Digital marketing development plan for Visit Seinäjoki
Pentinmäki, Reetta (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022112023217
https://urn.fi/URN:NBN:fi:amk-2022112023217
Tiivistelmä
The aim of the thesis was to create a digital marketing development plan for Visit Seinäjoki, so that the company could gain a wider audience and provide content that would fulfil the audience’s needs and wants. The outcome was a plan that brings consistency to the marketing and meets the requirements of a modern social media audience and today’s tourism industry. The main themes researched in this thesis were the development of the travel industry, Generation Z, and digital marketing, focusing on social media marketing and content marketing. The study used quantitative research methods.
The thesis is divided into five parts. An introduction to the topic is followed by the theoretical framework. The thesis focuses on providing a comprehensive theoretical section about the themes mentioned above. The third part of the thesis consisted of a situation analysis that also included benchmarking and a SWOT analysis. The analysis implemented based on the theoretical part revealed the company’s difficulties in engaging the audience. The fourth part of the thesis was an empirical study implemented as a survey. The survey aimed to provide more information about the subjects dealt with in the theoretical framework.
Lastly, the new digital marketing development plan for Visit Seinäjoki is introduced. The main areas to be improved include providing more video and easily accessible content, reconsidering what channels should be used and how, increasing interactivity, and improving the transparency of the business. It was recommended that Generation Z be reached by adding features they find valuable in terms of marketing and content, such as authenticity and entertainability.
The thesis is divided into five parts. An introduction to the topic is followed by the theoretical framework. The thesis focuses on providing a comprehensive theoretical section about the themes mentioned above. The third part of the thesis consisted of a situation analysis that also included benchmarking and a SWOT analysis. The analysis implemented based on the theoretical part revealed the company’s difficulties in engaging the audience. The fourth part of the thesis was an empirical study implemented as a survey. The survey aimed to provide more information about the subjects dealt with in the theoretical framework.
Lastly, the new digital marketing development plan for Visit Seinäjoki is introduced. The main areas to be improved include providing more video and easily accessible content, reconsidering what channels should be used and how, increasing interactivity, and improving the transparency of the business. It was recommended that Generation Z be reached by adding features they find valuable in terms of marketing and content, such as authenticity and entertainability.