Increasing Brand Awareness for a Born Global Through Social Media Marketing

Abstract

Increasing the brand awareness and recognition among the consumers is one of the most important steps for a start-up, operating in the global business environment, where the competition is intense and risks are high. The lack of funds, personnel, experience, knowledge and managerial skills in the international business environment however limits the company’s choices in terms of strategies chosen. Especially the lack of funds has a direct impact on the marketing strategy chosen through which the company tries to increase the brand awareness among the consumers and therefore sales. However, showing the existence and being noticed by the consumers is vital for a born global company, as otherwise the application will not be downloaded and therefore not sold. Consequently, the social media marketing, particularly for a startup in the field of applications, is a tempting part of the marketing strategy, because it is cost effective as well as easy to use and access. Therefore, it can be used in order to increase the brand awareness among the consumers for example via social media marketing campaigns or electronic word of mouth. This research paper aims in studying the social media marketing strategies used by the local application developers in order to increase knowledge and facilitate application developers’ activities in the Kymenlaakso region.