Application of digital marketing strategies to increase the profitability of the enterprise

Abstract

This thesis provides an overview of the application of digital marketing for enterprises that seek to utilise the practice of usaging social media marketing as a platform for business development. The topic is examined by conducting surveys and comparing different methods of marketing. Strategic growth in the branching business is concluded with the results obtained throughout the research process. The theoretical framework introduces aspects regarding digital marketing in a business context and strategic marketing tools. The theory was completed with secondary data extracted from academic books, journals, and suited institutions' publications. The main objective of this research was to determine the most common marketing strategy through social media networking platforms for a local enterprise. The study was implemented with the quantitative data research method to gain in-depth information from the perspective of individuals. For analysis, the author applied: situation analysis and strategic analysis, SWOT, PEST, 5s Of Digital Marketing, customer behaviour analysis, competitor analysis, the company's KPIs, SOSTAC model, targeting and segmentation analysis.