Digital Marketing : Impact of digital marketing in food business

Abstract

The purpose of this thesis project was to analyze the impact of current digital marketing trend on food and restaurant business. The study was done in co-ordination with S & K Foods Oy where the owner himself has answered the interview questions. The qualitative method of research interview was used to analyze the outcomes of questionnaire. The interview was conducted with Shah Kapil, the owner in the business premises. SEO, mobile application, display advertisement was mostly used through the internet where Facebook, Instagram, Google were some major mediums. Only relevant and applicable criteria were selected by the author for the empirical study analysis. As findings, the actual benefits were high-lighted, and some realistic recommendations were made for further implementation to increase the cur-rent growth level.

The theoretical part was based on various literature from different authors. The books written by Ian Dodson, Rob Stokes, Chuck Hemann and Ken Burbary, and Damian Ryan were used as major study materials for the literature review. The process begins with introduction and follows by defining digital marketing including its importance in current business organizations from beginning to end. During the theoretical phase, the digital marketing tools were mentioned and explained as major criteria. The empiri-cal part was based on S & K Foods Oy (Ravintola Royal Mustang) and related information and data were obtained directly from the owner of the company.

Furthermore, based on the report provided and the owner’s response the author was able to summarize the fact that the digital marketing process is capturing the overall marketing techniques as the world is borderless through internet. The business without digital exposure cannot survive in current economy. Google, mobile application and search engine optimization were the most important tools of marketing for every business considered in digital marketing process. Some recommendations were mentioned by author to the owner which was considered as very useful and was forwarded to the responsible person for further implementation.