A B2C Digital Media Marketing Communications Plan for a Mobile Application Commercial Launch
Collin, Markus (2013)
HAAGA-HELIA ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201401211593
https://urn.fi/URN:NBN:fi:amk-201401211593
Tiivistelmä
The thesis focuses on a B2C Digital Marketing Communications plan on a mobile gamification application. The marketing communications plan takes a clear step away from the traditional views on marketing planning and PR, above all because of the evolvement of social media and the massive cultural shift that has deeply affected the way societies use the most widely spread communications platform ever invented, the Internet.
The project for which the marketing communications plan is made, is based on gamification and the creation of several interwoven digital services, and has been prepared and built on the technical aspects by the founders from the company during the past two years. A viable marketing plan with a view from outside the technical excellence is therefore seen as highly relevant and useful.
The framework for the thesis is based on three different steps: Beginning with a conceptual view on the business proposition of the project from a theoretical point of view, then moving on to the different relevant marketing concepts and models, especially focusing on digital communication and social media, and finally preparing a more practical approach through the importance of influencers in viral marketing through a seven-step social media marketing communications framework.
Understanding the connected world and how the digital revolution is changing the way we work is a truly interesting field of study, as it can be applied in a lot of fields of businesses. Utilizing this knowledge for a relevant real life B2C Digital Marketing Communications plan for the company is in my view the best possible real life application of the research social media marketing application.
The project for which the marketing communications plan is made, is based on gamification and the creation of several interwoven digital services, and has been prepared and built on the technical aspects by the founders from the company during the past two years. A viable marketing plan with a view from outside the technical excellence is therefore seen as highly relevant and useful.
The framework for the thesis is based on three different steps: Beginning with a conceptual view on the business proposition of the project from a theoretical point of view, then moving on to the different relevant marketing concepts and models, especially focusing on digital communication and social media, and finally preparing a more practical approach through the importance of influencers in viral marketing through a seven-step social media marketing communications framework.
Understanding the connected world and how the digital revolution is changing the way we work is a truly interesting field of study, as it can be applied in a lot of fields of businesses. Utilizing this knowledge for a relevant real life B2C Digital Marketing Communications plan for the company is in my view the best possible real life application of the research social media marketing application.