Planning a digital marketing strategy for a small B2B company
Sheikh Ibrahim, Toleen (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052716033
https://urn.fi/URN:NBN:fi:amk-2024052716033
Tiivistelmä
This study investigated the development and implementation of a digital marketing strategy for Filmlike, a small business-to-business (B2B) video production company. The objective was to address the challenges faced by Filmlike in transitioning from traditional marketing methods to digital approaches within the dynamic media production industry.
A project management approach guided the research and strategy development, employing the SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) framework to ensure a comprehensive and actionable digital marketing plan. Additionally, a customer experience (CX) framework was incorporated to understand and optimize Filmlike's customer journey. The research also identified the need for an improved Customer Relationship Management (CRM) system and process to effectively manage client interactions and foster stronger relationships. While this methodology effectively identified critical areas for improvement, the outcome highlighted a gap between Filmlike's current operational capacity and the proposed marketing strategies. This discrepancy underscores the need for realistic planning and readiness assessment in future projects to ensure strategies are closely aligned with the company's capabilities and resources. The research focused on the specific needs of small B2B businesses like Filmlike, recognizing their limitations in resources and marketing expertise. To enhance Filmlike's online visibility and expand its market reach, the study proposed actionable strategies such as content marketing, search engine optimization (SEO), and social media engagement.
The findings emphasized the cost-effectiveness and sustainability of outsourcing digital marketing tasks. Outsourcing allows access to a marketing agency's expertise and network, potentially opening doors to new revenue opportunities. Additionally, a dynamic pricing strategy was recommended to manage potential business growth and fluctuations in demand. The study concludes by recommending that Filmlike outsource its digital marketing efforts and adopt the proposed dynamic pricing strategy. For successful implementation, clear communication with the chosen agency is crucial. Developing professional marketing materials and strengthening Filmlike's online presence through robust branding are also recommended to attract a broader client base.
A project management approach guided the research and strategy development, employing the SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) framework to ensure a comprehensive and actionable digital marketing plan. Additionally, a customer experience (CX) framework was incorporated to understand and optimize Filmlike's customer journey. The research also identified the need for an improved Customer Relationship Management (CRM) system and process to effectively manage client interactions and foster stronger relationships. While this methodology effectively identified critical areas for improvement, the outcome highlighted a gap between Filmlike's current operational capacity and the proposed marketing strategies. This discrepancy underscores the need for realistic planning and readiness assessment in future projects to ensure strategies are closely aligned with the company's capabilities and resources. The research focused on the specific needs of small B2B businesses like Filmlike, recognizing their limitations in resources and marketing expertise. To enhance Filmlike's online visibility and expand its market reach, the study proposed actionable strategies such as content marketing, search engine optimization (SEO), and social media engagement.
The findings emphasized the cost-effectiveness and sustainability of outsourcing digital marketing tasks. Outsourcing allows access to a marketing agency's expertise and network, potentially opening doors to new revenue opportunities. Additionally, a dynamic pricing strategy was recommended to manage potential business growth and fluctuations in demand. The study concludes by recommending that Filmlike outsource its digital marketing efforts and adopt the proposed dynamic pricing strategy. For successful implementation, clear communication with the chosen agency is crucial. Developing professional marketing materials and strengthening Filmlike's online presence through robust branding are also recommended to attract a broader client base.