B2B marketing communications in emerging markets : content marketing in digital channels: a case study of the United Arab Emirates
Banjo, Olugbenga (2013)
Banjo, Olugbenga
Oulun ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201404023790
https://urn.fi/URN:NBN:fi:amk-201404023790
Tiivistelmä
With the ever increasing online community and opportunities, digital marketing is fast becoming the mainstream in the field of marketing. At the same time marketers have to be up-to-date with the current digital trends in order to be able to improve themselves and make valuable contributions to their organisations. The significance of digital marketing thus should make any thoughtful organisation want to plan for, perform, evaluate and improve its digital marketing endeavours where necessary, in order to take advantage of the opportunities available. This importance therefore necessitated this research.
This thesis was commissioned by Koodiviidakko Oy, a Finnish company producing digital marketing software. The focus of this research is on business to business digital marketing in a digitally emerging market, with the United Arab Emirates (UAE) as the case study. A broad literature review of the concept of business to business (B2B) was performed, touching on aspects such as organisational buying behaviour, decision making unit and relationship marketing. Also discussed was B2B marketing communications from two dimensions; channel and relationship. Furthermore, the report examined the concepts of content marketing, digital marketing and digital marketing channels which are important concepts relevant to the thesis subject matter. The research was both qualitative and quantitative with analytical tools used to gather statistical data on the commissioner’s digital marketing channels. The results gathered from the research showed that the commissioner’s digital marketing efforts in the UAE are on the right track but more needs to be done especially in the areas of customer acquisition, customer conversion and measuring return on investments. Finally, based on the findings, recommendations were made, that the commissioner could employ in order to improve its digital marketing.
This thesis was commissioned by Koodiviidakko Oy, a Finnish company producing digital marketing software. The focus of this research is on business to business digital marketing in a digitally emerging market, with the United Arab Emirates (UAE) as the case study. A broad literature review of the concept of business to business (B2B) was performed, touching on aspects such as organisational buying behaviour, decision making unit and relationship marketing. Also discussed was B2B marketing communications from two dimensions; channel and relationship. Furthermore, the report examined the concepts of content marketing, digital marketing and digital marketing channels which are important concepts relevant to the thesis subject matter. The research was both qualitative and quantitative with analytical tools used to gather statistical data on the commissioner’s digital marketing channels. The results gathered from the research showed that the commissioner’s digital marketing efforts in the UAE are on the right track but more needs to be done especially in the areas of customer acquisition, customer conversion and measuring return on investments. Finally, based on the findings, recommendations were made, that the commissioner could employ in order to improve its digital marketing.