International digital marketing strategy : IFBB Nordic Academy
Marjoniemi, Johanna (2023)
Marjoniemi, Johanna
2023
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120935643
https://urn.fi/URN:NBN:fi:amk-2023120935643
Tiivistelmä
The new digital marketing environment has increased brands’ competition on consumers’ attention, requiring different strategical approaches to marketing informed by data. Huge amounts of brand messages are daily ignored by the consumers, when the marketing content does not catch the audience’s attention immediately. The level of competition and changes in consumer behavior makes a data-driven strategy as essential basis for gaining specific marketing results. The purpose of the thesis is to develop a data-driven digital marketing strategy, for a case organization to increasing brand awareness in a Norwegian target market.
The thesis work is implemented utilizing a deductive research approach. The research process and strategy development are guided by commonly used theories and frameworks in strategic marketing planning. The research process utilizes both, qualitative and quantitative research methods, exploring the Norwegian business environment and target customers.
The empirical part collected primary data, via questionnaire and interview from the representative of the case organization, and via customer survey from the current customers. The target market research collected secondary data from available databases and previous studies of Norwegian consumers.
According to the research results, the most relevant means of digital marketing for reaching the Norwegian audience, were paid campaigns, affiliate marketing, and SEO, due to the effectiveness in gaining the desired marketing results. For catching the audience’s attention, the case organization must tailor appealing brand communication, informed by the customer data and in-line with the desired brand image in the market. Further research on the actual Norwegian audience is required, for more country-specific brand communication and measurable marketing.
The thesis work is implemented utilizing a deductive research approach. The research process and strategy development are guided by commonly used theories and frameworks in strategic marketing planning. The research process utilizes both, qualitative and quantitative research methods, exploring the Norwegian business environment and target customers.
The empirical part collected primary data, via questionnaire and interview from the representative of the case organization, and via customer survey from the current customers. The target market research collected secondary data from available databases and previous studies of Norwegian consumers.
According to the research results, the most relevant means of digital marketing for reaching the Norwegian audience, were paid campaigns, affiliate marketing, and SEO, due to the effectiveness in gaining the desired marketing results. For catching the audience’s attention, the case organization must tailor appealing brand communication, informed by the customer data and in-line with the desired brand image in the market. Further research on the actual Norwegian audience is required, for more country-specific brand communication and measurable marketing.
Kokoelmat
Samankaltainen aineisto
Näytetään aineisto, joilla on samankaltaisia nimekkeitä, tekijöitä tai asiasanoja.
-
Swedish market entry strategy utilizing Internet marketing: the utilization of Internet marketing in a cost effective and efficient way to market a virtual world
Möller, Per (Oulun seudun ammattikorkeakoulu, 2010)The purpose of this thesis is to review published literature both printed and electronic on the subject of Internet marketing. This will aid to provide guidance on how a newly started virtual world company would be able ... -
Tammi Jewellery : Market research for entering the Hong Kong market; market channels and brand positioning in the market
Thin, Rebecca (Metropolia Ammattikorkeakoulu, 2018)The purpose of this study is to gain further knowledge about the Hong Kong jewellery industry and different market channels available for Tammi Jewellery. Tammi Jewellery is a company that creates contemporary handmade ... -
Social Media Marketing Plan for OneFromTheNorth: How to do effective social media marketing for an independent music artist towards international market?
Mäkinen, Riku (2020)Tämä päättötyö etsii parhaita sosiaalisen median alustoja itsenäiselle artistille oman musiikkinsa markkinointiin hänen pyrkiessään kansainvälisille markkinoille. Tavoitteena on selvittää parhaat sosiaalisen median ...