IMPROVING SOCIAL MEDIA PRACTICES FOR B-TO-B MARKET
Popa, Teodor Catalin (2019)
Popa, Teodor Catalin
2019
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201904256035
https://urn.fi/URN:NBN:fi:amk-201904256035
Tiivistelmä
B2B social networks are today at the heart of all discussions, whether at the professional or personal level. Indeed, there are more and more controversies around these tools of commu-nication. However, in many cases, social networks are a real advertising boost. Today, social networks in B2B are a real factor of influence and they are an integral part of a digital market-ing strategy.
An inductive research approach was applied in this thesis and a qualitative research method was used for collecting the data. The qualitative research was conducted through four inter-views, three of them with three different distributors for Kekkilä Professional and one inter-view with the marketing manager. The data was collected data from both primary and second-ary sources. Primary data was collected from the interviews and the secondary method in-cluded data collected from the author’s own experience, books and electric sources.
In the theoretical part, the author explains the meaning of digital marketing, social media mar-keting, which are the social media channels, and which social networks will be the most im-portant for Kekkilä Professional to focus on when the company will develop its social media practices for the B2B market in the future. The author continues with theories about particulari-ties for the B2B market. A SWOT analysis was created for the case company and a develop-ment plan for Kekkilä Professional is presented.
In conclusion, Kekkilä Professional should focus on social media channels (LinkedIn, Face-book and Twitter) in the future for the B2B market because using social media is essential in the digital communication era. However, it is important to take the time to design a complete social media strategy to use them wisely and to achieve the goals that Kekkilä Professional has set.
Social media has earned its acclaim in the B2B market and these channels became essential to explore, to generate traffic and to create leads.
An inductive research approach was applied in this thesis and a qualitative research method was used for collecting the data. The qualitative research was conducted through four inter-views, three of them with three different distributors for Kekkilä Professional and one inter-view with the marketing manager. The data was collected data from both primary and second-ary sources. Primary data was collected from the interviews and the secondary method in-cluded data collected from the author’s own experience, books and electric sources.
In the theoretical part, the author explains the meaning of digital marketing, social media mar-keting, which are the social media channels, and which social networks will be the most im-portant for Kekkilä Professional to focus on when the company will develop its social media practices for the B2B market in the future. The author continues with theories about particulari-ties for the B2B market. A SWOT analysis was created for the case company and a develop-ment plan for Kekkilä Professional is presented.
In conclusion, Kekkilä Professional should focus on social media channels (LinkedIn, Face-book and Twitter) in the future for the B2B market because using social media is essential in the digital communication era. However, it is important to take the time to design a complete social media strategy to use them wisely and to achieve the goals that Kekkilä Professional has set.
Social media has earned its acclaim in the B2B market and these channels became essential to explore, to generate traffic and to create leads.