THE ROLE OF A WEBSITE IN COMPANY MARKETING: Innoventum Oy strategies for entering the Irish ICT market.
Abari, Saheed (2011)
Abari, Saheed
Pohjois-Karjalan ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201201031038
https://urn.fi/URN:NBN:fi:amk-201201031038
Tiivistelmä
Abstract
The study examines the use of the internet in marketing a company. The aim of the research was to investigate the role of website/homepage in companies’ marketing activities and the prerequisites with which companies select a designer for their homepage, so as to come up with a good marketing plan and an ideal entry strategy for the case company into the new and existing web designing markets.
Companies were interviewed both in Finland and Ireland to collect data for the research and the data was then measured and analyzed statistically to arrive at a conclusion and to make an effective marketing decision. It was found that having a website/homepage is very important to companies’ marketing activities. A large majority of companies design and maintain their homepage on a daily or weekly basis, setting a huge budget aside for it. Recommendation (words of mouth) was found to be the most effective marketing medium in the business, and company sizes of 1-5 people and 50 people and above appeared to be the potential target group, with the service sector more profitable than the manufacturing sector.
The results of the study show that the ICT industry still has a lot of potential for web designers generally. As a result, the case company needs to adapt its marketing efforts and tailor its offers to the customers’ specifications as found in the study in order to be successful in its marketing.
The study examines the use of the internet in marketing a company. The aim of the research was to investigate the role of website/homepage in companies’ marketing activities and the prerequisites with which companies select a designer for their homepage, so as to come up with a good marketing plan and an ideal entry strategy for the case company into the new and existing web designing markets.
Companies were interviewed both in Finland and Ireland to collect data for the research and the data was then measured and analyzed statistically to arrive at a conclusion and to make an effective marketing decision. It was found that having a website/homepage is very important to companies’ marketing activities. A large majority of companies design and maintain their homepage on a daily or weekly basis, setting a huge budget aside for it. Recommendation (words of mouth) was found to be the most effective marketing medium in the business, and company sizes of 1-5 people and 50 people and above appeared to be the potential target group, with the service sector more profitable than the manufacturing sector.
The results of the study show that the ICT industry still has a lot of potential for web designers generally. As a result, the case company needs to adapt its marketing efforts and tailor its offers to the customers’ specifications as found in the study in order to be successful in its marketing.