Inhouse vs outsourcing digital marketing to B2B customers for a company operating in the industry of oil refining and marketing. Case Company: X
Neuwerth, Kelly (2021)
Neuwerth, Kelly
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202202142456
https://urn.fi/URN:NBN:fi:amk-202202142456
Tiivistelmä
This research-oriented bachelor’s thesis goal is to provide insightful information for Case Company X regarding digital marketing, specifically in terms of in-housing and outsourcing. The objective is to give Case Company X pros and cons of the orientation of digital market-ing internally and externally.
The thesis comprises theoretical and empirical sections with the focus in B2B digital mar-keting. The theory section includes an overview of the differences of B2B vs. B2C digital marketing, Marketing Mix, types of Digital marketing, B2B strategies, Inhouse and out-sourced digital marketing, and omnichannel marketing. The empirical section focuses on the interview of the Case Company X contact person done to answer the research ques-tion.
The research involved a qualitative email interview, which comprised of a set of open-ended questions. The email interview was sent to the Case Company X Contact person and the answers were translated from Finnish to English and scripted by the author.
The interview answers suggested outsourcing digital marketing functions to be convenient and cost efficient as well a way to access industry talent and expertise.
Key findings and recommendations of this research could be adhered by companies seek-ing information regarding digital marketing, and the advantages and disadvantages of in-housing and outsourcing.
The thesis comprises theoretical and empirical sections with the focus in B2B digital mar-keting. The theory section includes an overview of the differences of B2B vs. B2C digital marketing, Marketing Mix, types of Digital marketing, B2B strategies, Inhouse and out-sourced digital marketing, and omnichannel marketing. The empirical section focuses on the interview of the Case Company X contact person done to answer the research ques-tion.
The research involved a qualitative email interview, which comprised of a set of open-ended questions. The email interview was sent to the Case Company X Contact person and the answers were translated from Finnish to English and scripted by the author.
The interview answers suggested outsourcing digital marketing functions to be convenient and cost efficient as well a way to access industry talent and expertise.
Key findings and recommendations of this research could be adhered by companies seek-ing information regarding digital marketing, and the advantages and disadvantages of in-housing and outsourcing.
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