HIGHER EDUCATION IN THE DIGITAL MARKETING AGE: EVALUATING THE COST-EFFECTIVENESS OF INSTAGRAM CAMPAIGN AD FORMATS USING A/B TESTING
Ključne reči:
A/B testiranje, Formati oglašavanja, Društveni mediji, Kreativni pristup, ROI
Sažetak
U doba digitalnog marketinga, visokoškolske ustanove sve više koriste društvene medije, kao što je Instagram, kako bi poboljšale svoju vidljivost i privukle potencijalne studente. Ova studija ispituje isplativost Instagram marketinških kampanja visokoškolskih ustanova putem A/B testiranja, fokusirajući se na različite formate oglašavanja sa istim kreativnim pristupima. Poređenjem statičnih slika sa animiranim slikama (u formi videa), istraživanje ima za cilj da identifikuje format koji pruža veću isplativost za unapred definisane ciljne grupe. Analiza pokazuje da su kampanje koje koriste format statične slike isplativije, pokazujući niže troškove po kliku (CPC), cenu po prikazu odredišne stranice (CPLPV) i cenu po registraciji (CPR). Štaviše, studija naglašava da Carousel postovi značajno nadmašuju video oglase u smislu povraćaja ulaganja (ROI), pri čemu Carousel kampanje ostvaruju približno 32,45% veći povraćaj. Štaviše, studija naglašava da Carousel postovi značajno nadmašuju video oglase u pogledu povraćaja investicije (ROI), pri čemu Carousel kampanje ostvaruju približno 32,45% veći povraćaj. Nalazi naglašavaju važnost segmentacije publike, uz napomenu da različite starosne grupe i polovi različito reaguju na marketinške napore. Uprkos određenim ograničenjima, kao što su veličina uzorka i vremenski okvir, rezultati potvrđuju zaključke studije i naglašavaju efikasnost Carousel postova u jačanju institucionalnog imidža i angažovanja institucije. Ova studija nudi važne uvide i perspektive za unapređenje i optimizaciju Instagram marketinških strategija u visokom obrazovanju, koje mogu doprineti povećanju upisa i vidljivosti institucija.
Reference
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Shields, B. (2016). Social Media Management: Persuasion in Networked Culture. Oxford University Press.
Singh, V., Nanavati, B., Kar, A. K., & Gupta, A. (2022). How to Maximize Clicks for Display Advertisement in Digital Marketing? A Reinforcement Learning Approach. Information Systems Frontiers, 25, 1621–1638. doi:10.1007/s10796-022-10314-0
Smith, J., Johnson, L., & Williams, K. (2018). The Role of Visual Content in Social Media Marketing. Journal of Marketing Trends, 5(2), 20-35.
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Wei , L., Yangb , G., Shoenberger , H., & Shen, F. (2021). Interacting with Social Media Ads: Effects of Carousel Advertising and Message Type on Health Outcomes. JOURNAL OF INTERACTIVE ADVERTISING, 21(3), 269–282. doi:10.1080/15252019.2021.1977736
Aydinlioglu, Ö. (2019). Differing Outlook of Contemporary Advertising. Berlin: Peter Lang GmbH. doi:10.3726/b16219
Bakhtiary, M. J., & Behzadi, M. (2023). Digital Storytelling: Unleashing the Power of Narrative in the Digital Age. The Second International conference on industrial marketing. Tehran.
Carr, C. T., & Hayes, R. A. (2015). Social media: Defining, developing, and divining. Atlantic Journal of Communication, 23, 46-65. doi:10.1080/15456870.2015.972282
Cassidy, W., Faucher, C., & Jackson, M. (2018). Cyberbullying at University in International Contexts. Routledge.
Confect. (2023). Image ads vs. Video ads. Which performs better? København: Confect.io. Retrieved from https://confect.io/blog/image-vs-video-ads
Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center. Retrieved from https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/
Dixon, S. J. (2023, 01). Instagram: average reach per post type 2022. Statista. Retrieved from https://www.statista.com/statistics/1353279/average-reach-per-post-instagram/
Dixon, S. J. (2023). Instagram: number of global users 2020-2025. Statista. Retrieved from https://www.statista.com/statistics/183585/instagram-number-of-global-users/
Dixon, S. J. (2023). Number of social media users worldwide from 2017 to 2027. Statista. Retrieved from https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
Evans, C., & Coolsen, M. (2019). Social Media Strategies for Higher Education Institutions. Journal of Marketing in Higher Education, 29(1), 1-18.
Facebook. (2024, August 18). Data Processing Terms. Retrieved from Facebook: https://www.facebook.com/legal/terms/dataprocessing?_rdr
Faisal, M., Naseer, M., & Akram, G. (2023, June). Social Media Optimization through A/B Testing for Brand Awareness: A Reach Analysis of A/B Creatives. Online Media & Society, 89-100.
Gal, S. (2019). The most popular social media platforms with Gen Z. Business Insider.
