Creating an effective digital marketing plan for a small new coffee shop: ChoCoCha
Nguyen, Huynh Ngan (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020121929723
https://urn.fi/URN:NBN:fi:amk-2020121929723
Tiivistelmä
Today, with the development of the Internet, people spend a great amount of time online carrying out searches, checking social media, and shopping online. Customers surf the Internet to look for products and services that they are interested in. A company may risk losing its prospects if it does not have an online presence. Understanding the importance of digital marketing, having an interest in marketing, and having a passion for coffee, the author would like to develop a digital marketing plan for the author’s future coffee shop.
This thesis aims to create a digital marketing plan for the author’s future coffee shop by mapping which digital marketing channels or a combination of digital marketing channels the coffee shop can utilize to approach potential customers, boost brand awareness, and enhance customer engagement. This thesis’s theoretical background includes the introduction of digital marketing and the importance of digital marketing to businesses, digital marketing components, digital marketing trends in 2020 and 2021, and steps to create a digital marketing plan. Updating emerging and future digital marketing trends helps the author to foresee how today’s marketing works and prepare a better digital marketing plan for the author’s future coffee shop.
In the research methods section, non-participant observation and online survey were conducted. The author carried out a non-participant observation on three coffee shops in Helsinki to study the digital marketing channels in use and how they use them to promote their brand and engage with customers. The online survey was carried out to discover the most effective social media platforms to reach the target audience and to study customer behavior towards a coffee shop on social media.
The outcome of the thesis is a digital marketing plan for a specialty coffee shop in central Helsinki based on the theoretical background and research results. This digital marketing plan consists of a business description, SWOT analysis, target audience description, digital marketing objectives and strategies, action plan, and measurement. All these are presented clearly and in a format that is easy to approach.
Keywords: brand awareness, coffee shop, customer engagement, digital marketing
This thesis aims to create a digital marketing plan for the author’s future coffee shop by mapping which digital marketing channels or a combination of digital marketing channels the coffee shop can utilize to approach potential customers, boost brand awareness, and enhance customer engagement. This thesis’s theoretical background includes the introduction of digital marketing and the importance of digital marketing to businesses, digital marketing components, digital marketing trends in 2020 and 2021, and steps to create a digital marketing plan. Updating emerging and future digital marketing trends helps the author to foresee how today’s marketing works and prepare a better digital marketing plan for the author’s future coffee shop.
In the research methods section, non-participant observation and online survey were conducted. The author carried out a non-participant observation on three coffee shops in Helsinki to study the digital marketing channels in use and how they use them to promote their brand and engage with customers. The online survey was carried out to discover the most effective social media platforms to reach the target audience and to study customer behavior towards a coffee shop on social media.
The outcome of the thesis is a digital marketing plan for a specialty coffee shop in central Helsinki based on the theoretical background and research results. This digital marketing plan consists of a business description, SWOT analysis, target audience description, digital marketing objectives and strategies, action plan, and measurement. All these are presented clearly and in a format that is easy to approach.
Keywords: brand awareness, coffee shop, customer engagement, digital marketing