How to increase marketing performance with a digital marketing plan

Abstract

The aim and purpose of this thesis is to discover how digital marketing can enhance the overall marketing performance of a business, Kytäjä Golf Oy. The objectives were to create a situational analysis and determine where Kytäjä Golf stands in terms of digital marketing activities, create a competitive analysis comparing Kytäjä Golfs digital performance to three key competitors and to drive actionable insights and create concrete examples on how to drive the overall marketing performance with digital marketing.

This thesis carried out by conducting a case study for the company Kytäjä Golf where the managing staff had identified problems with some aspects of the current digital marketing activities, the main one being a clear lack of direction.

In the literature review traditional marketing concepts with the focus however being on digital marketing. Qualitative research was conducted for Kytäjä Golf and its competitors to understand the key problems already existing as well as to determine the actions needed to take to fix those.

From the research, several problems in the current digital marketing activities was found and a digital marketing plan with was done to correct those. The plan also gives information on how to lift the general digital marketing performance. The author advises Kytäjä Golf to start implementing the techniques discussed in the thesis.