How small Swiss businesses can grow better through digital marketing
Kulmala, Markus (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060521680
https://urn.fi/URN:NBN:fi:amk-2023060521680
Tiivistelmä
The commissioner for this thesis was a small Swiss digital marketing agency, YouSelect. The aim of this thesis was to understand the operations of small Swiss companies in the context of digital marketing and to identify areas where they face challenges. The purpose of this study was to help the commissioner understand where the most misconceptions and deficiencies lie in digital marketing, so that as a young company they can focus their resources on the services that are needed.
The theoretical framework of this study focused on the most important tools and channels of digital marketing that small Swiss businesses need to consider in their own digital marketing. The theoretical framework considered the most popular channels used in Switzerland according to studies, and those tools and channels that are suitable for use by small businesses.
In this study, a qualitative research method was applied due to its suitability and applicability in the context of the study. Eight small Swiss businesses were interviewed utilizing a semi-structured interview method. The findings were subsequently analysed, and conclusions were drawn based on this analysis.
The results indicated that the planning, formulation of strategy, and high-quality implementation of digital marketing posed significant challenges. In small businesses, time management was perceived as a particularly daunting task, leading to irregular execution of digital marketing efforts. Further, the utilization, analysis, and comprehension of search engine optimization and data were also deemed challenging.
The principal conclusion is that YouSelect needs to align its services with the findings presented in this study, with a particular emphasis on the design and execution of a digital marketing strategy. Furthermore, YouSelect might consider the introduction of workshop-based services, aimed at training small business owners and employees on challenging areas.
The theoretical framework of this study focused on the most important tools and channels of digital marketing that small Swiss businesses need to consider in their own digital marketing. The theoretical framework considered the most popular channels used in Switzerland according to studies, and those tools and channels that are suitable for use by small businesses.
In this study, a qualitative research method was applied due to its suitability and applicability in the context of the study. Eight small Swiss businesses were interviewed utilizing a semi-structured interview method. The findings were subsequently analysed, and conclusions were drawn based on this analysis.
The results indicated that the planning, formulation of strategy, and high-quality implementation of digital marketing posed significant challenges. In small businesses, time management was perceived as a particularly daunting task, leading to irregular execution of digital marketing efforts. Further, the utilization, analysis, and comprehension of search engine optimization and data were also deemed challenging.
The principal conclusion is that YouSelect needs to align its services with the findings presented in this study, with a particular emphasis on the design and execution of a digital marketing strategy. Furthermore, YouSelect might consider the introduction of workshop-based services, aimed at training small business owners and employees on challenging areas.