Developing a strategic digital marketing plan : case company Baja Oy
Laine, Ronja (2026)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202601302064
https://urn.fi/URN:NBN:fi:amk-202601302064
Tiivistelmä
Digital marketing continues to expand across industries as companies increasingly rely on digital channels to reach consumers anytime and anywhere. This rapid development has created intense competition everywhere, often disadvantaging small companies due to limited resources. This thesis aims to develop a resource-efficient digital marketing plan for Baja Oy, a small healthcare-related company. The aim of the plan is to support sustainable sales growth and improving its digital marketing performance.
The research uses a mixed-methods approach combining qualitative and quantitative research. Qualitative data was obtained through an interview with the Baja Oy’s owner. Quantitative data was collected through an anonymous survey to Baja Oy’s customers. Secondary research was also conducted to provide industry context and support the primary findings.
The findings show that Baja Oy’s digital marketing lacks consistency and clear strategic planning despite positive customer perceptions. Limited resources emerged as a key challenge, emphasizing the need for a structured and realistic digital marketing plan. The findings suggests that a resource-efficient plan can enhance brand visibility and customer engagement for Baja Oy. The study is limited by the small survey sample size, and for further research with larger sample is recommended.
The research uses a mixed-methods approach combining qualitative and quantitative research. Qualitative data was obtained through an interview with the Baja Oy’s owner. Quantitative data was collected through an anonymous survey to Baja Oy’s customers. Secondary research was also conducted to provide industry context and support the primary findings.
The findings show that Baja Oy’s digital marketing lacks consistency and clear strategic planning despite positive customer perceptions. Limited resources emerged as a key challenge, emphasizing the need for a structured and realistic digital marketing plan. The findings suggests that a resource-efficient plan can enhance brand visibility and customer engagement for Baja Oy. The study is limited by the small survey sample size, and for further research with larger sample is recommended.