B2B Digital Marketing Plan Case: Kelosound Oy

Abstract

This project-based bachelor’s thesis discusses Business-to-business digital advertising for the case company. The primary objective of the study was to make a Business-to-business digital marketing plan for Kelosound Oy, selling wooden speakers out of dried wood in southern Finland. The aim was thus to provide information on how the case company can improve their business-to-business digital marketing.

The thesis consists of a theory section and an empirical section that deals with the case company. The theory section discusses the characteristics of business-to-business digital marketing, especially Facebook marketing according to the relevant literature and Internet sources. The empirical part focuses on the effectiveness of the current digital marketing efforts of the case company.

Two interviews were conducted with the company's chief executive officer. Data was collected from their current digital marketing activities during these interviews, analyzed and added onto this thesis. The answers were as well combined with the relevant theory of business-to-business digital marketing. The interviews showed that the case company regarded business-to-business digital marketing as a useful means of enhancing sales. However, their current digital marketing efforts didn’t line up with their previous statement. Hence why the case company wants to drastically improve their business-to-business digital marketing to improve their branding and sales.

Although literature suggests and the case company believes that business-to-business digital marketing can have a noticeable positive influence on the company’s sales, the study showed that their current efforts do not align with their stance. Therefore, it is necessary for the case company to re-evaluate digital marketing and thus reallocate the company’s advertising expenditure in a more productive manner.