Digital marketing strategy for consultant business : Case: Tres Hombres Consulting Group Oy
Rossi, Elina (2018)
Rossi, Elina
Lahden ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121922510
https://urn.fi/URN:NBN:fi:amk-2018121922510
Tiivistelmä
Digital marketing is more cost-effective, agile and easier to monitor than traditional marketing methods, and it enhances the enterprises competitive advantage. The competition to attract prospects online has increased and enterprises invest more on digital marketing tactics to reach the right audience and converting them from awareness stage to purchase. In order to successfully execute digital marketing actions a digital marketing strategy is required.
The objective of this development project was to develop consultant business digital marketing in Business-to-Business environment and create a digital marketing strategy to increase customer awareness, brand visibility, attract new potential customers and eventually increase sales. The main research question was how to create a digital marketing strategy for the Case Firm that enhances competitive advantage?
In total of six marketing professionals were interviewed with semi-structured and open-ended interview to gain insight on the future of digital marketing, how to create a successful digital marketing strategy and how to find the right channels to reach the right audience. The interviews results were that digital marketing is a strategic decision, knowing the enterprises customer is the key step on creating digital marketing strategy and by monitoring and measuring digital marketing can be lead with data-driven decisions and present the results with numbers. In near future video will be growing format for content and artificial intelligence (AI) will enable more personalized marketing. Based on the theory part and the interviews results a digital marketing strategy was created by following SOSTAC Planning framework. The advantages of the findings are that the results can be generalized and applied in various organizations in different fields for creating digital marketing strategy.
The objective of this development project was to develop consultant business digital marketing in Business-to-Business environment and create a digital marketing strategy to increase customer awareness, brand visibility, attract new potential customers and eventually increase sales. The main research question was how to create a digital marketing strategy for the Case Firm that enhances competitive advantage?
In total of six marketing professionals were interviewed with semi-structured and open-ended interview to gain insight on the future of digital marketing, how to create a successful digital marketing strategy and how to find the right channels to reach the right audience. The interviews results were that digital marketing is a strategic decision, knowing the enterprises customer is the key step on creating digital marketing strategy and by monitoring and measuring digital marketing can be lead with data-driven decisions and present the results with numbers. In near future video will be growing format for content and artificial intelligence (AI) will enable more personalized marketing. Based on the theory part and the interviews results a digital marketing strategy was created by following SOSTAC Planning framework. The advantages of the findings are that the results can be generalized and applied in various organizations in different fields for creating digital marketing strategy.