The Impact of Digital Marketing on the Sales Process: Case Oy Hako Ground & Garden Ab
Vaalio, Teemu (2019)
Vaalio, Teemu
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112722799
https://urn.fi/URN:NBN:fi:amk-2019112722799
Tiivistelmä
This thesis explores the impact of digital marketing on the sales process. The commissioner company of this thesis Oy Hako Ground & Garden Ab is creating a new digital strategy for 2020 and the results of the thesis are intended to contribute to the creation of the strategy. The thesis is limited to the company's golf business unit. Based on the results, it is possible to copy the study to other business units.
In the golf industry, B2B sales is a very hands-on job and requires a lot of time and resources from the sales force. This thesis looks at how digital marketing could enhance the sales process. Utilizing digital channels can streamline the sales process and increase customer engagement with your business
The theory part of this thesis deals with different models of sales processes and the different channels of digital marketing which are relevant to this research. During the research part, a customer survey was conducted for clients of Hako Ground & Garden´s Golf unit. The purpose of the survey was to find out what digital channels customers are using and what content is relevant for the target audience of the company.
The survey answers provided useful insights into the company's golf customers, and the results also allowed conclusions to be drawn about which channels and the content of digital marketing the company should invest in achieving the results. The survey responses obtained useful information. Based on the results, conclusions can be made which channels and what kind of content company should use in marketing for its golf unit´s customers.
In the golf industry, B2B sales is a very hands-on job and requires a lot of time and resources from the sales force. This thesis looks at how digital marketing could enhance the sales process. Utilizing digital channels can streamline the sales process and increase customer engagement with your business
The theory part of this thesis deals with different models of sales processes and the different channels of digital marketing which are relevant to this research. During the research part, a customer survey was conducted for clients of Hako Ground & Garden´s Golf unit. The purpose of the survey was to find out what digital channels customers are using and what content is relevant for the target audience of the company.
The survey answers provided useful insights into the company's golf customers, and the results also allowed conclusions to be drawn about which channels and the content of digital marketing the company should invest in achieving the results. The survey responses obtained useful information. Based on the results, conclusions can be made which channels and what kind of content company should use in marketing for its golf unit´s customers.