Designing a Digital Marketing Plan for a Flower Shop Café: Case Kimppu

Abstract

The purpose of this thesis is to create a digital marketing plan for a flower shop café called Kimppu. Kimppu is a new company and as a new company it is competing for attention against other local businesses. As a newcomer on the market, creating a digital marketing plan creates an advantage by increasing visibility on the internet helping it stand out from the crowd. To create a working digital marketing plan, the author reviewed customer approach and theories on digital marketing planning in the theoretical framework. These frameworks set guidelines for collecting data on how to understand customers and answer their needs. They also established the frame-work for creating a digital marketing plan.

The research methods that were used to discover more information about how digital marketing affects customers’ daily lives and business owners, were net scouting and semi-structured interviews. These two methods were used to complete each other with first creating an understanding of businesses in the area with net scouting. By using the semi-structured interview method in the net scouted company, it can be seen if the hypotheses created with net scouting were true.

The key results were that for a company to thrive, it necessarily will not need a specific digital marketing plan, but it helps when the competition is tough. Also, it is easier to keep track of what to do and how to measure the results. The outcome of this thesis is a digital marketing plan which can help the business to be more cost effective and it can easily evolve when the company is growing.