Digital marketing plan for Skin&Out

Abstract

This thesis was commissioned by Skin&Out. The commissioner had an established digital marketing strategy but wanted new ideas and ways to grow his visibility on certain social networks. The company commissioned this study because it wanted to obtain and discover new techniques to make its communication more effective.

The authors familiarise themselves with different digital marketing theories and concepts related to the thesis topic by using scientific literature as secondary data. This study determined the target audience for the characters and identified their behaviour in order to find ways to increase brand awareness in the future through regular use of other social networks. The study also looked at Skin&Out's opportunities to establish itself as one of the market leaders in the acne skin care segment via social media.

In addition, a survey was conducted using a quantitative research method. Through the survey it had been possible to identify and understand the habits of users on social networks. A total of 100 people responded. The collected data was analysed using thematic analysis to find patterns. Based on the secondary data and the theoretical framework, the authors find that enterprise social media can be improved by using the various concepts and theories of digital marketing and by understanding the habits and reactions of customers and their journey through the different platforms. The goal is thus to create a strong community and strengthen the image of the brand.

The results of this thesis suggest that the brand must understand both its target customers but also the needs and algorithms of the different communication channels. The authors also recommend constant measurement to see the effects of changes in activity and track changes. The recommendations given will help the brand on its ongoing work but also to enrich and improve other digital tools that are not developed in this thesis.