Digital Marketing Strategy with the Help of Web Analytics : Case study: Best Western Plus Hotel Haaga
Potapova, Mariia (2017)
Potapova, Mariia
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017060512369
https://urn.fi/URN:NBN:fi:amk-2017060512369
Tiivistelmä
This is a research-based thesis that was made for Best Western Plus Hotel Haaga, located in Helsinki. The hotel is on the market for quite a long time, but their digital marketing might need some improvement. The goal of the thesis was to improve existing digital marketing strategy by giving suggestions, based on web analytics, that the company could use for marketing and development of the brand.
Digital marketing is a modern developing field in advertising. Everything is going online, and this is what digital marketing is about. By establishing a successful digital marketing strategy, any company will create leads, turn them into customers, and make new customers loyal. How to create a successful strategy in digital marketing, what to pay attention to and how to stay updated in the fast developing technologies world will be answered by this thesis.
The thesis will consist of 3 major parts: theoretical layout, research and conclusions. Theoretical framework of this thesis includes the definition of digital marketing, newest trends in this industry, description of social media marketing, search engine optimisation marketing, content marketing, email marketing, and mobile marketing. Moreover, the SOSTAC strategy, which was created by P.Smith and which will be used in the research part, is elaborated on. Also, the modern web analytics will be represented. The theory will be gathered from literature and online resources.
The research part is the execution of the SOSTAC strategy and the actual use of web analytics, represented in the theory part. On the basis of these, suggestions on how to improve current digital marketing will be given. In addition, it includes objectives, tactics, actions and control methods.
The outcome of this thesis is definition of digital marketing and its channels, research on digital marketing strategy called SOSTAC, created by P.Smith, description of web analytics and their role, analysis of current digital marketing situation in Best Western Plus Hotel Haaga, execution of the digital marketing SOSTAC strategy, and, as the result, suggestions on what actions the hotel should take in future. For example, creating more educational and entertaining content will add value and attract new customers. Being curious about customers by asking questions will engage them and, thus, make them loyal. The main source of analysis is modern online tools - web analytics
Digital marketing is a modern developing field in advertising. Everything is going online, and this is what digital marketing is about. By establishing a successful digital marketing strategy, any company will create leads, turn them into customers, and make new customers loyal. How to create a successful strategy in digital marketing, what to pay attention to and how to stay updated in the fast developing technologies world will be answered by this thesis.
The thesis will consist of 3 major parts: theoretical layout, research and conclusions. Theoretical framework of this thesis includes the definition of digital marketing, newest trends in this industry, description of social media marketing, search engine optimisation marketing, content marketing, email marketing, and mobile marketing. Moreover, the SOSTAC strategy, which was created by P.Smith and which will be used in the research part, is elaborated on. Also, the modern web analytics will be represented. The theory will be gathered from literature and online resources.
The research part is the execution of the SOSTAC strategy and the actual use of web analytics, represented in the theory part. On the basis of these, suggestions on how to improve current digital marketing will be given. In addition, it includes objectives, tactics, actions and control methods.
The outcome of this thesis is definition of digital marketing and its channels, research on digital marketing strategy called SOSTAC, created by P.Smith, description of web analytics and their role, analysis of current digital marketing situation in Best Western Plus Hotel Haaga, execution of the digital marketing SOSTAC strategy, and, as the result, suggestions on what actions the hotel should take in future. For example, creating more educational and entertaining content will add value and attract new customers. Being curious about customers by asking questions will engage them and, thus, make them loyal. The main source of analysis is modern online tools - web analytics