Digital Marketing Plan. Case Company
Fomina, Nadezhda (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052513530
https://urn.fi/URN:NBN:fi:amk-2020052513530
Tiivistelmä
This product-based thesis work describes the research and development of a digital marketing plan for a commissioned company. The company is a small-sized B2B (business to business) and B2C (business to consumer) interior design manufacturing brand in the market. The company has digital resources but has never had a marketing plan or strategy. Lack of those greatly affects online presence, engagement, and sales. The goal of this thesis is to create a detailed marketing plan which will help to boost sales, increase brand awareness, and improve communication with customers. For those reasons, this project holds great value for the company.
This thesis contains theoretical and empirical parts. The theoretical framework includes research of the digital marketing plan’s components and key definitions. As digital marketing is a broad topic, concepts were chosen by the author during the theoretical research. Those are the description of marketing, social media platforms, analysis method, marketing techniques. The empirical part is a practical component of this project. It consists of the company case analysis and gradual development of the digital marketing plan. Methods such as SWOT and SOSTAC were used for the company market analysis. They showed challenges which the company is facing and opportunities that the company should concentrate on. Based on their outcomes, strategy and tactics were defined and the guidelines were written for a website, social media platforms, and email marketing. Posts suggestions and examples were presented as well.
The development of this project took 4 months. Different sources such as marketing books and articles were utilized in order to create a theoretical framework. Based on that, the practical part was developed for this case. As a result of this thesis, the digital marketing plan was completed and presented to the commissioned company.
This thesis contains theoretical and empirical parts. The theoretical framework includes research of the digital marketing plan’s components and key definitions. As digital marketing is a broad topic, concepts were chosen by the author during the theoretical research. Those are the description of marketing, social media platforms, analysis method, marketing techniques. The empirical part is a practical component of this project. It consists of the company case analysis and gradual development of the digital marketing plan. Methods such as SWOT and SOSTAC were used for the company market analysis. They showed challenges which the company is facing and opportunities that the company should concentrate on. Based on their outcomes, strategy and tactics were defined and the guidelines were written for a website, social media platforms, and email marketing. Posts suggestions and examples were presented as well.
The development of this project took 4 months. Different sources such as marketing books and articles were utilized in order to create a theoretical framework. Based on that, the practical part was developed for this case. As a result of this thesis, the digital marketing plan was completed and presented to the commissioned company.