A status analysis of current digital marketing: a case study of Kauneusstudio FAB
Tran, Trong (2015)
Laurea-ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505045942
https://urn.fi/URN:NBN:fi:amk-201505045942
Tiivistelmä
The subject of this thesis is a small company's current digital marketing status. This study was con-ducted in order for the owners of the beauty and hair salon Kauneusstudio FAB to improve their understanding of their customers’ behavior online and the significance of each digital channel they are using in the present marketing strategy. The goal of this study is to provide information for the company to recognize the strengths and the development points of the current digital marketing strategy in order to improve online sales support.
The theoretical section of this study consists of general information about digital marketing and descriptions of the commonly used terms when discussing digital marketing. This section also ex-plains more thoroughly the online platforms of social media that the company uses in their present digital marketing strategy.
In the empirical section the results of a questionnaire are analyzed using both quantitative and qualitative research methods. The empirical section also gives an overview of the current status of each digital channel that the company is using at the present.
The thesis is concluded with a summary about the current status of digital marketing at the com-pany and suggestions for development points to improve or change their marketing strategy in the future.
The theoretical section of this study consists of general information about digital marketing and descriptions of the commonly used terms when discussing digital marketing. This section also ex-plains more thoroughly the online platforms of social media that the company uses in their present digital marketing strategy.
In the empirical section the results of a questionnaire are analyzed using both quantitative and qualitative research methods. The empirical section also gives an overview of the current status of each digital channel that the company is using at the present.
The thesis is concluded with a summary about the current status of digital marketing at the com-pany and suggestions for development points to improve or change their marketing strategy in the future.