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The company offers a handpicked selection of women’s shoes and accessories from the top contemporary brands, well-know designers and much-heralded newcomers. Their mission is to provide women shoes that are simplistic pure design, high quality and fuctional. (Keltto 2015.) The company uses both traditional marketing and digital marketing in their marketing strategy. In traditional marketing the company uses ads in magazines and in digital mar- keting it uses SEO, paid advertising, email marketing and social media marketing (Face- book, Pinterest, Instagram). (Keltto 2015.) Instagram is the fastest growing social media platform at the moment and provides new innovative ways, especially for fashion industry companies, to advertise and communicate to their customers. The company is very eager to understand the possibilities to advertise in this particular platform and learn how to engage more people on their Instagram profile. Also the company is interested to know what kind of content and marketing strategies the other companies are using. The company has been present on Instagram for couple of years already. Their user account is called @minoshoes. (Keltto 2015.) 1.3 The structure of the thesis This thesis consists of the introduction, theoretical background, research methods, empiri- cal study and discussion. The introduction describes the current situation of social media marketing and Instagram marketing in general. The theoretical background will delve deeper in the subject and provide different ways to both advertise and communicate in Instagram as well as provide the basic knowledge of creating and managing the user ac- count. The empirical part will analyse the current situation of MI.NO shoes Instagram ac- count in relation to the theoretical findings and other companies using Instagram. The discussion part summarizes the main findings and provides future ideas and development suggestions for the company. 1.4 Key concepts Social media – Social media is a group of Internet-based applications that build on the ideologies and technological foundations. These applications allow the users to create and exchange content. (Kaplan, Haenlein 2010.) Social media marketing – social media marketing is the use of social media by market- ers to increase brand awareness and build relationships with customers (Foulger 2014). 3PDF Image | Successful social media marketing on Instagram Minoshoes
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