Digital marketing strategy for a B2B company : Case study: Premico Group Oy

Abstract

This thesis was created to serve a purpose of creating a digital marketing strategy for a case study organization Premico Group Oy, operating in the Finnish real estate industry. This research focused on introducing the necessary steps included into building a digital marketing strategy. The first aim was to conduct marketing research, comprising of customer analysis, competitor analysis, SWOT analysis and digital landscape assessment, formalizing into a positioning map. After that, objectives, strategies, tactics and actions were set to build a cohesive digital marketing strategy.

The study was conducted using a digital marketing framework called SOSTAC© for providing structure for the strategy, along with a semi-structured qualitative interview that was carried out with three of the company representatives. The theoretical part of this thesis was built by examining marketing literature.

It was discovered that consistent, value adding quality content plays a major role in constructing a strong social media presence. Moreover, content marketing is the base for all other digital interactions. Therefore, Premico should concentrate on creating content. The platforms chosen to distribute the content are LinkedIn, company website and the company newsletter. The nature of the business alongside with convincing statistical facts - presented in the thesis, proved LinkedIn to be the most suitable platform. When it comes to email marketing, Premico should utilize it for enforcing customer relationships and increasing their customer retention rate. By following the plan created as well as dedicating time and resources for the implementation, Premico will increase the level of their brand awareness.