Marketing Strategies and Strategic Marketing: Building a Social Media Channel for Polar Lights Tours Oy

Abstract

This thesis aimed to clarify the difference between marketing strategies and strategic marketing. Moreover, it analyzed the current Instagram account of the case company Polar Lights Tours Oy. Therefore, the analysis of different social media channels and their algorithm was in the focus. Additionally, the author reflected different parts of social media and content marketing. In the empirical part, the author moved on by using an interview as the qualitative research method and an action-based research method to find out, how to raise the reach of the Instagram account of Polar Lights Tours Oy. This was made by establishing a successful Instagram channel by creating posts and captions for the company. Finally, the author summarizes her positive and successful results in the conclusion of the thesis and gives further improvements and recommendations for the company.