The impact of online marketing campaigns implementation in the evolution of Kosarom company

Abstract

The present paper centralizes the results of a research regarding the way that online marketing campaigns and communication through virtual channels influenced the interaction between the Kosarom studied company and its target audience, on one hand, and the increase of its financial figures and the whole brand notoriety, on the other hand. The authors aimed at demonstrating the importance of implementing online marketing campaigns, and that in the agri-food business, companies need to follow a long-term online marketing strategy based on target audience analysis, market trends, and the most suitable web platforms for delivering the key messages. In the research the authors have analyzed data from secondary sources, such as specific literature and they identified and studied the online entity of Kosarom company, its digital implemented campaigns through its website and the social networks and the reaction of the target audience to the company key messages. The studies have identified increases regarding the Kosarom online brand visibility after the emerge of its campaigns on the popular social networks. The increases were noted in therms of company revenue, the company having rises of the turnover and profit in the period following the implementantion of the online marketing campaigns.