Using inbound marketing strategy for raising brand awareness on the Finnish market; case: bee smart city

Abstract

This thesis covers inbound marketing strategy developed to raise brand awareness about the German smart solution platform on the Finnish market. This thesis accommodates information about inbound marketing, social media marketing, and brand awareness. Product development methods used in the thesis helped to gather a better customer understanding, find effective approaches in reaching probable customers, create a long-list of potential customers and develop an inbound marketing strategy for raising brand awareness among Finnish hypothetical customers.

The theoretical part of the study combines research completed in an inbound marketing sphere, books based on the thesis’ topic, and successful cases of inbound marketing strategies, that have been applied to social media campaigns and gained incredible results. Moreover, the theoretical part includes marketing trends and best practices, which were partly applied in the inbound marketing strategy for the case company.

The chosen methods for product development were interviews, long-list and inbound marketing strategy, which were applied during May 2020. Interviews were made with existing customers online and long-list was created based on the internet search. The inbound marketing strategy was created based on the results of the interviews with using long-list data. The results of the thesis include tested inbound marketing strategy for raising brand awareness on the Finnish market and suggestions based on implementation results.

Results of interviews, long-list, and planned actions were designed into tables for most convenient perception and analysis. Results of strategy testing, and its analysis presented partly in tables. After the analysis was made, conclusions and suggestions were made. Suggestions were made by the author and can be implemented by the case company to increase possible brand awareness on the Finnish market.

Suggestions were designed on basis of tested strategy. Suggestions include ideas, that can be implemented in future inbound marketing activities. Aim of new suggestions given to increase bee smart city’s brand awareness in Finland, make it more recognizable and get new customers and new smart solutions.