially important to define the following three elements:
A) Your brand vision: What do you want to be known for?
B) Your brand mission: What is the purpose and what do you want to accomplish?
C) Your brand message: If you could give only one piece of advice to your audience, what would it be?

“Carve a niche, and then carve a niche within your niche. The best personal brands are very specific” Says Adam Smiley Poswolsky, millennial workplace expert (Chan, G., 2018). The narrower and more focused your brand is, the easier it is for people to remember who you are (Chan, G., 2020)

(Photo: Stephclairesmith, 2020)
(Australian influencer and owner of  multiple businesses  @Stephclairesmith is a great example of someone with a strong personal branding with a brand. Showcasing a clear branding vision and focusing on specific area of expertise (health and wellbeing). When visiting her personal Instagram it is evident that she has a passion for and knowledge about fitness, health, and wellbeing.)

2. Decide on which social media accounts you want to focus on and make sure that these are fully updated with all your information.

Platforms to brand yourself can vary from Instagram, Facebook, Twitter, TikTok or LinkedIn. The choice of what social media platforms to brand yourself on should depend on your personal branding goals and the audience in which you want to reach out to.

Photo: @Amberdrisscoll, 2020)
Amber Driscoll, British influencer and model, is a perfect example of how to keep an Instagram profile updated., Amber uses a quality profile picture, bullet points of where she is located and her involvements recently updated highlights and contact information.

3.  Build a personal website

Having a personal website is an important step in ensuring your target audience become your costumer. When people visit a personal website, they should be able to immediately understand who you are and how you can help them. Important elements to implement for any personal website include a logo, professional photos, testimonials, a portfolio of work, a personal story, a list of services, and a contacts page.

(Photo: Wilkins, S., 2020)
(Danish-American Actress, Sus Wilkins showcases a stylish personal brand and has over 39.000 followers on Instagram. The image above provides a glimpse of her webpage which is a great example of a clear message and with key elements such as a logo, personal story, portfolio, services, and contacts.)

4. Create and share great content

When having a personal brand, it is important to share high quality content on a regular basis to keep the line of communication open with your audience. Besides creating your own content, you should also share content created by reputable sources in your industry (Grin, 2020). A good guide for personal brands is to post around 3-4 times per week (Digital Marketing Institute, 2020). To save time and to make it easier when deciding what and when to post, it is beneficial to build a content calendar.

5. Be active and responsive on all your social media channels

Engagement can help you to build a strong and loyal relationship with your audience. Consistency in both the frequency of posting and the message that you are sharing is key to building a loyal follower base.

6. Identify Influencers and engage with them

Collaborate and connect with influencers that aligns with your brand vision and that have a large number of fan followers. This can be beneficial for your brand building as people trust influencers and are more inclined to follow their recommendation. This can help create awareness around your own brand.


Basu, T., 2018. How to Build a Personal Brand (Complete Guide to Personal Branding) [Online] Available at: [Accessed 18 May 2020]

Chan, G., 2018. 10 Golden Rules Of Personal Branding. [Online] Available at: [Accessed 21 June 2020]

Chen, J., 2020. The Ultimate Guide to Personal Branding. [Online] Available at: [Accessed 17 June 2020]

Digital Marketing Institute, 2020. 10 Steps to Building Your Personal Brand on Social Media. [Online] Available at: [Accessed 19 June 2020]

Grin, 2020. A Guide to Branding Yourself on Social Media. [Online] Available at: [Accessed 18 June 2020]

Hedenskog, Z., 2020. Available at: [Accessed 9 July 2020]

Hedenskog, Z., 2020. Available at: [Accessed 9 July 2020]

Hedenskog, Z., 2020. Available at: [Accessed 9 July 2020]

Hedenskog, Z., 2020. Available at: [Accessed 9 July 2020]

Stelzner, M., 2020. Personal Branding: How to Successfully Build Your Brand. [Online] Available at: [Accessed 18 June 2020]

Stephclairesmith, 2020. Available at: [Accessed 21 June 2020]

Wilkins, S., 2020. Available at: [Accessed 21 June 2020]


What is Inbound Marketing?

Inbound marketing is a business philosophy based around helping people (HubSpot, 2020). It has a relationship-focused approach where you create valuable and relevant content specifically tailored for your business buyer-persona. With the content you create you should aim to educate and inform as well as deliver solutions and opportunities with a positive impact on the costumers that you want to attract to your business.

