Xu Cheng.
Live Project.
Introduction:
This research is a 12-week live project that I have conducted to investigate the critical implications of social media retargeting on audience engagement rate and purchase intention. This project has produced a live social media retargeting campaign which draws on the insights from the data collected.
The combination of academic and industrial research premises have seen this project reached valuable results.
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Key words: retargeting, social media advertising, paid social media campaign.
Research Aim
This research aims to investigate the critical implications of social media retargeting on audience engagement rate and purchase intention. This research will focus on small e-commerce businesses' social media retargeting performances with critical
analysis on data from audience, professional marketers and practical analytics.
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This research also aims to produce a live retargeting campaign drawing on insights from data collected.
Objectives:
1.
Identify practices and critical implications of retargeting through extensive academic and industrial research.
2.
Retrieve quantitative and qualitative data from audience and professional marketers on social media retargeting.
3.
Based on data analysis from participants, compose and design social media advertising retargeting campaign in collaboration with partner brand.
4.
Revise on data retrieved from participants and analyse with critical reflection on partner brand’s social media retargeting performance.
Methods & Statistic Highlight
Surveys
232
Respondents
Survey questionnaire aims to investigate critical implications of retargeting such as negative attitudes towards retargeting and whether if it can mitigated with awareness on retargeting functioning.
Live Campaign
62%
CTR Lift
Live campaign was designed and executed through partner brand Box Rouge (BR). BR is a newly founded small e-commerce brand that is in need of effective retargeting strategies to scale growth.
Research Key Findings.
- Audiences who are aware of how retargeting functions shows more positive attitude towards retargeting.
- Audiences who are aware of how retargeting functions are more likely to purchase.
- Audiences are more likely to engage with non-repetitive retargeting adverts.
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- Live campaign has created successful results using findings from surveys.
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- Campaign strategies used for this project are proven to be effective and can be adapted by other small businesses. (See campaign strategies in full report)
Live Retargeting Campaign
As part of the project objectives, I produced a live retargeting campaign on Facebook & Instagram with the partner brand.
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By critically analysing the data acquired for this project, I implemented the insights drawn from the research findings into this live retargeting campaign.
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See full report on findings and insights.
Critical Self-Reflection.
Throughout my live project, I have encountered two main hurdles that I would like to highlight:
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Change of Plan - Initially, the project aims to investigate retargeting ads from a very generic point of view. In short, I am validating other research results rather than contributing new information .This is due to my lack of deep research in academic and industry literature. After comprehensive research, I have gained a more informed understanding of the research topic. It has enabled me to redesign my project with a more original and innovative approach.
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Time Frame - Due to the issue discussed above, I changed my research plan mid project to ensure more meaningful findings. To address this issue in future research, risk management will be implemented to mitigate potential problems that would delay project progress. Also, more comprehensive research will be conducted before project scoping. This will help me to be more knowledgeable with research area and therefore more confident with my project design and execution.