Kojair Tech Oy : Guidelines for a Digital Marketing Plan
Rajala, Iina; Tikkanen, Janette (2018)
Rajala, Iina
Tikkanen, Janette
Tampereen ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018060111872
https://urn.fi/URN:NBN:fi:amk-2018060111872
Tiivistelmä
This thesis was commissioned by Kojair Tech Oy. The company has been operating for decades in the field of clean air industry, and needed a digital marketing plan which would help them to get more traffic to their website. The company has not had a marketing plan nor a digital marketing plan before, so the objective was to establish guidelines for a digital marketing plan which would help them to understand the basics of digital marketing.
The authors familiarized themselves with different digital marketing platforms and digitalization as a phenomena by using scientific literature as a secondary data. The authors conducted a qualitative research in the form of interviews to gather information about the current digital marketing situation within the company, the coherency of sales and marketing activities and how the customers of the company perceive them. The authors composed interview questions for three different clusters who were identified as significant target groups; customers, distributors and marketing employees of Kojair Tech Oy.
Based on the research of secondary data, the authors found out how big importance the company’s website has. Especially when the company is establishing their digital marketing channels, the website should be used as a foundation to all of its digital marketing activities. Also the coherency of the online and offline marketing actions with the sales activities are crucial in terms of creating a distinct brand image for a company. The employees and customers of Kojair Tech Oy admitted that the website of the company needs to be improved. When it comes to the coherency, the results of the interviews indicated that there is room for improvement.
The findings suggest that in order to get the full potential digital marketing could be offering to them, the company should research and understand their targeted customers. Based on the findings, the website should be established around the customers’ needs and wants. The authors recommend the company to establish a customer database. By analyzing it, the customers of the company will have a better online experience which is tailored for them. In order to execute these suggested actions, the authors recommended Kojair Tech Oy to assign a digital marketing expert who would be responsible for the creating content, updating the database and developing their digital marketing actions. It would be beneficial for the company in the future to execute a research about the functionality of the website from the customers’ point of view.
The authors familiarized themselves with different digital marketing platforms and digitalization as a phenomena by using scientific literature as a secondary data. The authors conducted a qualitative research in the form of interviews to gather information about the current digital marketing situation within the company, the coherency of sales and marketing activities and how the customers of the company perceive them. The authors composed interview questions for three different clusters who were identified as significant target groups; customers, distributors and marketing employees of Kojair Tech Oy.
Based on the research of secondary data, the authors found out how big importance the company’s website has. Especially when the company is establishing their digital marketing channels, the website should be used as a foundation to all of its digital marketing activities. Also the coherency of the online and offline marketing actions with the sales activities are crucial in terms of creating a distinct brand image for a company. The employees and customers of Kojair Tech Oy admitted that the website of the company needs to be improved. When it comes to the coherency, the results of the interviews indicated that there is room for improvement.
The findings suggest that in order to get the full potential digital marketing could be offering to them, the company should research and understand their targeted customers. Based on the findings, the website should be established around the customers’ needs and wants. The authors recommend the company to establish a customer database. By analyzing it, the customers of the company will have a better online experience which is tailored for them. In order to execute these suggested actions, the authors recommended Kojair Tech Oy to assign a digital marketing expert who would be responsible for the creating content, updating the database and developing their digital marketing actions. It would be beneficial for the company in the future to execute a research about the functionality of the website from the customers’ point of view.