Before you can do inbound, you need to be inbound, which can be done by following a specific set of principles (Munroe, J., 2020).  The principles of inbound marketing include: Having a strong purpose statements, alignment of business goals, having a solid understanding of your buyer persona as well as the buyers’ journey (Munroe, J., 2020).

When these principles are implemented correctly, they enable your business to have a helpful, human, and holistic inbound strategy (Munroe, J., 2020).

The inbound methodology is a cycle of attracting, engaging, and delighting people. This should be aligned with the buyer journey stages built around awareness, consideration and decision making (Hubspot, 2020). Below is a visual example of the inbound marketing cycle, also known as the Flywheel.

Examples on two different brands and their approach to Inbound Marketing

Sienna Byron Bay is a successful nail polish company with a focus on quality, sustainable, vegan, and ethical beauty products, and services (Sienna, 2020). Upon reviewing Sienna’s web page, blog, and social media accounts, it is clear that the company operates in all aspects of the inbound marketing cycle. There is clear evidence that they are all about sharing, informing, educating, and giving. Sienna’s Instagram has an audience of over 59.000 followers.  Their posts include beautiful high-quality pictures and videos of inspirational, educational, and engaging content. Sienna’s website is easy to navigate, uses high quality images and provides content offers such as mailing lists and a blog that is regularly updated with inspiration, news, and how-to posts.

Above image is an example on how Sienna engage, inspire and educate their fans and costumers (Sienna Byron Bay, 2020)

Kookaï is an Australian owned fashion brand with more than 780.000 followers on Instagram. They make modern, simple, and feminine clothing and accessories for ‘’The Kookaï Woman’’. This is a good example of a company that has a specific buyer persona to whom they aim their marketing at.

The company has a very attracting and engaging website and social media profile, particularly Instagram and Facebook. Via these platforms they post content with high quality pictures daily for styling inspiration, Q&A and new arrivals together with live videos for styling inspiration. When potential costumers view the Kookaï website, they are immediately engaged through content offers to join their members list and with easy access to immediate customer service via a live chat.

Above image shows how Kookaï engage, inform and inspire their Instagram visitors and fans with New Arrivals and how to style them (Kookaï, 2020)

Strengths and weaknesses of the Inbound Marketing approach by both brands

One of Kookaïs greatest strengths within their Inbound Marketing strategy is, that they have a super clear buyer persona. This enables the brand to effectively continue creating clothes and accessories that successfully matches this specific persona but also makes it easier to create content that will attract, engage and delight costumers and fans. Kookaï is very engaging on their social media with several posts and stories daily.

An area where Kookaï could improve their inbound marketing is by increasing the visibility of their webpage in search engines such as Google, as their website does not currently appear on a simple google search unless searching ‘Kookaï’ specifically. Improved SEO optimization as well as upgrading their website design and content, such as increasing the number of blogposts would be beneficial.

In comparison one of Sienna Byron Bay’s biggest inbound strengths is the way in which they engage with their visitors and costumers on their website and Instagram by creating educating, informative and inspirational content daily. When running a google search for ‘nail polish’ their website is one of the first results to appear amongst its competitors.

Which brand is best at Inbound Marketing?

Both brands have extremely strong brand identities and are super successful with their inbound marketing which makes it hard to justify who is doing better. Although when considering their relatives size, I believe Sienna Byron Bay is doing slightly better when it comes to their inbound marketing. They have a very personal way of engaging with and delighting their customers and fans on social media and a website which is packed full of relevant, educational, and informative content relevant to their buyer persona.


Hubspot, 2020. What is inbound marketing? [Online] Available at: [Accessed 22 May 2020]

Hubspot, 2020. Flywheel. [Online] Available at: [Accessed 22 May 2020]

HubSpot, 2020. Business Strategy Tutorial: Understanding the fundamentals of Inbound. [Online] Available at: [Accessed 25 May 2020]

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How Consumers Use Technology

Consumers use of technology and its impact on our lives – Mrs B. Blog


The improvement in mobile devices technology and internet connectivity have enabled people to consume more and more media digitally. It has also resulted in people spending far more time on digital media as compared to traditional media such as print or radio.

