Digital Marketing Communication Strategies to Analyze and Promote Sales through Facebook Channels for Ultra Engineered Wood Flooring Products of O2E Supply Co. Ltd.

Abstract

This research project delves into the analysis and enhancement of digital marketing communication strategies aimed at promoting sales through Facebook for O2E Supply's Ultra Engineered Wood Flooring product. The study focuses on assessing the effectiveness of advertising campaigns on Facebook in generating awareness and engagement among two distinct target groups – Generation X (ages 33-47), characterized by an affinity for aesthetically appealing products, and Generation Y (ages 18-32), characterized by a preference for unique and comfort-enhancing items. The project also investigates strategies to further entice customer visits to O2E Supply's showroom by utilizing monthly customer data. Conducted as qualitative research, the study involves analyzing collected data and contextualizing events while drawing comparisons across all six advertising campaigns.

The research adopts a qualitative approach, analyzing data to interpret and describe event characteristics, as well as making comparisons based on the six advertising campaigns. The campaigns are divided into two formats: Educational (aiming to inform) and Emotional (aiming to evoke sentiment), both directed at the two target groups through Facebook. Data is collected and compared from both target groups' visits to O2E Supply's showroom over a three-month period: January, February, and April of 2566 B.E. (2023 CE).

The study reveals that the advertising formats effectively captivated the target groups, aligning with the provided reference data. Regarding showroom visits, it was observed that customer visits were congruent with the monthly data. When segmenting customers by Generation, it was discovered that those visiting O2E Supply's showroom predominantly belonged to the late Gen Y or early Gen X groups. Consequently, the brand must use this information to tailor campaign content, whether visual or textual, to effectively communicate with this demographic and propel future sales of Ultra Engineered Wood Flooring.