A Data-Driven Digital Marketing Strategy for a Cold Room Business

Abstract

The purpose of this study was to create a data-driven digital marketing strategy for the case company in the cold room construction business. The study was commissioned by the case company, a small Finnish startup with two employees that was established in 2024. They construct cold rooms for hotels, restaurants, catering, supermarkets, food production, and logistics facilities. The company believes that by combining the traditional marketing style with digital marketing, the new marketing strategy will help in harnessing the opportunities available in the digital space. Digital marketing, supported by data, will be a new avenue to create a professional brand with a wider market reach, supporting its aspirations to grow the business through customer acquisition.

The applied action research approach and qualitative research methods were utilized in this study. The current state analysis and the interviews conducted revealed that there are existing digital assets in the case company. However, their utilization is not maximized due to the absence of a digital marketing strategy. The theoretical framework was established by exploring best practices in digital marketing solutions available in the market. The analysis of the available data and co-creation conducted with the case company stakeholders and suppliers guided the development of the development of the strategy proposal.

The outcome of the thesis is a digital marketing strategy. The thesis also recommends that the case company starts with setting a clear definition of its objectives for marketing, and then guide the execution of the data-driven digital marketing strategy from implementation to performance measurement. If implemented, the proposed digital marketing strategy will support competitiveness and growth by building a solid brand and leveraging data for an optimized marketing effort.