Digital Marketing Improvements For Company X
Mäkelä, Oskari (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024091125017
https://urn.fi/URN:NBN:fi:amk-2024091125017
Tiivistelmä
The objective of this thesis project was to develop recommendations for the improvement of digital marketing strategies at the client company. The company has not applied digital marketing practices in their operations before. The thesis aimed to research digital marketing and social media marketing and find solutions that would best fit a SaaS company. The company operates in the field of software, providing the 3D CAD software. The company’s customers operate mainly in the fields of engineering, manufacturing and architecture.
The benefits for the client company will be a range of recommendations to input into their future digital marketing strategy to increase revenue and profit with scalable and automated digital marketing. The thesis is not intended to build a strategy for the client company, but to make recommendations on building a digital marketing strategy.
The research includes a two-part literature review on B2B digital marketing and social media marketing. It closely examines the base structures of B2B companies’ buying behavior, strategy, personalization and measurements. The social media part investigates the various ways social media can be used to reach, engage and gain visibility with clients and possible future customers. The third part of the research phase is benchmarking. Two competitors were benchmarked as an example of how the client company could benefit from their strategies of digital marketing. From the findings and results of the research the recommendations were formed. The benchmarking includes viewing the social media pages and websites of the two companies. From these the key findings and results were formed to make the final recommendations for the commissioning company.
Key recommendations were improvements for the digital marketing strategies for Company X. These included recommendations for building a target persona, website, social media and email marketing. The results were accurate for a B2B software as a service company based on research and benchmarking. The client company can make use of the recommendations and build a digital marketing strategy based on the findings.
The benefits for the client company will be a range of recommendations to input into their future digital marketing strategy to increase revenue and profit with scalable and automated digital marketing. The thesis is not intended to build a strategy for the client company, but to make recommendations on building a digital marketing strategy.
The research includes a two-part literature review on B2B digital marketing and social media marketing. It closely examines the base structures of B2B companies’ buying behavior, strategy, personalization and measurements. The social media part investigates the various ways social media can be used to reach, engage and gain visibility with clients and possible future customers. The third part of the research phase is benchmarking. Two competitors were benchmarked as an example of how the client company could benefit from their strategies of digital marketing. From the findings and results of the research the recommendations were formed. The benchmarking includes viewing the social media pages and websites of the two companies. From these the key findings and results were formed to make the final recommendations for the commissioning company.
Key recommendations were improvements for the digital marketing strategies for Company X. These included recommendations for building a target persona, website, social media and email marketing. The results were accurate for a B2B software as a service company based on research and benchmarking. The client company can make use of the recommendations and build a digital marketing strategy based on the findings.