EFFECTIVE DIGITAL MARKETING COMMUNICATIONS. CASE COMPANY: URBANZEE, FINLAND
Han, Tran (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019061316886
https://urn.fi/URN:NBN:fi:amk-2019061316886
Tiivistelmä
With the rapid growth of technology, digital marketing communication (hereafter referred to as “DMC”) tools have been played a major role in helping companies build and develop their brands and images, improving their competitive advantages in the market. In other words, digital marketing is provided with powerful and advanced communication tools to support businesses in their strategy of understanding, interacting and satisfying their customers more effectively and actively.
Thus, this thesis is about DMC and the influence of its different implementation forms on the level of customer satisfaction and interaction. To be more critical, a Turku-based start-up UrbanZee, a company specialising in air quality measurement will be a case company to be analysed herein to support the thesis outcome. The objectives of the thesis were to investigate how customer satisfaction and interaction were enhanced by DMC tools and to conclude the effective DMC used by the case company
At the beginning of the thesis, the author pointed out the definitions, strengths, and limitations of digital marketing as well as DMC together with its tools and process. Also, to prove the study quality, in the empirical part, the author mentioned the UrbanZee’s achievements in DMC from the Internship experience. The empirical part was to answer research question: ¨Which types of digital marketing communications UrbanZee should apply to increase customer satisfaction and interaction¨
The research applied the quantitative methods to collect the data from the survey about which forms of DMC the Internet users interacted frequently and satisfied with the information most. To support the thesis outcome, the survey was designed based on the theoretical and empirical parts which covered the DMC tools of common contexts and the implementation by UrbanZee. The survey result was used for thesis and material for the case company.
Finally, thanks to the collected information and data the author could summarize the thesis with a realistic overview of the current topic. On the other hand, the survey findings could help UrbanZee and other marketers to understand which DMC tools should be utilized for surviving and winning in this competitive the market.
Thus, this thesis is about DMC and the influence of its different implementation forms on the level of customer satisfaction and interaction. To be more critical, a Turku-based start-up UrbanZee, a company specialising in air quality measurement will be a case company to be analysed herein to support the thesis outcome. The objectives of the thesis were to investigate how customer satisfaction and interaction were enhanced by DMC tools and to conclude the effective DMC used by the case company
At the beginning of the thesis, the author pointed out the definitions, strengths, and limitations of digital marketing as well as DMC together with its tools and process. Also, to prove the study quality, in the empirical part, the author mentioned the UrbanZee’s achievements in DMC from the Internship experience. The empirical part was to answer research question: ¨Which types of digital marketing communications UrbanZee should apply to increase customer satisfaction and interaction¨
The research applied the quantitative methods to collect the data from the survey about which forms of DMC the Internet users interacted frequently and satisfied with the information most. To support the thesis outcome, the survey was designed based on the theoretical and empirical parts which covered the DMC tools of common contexts and the implementation by UrbanZee. The survey result was used for thesis and material for the case company.
Finally, thanks to the collected information and data the author could summarize the thesis with a realistic overview of the current topic. On the other hand, the survey findings could help UrbanZee and other marketers to understand which DMC tools should be utilized for surviving and winning in this competitive the market.