Digitalisation is an unstoppable trend nowadays. Companies must choose between hopping on the train or slowly going down in the red ocean of competitors, where their successors have a solid online presence and have a flexible digital marketing strategy to fit all the individual needs of their customers. It’s important to be able to transfer the vision of the company into goals and to compare the results of different objectives. This paper covers the creation of a digital marketing strategy for a young startup, TeeZyt.ch and shows that a well-defined strategy outperforms arbitrary decisions.

The procedure to answer the scientific questions used the following analytical methods. Multiple Facebook ads were created that were finally analysed and compared to each other. Various differentiations in the ads can be used to prove whether this theoretical model will outperform ads that are randomly created and advertised on Facebook. For benchmark figures, old campaign data from TeeZyt.ch will be used. The metrics used for the comparison will be mainly the CTR and bounce rate. More metrics will be discussed too.

Using the theory, it was possible to make an effective test scenario where every ad could be analysed and eventually kicked out of the campaign to save the budget for a better performing ad which would, in the end, lead to an optimised performance of the overall campaign. This shows that the initial overall thesis holds: a well-defined marketing strategy will outperform arbitrary and randomly created ads. That leads to the conclusion that it’s important to have multiple, well-structured ads that are comparable to each other to find the best optimisation steps. Furthermore the theory material in the paper is useful for other business related marketing campaign, which is not bound to the company TeeZyt.ch but can be applied universally which fits the need of the customer perfectly.