Att nå ut till rätt målgrupp : En studie om hur digitaliseringen har förändrat mediebyråers upplevda möjlighet att hjälpa sina kunder att nå ut till deras tänkta målgrupp

Sammanfattning: Digitalization has meant that a huge number of commercial messages reach us every day, and brands therefore have difficulties managing the fast-growing market. Traditional media agencies need to be digitized to keep up. The study aims at creating insight into how media agencies perceive that digitization has changed the ability to help their customers reach their intended target audience and thus achieve a sense of accuracy. The challenge is to navigate within the fast-growing digital market and at the same time perform accurate marketing to reach its target audience. There are more and more channels of communication and a lot of brands fighting for the same consumer's attention. A modified AIDA-model was created with a focus on digitalization which helped the study to get a more comprehensive picture. It was also used to understand the interaction between personalization, platforms and word of mouth. The study has a qualitative approach and five media agencies were interviewed through semi structured interviews about how they work with accuracy and digital marketing for the media agencies customers. The result showed that digitalization has helped media agencies reach the right target audience. Today you do not need to chance because you know the target audience. The target audience can be found on platforms, where data is used to help find them. It has opened the opportunity to work more confidently because you can make the choice to communicate only with your actual target audience. When you only communicate with your target audience, the advertisement can be perceived as content because the consumer has an interest. The marketing can be recognized as accurate. After that there is a great chance that consumers converge and interact with the brand than if they have used a broad marketing campaign.