Deducting Online Marketing Principles for emerging E-Commerce Brands on new Online Platforms such as TikTok  

Mentor: Florian Fazekas, CEO of Fuchsfabrik 

Description: The way brands market their products on rather new online platforms such as TikTok are changing in a rapid way. With the help of research, questionnaires, and interviews students will find new insights how brands should incorporate these channels in their overall digital marketing strategy and how to produce product-related content accordingly.

The student’s engagement in the project serves the following questions: 

• How are brands targeting users of newer online platforms in Central Europe & the United States?

• Is there a significant difference between different types of products? 

• Are brands that are rather new to the market more eager to present their products on such new platforms? 

• Are there known success stories from start-ups whose marketing strategy/strategies heavily relied on these platforms?

• How do influencers – such as newcomers on TikTok – collaborate with brands and how are they changing the way products are presented?

• How have they incorporated their services/product within the ads/content? 

• Which principles can be deducted from these trends for a broader online campaign strategy?