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the company approaches, the personality and the appearance of the company need to show a unified picture regarding the social media brand voice. For benchmarking, the author’s purpose was to choose companies that are very different, yet possess some critical similarities. This was decided in order to get a broader picture, but still able to compare the companies’ actions. One difficulty that arose while doing the benchmarking was that the author cannot know if the company is taking their actions on purpose or if they do not have a planned Instagram marketing strategy. Many different companies may use several tools by accident without a special purpose behind the actions. This makes it difficult to distinguish if the tools are just easy and common to use or if they truly influence the company’s success. While applying the suggestions for the new strategy the company still needs to keep in mind the dangers of social media and especially Instagram, as they mentioned in the theoretical framework. Some of the tools, such as influencer marketing, might work quite well, but only if they are used carefully and the influencers who are chosen are selected after observing their actions and doing some research on them. This might take time, but if it is done right, the results will be more effective for the company. 7.4 Suggestions for further research As Instagram marketing is still a very young approach and developing steadily, there is not much literature available. Especially because Instagram marketing has grown quite fast and extensively, there are many differences in the various information sources and researchers need to be careful as to the trustworthiness and validity of the sources. It is important to stay up to date on the process, as the platform and its marketing options are steadily evolving and changing, and the competition is high. Further research that could be interesting for a company that is employing Instagram as a marketing tool could be done on copyright violations as this may become a major topic in the future of Instagram. Especially for companies, this could be important in order to avoid a scandal or bad reputation. 48PDF Image | Brand-Awareness through Marketing on Instagram
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