Making It Out of Wood : Luxury marketing through social media for small business
Cartmell, Kati (2019)
Cartmell, Kati
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019121125926
https://urn.fi/URN:NBN:fi:amk-2019121125926
Tiivistelmä
Company X is a one-man woodworking company in Central Ostrobothnia, Finland and it has been in business since 2017. The company offers customer-oriented services in restoration, recycling and upcycling furniture, as well as in creating new pieces of furniture to meet the customer’s wishes and needs. The set of services that the company provides can be seen as luxury, so they need to be fully aware of the niche market that they are trying to appeal to and who their potential customers are.
This study examined luxury marketing in the era of digital marketing. More precisely, it focused on what digital marketing means and how valuable it would be to businesses to determine who their potential customers are, how they behave and how they can be reached. The study discusses how marketing has evolved during the recent decades and how social media has changed the game when it comes to marketing products and services to a targeted audience.
The case company wished to learn how they could use digital marketing and social media to boost their business. Moreover, the company wanted to know whether they could learn from other businesses that are trying to attract the right customers in the world of luxury products.
The author conducted a study for which a sample of companies was selected, their use of their digital marketing channels was monitored for 30 days and then compared to each other. The research method used in this process was comparative analysis. As a result, Company X received proposals on how they could improve their status in the social media channels and provide better content for their followers and in this way, attract more customers.
This study examined luxury marketing in the era of digital marketing. More precisely, it focused on what digital marketing means and how valuable it would be to businesses to determine who their potential customers are, how they behave and how they can be reached. The study discusses how marketing has evolved during the recent decades and how social media has changed the game when it comes to marketing products and services to a targeted audience.
The case company wished to learn how they could use digital marketing and social media to boost their business. Moreover, the company wanted to know whether they could learn from other businesses that are trying to attract the right customers in the world of luxury products.
The author conducted a study for which a sample of companies was selected, their use of their digital marketing channels was monitored for 30 days and then compared to each other. The research method used in this process was comparative analysis. As a result, Company X received proposals on how they could improve their status in the social media channels and provide better content for their followers and in this way, attract more customers.