Business-to-business Digital Marketing Strategy: Case company X
Korhonen, Leila (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060116028
https://urn.fi/URN:NBN:fi:amk-2020060116028
Tiivistelmä
The need for this thesis arises from the history and current situation of digital marketing in the commissioning company. The digital marketing has been separated marketing function that was rapidly organized when digital transformation begun to enter the HVAC (heating, ventilation and air conditioning) and infra business fields. Today digital marketing plays a crucial role in the commissioning company but is still seen as difficult and complex.
Therefore, the digital marketing strategy is needed which is also the goal of this thesis. The target group of the digital marketing strategy is to business-to-business customers in Finland. The strategy’s focus is on the digital marketing channel strategy to find the best possible digital channel mix for different target groups, content, and messages.
The theory part focuses on features of business-to-business markets, integrated marketing communication, digital marketing and especially digital marketing in business-to-business markets, and digital marketing strategy models.
Current state analysis of digital marketing in commissioning company was conducted to understand the challenges and opportunities. The analysis included each digital marketing channel evaluation and summarizing the findings to SWOT analysis.
The strategy was created by using one of the strategy models that were presented in the theory section. The model was slightly adjusted to fit better for the commissioning company’s need, culture, market, and target groups. The strategy includes vision, goal, target groups, implementation with timeline and milestones, metrics, and evaluation definitions. The digital marketing channel strategy was created to better understanding of the roles and features of each digital marketing channel that commissioning company is using.
The result of the thesis is a digital marketing strategy that gives a roadmap for the commissioning company to improve the digital marketing to business-to-business target groups in their field of business. The roadmap includes steps that are recommended to execute in the first phase and steps that can be implemented in the second phase.
Thesis ends with discussion on the results and presents development ideas for further studying.
Therefore, the digital marketing strategy is needed which is also the goal of this thesis. The target group of the digital marketing strategy is to business-to-business customers in Finland. The strategy’s focus is on the digital marketing channel strategy to find the best possible digital channel mix for different target groups, content, and messages.
The theory part focuses on features of business-to-business markets, integrated marketing communication, digital marketing and especially digital marketing in business-to-business markets, and digital marketing strategy models.
Current state analysis of digital marketing in commissioning company was conducted to understand the challenges and opportunities. The analysis included each digital marketing channel evaluation and summarizing the findings to SWOT analysis.
The strategy was created by using one of the strategy models that were presented in the theory section. The model was slightly adjusted to fit better for the commissioning company’s need, culture, market, and target groups. The strategy includes vision, goal, target groups, implementation with timeline and milestones, metrics, and evaluation definitions. The digital marketing channel strategy was created to better understanding of the roles and features of each digital marketing channel that commissioning company is using.
The result of the thesis is a digital marketing strategy that gives a roadmap for the commissioning company to improve the digital marketing to business-to-business target groups in their field of business. The roadmap includes steps that are recommended to execute in the first phase and steps that can be implemented in the second phase.
Thesis ends with discussion on the results and presents development ideas for further studying.