Customer acquisition in the context of Digital Marketing: Statbeat business case
Narsavidze, David (2014)
Metropolia Ammattikorkeakoulu
2014
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014120518599
https://urn.fi/URN:NBN:fi:amk-2014120518599
Tiivistelmä
Statbeat, a subsidiary of Fast Monkeys Oy, is an organization that has created an online sports team communication tool. The purpose of this study was to analyze Statbeat Oy, customer acquisition efforts.
Another aim was to gather recommendations and create a plan for future customer acquisition efforts in the parent company, Fast Monkeys Oy. Customer acquisition is a term used for describing processes, principles and strategies used by businesses when acquiring their clients.
The author has made a comprehensive analysis of the current knowledge on customer acquisition and compared these findings to the Statbeat customer acquisition plan in order to understand the weaknesses of the customer acquisition strategy of the company. Literature review findings served as a basis for analysis of the Statbeat customer acquisition efforts.
A case study method was applied. Qualitative research was chosen as the primary data source. The research was carried out by analyzing company business plan, presentations and marketing plan. An in-depth interview with the company co-founder served as an additional source of information. Books, blogs and research papers served as secondary source of information.
It was found that Statbeat customer acquisition effort failed, mainly because no customer acquisition plan was created and company relied on word-of-mouth channel as the only means of growth.
The principal conclusion was that a much more complex and integrated approach to customer acquisition is needed.
Another aim was to gather recommendations and create a plan for future customer acquisition efforts in the parent company, Fast Monkeys Oy. Customer acquisition is a term used for describing processes, principles and strategies used by businesses when acquiring their clients.
The author has made a comprehensive analysis of the current knowledge on customer acquisition and compared these findings to the Statbeat customer acquisition plan in order to understand the weaknesses of the customer acquisition strategy of the company. Literature review findings served as a basis for analysis of the Statbeat customer acquisition efforts.
A case study method was applied. Qualitative research was chosen as the primary data source. The research was carried out by analyzing company business plan, presentations and marketing plan. An in-depth interview with the company co-founder served as an additional source of information. Books, blogs and research papers served as secondary source of information.
It was found that Statbeat customer acquisition effort failed, mainly because no customer acquisition plan was created and company relied on word-of-mouth channel as the only means of growth.
The principal conclusion was that a much more complex and integrated approach to customer acquisition is needed.