DEVELOPMENT OF SOCIAL MEDIA MARKETING PROPOSAL FOR ROKAS OY
MADRAXIMOV, SHOXRUX (2022)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022120827249
https://urn.fi/URN:NBN:fi:amk-2022120827249
Tiivistelmä
The thesis aimed to contribute to the commissioning company operations by developing a content marketing proposal for identifying of customers’ profiles and content in social media attracting them. In addition, the determination of the best-suited social media channel for reaching the company’s target customers and suggestions on these social media’s implementation by the commissioning company.
Considering the thesis objectives, the research questions focused on the kind of customer profiles warehousing and logistics customers represent, the type of content that attracts new customers in the warehousing and logistics sector and the social media channels utilized in the warehousing and logistics.
The carried-out research used qualitative approaches: interviews and observation to collect preliminary information about the company’s current and potential customers; types of the most popular social media used in the warehousing and logistics sector; types of the most engaging content for the warehousing and logistics customers. The secondary information was collected through the literature, online articles, online books and different online sources.
The theoretical concepts of this thesis work consist of key definitions of social media marketing and content marketing, such as interactivity and paid visibility on social media; social media channels; target audience and customer profiles; purchase process; types of content.
All gathered information through qualitative methods was analyzed. Based on the received results, customer profiles were created, and a proposal for the content and action plans was developed for the time period of 3 months to have the ability to track the achieved results. For further progress, it was suggested that the commissioning company continue monitoring the activity in competitiors’ social media and track the attractiveness of the content.
Considering the thesis objectives, the research questions focused on the kind of customer profiles warehousing and logistics customers represent, the type of content that attracts new customers in the warehousing and logistics sector and the social media channels utilized in the warehousing and logistics.
The carried-out research used qualitative approaches: interviews and observation to collect preliminary information about the company’s current and potential customers; types of the most popular social media used in the warehousing and logistics sector; types of the most engaging content for the warehousing and logistics customers. The secondary information was collected through the literature, online articles, online books and different online sources.
The theoretical concepts of this thesis work consist of key definitions of social media marketing and content marketing, such as interactivity and paid visibility on social media; social media channels; target audience and customer profiles; purchase process; types of content.
All gathered information through qualitative methods was analyzed. Based on the received results, customer profiles were created, and a proposal for the content and action plans was developed for the time period of 3 months to have the ability to track the achieved results. For further progress, it was suggested that the commissioning company continue monitoring the activity in competitiors’ social media and track the attractiveness of the content.