Digital Marketing Plan Case: HEMMI Kodit
Hemmilä, Anni (2016)
Hemmilä, Anni
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060812422
https://urn.fi/URN:NBN:fi:amk-2016060812422
Tiivistelmä
This is a product-based thesis that was made for a small Finnish company HEMMI Kodit. HEMMI Kodit provides assessibility products and consultations in Lahti region in Southern Finland. It is a new company that wants to start digital marketing to gain more visibility and foothold in the market.The goal of the thesis was to create a digital marketing plan that the commissioner company could use for marketing and development of their brand online.
Theoretical framework of this thesis gives an overview of digital marketing. It includes social media marketing, search marketing, inbound marketing, content marketing, email marketing, and tools for marketing monitoring & management. The theory was gathered from literature and online resources.
Chapter three shows the use of PR Smith’s SOSTAC® in strategic digital marketing planning. In the fourth chapter the case company’s digital marketing plan is created based on this model.
The outcomeof this thesis is a digital marketing plan in a handbook form that has been tailor-made for the case company’s purposes. The final handbook includes goals, suggestions for digital marketing, actions, scheduling, risk management and control.
The thesis process began in late December 2015 when the commissioner company requested collaboration and it was conducted in Spring 2016.
Theoretical framework of this thesis gives an overview of digital marketing. It includes social media marketing, search marketing, inbound marketing, content marketing, email marketing, and tools for marketing monitoring & management. The theory was gathered from literature and online resources.
Chapter three shows the use of PR Smith’s SOSTAC® in strategic digital marketing planning. In the fourth chapter the case company’s digital marketing plan is created based on this model.
The outcomeof this thesis is a digital marketing plan in a handbook form that has been tailor-made for the case company’s purposes. The final handbook includes goals, suggestions for digital marketing, actions, scheduling, risk management and control.
The thesis process began in late December 2015 when the commissioner company requested collaboration and it was conducted in Spring 2016.