Proposed Digital Advertising Strategy to Generate Higher Amount of Leads for an HRMS Company: A Case Study of Company XYZ

This thesis explores the critical success factors influencing lead generation campaigns using digital advertising within B2B companies that provide software-based solutions (SaaS) for HRMS functions and proposes a digital advertising strategy according to these factors. The research addresses the issue of a decreasing net profit margin, despite increasing revenue. With a significant spike in the marketing costs, the net profit contribution reduced, and thus, the business failed to achieve the desired outcome. To construct the digital advertising strategy, an overall evaluation of the business and the market is conducted to see the current situation. Firstly, market analysis is conducted to set expectations of market reactions. Furthermore, segmentation will be determined using the needs-based segmentation approach. The business strategy evaluation is examined by carrying out some necessary analyses to get a full picture of the influencing internal factors and external factors that shape the business strategy. Competitive advantage will then be determined through VRIO analysis to elaborate on the value proposition that is carried by the current business strategy. As understanding how the business operates fully is a key part of proposing a strategy, a value chain analysis of the company will be necessary. Finally, SWOT analysis will help to understand the attributes of the company and the market, and finalized by the construction of a strategy, utilizing the TOWS matrix based on the prior analyses above. The outcome of this study should help companies to construct digital advertising strategies with a consideration of the grander overview of their businesses and the market they are operating in.