Digital Marketing Plan For A B2B Company : Case company: Verkotan
Li, Qian (2018)
Li, Qian
Oulun ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201803123272
https://urn.fi/URN:NBN:fi:amk-201803123272
Tiivistelmä
Digital marketing is an umbrella term which describes any form of marketing that exists online. When selected and implemented appropriately, digital marketing can open new doors of opportunities for small and medium sized enterprises. By using digital channels enterprises can connect with their current and prospective customers more effectively, attract and convert more high-quality leads and observe a greater return on their investments.
The case company, Verkotan, is an Oulu based startup company that specializes in testing and certification services for wireless industry. The assignment given from Verkotan was to propose a custom made digital marketing plan to promote its business online, increase sales and explore expansion possibility in Asian market.
For the overall design and purpose of this research, the author followed a qualitative methodology. Two alternate data sources (primary data and secondary data) were collected for the research. Focus group discussions, interviews, direct observations and an email survey were carried out to collect primary data. A thorough literature review on published sources and digital sources was used as the important source of secondary data.
The empirical research was divided into three parts. First, the case company was analyzed through a SWOT model to identify its current situation. Secondly, an action plan was proposed. Lastly the author implemented the action plan by executing a new website design project and technical marketing campaigns. The website task included benchmarking and interviews with marketing professionals and subject matters experts. The web benchmarking process was carried out to identify areas that can be optimized. In addition, the author initiated some suggestions from cross-culture perspective for its iterative and incremental development in the future.
The thesis project was conducted during the time the author worked closely with the case company as its part -time digital marketing trainee. This experience enhanced the author’s understanding of digital marketing to serve international customers of high-tech sector in Finnish business context which was an extra plus to the author’s academic study.
The case company, Verkotan, is an Oulu based startup company that specializes in testing and certification services for wireless industry. The assignment given from Verkotan was to propose a custom made digital marketing plan to promote its business online, increase sales and explore expansion possibility in Asian market.
For the overall design and purpose of this research, the author followed a qualitative methodology. Two alternate data sources (primary data and secondary data) were collected for the research. Focus group discussions, interviews, direct observations and an email survey were carried out to collect primary data. A thorough literature review on published sources and digital sources was used as the important source of secondary data.
The empirical research was divided into three parts. First, the case company was analyzed through a SWOT model to identify its current situation. Secondly, an action plan was proposed. Lastly the author implemented the action plan by executing a new website design project and technical marketing campaigns. The website task included benchmarking and interviews with marketing professionals and subject matters experts. The web benchmarking process was carried out to identify areas that can be optimized. In addition, the author initiated some suggestions from cross-culture perspective for its iterative and incremental development in the future.
The thesis project was conducted during the time the author worked closely with the case company as its part -time digital marketing trainee. This experience enhanced the author’s understanding of digital marketing to serve international customers of high-tech sector in Finnish business context which was an extra plus to the author’s academic study.