Digital devices have given people the option to consume digital medial content on the go. Audio and Video are most popular and have both had a significant impact on people’s lives. Mediums such as Netflix and Spotify have transformed peoples lives and the average time spent on these platforms per day continues to increase.

There has been a significant shift away from desktop internet use to mobile and tablet worldwide.

As a result off these shifting consumer trends marketers are shifting their attention to align with the shift of viewer preference away from traditional media to digital media.

Presentation and Video Pitch

Below you will find links to a SlideShare PowerPoint Presentation and a YouTube Video Pitch. These will provide you with statistics and information on how consumers use technology.

Link to SlideShare Presentation:

Link to YouTube Video Pitch:

Slide Script

Below you will find a Slide Script for the video pitch.

Slide 2: Access to the internet
Global number of internet users 2005-2019
• Statistic shows an increase in internet users from 2005-2009.
• Easier access to computers, the modernization of countries around the world and an increased utilization of smartphones has given people the opportunity to use the internet more frequently and with more convenience. 
• In 2019, the number of internet users worldwide was 4.13 billion, up from 3.92 billion in the previous year

Slide 3: Access to the internet
Countries with the highest number of internet users as of June 2019 (in millions)
• As of June 2019, China was ranked first among the countries with the most internet users
• According to a recent report, there were 4.13 billion internet users around the world. Amount of humans on earth is estimated at around 8.5 billions, which means that over 41% of the world population is using the internet.
• China had 854 million internet users, more than double the amount of third-ranked United States with just over 293 million internet users. 

Slide 4: Access to the internet
Countries with the fastest average mobile internet speeds )as of January 2020).
• This statistic presents the top ten countries with the fastest average mobile internet speed as of January 2020.
• As of the measured period, the country with the fastest average mobile internet speed in Mbps was the UAE, with an average mobile internet speed of 87.01 Mbps

Slide 5: Digital devices
Internet usage worldwide – Desktop vs Mobile
• The number of people across the world who access the internet from smartphones and tablets has been increasing over the last few years.
• Mobile devices are getting more and more popular and are, as the statistic shows, overtaking the desktop as the most popular method of browsing online.

Slide 6: Digital devices
Global mobile data traffic from 2017 to 2022 (in exabytes per month)
• The statistic shows that the mobile data traffic is increasing, meaning more and more people are accessing the internet from their mobile devices. • Mobile accounts for approximately half of web traffic worldwide. In the first quarter of 2019, mobile devices (excluding tablets) generated 48.71 percent of global website traffic, consistently hovering around the 50 percent mark since the beginning of 2017.

Slide 7 – How customers search for information
• Over 90% of all searches are conducted via google à google are the preferred seach engine.
• A marketing analytics firm that licenses anonymous ClickStream data from hundreds of millions of users, about 62.6% of all searches online are through Google’s core function.
• Just the beginning, as that number doesn’t include other Google functions like image search or Google Maps, or properties such as YouTube.

Slide 8: What consumers buy online
Leading product categories purchased by amazon shoppers in the united states (as of February 2019)
• As of February 2019, it was found that 44 percent of U.S. Amazon shoppers had purchased electronics via the company’s website. The electronics segment was the most popular product category purchased by Amazon shoppers in the United States, followed by apparel, footwear/jewelry and home & kitchen goods.

Slide 9: Online video consumption
Users of worldwide video streaming in age groups.
• Shows that the most users of video streaming is people in the age 18-54 and that the age group 25-34 uses video streaming the most as of 2019.

Slide 10: Online video consumption
• Shows how video and audio traffic has dominated the internet for some years now.
• Goes hand in hand with the easy access to the internet and subscription-based digital content providers such as Netflix, YouTube, Spotify etc.

Slide 11: Consumer trends
• Mobile Devices = Preferred medium. The technology is so intelligent, and it is easy to use anywhere because of the fast internet.
• Online media consumption = Consumers are shifting away from traditional types of media and spending more time on digital media.
• E commerce = Is getting more and more popular as it is easy to access, because of the big market and the competitive prices. In 2019 there were 2,14 billion digital buyers worldwide.