Green, D. (2019, 07 02). The most popular social media platforms with Gen Z. (Insider Inc.) Retrieved 12 2023, from https://www.businessinsider.com/gen-z-loves-snapchat-instagram-and-youtube-social-media-2019-6#instagram-6459-3
Hu, Y., Manikonda, L., & Kambhampati, S. (2014). What We Instagram: A First Analysis of Instagram Photo Content and User Types. Proceedings of the International AAAI Conference on Web and Social Media. 8, pp. 595-598. Michigan: PKP Publishing Services. doi:10.1609/icwsm.v8i1.14578
Hunt, D. S., Lin, C. A., & Atkin, D. J. (2014). Communicating Social Relationships via the Use of Photo-Messaging. Journal of Broadcasting & Electronic Media, 58(2), 234–252. doi:10.1080/08838151.2014.906430
Hushain, J., & Kant, K. (2023). The Effect of Animated Advertisements on Consumer Perception Across Different Advertising Channels. Academy of Strategic Management Journal, 22(S5), 1-9. Retrieved from https://www.abacademies.org/special-issues/volume-22-special-issue-5-307.html
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. doi:10.1016/j.bushor.2009.09.003
Kemp, S. (2024, February 23). Digital 2024: Serbia. Retrieved from Datareportal: https://datareportal.com/reports/digital-2024-serbia
Kohavi, R., & Longbotham, R. (2017). Online Controlled Experiments and A/B Testing. In G. I. Claude Sammut, & G. I. Claude Sammut (Ed.), Encyclopedia of Machine Learning and Data Mining (2 ed., pp. 922–929). Boston, MA: Springer. doi:10.1007/978-1-4899-7687-1_100507
Kotler, P., & Keller, K. L. (2021). Marketing management (Vol. 16th Edition). Pearson Education Limited. Retrieved from https://www.pearson.com/se/Nordics-Higher-Education/subject-catalogue/marketing/Kotler-Keller-Marketing-Management-Global-Edition-16e.html?tab=about
Lin, J., Luo, Z., Benitez, J., Luo, X. R., & Popovič, A. (2021, 12). Why do organizations leverage social media to create business value? An external factor-centric empirical investigation. Decision Support Systems, 151(1). doi:10.1016/j.dss.2021.113628
Liu, Y., & Shrum, L. (2002). What is Interactivity and Is It Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness. Journal of Advertising, 31(4), 53–64. doi:10.1080/00913367.2002.10673685
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Ozuem, W., Ranfagni, S., & Willis, M. (2024). Digital Transformation for Fashion and Luxury Brands. Springer Science and Business Media LLC.
Paladan, N. (2018). Higher Education Institutions Embracing Digital & Social Media Marketing: A Case of Top 25 Universities in Asia & Africa. AIMI Journals. Marketing and Branding Research, 5(1), 159-161. doi:10.2139/ssrn.3347018
Quin , F., Weyns, D., Galster, M., & Costa Silva, C. (2024). A/B testing: A systematic literature review. Journal of Systems and Software, 1-28. doi:10.1016/j.jss.2024.112011
Quin, F., Weyns, D., Galster, M., & Costa Silva, C. (2024). A/B testing: A systematic literature review. Journal of Systems and Software, 1-28. doi:10.1016/j.jss.2024.112011
Rejeb, A., Rejeb, K., Abdollahi, A., & Treiblmaier, H. (2022). The big picture on Instagram research: Insights from a. Telematics and Informatics, 73(C). doi:10.1016/j.tele.2022.101876.
Revillard, A. (2022). Policy Evaluation: Methods and Approaches. Quebec City, Quebec , Canada: Éditions Science Et Bien Commun. Retrieved from https://scienceetbiencommun.pressbooks.pub/pubpolevaluation/
Riyanto, B., Rachmadian, O., Putra, R., & Ananda, A. (2023). Intrusiveness of Display Ads versus Video Ads of Instagram Feeds Promotional Content of a Coffee Retail Brand. 8th International Conference on Business and Industrial Research (ICBIR) (pp. 347-352). Bangkok: IEEE. doi:10.1109/ICBIR57571.2023.10147401.
Romero, I. (2022, 09 12). Social Media Research Study 2022: Instagram. (Metricool) Retrieved from https://metricool.com/instagram-research-study-2022/
Shields, B. (2016). Social Media Management: Persuasion in Networked Culture. Oxford University Press.
Singh, V., Nanavati, B., Kar, A. K., & Gupta, A. (2022). How to Maximize Clicks for Display Advertisement in Digital Marketing? A Reinforcement Learning Approach. Information Systems Frontiers, 25, 1621–1638. doi:10.1007/s10796-022-10314-0
Smith, J., Johnson, L., & Williams, K. (2018). The Role of Visual Content in Social Media Marketing. Journal of Marketing Trends, 5(2), 20-35.
Team, A. E. (2022). ROI in digital marketing — what it looks like, how to calculate it, and how to maximize it. Adobe Inc. Retrieved from https://business.adobe.com/blog/basics/understanding-roi-in-digital-marketing#:~:text=In%20digital%20marketing%2C%20return%20on,the%20cost%20of%20that%20campaign.
Wankel, L. A., & Wankel, C. (2012). Misbehavior Online in Higher Education (Cutting-edge Technologies in Higher Education, 5). Emerald Publishing Limited.
Wei , L., Yangb , G., Shoenberger , H., & Shen, F. (2021). Interacting with Social Media Ads: Effects of Carousel Advertising and Message Type on Health Outcomes. JOURNAL OF INTERACTIVE ADVERTISING, 21(3), 269–282. doi:10.1080/15252019.2021.1977736
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2025/04/24
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Originalni naučni članak
