Digital marketing plan : case company: ProGrupper Oy
Puertas, Maria (2021)
Puertas, Maria
2021
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021120523814
https://urn.fi/URN:NBN:fi:amk-2021120523814
Tiivistelmä
This study aims to develop a Digital Marketing plan for ProGrupper Oy. ProGrupper is a startup company providing a mobile recruiting application designed exclusively for the healthcare industry. ProGrupper enables a real-time recruiting process, especially for singular short-term and acute jobs to which employees are called by the day. Additionally, it provides employers an exquisite profile registry of health care workers to exploit in permanent and fixed-term employment.
The method used to conduct this research is primarily the qualitative method. The primary data was collected through two structured interviews with ProGrupper's business director and CEO. However, the author of this study was hired as an intern in the case company, and observations from that period are also considered. The secondary data has been gathered using books, articles, and online sites in order to get a comprehensive knowledge of digital marketing. It covers tools and channels used when developing a digital marketing plan. In addition, quantitative data from Google Analytics is also used to provide statistical information in order to bring a more comprehensive view to the reader. Finally, the data is analyzed during the three first stages of the SOSTAC® model- situation analysis, objectives, and strategy.
In addition, this thesis provides recommendations to the commissioner company using the other SOSTAC® steps - tactics, actions, and control. It covers tactics and actions related to the website, search engine optimization, and social media. Also, suggestions about how to measure the performance of the plan are gathered in the recommendation chapter.
The method used to conduct this research is primarily the qualitative method. The primary data was collected through two structured interviews with ProGrupper's business director and CEO. However, the author of this study was hired as an intern in the case company, and observations from that period are also considered. The secondary data has been gathered using books, articles, and online sites in order to get a comprehensive knowledge of digital marketing. It covers tools and channels used when developing a digital marketing plan. In addition, quantitative data from Google Analytics is also used to provide statistical information in order to bring a more comprehensive view to the reader. Finally, the data is analyzed during the three first stages of the SOSTAC® model- situation analysis, objectives, and strategy.
In addition, this thesis provides recommendations to the commissioner company using the other SOSTAC® steps - tactics, actions, and control. It covers tactics and actions related to the website, search engine optimization, and social media. Also, suggestions about how to measure the performance of the plan are gathered in the recommendation chapter.