DIGITAL MARKETING STRATEGY DEVELOPMENT FOR SUMASHOP
Barannikova, Ekaterina (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023092326232
https://urn.fi/URN:NBN:fi:amk-2023092326232
Tiivistelmä
The rise of e-commerce has transformed the way consumers shop, forcing companies to adapt their marketing strategies to remain competitive. Sumashop, an online store owned by Suomen Pelikauppa Oy, has identified attracting new clients, boosting sales, and exploring cross-selling opportunities as key business requirements. However, the absence of a comprehensive and functioning digital marketing strategy posed a significant challenge.
This research aimed to develop a digital marketing strategy for Sumashop, utilizing a situational review of current digital marketing activities, evaluating the target audience, recognizing customer segments, examining their interaction with the e-commerce platform, exploring cross-selling opportunities, and proposing future improvements to achieve the formulated business goals.
The research project employed mixed methods research, combining qualitative and quantitative data collection to gain a comprehensive understanding of the research topic. Qualitative data were collected through a semi-structured interview with the owner of the commissioning company and by utilizing qualitative techniques for situation analysis. Quantitative analysis was applied to the numerical data acquired from web analytics tools. To identify distinct customer segments RFM (Recency, Frequency, Monetary) model is employed. The data collected is used to segment customers into different categories. To explore the possibility of cross-selling, market basket analysis is utilized.
The goal of the research was to develop a digital marketing strategy for the commissioning company by segmenting customers and creating targeted marketing messages to increase conversions and optimize the customer experience. The strategy aimed to attract new clients and boost sales, while also leveraging the company's cross-selling ability. The outcome of the research is a comprehensive digital marketing strategy that meets the initial business requirements of the commissioning company.
This research aimed to develop a digital marketing strategy for Sumashop, utilizing a situational review of current digital marketing activities, evaluating the target audience, recognizing customer segments, examining their interaction with the e-commerce platform, exploring cross-selling opportunities, and proposing future improvements to achieve the formulated business goals.
The research project employed mixed methods research, combining qualitative and quantitative data collection to gain a comprehensive understanding of the research topic. Qualitative data were collected through a semi-structured interview with the owner of the commissioning company and by utilizing qualitative techniques for situation analysis. Quantitative analysis was applied to the numerical data acquired from web analytics tools. To identify distinct customer segments RFM (Recency, Frequency, Monetary) model is employed. The data collected is used to segment customers into different categories. To explore the possibility of cross-selling, market basket analysis is utilized.
The goal of the research was to develop a digital marketing strategy for the commissioning company by segmenting customers and creating targeted marketing messages to increase conversions and optimize the customer experience. The strategy aimed to attract new clients and boost sales, while also leveraging the company's cross-selling ability. The outcome of the research is a comprehensive digital marketing strategy that meets the initial business requirements of the commissioning company.