Broadbandsearch, 2020. Mobile Vs. Desktop Usage (Latest 2020 Data) [Online] [Accessed 6 May 2020]

Clement, J., 2020. Number of internet users worldwide from 2005 to 2019 (in millions). [online] Available at: [ Accessed 4 May 2020]

Clement, j., 2020. Global digital population as of April 2020 (in billions). [online] Available at: [Accessed 4 May 2020]

Clement, J., 2020. Countries with the highest number of internet users as of June 2019(in millions). [Online] Available at: [Accessed 7 May 2020]

Clement, J., 2020. Countries with the fastest average mobile internet speeds as of January 2020(in Mbps). [Online] Available at: [Accessed 7 May 2020]

Clement, J., 2020. Global mobile data traffic from 2017 to 2022(in exabytes per month). [Online] Available at: [Accessed 7 May 2020]

Clement, J., 2019. Leading product categories purchased by Amazon shoppers in the United States as of February 2019. [Online] Available at: [Accessed 7 May 2020]

Desjardins, J., 2018. This Chart Reveals Google’s True Dominance Over the Web. [Online] Available at: [Accessed 7 May 2020]

Deloitte, 2015. Digital Media: Rise of On-demand Content. [Online] Available at: [Accessed 11 May 2020]

Statista, 2020. Video Streaming – worldwide. [Online] Available at:–svod-/worldwide [Accessed 7 May 2020]

Thubron, R., 2016. Mobile web browsing becomes more popular than desktop for the first time. [Online] Available at: [Accessed 7 May 2020]

Report: An overview of Levi’s® promotional strategy


Based on Levi Strauss & Co’s. most popular brand, Levi’s, I will elaborate on the brand’s promotional strategy.

Levi’s® – Promotional Strategy

Throughout Levi Strauss & Co’s. 167 years of history the company’s promotional strategy has developed significantly.

‘’ The Levi’s brand might have experienced some bumps along the way but being a brand with a strong recognition it should never go out of fashion (Rothman, L., 2020).’’

After having a few financially tough decades the company got a new CEO in 2011, Chip Berg, who managed to turn the company around by, amongst other things, spending more money on advertising (Chip Berg, 2018). Since then the company have adopted a cool and trendy promotional strategy for marketing their products (Bhasin, H., 2018).

In 2013 Levi’s® put their name on the San Francisco 49er stadium, which happened to host the Super Bowl in 2016 (Berg, C., 2018). In 2015 they relaunched their women’s collection and added a few new styles to the collection (Berg, C., 2018).

The business has also focused on becoming a leading omnichannel retailer by selling their apparel from their own physical stores, their own e-commerce website as well as selling their products via third party online retailers.

Levi’s® releases a new product line every six months to meet the market trends. In order to promote and create awareness of these new releases they leverage a number of strategies including: TV and digital advertising, innovative collection launch campaigns, creative pop-up stores, collaborative partnerships with other world famous brands, celebrities, social media influencers and bloggers.

The partnerships with celebrities and influencers often means them wearing the Levi’s® products and posting them across their social media accounts. Recent collaborations include the famous Kardashian family in 2017, Justin Timberlake in 2018, and the company have just launched a festival campaign in collaboration with Hailey Bieber and Jaden Smith (Mau, D., 2020). Recent Levi’s® collaborations with other big brands include Nike By Levi’s® in 2019, Google in 2018 and Disney’s Mickey Mouse in 2018 (, 2018).

Over the last decade Levi’s® have increased their focus on social commerce to increase brand awareness and to make it more simple for their customers not only to buy their products but to help them buy their products at the point of inspiration (Perez, S., 2020).  Levi’s have so far partnered with social commerce platforms such as Facebook, Snapchat, Instagram, and more recently have announced a partnership with TikTok in April 2020 (Perez, S., 2020).

Levi’s® – Promotional Success

It is clear that Levi’s ® promotional strategy over the last few years has been successful, as the company has shown steady growth and has managed to decrease company debt from $1.97B in 2011 to $1.08B in 2017 (Bergh, C., 2018).

One great example of their promotional success was the relaunch of their women’s collection in 2015 which included ramping up promotional women’s campaigns. As a result Levi’s® gained a much larger market share in women’s clothing as their women’s shirts and jeans became the fastest growing part of the business (Debter, L., 2019). After revamping its women’s line, the revenue from its tops grew 38% to $1.1B (Debter, L., 2019).

