A B2B Digital Marketing Plan for a Micro Design Company
Yin, Zi (2015)
HAAGA-HELIA ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201501271647
https://urn.fi/URN:NBN:fi:amk-201501271647
Tiivistelmä
This product-based thesis was made for a Finnish micro design company – 2.Elämä Design. The objective of the thesis is to create a strategic B2B digital marketing plan for 2.Elämä Design in order to help its business expansion in Finland and globally. The final product of the thesis is a handbook of B2B digital marketing 2.Elämä Design could put into use in 2015.
The author set up five project tasks in order to accomplish the thesis project. Firstly a thorough literature review on B2B digital marketing was made for a theoretical foundation for the project, as well as an up-to-date B2B digital marketing trends. Secondly, a status analysis of the case company in the current business environment was carried out, especially in a digital context. Then the author conducted primary research and benchmarking, which include qualitative interviews with B2B design companies, retailers, and digital marketing experts. The benchmarking was done mainly via desk research by studying the digital marketing activities of similar companies.The fourth task was to produce a handbook based on the key findings of research and benchmarking. Finally the author presented the handbook to the case company, made final recommendations and drew up a conclusion according to the case company’s feedback.
The thesis project was carried out from May to December 2014.Throughout the period, the author was working closely with the case company as its part-time digital marketer. The experience offered an opportunity for the author to understand the case company’s situation and needs, as to observe how theories and advices of experts applied to the real case.
The final product – a B2B digital marketing handbook was tailor-made for the case company. Practicality was the main concern. A multi-functional website, along with a social media mix are included in the initial plan recommended to the case company. Theauthor also listed some further development ideas for the case company to consider in the future.
The author set up five project tasks in order to accomplish the thesis project. Firstly a thorough literature review on B2B digital marketing was made for a theoretical foundation for the project, as well as an up-to-date B2B digital marketing trends. Secondly, a status analysis of the case company in the current business environment was carried out, especially in a digital context. Then the author conducted primary research and benchmarking, which include qualitative interviews with B2B design companies, retailers, and digital marketing experts. The benchmarking was done mainly via desk research by studying the digital marketing activities of similar companies.The fourth task was to produce a handbook based on the key findings of research and benchmarking. Finally the author presented the handbook to the case company, made final recommendations and drew up a conclusion according to the case company’s feedback.
The thesis project was carried out from May to December 2014.Throughout the period, the author was working closely with the case company as its part-time digital marketer. The experience offered an opportunity for the author to understand the case company’s situation and needs, as to observe how theories and advices of experts applied to the real case.
The final product – a B2B digital marketing handbook was tailor-made for the case company. Practicality was the main concern. A multi-functional website, along with a social media mix are included in the initial plan recommended to the case company. Theauthor also listed some further development ideas for the case company to consider in the future.