Developing a customer-centric digital marketing communication strategy : Commissioner Salusfin Oy

Abstract

The present study relates to the field of digital marketing communication. The purpose of the study is to create a customer-centric digital marketing communication strategy for Salusfin, a technological start-up company in need of an effective digital strategy. The key issue of the study is to provide an insight on how digital marketing communication tools can fulfil the needs and benefit the company while adding value for the customers. The research questions addressed in the study are 1. What can Salusfin achieve with a digital marketing communication strategy? 2. How can a digital marketing communication strategy contribute to reaching, interacting, converting, engaging and nurturing the target audience for Salusfin? The scope of the study is limited to digital marketing communication tools in the owned and earned media contexts. The focus is placed on the most appropriate and effective tools for Salusfin digital strategy, i.e. company’s website, blog and social network platforms, excluding the mobile and e-mail marketing tools. The thesis work belongs to a qualitative type of study with action-oriented methodological approach, where theoretical data, strategic models, primary research findings and secondary data are applied in a structured way to create a digital marketing communication strategy. Theoretical frameworks include SOSTAC®, RACE and Multi-channel Marketing Growth Wheel models. A qualitative method is used to analyze and incorporate the primary data collected through interviews. The empirical part of the study includes an application of digital marketing theory, strategic framework, author’s own input and contribution of primary research findings to the case study. The study shows that by adopting a digital strategy, Salusfin can take advantage of an effective and systematic approach to building, developing and managing digital marketing communication efforts. Digital marketing communication strategy provides a compehensive vision for Salusfin, outlines benefits and opportunities of digital strategy and guides effective digital development. It ensures the implementation and management of digital marketing communication initiatives to capture, engage and retain customers, and above all to create added value for them.