A tool for digital communication implementation in the marketing funnel
Nguyen, Nguyen (2017)
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Applying digital communication to marketing is not just an innovative trend to follow but a necessity to keep up with in the business environment nowadays. The objectives of this thesis focus on how digital communication can be applied to the marketing funnel of a company. Company X, a leading firm in marketing venture is analysed as an example for using digital communication as their key business model. The thesis also discusses the importance of digital communication, its advantages, challenges to businesses as well as its current trends. The research method used is an exploratory-descriptive case study approach. The author collected data from an in-depth interview with the sales director of company X’s office in the European region in combination with secondary data from reliable sources through both written and electronic forms. By contrasting the literature review and case study analysis of a real successful company, the author concludes thesis with the answers to the main research question and suggests a model for applying digital communication in specific stages of marketing funnel for further application in the future.