Digital Marketing Methods for Promotion of HAMK UAS on the Russian Internet
Karpelson, Maksim (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020102421595
https://urn.fi/URN:NBN:fi:amk-2020102421595
Tiivistelmä
This Bachelor Thesis considers digital marketing methods applicable on the Russian Internet (Runet). The thesis covers theoretical aspects of digital marketing methods as well as a practical part including the project of launching a paid advertisement campaign in the Russian search engine Yandex made in cooperation with HAMK’s marketing department.
In addition, a survey of potential customers was conducted and answers were examined for adding content and keywords to the HAMK’s site. The analysis of HAMK's presence in social networks was made to gain a larger client group. The author combined knowledge taken from literature and scientific articles with practical manuals on the running of digital marketing campaigns.
To answer the research question about the most effective digital marketing methods for the promotion of HAMK on the Runet, the author studies, describes and uses in practice several digital marketing tools. Features of segmenting the Russian Internet are presented, SWOT analysis of the current position of HAMK’s web site examined, different ways of uprising in ranking of the Yandex SE explored and emphasis is made on the content for the web site. Additional content in the Russian language in various formats was added on the HAMK UAS’s web site in blogs of different degree programs.
In addition, a survey of potential customers was conducted and answers were examined for adding content and keywords to the HAMK’s site. The analysis of HAMK's presence in social networks was made to gain a larger client group. The author combined knowledge taken from literature and scientific articles with practical manuals on the running of digital marketing campaigns.
To answer the research question about the most effective digital marketing methods for the promotion of HAMK on the Runet, the author studies, describes and uses in practice several digital marketing tools. Features of segmenting the Russian Internet are presented, SWOT analysis of the current position of HAMK’s web site examined, different ways of uprising in ranking of the Yandex SE explored and emphasis is made on the content for the web site. Additional content in the Russian language in various formats was added on the HAMK UAS’s web site in blogs of different degree programs.