Research of digital marketing channels, customer journey and development
Puurunen, Kosti (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024111428200
https://urn.fi/URN:NBN:fi:amk-2024111428200
Tiivistelmä
The objective of this thesis is to evaluate the effectiveness of various marketing channels in lead generation, conversion rates, and customer engagement in the "Snow Challenge" and "Bike Challenge" campaigns, which the target organization has conducted since 2017, offering skiing and biking activities. The study aims to enhance marketing strategies, deeper understanding of the digital season pass reservation process, and assess communication tactics for potential improvements. Specifically, the research examines the organization’s innovative approach to season pass sales, featuring a strategic price reduction to 129.99 euros, offered only if a set number of season pass reservations are achieved by the end of the campaign. This unique pricing strategy contrasts with traditional Finnish market practices and has been instrumental in securing a substantial portion of lift ticket revenue six months before the start of the season, also serving as an effective risk management tool.
The study employs a combination of quantitative and qualitative data analysis to evaluate the impact of various marketing channels on customer engagement and conversion. In addition to identifying the effectiveness of current channels, the study explores customer behaviour and satisfaction throughout the digital booking journey, aiming to identify factors that contribute to a seamless user experience. By using both survey data and analytics tools, the research provides data-driven recommendations for optimizing season pass marketing strategies and expanding outreach to new customer segments. Expected outcomes include budget savings, improved marketing initiatives, an expanded customer base, and an overall enhanced customer journey.
The thesis focuses exclusively on customers who have already made a reservation, excluding the impact of marketing on potential customers or the analysis of marketing materials. The primary research questions address channel effectiveness, customer engagement and behaviour, conversion analysis, and budget utilization and optimization, all of which offer actionable insights to refine the organization’s marketing strategy and operational effectiveness. By concentrating on these factors, the research contributes valuable perspectives on how data-driven insights can guide strategic decision-making in highly competitive tourism markets.
The study employs a combination of quantitative and qualitative data analysis to evaluate the impact of various marketing channels on customer engagement and conversion. In addition to identifying the effectiveness of current channels, the study explores customer behaviour and satisfaction throughout the digital booking journey, aiming to identify factors that contribute to a seamless user experience. By using both survey data and analytics tools, the research provides data-driven recommendations for optimizing season pass marketing strategies and expanding outreach to new customer segments. Expected outcomes include budget savings, improved marketing initiatives, an expanded customer base, and an overall enhanced customer journey.
The thesis focuses exclusively on customers who have already made a reservation, excluding the impact of marketing on potential customers or the analysis of marketing materials. The primary research questions address channel effectiveness, customer engagement and behaviour, conversion analysis, and budget utilization and optimization, all of which offer actionable insights to refine the organization’s marketing strategy and operational effectiveness. By concentrating on these factors, the research contributes valuable perspectives on how data-driven insights can guide strategic decision-making in highly competitive tourism markets.