Increasing circular economy awareness with digital marketing
Ronkainen, Leona (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022061317586
https://urn.fi/URN:NBN:fi:amk-2022061317586
Tiivistelmä
This thesis is conducted as a commission for a case company involved in infrastructure building and regional development, and operates in the construction industry. The aim is to find out how to increase circular economy awareness of business customers using digital marketing. The information will assist the commissioner create a digital marketing plan to increase awareness.
The theoretical section examines the circular economy concept in the built-environment, business customer buying behaviour and marketing for reach through various digital marketing channels and platforms. Academic literature and business online resources have been used to gain information that serves as secondary data. Interviews with a few B2B decision-makers of different SMEs in the built-environment serve as primary data.
One of the key findings from both secondary and primary data, vendor websites are the largest source of information, after general search engines, for business customers. While most interviewees were not actively and deliberately searching for circular economy related information online, they use vendor websites among other sources to gain information related to their respective business activities. Social media platforms are mainly used for marketing and recruitment purposes.
There are more findings that offer insight into increasing circular economy awareness discussed in this report. But based on the aforementioned information alone, it is recommended for the commissioner to consider using the company website as a digital marketing tool and also create a database for circular solution suppliers that would serve local businesses, and in the process nudge them towards sustainable choices.
In addition, increasing circular economy awareness requires resources. Therefore, a marketing budget is another important consideration for successful implementation of suggested actions to increase awareness.
The theoretical section examines the circular economy concept in the built-environment, business customer buying behaviour and marketing for reach through various digital marketing channels and platforms. Academic literature and business online resources have been used to gain information that serves as secondary data. Interviews with a few B2B decision-makers of different SMEs in the built-environment serve as primary data.
One of the key findings from both secondary and primary data, vendor websites are the largest source of information, after general search engines, for business customers. While most interviewees were not actively and deliberately searching for circular economy related information online, they use vendor websites among other sources to gain information related to their respective business activities. Social media platforms are mainly used for marketing and recruitment purposes.
There are more findings that offer insight into increasing circular economy awareness discussed in this report. But based on the aforementioned information alone, it is recommended for the commissioner to consider using the company website as a digital marketing tool and also create a database for circular solution suppliers that would serve local businesses, and in the process nudge them towards sustainable choices.
In addition, increasing circular economy awareness requires resources. Therefore, a marketing budget is another important consideration for successful implementation of suggested actions to increase awareness.