The utilization of the renewed marketing communications concept in electronic media
Väisänen, Markus (2013)
Väisänen, Markus
Tampereen ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013053011933
https://urn.fi/URN:NBN:fi:amk-2013053011933
Tiivistelmä
The purpose of this thesis was to find suggestions for John Deere Forestry for utilizing their renewed marketing communications concept in electronic media. Electronic media was limited to cover only YouTube channel, web and Facebook pages. The renewed marketing communications concept was limited for this thesis to concern only the customers’ voice and feature marketing. The customers’ voice plans to bring the customers’ real experiences into the marketing communications. The feature marketing plans to focus on the features in the advertising and marketing communication instead of the current whole product focus.
This study was carried out by collection of theoretical knowledge and benchmarking analysis. For the benchmarking numerous machine manufacturers’ and other companies’ activities on electronic media relating to topics concerning the customers’ voice and feature marketing were studied closely. The collected information was then analyzed, and then used together with the theoretical framework and authors’ own experience to form suggestions for implementation.
Several suggestions were formed for each type of electronic media in question and therefore results were divided according to the media, although, due to the similarity of the media in question, some of the suggestions did apply for two or three of the media. Each suggestion could be implemented alone but it is also possible to combine the suggestions in order to create an overall mix that would fulfill the goal of the new marketing concept.
Based on the successful creation of suggestions for implementation, this thesis succeeds on fulfilling the goals set for it. Further research could be useful for ensuring the correctness and suitability of the suggestions. Since any further research would require resources to great extent the author presents that suggestions should be put into practice, and based on own experience, JDF could amend the suggestions if needed
This study was carried out by collection of theoretical knowledge and benchmarking analysis. For the benchmarking numerous machine manufacturers’ and other companies’ activities on electronic media relating to topics concerning the customers’ voice and feature marketing were studied closely. The collected information was then analyzed, and then used together with the theoretical framework and authors’ own experience to form suggestions for implementation.
Several suggestions were formed for each type of electronic media in question and therefore results were divided according to the media, although, due to the similarity of the media in question, some of the suggestions did apply for two or three of the media. Each suggestion could be implemented alone but it is also possible to combine the suggestions in order to create an overall mix that would fulfill the goal of the new marketing concept.
Based on the successful creation of suggestions for implementation, this thesis succeeds on fulfilling the goals set for it. Further research could be useful for ensuring the correctness and suitability of the suggestions. Since any further research would require resources to great extent the author presents that suggestions should be put into practice, and based on own experience, JDF could amend the suggestions if needed