B2B Digital Marketing Plan for Attracting New International Customers and Building Brand Awareness Globally : Case: AMA Co., Ltd
Ponomarenko, Anastasiia (2018)
Jyväskylän ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018060512604
https://urn.fi/URN:NBN:fi:amk-2018060512604
Tiivistelmä
The purpose of this study was to find out how the assignor company can improve the effectiveness of its digital marketing in the B2B context in order to reach potential clients abroad, establish the company’s brand globally and promote a positive image of the company. The objective of this research was to determine which digital marketing channels would be the most efficient for building brand awareness and attracting new customers in B2B business. Another objective of this thesis was to identify the successful tactics for managing each of those channels. The final goal of this research was to develop a B2B digital marketing plan for the case company with recommendations for a digital marketing strategy.
The literature review consists of theory on the concepts of a digital marketing strategy and digital marketing tools for B2B. The theoretical part focused particularly on content marketing, social media marketing, email marketing and search engine marketing. A situation analysis of the case company’s current digital initiatives was conducted to determine how efficient the company currently was in terms of digital marketing and to highlight the areas for improvements. The primary data was collected through conducting semi-structured interviews. The list of questions was designed by adapting the existing theory and the results of a situation analysis. The purposive sampling method was used to form the sample.
According to the results, content marketing plays an integral role in B2B digital marketing nowadays. Moreover, search engine optimization (SEO) is vital for promoting a B2B brand online. Social media marketing provides unique opportunities for improving brand image, but this channel is only beginning to develop in the B2B context. Based on the results, recommendations were made about the specific tactics of digital marketing that the company could employ to enhance the brand’s presence globally.
The literature review consists of theory on the concepts of a digital marketing strategy and digital marketing tools for B2B. The theoretical part focused particularly on content marketing, social media marketing, email marketing and search engine marketing. A situation analysis of the case company’s current digital initiatives was conducted to determine how efficient the company currently was in terms of digital marketing and to highlight the areas for improvements. The primary data was collected through conducting semi-structured interviews. The list of questions was designed by adapting the existing theory and the results of a situation analysis. The purposive sampling method was used to form the sample.
According to the results, content marketing plays an integral role in B2B digital marketing nowadays. Moreover, search engine optimization (SEO) is vital for promoting a B2B brand online. Social media marketing provides unique opportunities for improving brand image, but this channel is only beginning to develop in the B2B context. Based on the results, recommendations were made about the specific tactics of digital marketing that the company could employ to enhance the brand’s presence globally.