Social Media, SEO and Google Ads in Digital Marketing Strategy: A Case Study on EcorNaturaSì

Abstract

The master dissertation explores the implementation of a digital marketing strategy in all its functionalities. The thesis is developed following a mantra: content is king, distribution is queen and context is god.

The first chapter focuses on the evolution of consumer decision journey throughout the years and the development of touch-points from off-line to on-line activities, strictly tied to users' behavior role on-line. The sections introduce the strategy for an efficient social media management, best practice and functionalities for each social media platforms. At the end, the chapter introduces which are the main KPIs to evaluate social media strategy's activities and results.

The second chapter develops an overview of the main element in Search Engine Marketing (SEM). Starting with the ongoing updates of Google algorithm, the sections explore how the techniques of Search Engine Optimization (SEO) are using even more a user-centric approach. We have focused the attention on the main SEO techniques and the main KPIs to consider in its evaluation. The last chapter's section is about the implementation of paid optimization activities on Google Ads. Simultaneously, the chapter introduces the element needed to implement an efficient Facebook Adv strategy.

The last chapter introduces the EcorNaturaSì S.p.A case study. After a general overview about company's history, its on-line presence highlights and the ongoing relation with the web agency MOCA Interactive, follows a data analysis. The analysis starts considering the interaction between organic and paid source of traffic website, then it evaluates the Google Ads campaigns and it ends with a general analysis on how the social media specialists manage the EcorNaturaSì Facebook page.