Customer acquisition with digital marketing tools
Osei, Claudia (2020)
Osei, Claudia
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202103193611
https://urn.fi/URN:NBN:fi:amk-202103193611
Tiivistelmä
Digital marketing tools have become a crucial aspect for businesses both online and offline. This Bachelor thesis literature is about digital marketing, its tools, and how they come together to aid in customer acquisition. This thesis focused on how digital tools can be set up strategically and it introduced how information technologies (IT) companies can acquire customers. The commissioner of this thesis is an enterprise resource planning (ERP) and customer relationship management (CRM) IT company with many other digital solution products. The company is based in Finland and has global customers. Due to the 2020 pandemic, the company has a status change from profitable to survivability. This thesis is written to aid the commissioner and other companies looking to acquire customers using digital marketing tools.
The theoretical framework included practicalities regarding digital tools and strategies for utilization. It consisted of a concise introduction to customer acquisition, how it has been achieved historically and presently. It highlighted the significance of brand equity and how it further aids in the customer acquisition process. A survey was conducted as a primary data collection tool with relevant companies. It aimed to understand the company status for visual benchmarking. The results signify the importance of digital marketing tools in these modern times, drawing customers for inclusion. A further survey was conducted by customers in the digital realm to see how digital advertisements (ads) are perceived in order to align and increase the success rate in digital marketing campaigns in the pursuit of customer acquisition. The outcome of the survey indicates that people are willing to purchase items digitally and are willing to negotiate provided there is trust and both parties are happy.
The theoretical framework included practicalities regarding digital tools and strategies for utilization. It consisted of a concise introduction to customer acquisition, how it has been achieved historically and presently. It highlighted the significance of brand equity and how it further aids in the customer acquisition process. A survey was conducted as a primary data collection tool with relevant companies. It aimed to understand the company status for visual benchmarking. The results signify the importance of digital marketing tools in these modern times, drawing customers for inclusion. A further survey was conducted by customers in the digital realm to see how digital advertisements (ads) are perceived in order to align and increase the success rate in digital marketing campaigns in the pursuit of customer acquisition. The outcome of the survey indicates that people are willing to purchase items digitally and are willing to negotiate provided there is trust and both parties are happy.