Developing digital marketing strategy for Kotilaturi.fi
Kärki, Lotta (2021)
Kärki, Lotta
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021100618407
https://urn.fi/URN:NBN:fi:amk-2021100618407
Tiivistelmä
This master’s thesis is about digital marketing strategy and it was carried out for a company that operates in the electric vehicle charging market. The commissioning company of the master’s thesis is A&L Lause, which has started to sell charging devices for electric vehicles in an online store named Kotilaturi.fi. The aim of the study was to develop digital marketing strategy for Kotilaturi.fi.
The theoretical background of the thesis dealt with the theory of consumer and buyer behavior, and digital marketing. The key concepts of the study are buyer persona, customer insight, customer journey and digital marketing. In addition, the digital marketing tools, marketing strategy process and measuring of digital marketing are introduced in the study.
The research has been conducted as mixed-method research. Mixed-method research is multiple method research that integrates the use of both quantitative and qualitative data collection techniques and analytical procedures. This study has been conducted as mixed-method research, where a quantitative survey has been followed by three qualitative interviews.
As an outcome of this master’s thesis, two buyer personas and the digital marketing strategy were developed for Kotilaturi.fi. With the help of the results, Kotilaturi.fi can target its marketing to the desired target groups and make effective digital marketing.
The theoretical background of the thesis dealt with the theory of consumer and buyer behavior, and digital marketing. The key concepts of the study are buyer persona, customer insight, customer journey and digital marketing. In addition, the digital marketing tools, marketing strategy process and measuring of digital marketing are introduced in the study.
The research has been conducted as mixed-method research. Mixed-method research is multiple method research that integrates the use of both quantitative and qualitative data collection techniques and analytical procedures. This study has been conducted as mixed-method research, where a quantitative survey has been followed by three qualitative interviews.
As an outcome of this master’s thesis, two buyer personas and the digital marketing strategy were developed for Kotilaturi.fi. With the help of the results, Kotilaturi.fi can target its marketing to the desired target groups and make effective digital marketing.