Digital Marketing Plan : Case Cent-Listat Oy
Junnikkala, Iida (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060521052
https://urn.fi/URN:NBN:fi:amk-2024060521052
Tiivistelmä
The purpose of this thesis is to create digital marketing plan for Cent-Listat Oy which is small B2B company that produces and sells panels and moldings. Topic was chosen after interest in the subject of the author of this thesis. Case company was chosen after author’s own interest in the field of interior design and building. Case company was missing a marketing plan and subject was narrowed to focus on digital marketing by shared decision of the author and the commissioner.
Digital marketing plan was created by following SOSTAC® marketing planning model. That model was chosen because it is simple, coherent and adaptable model and served case company’s needs very well. Plan focuses on social media marketing, more precisely on its platforms and content.
Thesis provides case company practical tips on how to improve their social media, what channels to use and what kind of content would be most useful. Also, social media editorial calendar was created for the case company. Calendar was created by using Sales Communications’ social media publication calendar template. Template was modified by the author to serve the case company’s situation better.
This functional thesis uses qualitative case study as its research method. The sources consist of literature, interviews of the staff of the case company and digital sources that encompass mostly blogposts and articles. Theory will consist of introduction of the case company, theory of marketing, marketing planning, digital marketing and social media marketing. Digital marketing plan will be created by following each step of SOSTAC model. Along with theory, company’s current situation, current social media analytics and benchmarking will be utilized in creating the plan and planning the calendar.
Digital marketing plan was created by following SOSTAC® marketing planning model. That model was chosen because it is simple, coherent and adaptable model and served case company’s needs very well. Plan focuses on social media marketing, more precisely on its platforms and content.
Thesis provides case company practical tips on how to improve their social media, what channels to use and what kind of content would be most useful. Also, social media editorial calendar was created for the case company. Calendar was created by using Sales Communications’ social media publication calendar template. Template was modified by the author to serve the case company’s situation better.
This functional thesis uses qualitative case study as its research method. The sources consist of literature, interviews of the staff of the case company and digital sources that encompass mostly blogposts and articles. Theory will consist of introduction of the case company, theory of marketing, marketing planning, digital marketing and social media marketing. Digital marketing plan will be created by following each step of SOSTAC model. Along with theory, company’s current situation, current social media analytics and benchmarking will be utilized in creating the plan and planning the calendar.