OPPORTUNITIES, CHALLENGES AND SOLUTIONS IN BLOG ADVERTISING CONTENT CREATION. A CASE STUDY
Heikkonen, Julia (2016)
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The online environment has introduced great opportunities in advertising. Blog advertising has become a popular form of advertising in social media and it introduces unique advantages for companies such as personalized and issue-focused content. However, there are also challenges companies are facing in blog advertising because of little control over the spread material. While, blog advertising is becoming increasingly popular, many companies can be in the beginning of blog advertising content creation but do not know how to move forward. Little research has been done about blog advertising content planning from a small company’s perspective. The purpose of this thesis is to find out what kinds of opportunities and challenges emerge when planning blog advertising content and what kinds of solutions can be found to overcome the challenges. This thesis is qualitative in nature and two empirical analyses were made. The first analysis introduces opportunities and challenges in the existing blog advertising content having secondary data as material. In the second analysis, it is concentrated on identifying the challenges in blog advertising content creation and finding possible solutions for them. The primary data for the second analysis was collected through an interview with two founders of a lifestyle store located in Vaasa. The interview was based on the proposed blog advertising content plan, whereas, the final content plan is developed based on the results from the case study. The study results show the multiple issues that need to be considered when planning blog advertising content. For every opportunity, there is a challenge opposing it, and for every challenge there is a possible solution.
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