Developing the digital presence of Rantaperkiön Isku
Hietala, Santeri (2021)
Hietala, Santeri
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202103314063
https://urn.fi/URN:NBN:fi:amk-202103314063
Tiivistelmä
Website development and digital marketing are interlinked and rapidly changing concepts, which require continuous research. Digital marketing has shifted into a more customer-centric and a less interruptive form of marketing. Indeed, nowadays customers are increasingly attracted, converted, engaged and delighted through organic marketing tactics.
The purpose of this research was to improve the inbound content marketing of Rantaperkiön Isku’s recently published website in order to further develop it as a digital marketing tool. Thus, the aim was to suggest actionable recommendations for improvement which were supported by a careful data analysis. The study was a critical review on researcher’s own professional practice; hence, it was crucial to suggest objective recommendations. For this purpose, a mixed data collection method was utilized, in the form of literature review as a qualitative method, and survey questionnaire as a quantitative method. The literature review was conducted from various literatures regarding digital marketing, website development and inbound marketing. The survey questionnaire was distributed to the website users, hence, Rantaperkiön Isku’s athletes, parents of the athletes and club members.
In the end, it was concluded that customers arrive to the website to look for information, and they were able to process the information of the content effortlessly. In addition, the content was astonishing, and the thesis was able to build a customer journey mapping model. These gave insight and focus for recommendations, and specifically, the study was able to suggest eight actionable recommendations. These suggestions were to implement the inbound methodology stages while designing of the content; to design the content for the target audience; to look for content inspiration from industry competitors, but still to create genuine content with honest tone of voice; to utilize content strategy and content creation framework; to build a topic authority; to create partnerships with relevant businesses; to increase the content’s active sharing in external and internal platforms; lastly, to conduct active communication analysis and review on the target audience, the website and the content.
The purpose of this research was to improve the inbound content marketing of Rantaperkiön Isku’s recently published website in order to further develop it as a digital marketing tool. Thus, the aim was to suggest actionable recommendations for improvement which were supported by a careful data analysis. The study was a critical review on researcher’s own professional practice; hence, it was crucial to suggest objective recommendations. For this purpose, a mixed data collection method was utilized, in the form of literature review as a qualitative method, and survey questionnaire as a quantitative method. The literature review was conducted from various literatures regarding digital marketing, website development and inbound marketing. The survey questionnaire was distributed to the website users, hence, Rantaperkiön Isku’s athletes, parents of the athletes and club members.
In the end, it was concluded that customers arrive to the website to look for information, and they were able to process the information of the content effortlessly. In addition, the content was astonishing, and the thesis was able to build a customer journey mapping model. These gave insight and focus for recommendations, and specifically, the study was able to suggest eight actionable recommendations. These suggestions were to implement the inbound methodology stages while designing of the content; to design the content for the target audience; to look for content inspiration from industry competitors, but still to create genuine content with honest tone of voice; to utilize content strategy and content creation framework; to build a topic authority; to create partnerships with relevant businesses; to increase the content’s active sharing in external and internal platforms; lastly, to conduct active communication analysis and review on the target audience, the website and the content.