The Internet as a cost-effective marketing tool for small businesses : case Jukeboxing
Lepistö, Sara (2013)
Lepistö, Sara
Turun ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013093015658
https://urn.fi/URN:NBN:fi:amk-2013093015658
Tiivistelmä
The objective of this thesis was to examine the opportunities of online marketing for a small company to benefit from. The focus was on low-budget yet effective marketing which a company could establish without outsourcing, the emphasis being on three mainpoints: the company website, search engine optimization (SEO) and social media.
As only being present online is no longer enough, a company aiming to benefit from the cost-effectiveness needs an active, structured strategy and time.
This report begins with a literature introduction to the basics of online marketing. Firstly the features of what a company website represent and how it can be made more attractive and user-friendly are examined. Secondly the functions of search engine marketing are introduced, focusing on a search engine optimization strategy and how ranking is determined in Google . The literature review ends with a chapter on social media marketing, with emphasis on the opportunities of a company Facebook page and blog as part of the marketing strategy.
This research includes secondary data gathered for the literature review and primary data collected by observation and by a survey. For the survey a variety of internet users from ages 20 to 30 years answered questions about their thoughts on online marketing. Together with the literature review, these were used to create the final part of this report.
The third and final part of this thesis was carried out by combining the information gathered from the research to provide a proposal on how it could be utilized by the Turku-based case company, keeping in mind the character of the company and the capabilities of the staff. The proposal consists of advice on how the three areas of the online strategy could be improved.
As only being present online is no longer enough, a company aiming to benefit from the cost-effectiveness needs an active, structured strategy and time.
This report begins with a literature introduction to the basics of online marketing. Firstly the features of what a company website represent and how it can be made more attractive and user-friendly are examined. Secondly the functions of search engine marketing are introduced, focusing on a search engine optimization strategy and how ranking is determined in Google . The literature review ends with a chapter on social media marketing, with emphasis on the opportunities of a company Facebook page and blog as part of the marketing strategy.
This research includes secondary data gathered for the literature review and primary data collected by observation and by a survey. For the survey a variety of internet users from ages 20 to 30 years answered questions about their thoughts on online marketing. Together with the literature review, these were used to create the final part of this report.
The third and final part of this thesis was carried out by combining the information gathered from the research to provide a proposal on how it could be utilized by the Turku-based case company, keeping in mind the character of the company and the capabilities of the staff. The proposal consists of advice on how the three areas of the online strategy could be improved.