Online marketing : Case study of five IT companies
Ivanova, Natalia (2011)
Ivanova, Natalia
Arcada - Nylands svenska yrkeshögskola
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201202011842
https://urn.fi/URN:NBN:fi:amk-201202011842
Tiivistelmä
The subject area of this research is online marketing. The study conducted with the aim to explore different ways of online marketing, as well as to examine current online marketing activities in five IT companies in order to show the reader how to build an effective online marketing presence and successfully apply different tools of promotion in Internet. The research question is how do IT companies conduct their online marketing. Therefore, the research is limited by the four major ways of Internet marketing. Moreover, only small and medium companies headquartered in Europe have been studied in order to answer the question in focus.
To gather the data for this thesis the author has mainly used the latest materials with marketing studies. Qualitative research methods combined with the case study have been applied to collect the information. To answer the research question and obtain a practical data the author performed five interviews with the appropriate people from the case companies.
The results shows that IT companies effectively combine different ways of online marketing. However, there is always a way to develop, as Internet is a constantly changing environment. The conclusion indicates the main findings of the study. The findings state that Internet has transformed the rules of marketing; it is a beneficial environment both for business and society; all ways of online marketing should be integrated with each other and applied proactively.
To gather the data for this thesis the author has mainly used the latest materials with marketing studies. Qualitative research methods combined with the case study have been applied to collect the information. To answer the research question and obtain a practical data the author performed five interviews with the appropriate people from the case companies.
The results shows that IT companies effectively combine different ways of online marketing. However, there is always a way to develop, as Internet is a constantly changing environment. The conclusion indicates the main findings of the study. The findings state that Internet has transformed the rules of marketing; it is a beneficial environment both for business and society; all ways of online marketing should be integrated with each other and applied proactively.