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Mikroyrityksille arvoa luovan vastuullisuuspalvelun kehittäminen
(2022)
). Tutkimusmenetelminä käytettiin kahden eri asiantuntijaryhmän teemahaastatteluita sekä kevyttä kilpailijakartoitusta olemassa olevista vastuullisuuspalveluista. Haastateltavina olivat Business Finlandin, ELY-keskuksen, Uudenmaan yrittäjien ja Elinkeinoelämän...
Digitaalisen markkinointistrategian kehittäminen mikroyritykselle : case: Ledear Oy
(2023)
Tämä opinnäytetyö toteutettiin tutkimuksellisena kehittämistyönä ja se tehtiin toimeksiantona hyvinvointialan valmennusta sekä konsultointia tarjoavalle mikroyritykselle Ledear Oy:lle. Työn tarkoituksena oli tunnistaa mikroyrittäjyyden, ympäröivän...
This thesis was implemented as a research and development study, and it was carried out as a commission for Ledear Oy, a micro-enterprise offering wellness consultancy and coaching to organizations and their personnel. The purpose of this study was to identify the most common digital marketing channels and optimal models for digital content creation in the context of micro enterprises, the surrounding working environment and relevant customer segments. The aim was to improve the company’s abilities in utilizing digital tools in the means of customer acquisition and market access. The theoretical framework of the thesis was built on international literature and research. It focuses on the concept of digitalization; its impact in the company’s operating environment, its role as a driver of change in the corporate world and, the leadership of digitalization in organizations. Extra emphasis was put on the opportunities and potential of digitalization in the context of micro enterprises as well as B2B marketing practices and the wellness industry. The development methods in this thesis were benchmark study and semi-structured interview. Three companies were selected for the benchmark study whose digital marketing practices were further analyzed and compared to the similar practices of the commissioning company. The semi-structured interviews were conducted with three micro-entrepreneurs who operate in the same field with the commissioning company. Following the benchmark study and the semi-structured interviews, a development workshop was organized together with the commissioning entrepreneur. The workshop focused on analyzing the action proposals that arose from the earlier research, their significance in relation to the desired vision and, their viability in relation to the available resources of the company. The results of the performed research and study show that micro-enterprises in the wellness sector utilize social media intensely in their B2B digital marketing practices. The most popular social media platforms are LinkedIn, Instagram and Facebook. Activeness on the company’s website and social media platforms as well as constant content creation were determined to be important for the successful digital visibility of a micro-enterprise in the wellness sector. The primary conclusion of the thesis is the importance of the balance between professional and personal online brand building of a micro-entrepreneur; attractive digital marketing requires building your own personal online brand alongside the online brand of the company. In practice, this means combining online content from your private life with the brand building of your company. The research and development study conducted in this thesis recognized tangible action proposals that were included in Ledear Oy’s digital marketing strategy, which will set the guidelines for the company’s digital marketing practices for the upcoming two years....
This thesis was implemented as a research and development study, and it was carried out as a commission for Ledear Oy, a micro-enterprise offering wellness consultancy and coaching to organizations and their personnel. The purpose of this study was to identify the most common digital marketing channels and optimal models for digital content creation in the context of micro enterprises, the surrounding working environment and relevant customer segments. The aim was to improve the company’s abilities in utilizing digital tools in the means of customer acquisition and market access. The theoretical framework of the thesis was built on international literature and research. It focuses on the concept of digitalization; its impact in the company’s operating environment, its role as a driver of change in the corporate world and, the leadership of digitalization in organizations. Extra emphasis was put on the opportunities and potential of digitalization in the context of micro enterprises as well as B2B marketing practices and the wellness industry. The development methods in this thesis were benchmark study and semi-structured interview. Three companies were selected for the benchmark study whose digital marketing practices were further analyzed and compared to the similar practices of the commissioning company. The semi-structured interviews were conducted with three micro-entrepreneurs who operate in the same field with the commissioning company. Following the benchmark study and the semi-structured interviews, a development workshop was organized together with the commissioning entrepreneur. The workshop focused on analyzing the action proposals that arose from the earlier research, their significance in relation to the desired vision and, their viability in relation to the available resources of the company. The results of the performed research and study show that micro-enterprises in the wellness sector utilize social media intensely in their B2B digital marketing practices. The most popular social media platforms are LinkedIn, Instagram and Facebook. Activeness on the company’s website and social media platforms as well as constant content creation were determined to be important for the successful digital visibility of a micro-enterprise in the wellness sector. The primary conclusion of the thesis is the importance of the balance between professional and personal online brand building of a micro-entrepreneur; attractive digital marketing requires building your own personal online brand alongside the online brand of the company. In practice, this means combining online content from your private life with the brand building of your company. The research and development study conducted in this thesis recognized tangible action proposals that were included in Ledear Oy’s digital marketing strategy, which will set the guidelines for the company’s digital marketing practices for the upcoming two years....
