Résumé:
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.
