Digital marketing development in a B2B context
Nevalainen, Inka (2020)
Nevalainen, Inka
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020121829565
https://urn.fi/URN:NBN:fi:amk-2020121829565
Tiivistelmä
This thesis was written based on a commission from a Finnish, internationally operating group of B2B companies. The company had grown a need to develop their digital marketing strategy to help them reach their growth goals.
The development project started in June 2020 and finished in November 2020, as it is. During the project, the author familiarized themselves with important concepts in digital marketing through secondary data sources. The project involved also primary data collection, mainly in the form of semi-structured interviews and surveys. Digital marketing analytics data was also collected and analyzed throughout the whole project. The author was taking part in the digital marketing strategy planning and implementation.
The results of the thesis were positive. The growth in the KPI’s set by the commissioner was good, and the commissioner was very happy with the strategy created during the thesis project. The number of relevant leads grew by 20-30% during the project. For the future, some elements of the digital marketing strategy will be developed further. Measurement will be organized more clearly as well. Because of the thesis project, the commissioner now has a good foundation to continue with the digital marketing efforts in a concise, goal-oriented way.
The development project started in June 2020 and finished in November 2020, as it is. During the project, the author familiarized themselves with important concepts in digital marketing through secondary data sources. The project involved also primary data collection, mainly in the form of semi-structured interviews and surveys. Digital marketing analytics data was also collected and analyzed throughout the whole project. The author was taking part in the digital marketing strategy planning and implementation.
The results of the thesis were positive. The growth in the KPI’s set by the commissioner was good, and the commissioner was very happy with the strategy created during the thesis project. The number of relevant leads grew by 20-30% during the project. For the future, some elements of the digital marketing strategy will be developed further. Measurement will be organized more clearly as well. Because of the thesis project, the commissioner now has a good foundation to continue with the digital marketing efforts in a concise, goal-oriented way.