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• reinforcing engagement on the company’s profile in order to circumvent the difficulty of the algorithm of Instagram • interacting with other profiles in order to gain visibility • creating content that the followers can identify with • including Instagram ads to the strategy. 7.2 New Instagram marketing strategy for ONIMOS According to the main findings, a new marketing strategy was created. This part will also not be published as this chapter includes a personalized Instagram marketing strategy for the case company. In order to keep the competitive advantage of the company, this data is confidential. 7.3 Evaluation of the process In general, the thesis process went as planned and the outcomes were satisfying for the author. The biggest challenge was to find data for the theoretical framework that is citable as part of a scientific work. As the topic is targeting a rather modern scientific issue, it is difficult to find suitable academic sources of information. Nevertheless, the author managed to find suitable content where the needed information could be extracted. The benchmarking of the competitors gave the author an outlook on different approaches in using the different tools of Instagram. Those findings could then be analyzed, and the different companies could be easily compared. While proceeding, it became clear that there is not only one way to be a successful brand on Instagram. There were huge differences in how the companies proceed. During the research process it could be also seen that some of the companies change their approaches over time. This showed that there is not one masterplan on how a company should proceed. It could be seen that the companies that are quite successful on Instagram have a rather unified and planned image than the companies that were chosen because of their physical closeness to Onimos. Nevertheless, there are only small components that each company puts together in a different way according to their goals and beliefs. Regardless of the strategy 47PDF Image | Brand-Awareness through Marketing on Instagram
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