Case study on analysis of ROPO factors in marketing mix strategy (online and offline)

Abstract

[EN] The Internet is one of the best inventions made to serve the people to access information through this network. This has become easy and fast, but in turn, this invention has a direct impact on the people, sometimes is positive on the one hand on scientifically, culturally and socially, but on the other hand, it can also be negative. The internet network is a world full of valuable information that benefits people from. Due to the rapid development in the area of digital marketing, through publishing and blogging over the social platforms, where the digital world it's become an important part, of the details of our daily lives. E-marketing experts see that a small company can start marketing online with social media platforms, where some of these companies use Facebook business page, as their primary sale and marketing online channel, and to promote their brand awareness and develop customers engagement, this is what called social media marketing (SMM), companies profiles can differ highly in purpose and content in each platform, this that we will discuss in our case in this thesis. There are many resources about SMM are available, that we can use it to research and apply to our businesses. The problem for a small company is that resources can be confusing, and timeconsuming to know which a good marketing strategy is to apply to their project. Social media optimization (SMO) represent the part of search engine optimization (SEO), which we seek to work on in the future by launching our website. We selected work in this field of digital marketing, because of its importance at present. To advance and support our small company which is still in the beginning months of its launch. Many people believe this subject is limited, regarding research and means of improvement, but the reality is quite different because SEO and SMO has no end, but it has a beginning, the beginning point is in your understanding and knowledge, what's the right tools and the good ways you need to develop your business. Through this master thesis, we aim to conduct a case study and analyse the strategy of a small local commerce in Libya of the start-up company called Bonita.ltd to make known through digital world, by focusing on the factors and indicators of SMO over their channels and accounts on social networks. Also, we make it clear how is to be the effect of SMO factors to develop small business in Libya, dependent on results and concrete reports for our electronic activity, and how this activity effects on the proportion of purchases to the start-up company. As we are in the age of speed and the rapid development in the digital world, in this science every day has something new, and we must always be aware of the developments in this field, if you want to be in a good level among competitors, and to maintain your audience who is always looking for renewal. We will analyse and discover the ways to increase the name of this company and products by digital marketing, through the social media networks, and we will explain tricks and ideas which we used for sale through these platforms, and to serve the company's activity and increase the spread and attract a larger number of permanent customers online to the physical store.