Improving effectiveness of external communication : case: Tamminen Newsletter
Oinonen, Minttu (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022120727018
https://urn.fi/URN:NBN:fi:amk-2022120727018
Tiivistelmä
This thesis was commissioned by Lihatukku Harri Tamminen Oy. Tamminen is a family business with decades of experience in production of high-quality meat products in Finland. The company needed expansion in their marketing practices to improve communication and relationship with their customers. The company has not had digital marketing for B2B sector, so there was a need for a new marketing tool that would increase turnover.
The author familiarized herself with scientific literature about digital marketing tools and their importance now, and especially in the future. The research was conducted by qualitative research in the form of phone interviews and in-person interviews. In-person interviews gathered data about the current marketing situation within the company, communication methods with customers and their goals regarding the future. Phone interviews done with the customers included questions like would they benefit from an email newsletter and what kind of content would make it beneficial for them.
Based on the research of recent literature, the author found out the big importance of personalized email marketing. Personalized digital marketing tool delivers the feeling of importance and acknowledgement to the customer. This would benefit the company when trying to maintain the approachability and quick reaction time that are their strengths.
Through the primary data gathered from customer and employee interviews, it was found out that email newsletter would be something that the customers would benefit from. Based on the findings from the interview, a beneficial newsletter would be informative with personalized and themed content including price and campaign information, company values and news. This digital marketing tool would function as a supportive activity to Tamminen’s other communication practices. The findings suggest that Tamminen would execute a monthly digital newsletter and invest to an email service provider.
The author familiarized herself with scientific literature about digital marketing tools and their importance now, and especially in the future. The research was conducted by qualitative research in the form of phone interviews and in-person interviews. In-person interviews gathered data about the current marketing situation within the company, communication methods with customers and their goals regarding the future. Phone interviews done with the customers included questions like would they benefit from an email newsletter and what kind of content would make it beneficial for them.
Based on the research of recent literature, the author found out the big importance of personalized email marketing. Personalized digital marketing tool delivers the feeling of importance and acknowledgement to the customer. This would benefit the company when trying to maintain the approachability and quick reaction time that are their strengths.
Through the primary data gathered from customer and employee interviews, it was found out that email newsletter would be something that the customers would benefit from. Based on the findings from the interview, a beneficial newsletter would be informative with personalized and themed content including price and campaign information, company values and news. This digital marketing tool would function as a supportive activity to Tamminen’s other communication practices. The findings suggest that Tamminen would execute a monthly digital newsletter and invest to an email service provider.