Development of a digital marketing plan by using a combination of digital marketing tools
Fahad, Zanab; Tran, Huong (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019121727106
https://urn.fi/URN:NBN:fi:amk-2019121727106
Tiivistelmä
The purpose of the thesis was to develop a digital marketing plan for the case company in B2B context. The objective was to discover what digital marketing tools or a combination of tools should be used to attract new B2B customers and increase its sales leads. The final goal is to develop a digital marketing action plan for a case company and give recommendations regarding the implementation of digital marketing tools.
A literature review was based on digital marketing strategies and tools in terms of the B2B context specifically. ROND’s current digital marketing situation was also analyzed in order to determine the company’s current digital marketing situation. Data for the research was collected by implementing a qualitative research methodology in the form of semi-structured interviews. Open-ended questions for the interview were made after analyzing the case company’s current digital marketing situation and the theory from the literature review.
Finally, the results show that ROND’s official website needs to be improved with some good quality content because content marketing plays an important role nowadays, other than that SEO is also important for the social promotion of the company’s website. Moreover, social media platforms such as Linkedin, Twitter, Facebook, and Instagram were the most useful tools for the case company to increase the B2B customer’s engagement by providing creative and informative content.
A literature review was based on digital marketing strategies and tools in terms of the B2B context specifically. ROND’s current digital marketing situation was also analyzed in order to determine the company’s current digital marketing situation. Data for the research was collected by implementing a qualitative research methodology in the form of semi-structured interviews. Open-ended questions for the interview were made after analyzing the case company’s current digital marketing situation and the theory from the literature review.
Finally, the results show that ROND’s official website needs to be improved with some good quality content because content marketing plays an important role nowadays, other than that SEO is also important for the social promotion of the company’s website. Moreover, social media platforms such as Linkedin, Twitter, Facebook, and Instagram were the most useful tools for the case company to increase the B2B customer’s engagement by providing creative and informative content.