Gaining a competitive advantage through social media marketing in B2C sales : Social media marketing review
Mäki, Saara (2016)
Mäki, Saara
Metropolia Ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201603173297
https://urn.fi/URN:NBN:fi:amk-201603173297
Tiivistelmä
The aim of this thesis is to provide a social media marketing review for a case company.Social media, smartphones and iPads have created a new reality of digital communication,which requires new kind of know-how. Unfortunately, companies often lack coherent vision and strategy when it comes to social media marketing. Therefore, in order to succeed in the future, marketers, strategists and agencies with up-to-date knowledge of how to apply digital media are required and necessary.
This research falls into the class of exploratory research, which is a qualitative research design. The research design is based on the case study of a case company. The study is comprised of two parts. Empirical research is gathered by interviewing the case company and with the bench marking research. The primary data for this thesis is acquired with an interview of the company and with Google Analytics tool, the secondary data is gathered with a benchmarking research. Benchmarking research maps the social media marketing situation of other competitors and companies from the same field.
Results suggest that the case company would have possibilities to exploit social media for marketing purposes. Results introduce the recommended courses of action per channel. The goal is to build traffic to the company home page. Another crucial point is that social media platforms cannot be treated as a separate from the whole marketing plan. The same campaigns and themes must be repeated in different platforms in order to build effective marketing.
This research falls into the class of exploratory research, which is a qualitative research design. The research design is based on the case study of a case company. The study is comprised of two parts. Empirical research is gathered by interviewing the case company and with the bench marking research. The primary data for this thesis is acquired with an interview of the company and with Google Analytics tool, the secondary data is gathered with a benchmarking research. Benchmarking research maps the social media marketing situation of other competitors and companies from the same field.
Results suggest that the case company would have possibilities to exploit social media for marketing purposes. Results introduce the recommended courses of action per channel. The goal is to build traffic to the company home page. Another crucial point is that social media platforms cannot be treated as a separate from the whole marketing plan. The same campaigns and themes must be repeated in different platforms in order to build effective marketing.