An overview of digital marketing practices : analysing platforms and tools for business growth
Söderholm, Sofia; Östman, Kennet (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024122138011
https://urn.fi/URN:NBN:fi:amk-2024122138011
Tiivistelmä
This thesis explored digital marketing practices, goals, and challenges of businesses across various industries, focusing on identifying common strategies, performance metrics, and budgetary considerations. A survey was used to collect data from micro to large businesses in Finland to examine how they leverage digital platforms to achieve primary goals such as increasing sales, building brand awareness, and acquiring new customers.
The results showed that platforms like Facebook and Instagram dominate the digital presence of most respondents, and newer platforms like TikTok and YouTube remain underutilized. Popular strategies include social media marketing, SEO, and content marketing, with metrics such as website traffic and engagement rates most frequently tracked to evaluate performance.
Limited budgets and the difficulty of managing multiple platforms are the main challenges among the respondents, indicating resource limitations as a critical factor in digital marketing decision-making. Although most businesses intend to maintain their current digital marketing budgets, a portion plans to increase spending on digital marketing, showing cautious optimism toward digital growth.
The results showed that platforms like Facebook and Instagram dominate the digital presence of most respondents, and newer platforms like TikTok and YouTube remain underutilized. Popular strategies include social media marketing, SEO, and content marketing, with metrics such as website traffic and engagement rates most frequently tracked to evaluate performance.
Limited budgets and the difficulty of managing multiple platforms are the main challenges among the respondents, indicating resource limitations as a critical factor in digital marketing decision-making. Although most businesses intend to maintain their current digital marketing budgets, a portion plans to increase spending on digital marketing, showing cautious optimism toward digital growth.