Comparing online advertising strategies : a comparison of the strategic use of Instagram and Facebook by agencies and solo entrepreneurs in Malta

Abstract

This dissertation analyses online marketing and its use by digital marketing agencies in comparison with entrepreneurs within the Maltese Islands. Given the ever-increasing importance of an online presence when promoting a product or service, this dissertation explores online marketing use through two particular platforms: Instagram and Facebook. Moreover, this research aims to compare Instagram and Facebook's strategic use by agencies and entrepreneurs in Malta. The research cites various strands of literature regarding the differing means of online marketing and the strategies used by marketers and analyses this from a local perspective. Semi-structured interviews were conducted with both agencies and entrepreneurs to explore the marketing methods for their clients and business. Results indicate that entrepreneurs use Instagram predominantly, whereas digital marketing agencies make use out of Facebook. Their strategies differ when it comes to what type of audience they target and their clients' goal. The findings originate from the sample size used and do not represent Malta's marketing sector in its entirety. A larger sample size could have potentially yielded a more accurate picture in this regard. In addition to this limitation, the study was met with a lack of empirical research regarding digital marketing in Malta. Further research regarding the effect of social media influencers on this sector could be conducted for a better understanding. The data gathered suggests that although Facebook is the leading social media platform locally, a shift onto Instagram is likely to happen sometime in the future, affecting how marketing is carried out with the different demographic audiences.