OPTIMIZING OWNED MEDIA IN A BUSINESS-TO-BUSINESS ICT COMPANY : Case Company: TMA Solutions, Vietnam
Le, Phuoc (2014)
Hämeen ammattikorkeakoulu
2014
Creative Commons Attribution-NonCommercial-ShareAlike 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014112316380
https://urn.fi/URN:NBN:fi:amk-2014112316380
Tiivistelmä
In this digital century, the rapid development of the Internet has changed the customer behavior. Together with traditional communication tools such as television, radio, magazines, newsletters, mails and so on, nowadays, many companies integrate online marketing to their promotional strategies. Understanding the effectiveness of the Internet media to the business, TMA Solutions, one of the leading outsourcing companies in Vietnam, started to invest their efforts in building the Internet channels. However, due to the special characteristics of B2B market, the firm needs to have an appropriate plan and strategy for their owned media to maximize the effectiveness of those tools.
This thesis aims to identify suitable strategies for the Internet channels of TMA, which can optimize the company’s resources effectively. In order to complete this goal, the researcher analyzed the current state of TMA’s owned media, bench-marked the business with its competitors and did a
quantity research about the ICT online audiences.
Most theoretical literature using in this study were about digital marketing especially focused on owned media. Besides, because the firm provides B2B services, the researcher also went through some specialties of this market. As B2B online marketing is still a new topic, apart from books, information and data published in news, articles, journals or relevant researches were used in the thesis.
As a preview, TMA is suggested to have separate strategies for each Internet channel depending on the target audience. Moreover, they should spend more efforts on their Youtube channel while some of the platforms such as Pinterest or Slideshare could be eliminated to save the resources.
In conclusion, through optimizing the owned channel, TMA cannot only reach their leads in the Internet but also meet their potential talented employees. Therefore, after improving their owned media, TMA could continue to make further research about other supporting channels such as paid and earned media.
This thesis aims to identify suitable strategies for the Internet channels of TMA, which can optimize the company’s resources effectively. In order to complete this goal, the researcher analyzed the current state of TMA’s owned media, bench-marked the business with its competitors and did a
quantity research about the ICT online audiences.
Most theoretical literature using in this study were about digital marketing especially focused on owned media. Besides, because the firm provides B2B services, the researcher also went through some specialties of this market. As B2B online marketing is still a new topic, apart from books, information and data published in news, articles, journals or relevant researches were used in the thesis.
As a preview, TMA is suggested to have separate strategies for each Internet channel depending on the target audience. Moreover, they should spend more efforts on their Youtube channel while some of the platforms such as Pinterest or Slideshare could be eliminated to save the resources.
In conclusion, through optimizing the owned channel, TMA cannot only reach their leads in the Internet but also meet their potential talented employees. Therefore, after improving their owned media, TMA could continue to make further research about other supporting channels such as paid and earned media.