Effective Digital Marketing Channels : Case: Aryan Technologies
Paavola, Taimo (2017)
Paavola, Taimo
Lahden ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017112618185
https://urn.fi/URN:NBN:fi:amk-2017112618185
Tiivistelmä
The purpose of the study is to understand what kind of digital marketing must be made by the case company in order to obtain B2B customers. The study attempts to answer the question: which marketing channel is the most cost-effective channel for the case company. The study is based on the idea that the case company Aryan Technologies obtains new customers in a new market environment and location in Toronto, Canada. The following research aims at containing useful insights to deliver not only effective channels but solutions for delivering a strong value proposition for a small IT company.
In the theoretical part of the thesis the following areas will be discussed: digital marketing channels, content marketing and search engine optimization.
The information was gathered from literature and e-journals related to the field of the study as well as from the author’s data findings and own experiences during the time of the internship in Toronto in the spring of 2017.
In the empirical section of the study a qualitative approach was adapted. Data was collected by an e-mail questionnaire that was sent to a company similar to the case company. The former was interviewed before any data collection was conducted to see if the company’s profile was fit to the related study. The purpose was to obtain useful data for the research. In addition, there were ten more participants taking part in the survey by answering the same questionnaire and this formed the second part of the data collection.
The results show that e-mails are the most cost effective marketing tool in the B2B field. According to the study result website optimization and quality content plays a crucial part in digital marketing. The results can also be used to implement an effective strategy for B2B marketing. They indicate that it is important to focus on establishing trust and to show tangible results in order to obtain new leads for the business. Due to constant change and evolvement of digital marketing, further study is needed if and as soon as new marketing tools or channels are coming up in the future.
In the theoretical part of the thesis the following areas will be discussed: digital marketing channels, content marketing and search engine optimization.
The information was gathered from literature and e-journals related to the field of the study as well as from the author’s data findings and own experiences during the time of the internship in Toronto in the spring of 2017.
In the empirical section of the study a qualitative approach was adapted. Data was collected by an e-mail questionnaire that was sent to a company similar to the case company. The former was interviewed before any data collection was conducted to see if the company’s profile was fit to the related study. The purpose was to obtain useful data for the research. In addition, there were ten more participants taking part in the survey by answering the same questionnaire and this formed the second part of the data collection.
The results show that e-mails are the most cost effective marketing tool in the B2B field. According to the study result website optimization and quality content plays a crucial part in digital marketing. The results can also be used to implement an effective strategy for B2B marketing. They indicate that it is important to focus on establishing trust and to show tangible results in order to obtain new leads for the business. Due to constant change and evolvement of digital marketing, further study is needed if and as soon as new marketing tools or channels are coming up in the future.