How effectively do local marketing managers use web advertising?

Abstract

Purpose: The purpose of this paper was to investigate how marketing managers in Malta increase the effectiveness of their advertisements by using the internet compared to more traditional methods and how they test their effectiveness. Design/ Methodology/ Approach: In depth interviews with marketing managers were conducted in order to investigate how they make use of web advertising and the results they manage and wished to achieve by using these chosen channels. Mind mapping analytical software effectively aided one to extract the topics and sub-topics which surfaced during interviews. Findings: Through the result the author capitalised that Facebook was in fact the most popular medium amongst companies. The finding also concluded that the choice of medium mostly differ according to the goals of the task at hand. Research limitations/implications: The findings were a first attempt in creating a foundation for further research in the area. Due to time and word restrictions, a future need to develop this research further is essential. Practical Implications: Organisations can now comprehend the true value that the online world could provide to their business. Web advertising has restructured the way in which marketing managers communicate with their target audience. Through this research one can discover why and how different sectors achieve different results from their online efforts. Originality / Value: Nowadays more and more companies seem to be integrating web advertising in their marketing strategies. It has proven to be the most cost effective method for creating, delivering and executing campaigns. With more and more Maltese utilizing the internet at all times of the day marketing managers can now expand their target audience beyond geographical borders.