B-to-C Digital Marketing Plan for ONAR Studios
Juvonen, Mirjam (2016)
Juvonen, Mirjam
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201603012775
https://urn.fi/URN:NBN:fi:amk-201603012775
Tiivistelmä
Traditional marketing methods are losing their impact in this continuously more digital world. Most customers are online and businesses need to be there, too. Through a creative plan for digital marketing, businesses can gain an advantage over their competitors, which is highly needed especially in the extremely competitive fashion industry.
The objective of this product-based thesis is to create a B-to-C digital marketing plan for the case company, ONAR Studios, a small Finnish fashion brand. By creating the plan, the aim is to increase the visibility of the brand and its sales. The outcome of this thesis is an action plan in the form of a handbook.
A theory framework for digital marketing was conducted as secondary research and consists of three key elements: the platforms for digital marketing, the use of content marketing, engage customers, and the role of search engine optimization in marketing. The unifying element here is the content that plays a part in each stage of the theory.
Chapter three studies how digital marketing affects the fashion business. The chapter also includes interesting companies for benchmarking that have been doing creative digital marketing and are successfully using various digital platforms.
The digital marketing plan was created by using PR Smith’s SOSTAC marketing planning model, which consists of first establishing the situation and the objectives, followed by strategy, tactics and actions and finally followed by control measures after a given period of an ongoing plan.
The objective of this product-based thesis is to create a B-to-C digital marketing plan for the case company, ONAR Studios, a small Finnish fashion brand. By creating the plan, the aim is to increase the visibility of the brand and its sales. The outcome of this thesis is an action plan in the form of a handbook.
A theory framework for digital marketing was conducted as secondary research and consists of three key elements: the platforms for digital marketing, the use of content marketing, engage customers, and the role of search engine optimization in marketing. The unifying element here is the content that plays a part in each stage of the theory.
Chapter three studies how digital marketing affects the fashion business. The chapter also includes interesting companies for benchmarking that have been doing creative digital marketing and are successfully using various digital platforms.
The digital marketing plan was created by using PR Smith’s SOSTAC marketing planning model, which consists of first establishing the situation and the objectives, followed by strategy, tactics and actions and finally followed by control measures after a given period of an ongoing plan.