Online Marketing Handbook for Emerging Jewelry Importer: Case Divina Katalina
Jylhälehto, Joona (2014)
Jylhälehto, Joona
Tampereen ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014102714958
https://urn.fi/URN:NBN:fi:amk-2014102714958
Tiivistelmä
This thesis was commissioned by South American Business Solutions Ltd, regarding the enhancement of online marketing practices for their primary brand; Divina Katalina. Under the brand the case company imports handmade, eco-friendly jewelry from South America mainly to Finland. The company being relatively young with limited personnel, the time invested in planning and implementing an effective online marketing strategy had been minimal. The purpose of the thesis was to tailor an online marketing manual for the case company that would strenghthen their online presence. The secondary data was collected from topical literature and Internet sources. Benchmarking was used as well to map out current trends prevalent in other businesses in the field.
The secondary data was first used to define online marketing in general and tell briefly about its benefits. The main theoretical chapter examined the ever-increasing role of content, five major social media and their online marketing practices, the basics of search engine optimization, and current trends in email marketing.
The outcome of the thesis revealed a rapidly evolving world of online marketing. The role of content today, whether on a website or on different social media channels, is ever more important. With more and more traffic in the market companies and organizations have to be able to better distinguish themselves from the grey bulk and tailor more personalized messages to consumers. The five major social media - Facebook, Pinterest, Twitter, YouTube, LinkedIn – that were explored each offered plenty of means for an effective online strategy, however, not all of them were deemed suitable for the case company. Search engine optimization for the case company essentially included fine-tuning small segments of the company’s website within the framework of the HTML5 website builder that was used. As for email marketing, the case company’s past newsletters and other promotional emails were examined and some flaws pointed out. Improvement suggestions were then stated based on the information in the theoretical part.
The secondary data was first used to define online marketing in general and tell briefly about its benefits. The main theoretical chapter examined the ever-increasing role of content, five major social media and their online marketing practices, the basics of search engine optimization, and current trends in email marketing.
The outcome of the thesis revealed a rapidly evolving world of online marketing. The role of content today, whether on a website or on different social media channels, is ever more important. With more and more traffic in the market companies and organizations have to be able to better distinguish themselves from the grey bulk and tailor more personalized messages to consumers. The five major social media - Facebook, Pinterest, Twitter, YouTube, LinkedIn – that were explored each offered plenty of means for an effective online strategy, however, not all of them were deemed suitable for the case company. Search engine optimization for the case company essentially included fine-tuning small segments of the company’s website within the framework of the HTML5 website builder that was used. As for email marketing, the case company’s past newsletters and other promotional emails were examined and some flaws pointed out. Improvement suggestions were then stated based on the information in the theoretical part.