Digital marketing plan for a Finnish startup company with a limited budget: Case: PrimerDigital Oy
Radchenko, Andrei (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201904245845
https://urn.fi/URN:NBN:fi:amk-201904245845
Tiivistelmä
Throughout the last decade, globalization and digitalization have changed the world of business dramatically. As a result, the glories days of word-of-mouth and cold calling have gone completely. Although nowadays companies rely more and more on digital marketing as a tool to promote their goods and services, most of them still lacking a comprehensive digital marketing plan that would let them succeed in this endeavor.
The goal of this study was to create an effective digital marketing plan for a Finnish startup company with a limited budget. Since the company has some budget constraints, the particular focus of this study was to find out the right blend of most suitable and effective digital marketing channels, tools, and tactics, that would allow the commissioning company to achieve business success on the biotech software market.
In order to achieve this goal, the author has explored effectiveness of digital marketing techniques regarding ROI, the most valuable planning frameworks, most suitable digital marketing techniques, channels, and tactics for the sector the company works, and finally, the minimal set of digital marketing activities needed for achieving the company’s marketing objective. Whereas the insight into planning models and effectiveness of specific approaches was obtained from the reviewed literature, the understanding of what works the best for the biotech software sector and the company in question was received from the competitor analysis and the survey of the company’s clients.
Using this information the author has developed an effective digital marketing plan that includes specifically those tactics and actions that are necessary for achieving marketing objectives and business goals defined by the management of the company.
This research was conducted as a case study research with holistic single-case design, where, as the research philosophy was chosen pragmatism. As to the data collection, the author used mixed methods data collection approach, which considers both, the secondary and the primary data. Such a combination of data is quite typical for case study research strategy.
Due to the mentioned above budget constraints, it was not possible to implement the developed plan in full. The implemented scope comprised only the tasks that could be accomplished by the company’s team and the author of the research. Despite this fact, during the four months of the implementation, many of the marketing goals defined by the management of the company have been achieved. As to the objectives of this study, they all have been completed as well.
The goal of this study was to create an effective digital marketing plan for a Finnish startup company with a limited budget. Since the company has some budget constraints, the particular focus of this study was to find out the right blend of most suitable and effective digital marketing channels, tools, and tactics, that would allow the commissioning company to achieve business success on the biotech software market.
In order to achieve this goal, the author has explored effectiveness of digital marketing techniques regarding ROI, the most valuable planning frameworks, most suitable digital marketing techniques, channels, and tactics for the sector the company works, and finally, the minimal set of digital marketing activities needed for achieving the company’s marketing objective. Whereas the insight into planning models and effectiveness of specific approaches was obtained from the reviewed literature, the understanding of what works the best for the biotech software sector and the company in question was received from the competitor analysis and the survey of the company’s clients.
Using this information the author has developed an effective digital marketing plan that includes specifically those tactics and actions that are necessary for achieving marketing objectives and business goals defined by the management of the company.
This research was conducted as a case study research with holistic single-case design, where, as the research philosophy was chosen pragmatism. As to the data collection, the author used mixed methods data collection approach, which considers both, the secondary and the primary data. Such a combination of data is quite typical for case study research strategy.
Due to the mentioned above budget constraints, it was not possible to implement the developed plan in full. The implemented scope comprised only the tasks that could be accomplished by the company’s team and the author of the research. Despite this fact, during the four months of the implementation, many of the marketing goals defined by the management of the company have been achieved. As to the objectives of this study, they all have been completed as well.