Improving B2B communication by utilizing digital marketing channels : a case study of REALPAD
Vuong Yen, Trang; Do, Thu (2016)
Vuong Yen, Trang
Do, Thu
Laurea-ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016121019821
https://urn.fi/URN:NBN:fi:amk-2016121019821
Tiivistelmä
REALPAD is a fast developing company that offers CRM software for residential real estate developers. The company is planning to expand its sales to new parts of the world and therefore has a need for more effective communication channels for the company to reach more prospects in the international market.
The main objective of this thesis project was to find out how to improve REALPAD’s communication with potential and existing customers by using various digital marketing channels. In order to achieve the goals, theories of different digital channels were examined along with research on the effectiveness of these channels to B2B businesses in order to come up with suggestions for the company.
The theoretical background concentrated on theories of B2B marketing communication and digital marketing as well as the digital channels which are search engine marketing, website and content marketing, social media, email marketing and affiliate marketing. These channels are relatively low cost and can help businesses to reach wider audiences compared to the traditional ones.
The empirical part of the thesis project employed different research methods for data collection. Firstly, a face-to-face interview with the CEO of REALPAD was organized in order to receive a deeper understanding about the company’s perspectives and goals. After that, a comprehensive analysis of the problem using the CATWOE model was implemented to support the final decision-making. Questionnaires were also developed to gather information about the use of digital marketing channels among B2B customers. Additionally, a benchmarking of the case company’s main competitors’ digital marketing channels was conducted to examine the methods being used and what can be learnt from the competitors.
As an outcome of the research a set of recommendations was prepared for REALPAD on which methods are the most effective for the company communication and how to manage the channels in order to accomplish the best outcomes.
The main objective of this thesis project was to find out how to improve REALPAD’s communication with potential and existing customers by using various digital marketing channels. In order to achieve the goals, theories of different digital channels were examined along with research on the effectiveness of these channels to B2B businesses in order to come up with suggestions for the company.
The theoretical background concentrated on theories of B2B marketing communication and digital marketing as well as the digital channels which are search engine marketing, website and content marketing, social media, email marketing and affiliate marketing. These channels are relatively low cost and can help businesses to reach wider audiences compared to the traditional ones.
The empirical part of the thesis project employed different research methods for data collection. Firstly, a face-to-face interview with the CEO of REALPAD was organized in order to receive a deeper understanding about the company’s perspectives and goals. After that, a comprehensive analysis of the problem using the CATWOE model was implemented to support the final decision-making. Questionnaires were also developed to gather information about the use of digital marketing channels among B2B customers. Additionally, a benchmarking of the case company’s main competitors’ digital marketing channels was conducted to examine the methods being used and what can be learnt from the competitors.
As an outcome of the research a set of recommendations was prepared for REALPAD on which methods are the most effective for the company communication and how to manage the channels in order to accomplish the best outcomes.