In an effort to become a leading omnichannel retailer Levi’s® reached out to the younger audience by following generational trends and by collaborating with what would be seen as cool celebrities. As a result Levi’s® costumers are now younger than ever (Bergh, C., 2018). Almost 60% of TikTok’s userbase is aged between 16-24 and the platform currently has approximately 800 active users per month (Perez, S., 2020).


Prior to Chip Bergh becoming CEO of Levi Strauss & Co’s. the business did not a strong promotional strategy. As Chip Bergh said, “The more I studied the company’s recent history, the more it looked like The Gang That Couldn’t Shoot Straight. I didn’t remember a single Levi’s advertisement. Its financial performance had been erratic for a decade.”

Levi Strauss & Co’s focus on becoming a leading omnichannel retailer along with their effective promotional strategy including monitoring and aligning themselves with trends proved to be very successful. Their campaigns were targeted at the audiences that they wanted to capture and turn into customers. They had a good ability to pick a gap in the market, develop a suitable promotional strategy and thereafter gain market share (Bergh, C., 2018).


Bergh, C., 2018. The CEO of Levi Strauss on Leading an Iconic Brand Back to Growth [Online]
Available at: [Accessed 28 April 2020]

Bhasin, H., 2018. Marketing Mix Of Levi’s. [Online] Available at: [Accessed 28 April 2020]

Britannica, 2020. Levi Strauss & Co. – American Company. [Online] Available at:

Debter, L., 2019 .Levi Strauss, With A Fast-Growing Women’s Business, Makes A Triumphant Comeback As A Public Company. [Online] Available at: [Accessed 28 April 2020]

 Levi Strauss & Co., 2018. [Online] Available at: [Accessed 30 April 2020]

Levi Strauss & Co., 2014. [Online] Available at: How We Put the Levi’s in Levi’s Stadium [Accessed 30 April 2020]

Mau, D., 2020. Levi’s Pivots It’s Festival Campaign Starring Hailey Bieber And Jaden Smith Amid Pandemic. [Online] Available at: [Accessed 30 April 2020]

Perez, S., 2020. Levi’s Partnered With TikTok On Social Commerce And Doubled It’s Product Views. [Online] Available at: [Accessed 28 April 2020]

Rothman, L., 2020. Levi Strauss: Strong Products Never Go Out Of Fashion. [Online] Available at: ( [Accessed 28 April 2020]


Image 1: (McVerry, 2020)

The image shown above represents a pair of the 501® Blue Jean Lady Levi’s® which was introduced for the first time in 1934.

The Levi’s® jeans are recognisable thanks to an iconic label which is visibly attached. The ‘’The Two Horse Trademark’’ label, located at the top right, was introduced in 1886 and symbolizes the strength of the clothing in the face of competition. The famous Red Tab shown on the right pocket was used for the first time in 1936 on the 501® jeans to differentiate their product from their competition (Levi Strauss & Co., 2017).
Image 2: (Levi Strauss & Co., 2019)

Above is an image of the outside of the companies largest-ever flagship Levi’s® store in Time Square, New York City.
Image 3: (Levi’s, 2020)


The image on the left shows one of Levi’s most sold products, the 501® original fit jean. This product sells for AU$149.95 on the Australian Levi’s online store.
Image 4: (Levi Strauss & Co., 2020)

Levi Strauss & Co. have recently been leveraging the TikTok trend by making it possible for consumers to purchase Levi’s® products directly via the popular social media platform.
The images above are from Levi’s® newest campaign on TikTok. This highlights their ability to strategically follow trends and leverage other digital platforms for promotion.
Image 5: (Levi’s®, 2015)

Physical Evidence
“….Cool city kids, hipsters, people from the heartland, moms in the suburbs. They all wear Levi’s and they all wear them their own way…“- Levi’s SVP and Chief Marketing Officer Jennifer Sey told Retail Dive in an email (Levi’s®, 2015).
The image above demonstrates that the Levi’s brand is suitable for a diverse range of individuals.
Image 6: (Levi Strauss & Co., 2017)

In 2013 Levi Strauss & Co. opened an innovation lab for researching and developing designs and prototypes of their products. The above image is of inside their ‘Eureka Innovations Lab’.
Image 7: (Levi Strauss & Co., 2020)

In 2011 Chip Bergh was appointed as the new CEO of Levi Strauss & Co. Under Bergh’s leadership the brand has had a very successful return to prominence.