Digital marketing plan for a news agency

Abstract

In the business world, an effective marketing plan is an important guideline for any company, regardless of how small or big the business scale is, to stay focused to their goals. Moreover, "the written marketing plan gives a common direction to all staff in the company" (McKinlay & O'Connor, 2007). Therefore, formulating a marketing plan prior to utilizing any marketing actions is substantial and necessary. However, producing a marketing plan requires knowledge of marketing. For those reasons, this thesis, with the title “Digital marketing plan for a news agency, FNOTW, NSD Oy”, covers general know-how of digital marketing planning, and presents a well-thought, functional online marketing plan for the case company, Free News of the World, NSD Oy.

Qualitative research method with deductive approach is used in this thesis. The research data are collected from difference sources. The empirical part, which is the actual marketing plan, uses information from observations and discussions, while the theoretical part provides the readers with simple, fundamental knowledge and understanding of digital marketing planning, which are gathered from books, e-resources, journals, articles, reports, literature. The empirical part is built based on the theoretical part.