Noritek Oy – digital marketing plan

Abstract

This thesis on digital marketing was commissioned by Noritek Oy. Noritek Oy is a Finnish company first established in 1977. The company previously focused on the maintenance and repair of sheet metal machines and is relatively new in the machine import and sales business. Noritek Oy did not have a coherent plan for their digital and social media marketing and wanted to better understand the current state of their marketing and the opinions held by their customer base on their current marketing approach. With the help of this digital marketing plan thesis, Noritek Oy wants to make their digital marketing more effective and better suited to meet the needs and preferences of their target audience in the business-to-business oriented sheet metal industry.

The main objective of this thesis is to develop a digital marketing plan for Noritek Oy by using the primary data gathered through a survey sent to Noritek Oy’s own customer base. The survey was created in Google forms and sent to Noritek Oy’s customers via a link in a newsletter. The survey was in Finnish because the targeted group consisted of mostly Finnish people. The survey's main objective was to determine Noritek Oy’s customer base’s views and preferences over topics like digital marketing, types of marketing material, social media platforms as well as different aspects of, and stylistic choices in, marketing material.

The research was conducted with a survey that consisted mostly of quantitative questions. In the multiple-choice questions, there was also an option to give an open qualitative answer to cover any missing options. The quantitative method was chosen due to the large group of people that the survey was to be sent to. The survey consisted of four categories of questions which were the basic information, marketing platform preferences, marketing aspects, and styles of communication. The quantitative data that was gathered was analyzed with the descriptive statistics method.

The digital marketing plan helps the company to better understand where they are at the moment, where they need to get, and who they are going to do it. With a plan, the company is able to be consistent and reap optimal results. The digital marketing plan will help them at reaching their goals of increasing awareness and optimizing their social media platforms and their digital marketing for their specific customer base.