Digital marketing strategy Case company Sea Sales Finland
Ahto, Vilppu (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020121027413
https://urn.fi/URN:NBN:fi:amk-2020121027413
Tiivistelmä
The purpose of the thesis is to develop a professional digital marketing strategy for Vallisaari brand which the case company Sea Sales Finland owns. Sea Sales Fin-land operates in the service sector in Helsinki. The brand Vallisaari includes all the services provided by Sea Sales Finland in the island of Vallisaari which was opened to the public recently in 2016.
The thesis was conducted mainly by qualitative methods. The primary data was gathered from semi-structured interviews and the field observations by the author during his internship period in the case company. However, also statistics were utilized in order to comprehend customer behavior online. The secondary data was collected from e-materials such as e-books, articles, Google analytics and images in order to grasp the concept of digital marketing. It included all the relevant digital marketing channels, techniques and tools available. In addition, the Sostac market-ing plan model is introduced.
After the concept was grasped and the data analyzed, recommendations were made for the case company by using the Sostac model. They include website develop-ment, email marketing, search engine optimization and social media marketing. The tactics will increase the brand awareness and will guide more people to use the ser-vices of Vallisaari. Furthermore, the recommendations included propositions for the case company to test the tactics and adjust them in the future if necessary.
The thesis was conducted mainly by qualitative methods. The primary data was gathered from semi-structured interviews and the field observations by the author during his internship period in the case company. However, also statistics were utilized in order to comprehend customer behavior online. The secondary data was collected from e-materials such as e-books, articles, Google analytics and images in order to grasp the concept of digital marketing. It included all the relevant digital marketing channels, techniques and tools available. In addition, the Sostac market-ing plan model is introduced.
After the concept was grasped and the data analyzed, recommendations were made for the case company by using the Sostac model. They include website develop-ment, email marketing, search engine optimization and social media marketing. The tactics will increase the brand awareness and will guide more people to use the ser-vices of Vallisaari. Furthermore, the recommendations included propositions for the case company to test the tactics and adjust them in the future if necessary.