Using Digital Marketing to Develop a Modern Marketing Strategy for a Startup. : Case study: Design With Benefits
Narkiniemi, Johanna (2013)
Narkiniemi, Johanna
Metropolia Ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013120820408
https://urn.fi/URN:NBN:fi:amk-2013120820408
Tiivistelmä
The purpose of this study was to discover how digital marketing can promote a newly launched startup’s business in the United States market. Other objectives were to more precisely define the market where company is operating, to identify its main challenges and find ways to build stronger brand equity, and how to engage the target customers. The study also aims to provide a comprehensive situational analysis of the market and conduct realistic research of the marketing possibilities, and suggest potential marketing actions. The Approach was to conduct a case study about Design With Benefits, whose business idea is to sell designer products with social and environmental benefits. Even though the concept is good and functional, reaching the potential customers and defining the market is challenging for every starting company. This was the reason why there was a need to perform this study.
Qualitative research was chosen to gather the primary data. This was done through conversations and emails with the co-founder of Design With Benefits. The primary data provided better understanding of the business idea and the objectives for marketing. The primary data provided the basis for where to build the research. Articles, books, statistics, and e-journals were used as a secondary data.
The findings showed that the future of marketing is in digital marketing, and companies are quickly moving towards it because consumers are spending increasing amounts of time online. The study also discovered that amount of consumers making purchases online is growing. Therefore, in order to promote Design With Benefits’ marketing actions, a need to add digital marketing strategy as a part of overall marketing plan arose.
Qualitative research was chosen to gather the primary data. This was done through conversations and emails with the co-founder of Design With Benefits. The primary data provided better understanding of the business idea and the objectives for marketing. The primary data provided the basis for where to build the research. Articles, books, statistics, and e-journals were used as a secondary data.
The findings showed that the future of marketing is in digital marketing, and companies are quickly moving towards it because consumers are spending increasing amounts of time online. The study also discovered that amount of consumers making purchases online is growing. Therefore, in order to promote Design With Benefits’ marketing actions, a need to add digital marketing strategy as a part of overall marketing plan arose.