Evaluating the role of digital marketing in the growth of e-service startups in Finland
Suresh, Neenu (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025112129053
https://urn.fi/URN:NBN:fi:amk-2025112129053
Tiivistelmä
The e-service startups in Finland exist in a highly digitalized business environment where competition, limited resources, and demand for measurable returns necessitate effective digital marketing. Focused on the digital solutions provision company Tech Nordia based in Finland that supports other startups with customized marketing services, this thesis endeavours towards investigating the effectiveness of digital marketing strategies used by Finnish e-service startups. The intention of the study is to evaluate how the practices of digital marketing contribute to customer acquisition, engagement, desire formation, and conversion through the AIDA model (Attention, Interest, Desire, and Action) as an analytical concept.
A quantitative descriptive approach was used, and a structured online survey was conducted with employees working in digital marketing-related activities in Tech Nordia and other Finnish e-service companies. A purposive sampling technique was used, giving a sample of nearly 30-40 participants comprising both Tech Nordia employees and employees from subsequent e-service startups. Responses from the survey were analyzed descriptively through means, percentages, and graphical representation to assess the effectiveness of digital marketing strategies on each of the AIDA model stages.
Finnish e-service startups are reported to be intensively using targeted advertising, SEO, personalized content, visual marketing, and incentive-based promotions, greatly contributing to awareness, engagement, trust-building, and customer action. It contributes both to academic and practical consideration by demonstrating real-life application of AIDA framework in a startup setup while providing recommendations for enhancing digital marketing performance, customer retention, and sustainable growth.
A quantitative descriptive approach was used, and a structured online survey was conducted with employees working in digital marketing-related activities in Tech Nordia and other Finnish e-service companies. A purposive sampling technique was used, giving a sample of nearly 30-40 participants comprising both Tech Nordia employees and employees from subsequent e-service startups. Responses from the survey were analyzed descriptively through means, percentages, and graphical representation to assess the effectiveness of digital marketing strategies on each of the AIDA model stages.
Finnish e-service startups are reported to be intensively using targeted advertising, SEO, personalized content, visual marketing, and incentive-based promotions, greatly contributing to awareness, engagement, trust-building, and customer action. It contributes both to academic and practical consideration by demonstrating real-life application of AIDA framework in a startup setup while providing recommendations for enhancing digital marketing performance, customer retention, and sustainable growth.