The power of paid online marketing and how it affects company performance

Abstract

This thesis explores the impact of Paid Online Marketing (POM) on company performance. In today's digitally-driven world, businesses face immense competition in capturing the attention of their target audience which makes paid online marketing a powerful tool for companies to promote their products and services, target specific audiences, and ultimately enhance their overall performance. In order to evaluate the power of paid online marketing in driving the increase in company performance, we tried to shed light on the importance of POM, and understand the way and the KPIs used to optimize POM campaigns, by the end we assess the KPIs used to measure the company performance. In this study, we used a combination of quantitative and qualitative methods in which we conduct interviews with performance, marketing, and commercial managers at JUMIA, and analyze pertinent data with Power BI to support the results and confirm our hypotheses. The findings contribute to both academia and the Algerian businesses, providing valuable guidance and insights for marketing community to explore the potential of paid online marketing and develop strategies that enhance their performance in the digital era.